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Inbound Marketing Age

Katie Hughes

Katie Hughes
Katie writes content for Equinet and our clients. After completing a Psychology degree, she worked in market research for six years, partnering with some of the UK’s biggest brands including the BBC, British Gas and Lloyds Banking Group.

Recent Posts

Why B2B marketers must adopt a growth marketing mindset

Written by Katie Hughes  |  8, April, 2020  |  0 Comments  Subscribe

As the world around us takes an unprecedented turn, the instinct for many marketers will be to play it safe. But as Albert Einstein once said, “In the middle of difficulty lies opportunity.”

The B2B companies who will thrive in this new climate are those with a growth marketing mindset; who are willing to bend, flex and try new things.

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Marketing tips for businesses during the coronavirus outbreak

Written by Katie Hughes  |  31, March, 2020  |  0 Comments  Subscribe

No one expected 2020 to turn out quite as it has. As the coronavirus pandemic continues, we are all finding ourselves adjusting to a new, strange normal. And the impact of COVID-19 is being felt by every business across every sector.

As marketers try to maintain revenue flow and keep customers engaged during this exceptional time, they will be battling with a number of different questions.

How much should we talk about the coronavirus? What should we say? And how we should say it?

Do we carry on our marketing activities as normal? What if we come across as insensitive or opportunistic?

Business-as-usual might feel surreal at this moment in time. But marketers need to be thinking long-term. They need to keep building their brand and engaging with their audience.

So here are our top tips for managing your marketing activity during this period of uncertainty.

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How long should your blog posts be in 2020?

Written by Katie Hughes  |  18, March, 2020  |  0 Comments  Subscribe

New HubSpot data reveals the ideal blog post length for search engine optimisation (SEO) is 2,100-2,400 words.

I can almost hear you gasp.

Really? We should be writing blog posts of over 2,000 words?

Before we all panic, let’s backtrack just a moment.

The answer to how long your blog posts should be really isn’t as simple as that.

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Influencer marketing: to trust or not to trust?

Written by Katie Hughes  |  22, January, 2020  |  0 Comments  Subscribe

New research by Gartner predicts that by 2023, companies will reduce their budget allocation for influencer marketing by a third.

In their latest report, Gartner reveal that consumers are losing trust in brands and entities they don’t personally know and are instead turning to family, friends and local businesses to provide advice and information.

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How to convert your blog readers into leads

Written by Katie Hughes  |  8, January, 2020  |  0 Comments  Subscribe

If you’re blogging regularly, you’re probably expecting a return on your investment.

But while blogging can be an affordable and effective way to bring people to your site, unfortunately, it doesn’t automatically guarantee you a steady stream of new leads.

This doesn’t mean people don’t love reading your blog posts. They may come back time and again. Perhaps they view you as an authoritative voice in your industry. But still, they may not turn into leads.

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Brands as media publishers: 5 things we've learned in 2019

Written by Katie Hughes  |  16, December, 2019  |  0 Comments  Subscribe

Move over content marketing. Brands, we’re told, now need to think like media publishers.

This is a topic we’ve discussed regularly on our blog over the last 12 months.

We’ve explored what it means to think like a media publisher, who the brands are that are doing it well, and how you too can pursue a media publishing strategy.

Let’s take a look.

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How to create an effective discussion guide for B2B research

Written by Katie Hughes  |  12, December, 2019  |  0 Comments  Subscribe

Editor's note: This blog was originally published in June 2017 and has since been updated for optimal accuracy and relevance.

A discussion guide is a list of topics, questions and tasks used in qualitative research. When conducting interviews or focus groups for your B2B research, whether capturing feedback on a product or carrying out buyer persona interviews, a discussion guide is a vital tool for ensuring you make the best use of your time and gain a greater level of insight.

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What is the StoryBrand framework and how can it transform your marketing?

Written by Katie Hughes  |  9, December, 2019  |  0 Comments  Subscribe

Most companies struggle to talk about what they offer in a clear way.

Donald Miller’s StoryBrand framework helps businesses simplify their messaging by taking a story-driven approach to communication that places the customer at the centre.

Nothing causes people to stop and listen like a great story. Stories can be used to teach, inspire, clarify and mobilise. In a world of information overload, stories can cut through the noise and influence people.

But according to Miller, the most crucial thing in telling your story is what your customers hear - not what you’re trying to say.

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What is conversational marketing and how does it fit with inbound?

Written by Katie Hughes  |  29, November, 2019  |  0 Comments  Subscribe

Conversational marketing; is it just the latest buzzword? Perhaps you’ve heard that a conversational strategy can be valuable for your business.

But what does it mean exactly?

What are the benefits?

And how does it tie in with inbound marketing?

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7 mistakes content writers make when writing for web

Written by Katie Hughes  |  22, November, 2019  |  0 Comments  Subscribe

Writing for web isn’t easy. You can be a talented writer but still find yourself struggling to connect with an online audience. That’s because many of the usual rules go out the window.

Long introductions, elaborate descriptions and digressions don’t work for an online audience. They are surrounded by other distractions and temptations, so you need to make an impact fast.

So, let’s get straight to the point.

What are the common mistakes you need to avoid when writing for web?

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5 stats from CMI's B2B Content Marketing report to inspire you in 2020

Written by Katie Hughes  |  13, November, 2019  |  0 Comments  Subscribe

Last month, the Content Marketing Institute (CMI) released the latest findings from their annual B2B content marketing survey.

The CMI have been reporting on content marketing trends for almost a decade and have become a go-to source for B2B marketers wanting to see how their marketing activity stacks up against other businesses.

This year’s report presents the findings gathered from research conducted with 679 organisations who primarily sell products or services to businesses.

Here’s a round up of the key findings, with the hope it might inspire your own content marketing strategy in 2020.

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