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

From Deadpool to Gin - how Ryan Reynolds became a content marketing genius

Written by Katie Hughes  |  10, September, 2019  |  0 Comments  Subscribe

Perhaps you know Ryan Reynolds best as Michael from Two Guys and a Girl, as the CIA Agent in Safe House, or as the title character in the critically acclaimed film Deadpool.

But what about his role in the world of content marketing?

See Ryan Reynolds isn’t just a Hollywood film star. When he’s not busy smashing out hit films, he’s creating some truly outstanding marketing content.

Over the last few years, Reynolds has slowly made a name for himself in the content marketing world, first with the hit film Deadpool (and subsequently Deadpool 2), but also in the drinks industry.

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10 of the best content writing tools to improve your blog

Written by Katie Hughes  |  3, September, 2019  |  0 Comments  Subscribe

Blogging remains one of the best ways to connect with your customers and prospects. But in an age of content saturation, most writers know they need to up their game.

You may have been blogging for years, but even the most seasoned writers need a little help sometimes.

Plus content writing isn't just about being able to write well. A good content writer will also be focused on ensuring they're writing about topics that resonate with their ideal customers and that their blog posts are getting found by those people.

We've compiled some of the best content writing tools that we use here at Equinet, to help you improve your blog and get noticed by the people looking for what you do.

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Original research for content marketing - is it really worth it?

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

As a marketer, publishing original research is an opportunity to demonstrate thought leadership and position your company as an authority in your industry. And in turn, it can help you to build trust and credibility with your customers and prospects.

In a world of content saturation, publishing original research can help you stand out in your industry. But, it’s possibly one of the most underused forms of content.

Just 39% of marketers have published original research in the past 12 months, according to a global study by Mantis research and BuzzSumo.

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Instagram marketing - is it right for your B2B business?

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

Instagram. Whether you love it or loathe it, it's more than just an app for taking photos of your food. But is it right for your social media strategy?

We’re all familiar with the benefits of social media marketing. More exposure for your business, increased traffic and leads, improved sales, developing loyal fans, and so on.

Common sense would argue that if you want to generate awareness of your brand, then the more social media platforms you infiltrate, the better.

On the other hand, could you be better off putting your efforts into one or two social media platforms that are the best fit for your business, and not worrying about the others?

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How to generate more leads with your B2B research

Written by Katie Hughes  |  7, August, 2019  |  0 Comments  Subscribe

Doing your own B2B research can help you to demonstrate thought-leadership and position your company as an expert in your industry.

But research projects aren’t turned around overnight. Research can be a big investment, and to make the most of that investment you should be thinking about how you can create multiple pieces of content from your research.

Some people prefer visual infographics over text statistics.

Some choose podcasts over written reports.

Repurposing your research for different formats means extending its lifespan as well as your reach, and as a result, creating more opportunities to convert prospects into leads.

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4 ways B2B research can amplify your inbound marketing efforts

Written by Katie Hughes  |  11, July, 2019  |  0 Comments  Subscribe

Statistics show that doing research can have a positive impact on the success of a B2B business. Firms that conduct frequent research (at least quarterly) grow almost 12x faster and are almost twice as profitable as firms that do no research.

Companies will often use research to measure customer satisfaction, to discover how they are perceived in the market, as well as measure the appetite for new products.

But the opportunities for B2B research don’t end there.

For B2B companies engaging in an inbound methodology and hoping to grow their customer base, incorporating research into your strategy can offer enormous benefits.

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Ethical marketing in the media publishing age

Written by Katie Hughes  |  5, July, 2019  |  0 Comments  Subscribe

In the inbound marketing arena, we’re often being told that prospects don’t care about what we do, they care about how our products or services can help them.

But this doesn’t mean they don’t care about who you are.

In fact, people really do care about who they buy from.

Sustainability, for instance, is big on the agenda.

66% of global consumers are willing to pay more to buy from companies who are committed to sustainability. Amongst millennials, this figure goes up to 73%.

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Defining the buyer’s journey: a foundation for content creation

Written by Katie Hughes  |  14, June, 2019  |  0 Comments  Subscribe

With every piece of content you create, be it a blog post, video, podcast, or eBook, you should be thinking about how you can meet the specific needs of your buyer personas. And if you’ve invested the time to define meaningful buyer personas that go beyond demographics, you should be bursting with ideas for content.

But the buck doesn’t stop here. You also need to think about the buyer’s journey.

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How to develop meaningful buyer personas that go beyond demographics

Written by Katie Hughes  |  31, May, 2019  |  0 Comments  Subscribe

When done well, buyer personas help you understand your ideal customers better. This makes it easier to tailor your content messaging, product development, and services to their specific needs.

But too often, companies make the mistake of thinking about buyer personas in terms of demographics; only looking as far as their age, gender, and job role.

To define truly meaningful buyer personas, you need to look beyond the demographics of your ideal customers. You need to understand their interests, fears, and aspirations. You need the full story on how and why they make a buying decision.

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Becoming a media brand: who are the B2B companies doing it well?

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

For the last decade, brands have been focusing their efforts on content marketing.

B2C and B2B brands alike have been churning out blog posts, creating eBooks, and promoting them on social media in an effort to generate more leads and customers.

But if everyone in your industry is blogging, and everyone is promoting those blog posts on their social channels, that's a vast amount of content vying for the attention of your ideal customers.

Then there's all the other content unrelated to your industry that's tugging at their sleeve, from the latest Netflix documentary to the biggest news stories.

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Can the future of content marketing be found in the past?

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

Last month was Equinet's first ever Certification Day, where the company dedicated a whole day to training.

While studying for the HubSpot Inbound Marketing certification, I was reminded that once upon a time, as little as 350 words was sufficient enough to rank well, as long as you included the right balance of links and keywords.

That’s a stark contrast from today, where the average blog post currently sits at 1151 words.

It got me thinking about how content marketing has changed over the years. In some ways, it seems as though we are worlds apart from the way things once were.

But are we really creating content that differently to how we did it in the past?

I thought it was time for a little refresh…

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