Inbound Marketing Age

Katie Hughes

Katie Hughes
Katie writes content for Equinet and our clients. She has a degree in Psychology and before joining Equinet worked in market research for six years, where she specialised in qualitative research.

Recent Posts

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.

Read more...

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%.

Read more...

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.

Read more...

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.

Read more...

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.

Read more...

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…

Read more...

How to inject more life into your blog posts with visual media

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

55% of marketers say blog content creation is their top inbound marketing priority. But, in a world where companies are starting to think more like media publishers, are text-only blog posts still holding people’s attention?

According to one study, “91% of consumers now prefer interactive and visual content over traditional, text-based or static media.” Plus, 65% of the population are visual learners.

But this doesn’t mean we should be putting our pens down and aborting blogging altogether. And if you’re not convinced of this, I implore you to read this blog post.

Read more...

Which types of blog posts get shared the most on social media?

Written by Katie Hughes  |  25, February, 2019  |  0 Comments  Subscribe

New research published last week by Backlinko has revealed some interesting insights into the types of blog posts that garner the most shares on social media.

Backlinko analysed 912 blog posts, looking at how things like content format, word count, and headlines correlate with social media shares.

We delved into the findings.

So, which types of blog posts are most shareable?

Read more...

How to launch a successful podcast in 6 simple steps

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

In the crowded world of the internet, companies are recognising the importance of becoming a media company and creating more informative, engaging, and compelling content that will help them to attract and retain customers. And the podcast medium is the newest big opportunity.

There has been an enormous surge in people listening to podcasts in recent years. In the UK, there are now 5.9 million people tuning into a podcast each week - compared to just 3.2 million in 2013.

Everyone from celebrities and journalists to broadcasters and marketers are recognising the ripe opportunity to engage an already captive audience.

Read more...

Why your professional services firm needs a pillar page

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

Professional services firms using a content marketing strategy will traditionally have written blog posts to rank for specific, individual keywords that relate to their business.

But with people now searching using longer, more complex terms, search engines now favour topic-based content. And this means that professional services firms need to take a smarter approach to their content marketing strategy.

The solution?

Pillar pages.

Read more...

How to build trust in professional services marketing

Written by Katie Hughes  |  13, December, 2018  |  0 Comments  Subscribe

In professional services marketingbuilding trust with your prospects is key. You're selling a relationship - and the most important thing, in any relationship, is trust.

With that in mind, it’s no coincidence that many professional services firms traditionally won their business through referrals and word of mouth. But, in the digital world, we have to build trust differently. We have to work harder to earn it.

This is why many professional services firms today have adopted a content marketing approach. By providing your target audience with interesting, educative, and helpful content, you can position your company as a trusted source of authority and as the ‘go-to-guys’ in your field.

Read more...