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Inbound Marketing Age

Katie Hughes

Katie Hughes
Katie writes content for Equinet and our clients. Katie has a degree in Psychology and worked as a qualitative researcher for six years, where she partnered with big UK brands including the BBC, Lloyds Banking Group and British Gas, before switching her hand to content writing.

Recent Posts

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?

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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.

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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.

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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.

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Why the modern B2B buyer needs a mobile-first approach

Written by Katie Hughes  |  22, November, 2018  |  0 Comments  Subscribe

Mobile internet usage has long surpassed desktop and laptop usage, and not just in the consumer world.

B2B buyers are just as glued to their phones as consumers. A recent study by Boston Consulting Group (BCG) revealed some powerful stats about how B2B buyers use mobile in the purchasing journey:

  • 80% of B2B buyers are using mobile at work
  • 60% of B2B buyers report that mobile played a significant role in a recent purchase
  • 50% of all B2B search queries are made on smartphones (this is expected to rise to 70% by 2020)
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13 easy blogging hacks for HubSpot users

Written by Katie Hughes  |  9, October, 2018  |  0 Comments  Subscribe

There’s much more to blogging than just writing. Your post needs to be optimised for search and formatted in a way that’s easy for readers to digest.

The good news is that if you’re using HubSpot, their platform makes it easier for you to publish attractive and search-friendly blog posts. But it doesn’t do all the work for you. 

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Panda, penguin, hummingbird - a beginner's guide to Google's algorithm

Written by Katie Hughes  |  27, September, 2018  |  0 Comments  Subscribe

If you’re new to SEO, you may wonder why everyone keeps talking about pandas, penguins and hummingbirds.

This exotic line-up of creatures are, in fact, the names given to major updates to Google's ranking algorithm. But what is the Google algorithm and what do you need to know about it?

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4 digital marketing trends to watch in 2019

Written by Katie Hughes  |  12, September, 2018  |  3 Comments  Subscribe

September has arrived. The kids are back at school, this summer’s heatwave is a distant memory, and it’s starting to feel very autumnal. Dare I say it, but it will be Christmas before we know it. So it’s not too early to start thinking about the new year, right?

With the world changing a mile a minute, it certainly pays to stay ahead of the curve. Here are some thoughts about the digital marketing trends you need to keep an eye out for in 2019.

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The staying power of white papers in B2B content marketing

Written by Katie Hughes  |  30, August, 2018  |  0 Comments  Subscribe

The popularity of video marketing, podcasts and webinars are expanding the horizon for B2B content marketers. By comparison, the written word may seem unexciting and a little out of date. But sometimes, it's worth going back to basics.

White papers certainly aren’t the newest platform for sharing your company’s content - but the power they can yield is far from being extinct. 

And the stats speak for themselves: 71% of B2B buyers have used white papers in the last 12 months to research purchasing decisions.

Here’s a reminder of why white papers are still a powerful magnet for B2B buyers in 2018 and beyond.

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8 tips for promoting your blog posts on social media

Written by Katie Hughes  |  16, August, 2018  |  0 Comments  Subscribe

94% of content marketers are using social media as part of their strategy. And for good reason - 54% of buyers use social media to research potential vendors and solutions.

But social media is a crowded space, and the challenge is getting your content heard above the noise.

To really illustrate this point, here are some stats about what happens on social media every minute;

  • 448,800 tweets are published
  • 3.3 million Facebook posts are published
  • 65,972 photos are uploaded on Instagram
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5 powerful marketing strategies to drive business growth

Written by Katie Hughes  |  1, August, 2018  |  0 Comments  Subscribe

The summer months often see the workplace a little quieter than usual. Half the office are away on holiday, relaxing on a beach or by a pool somewhere exotic. Decision makers are also likely to be taking some time away from their businesses.

And while a summer break gives us that much needed time to relax, it’s also a great time to get inspired. A little time out allows you to come back feeling reflective, reinvigorated and ready to tackle the problems you left behind - like growing your business.

Generating leads and expanding your customer base isn’t easy. But if you’ve been struggling with business growth and haven’t yet experimented with any of these tried and tested marketing strategies, this summer might just be the ideal time to dive in.

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4 things you need to know about the B2B buyer's journey in 2018

Written by Katie Hughes  |  26, July, 2018  |  0 Comments  Subscribe

Demand Gen Report recently published the results of their B2B Buyers Survey 2018, their seventh annual survey on buyers’ purchasing behaviours. This year they polled 259 executives in a variety of industries, including High Tech (31%), Manufacturing (19%) and Professional Services (14%).

B2B buyer behaviour has evolved considerably since the first survey was launched in 2012. While B2B buying has often been synonymous with a long-term research process and a complex eco-system of decision-makers, buyer behaviour has expanded in a number of ways.

Here is our take on the four biggest marketing insights from this year’s survey.

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How to apply kaizen to your inbound methodology

Written by Katie Hughes  |  3, July, 2018  |  0 Comments  Subscribe

Kaizen is achieving continuous improvement through the application of small, ongoing positive changes - continually improving your business, your processes and your ways of working - one bit at a time.

No matter what industry you’re in, continuous improvement is vital if you want to stay ahead of the game. No company survives in the long-term by sticking to the status quo.

For those that really get inbound marketing, you’ll understand what I mean when I say that your inbound marketing methodology needs to be a process continual improvement.

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5 essential things to do before starting your B2B blog

Written by Katie Hughes  |  14, June, 2018  |  0 Comments  Subscribe

It seems that every company has a blog these days. B2B businesses are even more likely to have a blog than B2C companies. In fact, the latest CMI report revealed that 79% of B2B marketers are now blogging.

There’s no escaping the fact that to keep pace and remain competitive, you need to be regularly creating content.

But in such a crowded online marketplace, how do you ensure your B2B blog gets heard above the noise?

Read more...

What is Growth-Driven Design and how can it help your business?

Written by Katie Hughes  |  22, May, 2018  |  0 Comments  Subscribe

If you’ve been involved in a website redesign before, you may not have fully enjoyed the process. Did it take longer to launch than anticipated? Was it over budget? Maybe there was a significant up-front cost?

These are common pain points.

But what if you could take away the pain of traditional web builds?

What if there was a faster, more agile process that would produce better results and ROI?

Well, good news - there is. If you haven’t heard of it before, it’s called Growth-Driven Design.

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10 content marketing formats to generate more leads in 2018

Written by Katie Hughes  |  14, May, 2018  |  0 Comments  Subscribe

9 in 10 B2B companies have invested in content marketing, according to the latest CMI report.

And 6 in 10 say their efforts are more successful than they were a year ago.

This has important implications: with more businesses creating content, it’s a crowded space, and your content needs to cut through the noise.

Maybe you’ve started blogging, have created a few eBooks, and shared an infographic or two on social media.

While these can be extremely effective, there are a large number of other formats you can add to your content marketing arsenal.

So what content marketing formats should you be including in your mix this year?

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How to use quantitative research to enhance your content marketing

Written by Katie Hughes  |  25, April, 2018  |  0 Comments  Subscribe

Research is regularly hailed as one of the most effective forms of content. Why? Because it encapsulates the very essence of thought leadership.

If you think about it, what better way is there to position your company as a voice of authority in your field than by sharing new insights on industry trends?

But carrying out your own research is an investment that can require a significant amount of time and attention. Perhaps that’s why just 49 per cent of B2B marketers are creating research as part of their content marketing strategy.

However, it’s not as difficult or demanding as you might think.

And research that delivers useful, relevant and interesting insights for your target buyers can be repurposed into multiple pieces of powerful content, making it the gift that keeps on giving.

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Beating writer's block: 10 tips for B2B bloggers

Written by Katie Hughes  |  12, April, 2018  |  3 Comments  Subscribe

In the age of inbound marketing, blogging is the number one B2B marketing tactic. It helps B2B companies increase awareness, credibility, SEO rankings and leads.

But it’s not easy. To really make the most of your blogging efforts, you need to be publishing at least one blog post a weekAnd with a mountain of things on your to-do list all vying for attention, it can be difficult to find the time to dedicate to it.

This is why things like writer's block can be incredibly frustrating. You need to get another blog post out there but for some reason, you’re just unable get started, or reach the point where you’re happy to hit the publish button.

So, next time you find yourself facing writer's block, take inspiration from some of these tips to beat it.

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How to create a B2B website homepage your buyer personas will love

Written by Katie Hughes  |  5, April, 2018  |  0 Comments  Subscribe

If you’re using an inbound methodology you may have all the right strategies in place to get your buyer personas to your website. You might be using the right keywords, blogging regularly, and promoting your content on social media.

But how good a job is your homepage doing to convince your prospects that they’ve come to the right place?

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How to create an eBook for professional services marketing

Written by Katie Hughes  |  14, March, 2018  |  0 Comments  Subscribe

Inbound marketing is an effective way for professional services companies to generate traffic and leads and to position themselves as experts in their field.

A blog is fundamental to a successful inbound marketing strategy. But eBooks are the next part of the process - they are an excellent way to turn visitors into leads.

Research by the CMI consistently shows eBooks to be one of the most effective forms of content. And the bonus? They’re relatively inexpensive to produce.

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6 conversion rate optimisation tips to embrace in 2018

Written by Katie Hughes  |  28, February, 2018  |  0 Comments  Subscribe

Traffic and leads. The two are intrinsically linked. You can’t generate leads without traffic. And traffic means nothing if you can’t convert visitors to leads.

But just one in five companies are satisfied with their conversions, according to Hubspot.

If your company is invested in inbound marketing, optimising your website to maximise conversions should be a necessity. But with conversion rate optimisation such a changing landscape, what are the best practices you should be embracing in 2018?

Here are our top tips for increasing your conversions this year.

1. Prioritise personalisation

Personalisation is no longer a novelty - it’s expected. But how can B2B companies use personalisation to convert visitors to leads when at this stage, they know little about them?

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14 simple ways to generate great blog ideas for professional services

Written by Katie Hughes  |  14, February, 2018  |  0 Comments  Subscribe

With all this talk of using video, podcasts, and even voice interfaces like Alexa for content marketing, blogging may seem like an old idea.

But we haven’t reached the demise of the written word just yet. Blogging is very much alive and kicking in B2B marketing. And for a professional services company, a blog is one of the most valuable assets your website can have.

The more you blog, the more chances you have of capturing the attention of your buyer personas. But maintaining a healthy blog pipeline can be challenging. How can you consistently come up with interesting and relevant blog posts that will attract (and maintain) the attention of your prospects?

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Why your inbound strategy should start with brand development

Written by Katie Hughes  |  31, January, 2018  |  0 Comments  Subscribe

Making the switch from traditional marketing methods to an inbound marketing approach isn’t easy. There is a lot of work that needs to happen upfront to build your inbound strategy so you get the most from your investment.

As with any major organisational change or adoption of new ways of working, it’s always worthwhile going back to basics: your brand.

The best brands represent everything the company stands for. Your brand is central to your value proposition. And to differentiate yourself from competitors, you need to build a strong consensus around your brand expression.

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What are vanity metrics and how do you make them more meaningful?

Written by Katie Hughes  |  9, January, 2018  |  0 Comments  Subscribe

As content marketers, we’re getting better at measuring the effectiveness of our content.

57 per cent of bloggers now say they ‘usually’ or ‘always’ check their analytics, according to research by Orbit Media Studios.

But not all data is good data.

Ever heard the term 'vanity metrics'? Using them is easy, but determining their value to your business can be difficult.

In this blog post, we explain what vanity metrics are, and how you can make them more meaningful.

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How to get the most out of your inbound agency

Written by Katie Hughes  |  13, December, 2017  |  0 Comments  Subscribe

More and more companies are moving from traditional marketing methods to an inbound marketing approach.

And those short on time or lacking internal resource or expertise are looking to external agencies for help.

Sure you expect an agency to deliver great results, but you also have a vital role to play in achieving this.

So if you’re considering hiring an inbound agency, here are our top tips for making the most of your partnership.

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How to develop buyer personas for professional services

Written by Katie Hughes  |  7, December, 2017  |  0 Comments  Subscribe

Professional services firms have traditionally relied on referrals to grow their customer base. However, this method curbs your potential reach - your network is limited to your current clients and who they know.

And with 71 percent of B2B buyers starting their search online with no provider in mind, it's no wonder more and more professional services companies are moving to a content marketing approach in a bid to reach a wider audience.

The idea is simple: creating useful, informative and valuable content increases your likelihood of being discovered by potential clients looking for what you do.

But your content needs to be aimed at the right people - your target customers. It needs to attract (and maintain) their attention.

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Inbound Marketing and Content Marketing: What's the difference?

Written by Katie Hughes  |  15, November, 2017  |  1 Comment  Subscribe

You may well have heard of “inbound marketing” and “content marketing”.

But with the two terms so often used interchangeably, you'd be forgiven for not fully understanding what they mean, or the difference between them. 

Traditional marketing doesn’t work as well as it used to. As customers, we’ve become good at ignoring a lot of marketing noise. We filter out unwanted spam, we block cold calls, and we skip television ads.

As the marketer, you used to hold all the power. Now, the control is in the hands of your customers.

This power shift is the reason inbound marketing and content marketing are terms you need to get to grips with.

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7 ways to be inspired by CMI's B2B Content Marketing Research

Written by Katie Hughes  |  6, November, 2017  |  0 Comments  Subscribe

Over the last few years, the Content Marketing Institute’s (CMIs) annual report on content marketing trends has become a go-to source for B2B marketers to see how their business is stacking up against others.

Last month saw the release of the eighth annual report. It presents the findings gathered from research with 870 for-profit organisations in North America who primarily sell products or services to businesses.

Here we highlight seven key learnings and what they mean for any business considering, or already engaging in, a content marketing approach.

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Does your professional services company need a website redesign?

Written by Katie Hughes  |  27, October, 2017  |  0 Comments  Subscribe

Research shows that 80 per cent of professional services buyers visit a company’s website to evaluate them as a potential provider.

So, if you're a professional services company your website needs to be giving off all the right messages.

Your website is a product of your business, and therefore a reflection of your work. A poorly designed website gives the impression you don’t care for your customers and are ok with mediocrity.

The point is, your website can make or break your business.

Take Apple for example. As one of the largest global technology companies, you’d expect them to have a well-designed and responsive website, right? Otherwise, how could anyone trust their products?

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How to create more successful landing pages

Written by Katie Hughes  |  12, October, 2017  |  0 Comments  Subscribe

A landing page is the gateway to your content offer. It is the web page someone lands on after clicking a call-to-action on your blog, email newsletter, or website.

It has one job - to convert visitors to leads.

A strong landing page will provide you with the top of the funnel information about prospects that you need to kick-start your lead nurturing activities. A weak landing page means visitors will bounce, and your chance of a blossoming relationship dwindles.

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