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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

How voice search is changing SEO - and what to do about it

Written by Katie Hughes  |  8, October, 2019  |  0 Comments  Subscribe

Voice search is growing at a rapid pace. By 2020, 50% of all search queries will be initiated by voice.

This trend is hardly surprising. Voice search is fast (3.7 times faster than typing) and convenient. Plus, with the best systems now operating with 95-97% accuracy, it’s becoming increasingly reliable.

Most smartphones are equipped with some form of voice-assisted search function, such as Siri, Alexa and Google Assistant. At home, smart speakers like Amazon Echo and Google Home are becoming integrated into family life.

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6 writing tips to take your B2B content from good to great

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

For content marketers, the aim is clear. In order to boost your SEO rankings and gain traffic and leads, you need to be creating great content. But anyone who writes regularly will be familiar with the fear factor an expectation to repeatedly produce great content can bring.

Not only does your content need to be high-quality, compelling and relevant to the audience it’s trying to reach, but it also needs to stand well apart from the myriad of mediocre content floating around the digital sphere.

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3 content marketing lessons from Malcolm Gladwell's The Tipping Point

Written by Katie Hughes  |  1, October, 2019  |  0 Comments  Subscribe

You may be familiar with the book The Tipping Point, by Malcolm Gladwell. It’s a book about how small actions at the right time, in the right place, and with the right people can create a ‘tipping point’ for anything from a product, to an idea or a trend.

Gladwell describes the tipping point as “that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.”

Although the book was first published almost 20 years ago, there are a number of opportunities it affords for content marketers today wanting to reach more prospects and grow their business.

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Is it worth refreshing your old blog posts?

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

Your historic blog posts will often account for a large proportion of your traffic. These tend to be your posts that are evergreen in nature with highly shareable and valuable information, and a number of trustworthy backlinks.

But if these posts were written five years ago, are they still delivering what they need to? For your blog posts to make a real impact in a world of content saturation, they need to be as helpful, engaging and well-written as possible.

So identify your historic high-performing blog posts. Then to determine whether they need an update, ask yourself the following questions:

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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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