Inbound Marketing Age

Katie Hutchinson

Katie Hutchinson
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

Beating writer's block: 10 tips for B2B bloggers

Written by Katie Hutchinson  |  12, April, 2018  |  2 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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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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