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

13 easy blogging hacks for HubSpot users

Written by Katie Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  12, September, 2018  |  1 Comment  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 Hutchinson  |  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 By comparison, the written word may seem unexciting and a little out of date.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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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 Hutchinson  |  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?

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

Written by Katie Hutchinson  |  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 Hutchinson  |  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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