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

How to achieve inbound marketing success with continuous improvement

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

Continuous improvement. The term is fairly self-explanatory, but essentially it’s about 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 inbound marketing is a continuous improvement approach to marketing.

Read more...

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?

Read more...

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.

Read more...

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?

Read more...

How to use quantitative research to enhance your content marketing

Written by Katie Hutchinson  |  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.

Read more...

Beating writer's block: 10 tips for B2B bloggers

Written by Katie Hutchinson  |  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.

Read more...

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?

Read more...

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.

Read more...

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?

Read more...

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?

Read more...

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.

Read more...