The Inbound and Content Marketing blog

Katie Hutchinson

Katie Hutchinson
Katie writes content for Equinet and our clients. She has six years’ experience in market research working at agencies in London and Perth.

Recent Posts

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

Written by Katie Hutchinson  |  15, November, 2017  |  0 Comments  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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Does your professional services company need a website redesign?

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

The landing page is the gateway to your content. 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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How to master content creation in 4 simple steps

Written by Katie Hutchinson  |  5, October, 2017  |  0 Comments  Subscribe

Effective content is the key to inbound marketing, and crafting effective content relies on creativity. 

Creativity can transform a piece of writing into compelling content that captures people's hearts and minds; content that has the power to sway the decisions of prospects.

But equally important is having a solid structure in place for producing content.

In fact, structure enables creativity. Structure creates opportunities. Creativity allows those opportunities to evolve, and thrive.

A structured content creation process is the backbone of a successful content marketing strategy

Content creation should involve four distinct stages, according to HubSpot.

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4 inbound marketing tactics to delight and retain your customers

Written by Katie Hutchinson  |  19, September, 2017  |  0 Comments  Subscribe

Many businesses spend the majority of their money and time on acquiring customers. As consumers, we see this all the time. Deals for new customers are everywhere, whether it’s a supermarket offering money off your first online shop, or a bank offering cashback for switching your current account. But what about those long-standing customers who consistently remain loyal to a brand?

Customer retention is one of the most critical challenges facing businesses today. So it makes good sense to keep your existing customers happy - you want them to continue to choose to do business with you. Studies show that it costs ten times more to attract a new customer than to keep one. And let’s face it, happy customers make great advocates.

The inbound marketing philosophy acknowledges the value of customer retention and advocacy. The four-step process - “attract, convert, close, delight” - works to turn strangers into not only customers but promoters of your business.

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The essentials you need when blogging for manufacturing

Written by Katie Hutchinson  |  15, September, 2017  |  0 Comments  Subscribe

There are many reasons manufacturers are taking to blogging. It helps their company get found, creates customer engagement, demonstrates expertise, and enables them to build trust with prospective buyers.

But how can manufacturing companies make sure their blog posts capture and retain, the attention of their customers and prospects? 

Research shows that the average human attention span is just eight seconds. And it’s no wonder we struggle to hold our attention for long. In an always-connected world, we’re faced with an unprecedented amount of content. For B2B marketers, getting prospective buyers to pick out your content over competitors’ can be challenging, but is key to your inbound marketing success.

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How to develop buyer personas for manufacturing

Written by Katie Hutchinson  |  8, September, 2017  |  0 Comments  Subscribe

In previous posts we’ve talked about how valuable content marketing is for manufacturing companies. And seemingly, manufacturers agree. According to research by the Content Marketing Institute (CMI), 85 per cent of manufacturing companies use content marketing.

However, only one in five (20 per cent) say their approach is extremely or very successful.

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The buyer persona questions your tech company needs to ask

Written by Katie Hutchinson  |  1, September, 2017  |  0 Comments  Subscribe

In a recent post, we highlighted how crucial content marketing is for B2B tech firms. But to create the best possible content that will resonate with prospective buyers, you first need to define your buyer personas.

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How to map content to the B2B buyer journey

Written by Katie Hutchinson  |  23, August, 2017  |  0 Comments  Subscribe

In B2B marketing, content is king. It helps a company to attract new prospects, create new leads, and convert them to customers.

However research by Forrester indicates that almost 9 in 10 B2B marketers (87 per cent) struggle to produce content that truly engages their target buyers.

The problem, is many marketers fail to match content with each stage of the B2B buyer journey.

The information and solutions your prospects are searching for will vary according to where they are in the buying cycle. So to maximise your opportunity for success, you need to target your potential buyers with the right content, at the right time. 

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4 reasons your technology firm needs content marketing

Written by Katie Hutchinson  |  18, August, 2017  |  0 Comments  Subscribe

Industry research shows that technology firms are increasingly adopting content marketing strategies to drive business results.

A report by the Content Marketing Institute (CMI) published earlier this year found 95 per cent of tech marketers are using content marketing, and that almost 7 in 10 (69 percent) say their organisation is extremely or very committed to it. And the results are clear. 79 per cent said it has increased audience engagement, 77 per cent said it has increased the number of leads, and 59 per cent said it has increased their sales.

In fact, the report showed that tech marketers are focusing on content even more than B2B marketers in other industries.

So why is content marketing so well suited to the B2B technology industry?

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