The Inbound and Content Marketing blog

Keith Errington

Keith Errington
Keith has a unique mix of talents and experience in marketing and communications. He writes regularly for the Equinet blog on marketing, social media, and strategy.

Recent Posts

Why you need to consider link-building in B2B Content Marketing

Written by Keith Errington  |  14, September, 2017  |  0 Comments  Subscribe

It wasn’t that long ago that link building was viewed as a mysterious dark art that involved various underhand “black hat” techniques to create backlinks to your site in order to influence search engines. At that time search engines worked on the basis that the more links you had – the more popular your site and therefore the better the content must be. As search engines have evolved and become more sophisticated, they’ve identified and discriminated against such dubious ploys.

Today, employing these types of deceptive techniques will get you demoted in search engine rankings, so doing more harm than good. That’s not to say that the search engines don’t take links into account – they do, but they have to be genuine, good quality links. Remember also that those false backlinks do nothing for your revenue – they don’t encourage prospects or convert leads, whereas quality links from good sources will; as well as increasing your standing with the search engines.

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How to win and keep customers with SaaS Content Marketing

Written by Keith Errington  |  6, September, 2017  |  0 Comments  Subscribe

In SaaS marketing the aim of your content is to generate leads, convert prospects, reduce churn and upsell additional services. To do that effectively you need to create content that meets the needs of your audience. Your inbound marketing strategy should include developing buyer personas and targeting appropriate content at different stages of the buyer’s journey.

But what topics make for a great piece of content for SaaS? Here are four tried and tested types of content that are effective and enduring.

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3 essentials for professional services bloggers

Written by Keith Errington  |  5, September, 2017  |  0 Comments  Subscribe

The best bloggers for professional services understand the need take a professional approach. Business in this sector depends on the level of trust and authority you can convey to your potential clients (and to your existing clients). So just casually throwing a few words together will simply not bring the results you are looking for.

In this post we are going to look at three essential elements that contribute to a polished and effective professional services blog.

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How to write B2B blog posts that search engines will love

Written by Keith Errington  |  7, August, 2017  |  0 Comments  Subscribe

You may be able to craft the best B2B blog posts on the planet, but if nobody finds them, then all your effort won’t count for very much. In another post I’ve covered the more technical aspects of preparing a B2B blog post for SEO, in this post I am going look at the way you write, and how that affects the way search engines see and display your posts.

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What you need to know about SEO for B2B Content Marketing

Written by Keith Errington  |  3, August, 2017  |  0 Comments  Subscribe

It is easy for blog writers to either ignore the benefits of SEO or to get hung up on its supposed complexity. So, what’s the right approach? How can you reap the benefits of good SEO tactics without either falling foul of the hidden rules or spending ages working through a post?

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What is the SaaS approach to buyer persona development?

Written by Keith Errington  |  24, July, 2017  |  0 Comments  Subscribe

We know that the key to success as a SaaS business is to reduce churn by retaining existing customers. SaaS is different to many other products and services in that it has a closer relationship with its users, over a longer period of time. So, more so than for many companies, whose marketing revolves around understanding new customers in order to serve appropriate content and gain leads, SaaS is also about understanding existing customers.

This duality makes the job of the SaaS marketer both more difficult and yet at the same easier. More difficult, because there are potentially two sets of people to understand and market to. Easier, because the level of contact with customers/users over a period of time means there is more data on existing customers. This should allow for a greater understanding of their needs and therefore, by extension, potentially make it easier to predict what new customers are looking for too.

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What changes are visible in the latest State of Inbound?

Written by Keith Errington  |  7, July, 2017  |  0 Comments  Subscribe

Looking through this year’s State of Inbound 2017 report from HubSpot, what struck me is the massive contrast between the aspects of inbound marketing that have stayed the same, and the areas that are rapidly changing. So here are a few observations along those lines – three things that have not changed, and three things that are changing now.

3 things that have stayed the same

Establishing the ROI of marketing efforts is a continuing issue

Back in 2013, 25% of marketers stated their top challenge was proving the Return on Investment (ROI) of their inbound marketing efforts. In 2017, whilst 63% said that the top marketing challenge for companies is generating traffic and leads, 40% still said that proving the ROI of marketing activities was their top marketing challenge.

So why do companies find it difficult to measure inbound marketing ROI? Many companies struggle with defining metrics to track ROI, and others with the analysis of marketing data. Marketing success is often measured by how many prospects it produces, so to measure ROI you would compare the cost of your marketing to the value of those prospects to the company. However, establishing just how much a prospect is worth is far from easy, with a range of different approaches available, with different calculations and assumptions. 

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How to establish authority and trust when blogging for B2B

Written by Keith Errington  |  29, June, 2017  |  0 Comments  Subscribe

For many companies, their reputation and standing within their industry and amongst their customers is the key to winning and retaining business. Establish a good reputation and the prospects will come to you.

In the past, you could establish a reputation by networking and through word of mouth, but in today’s ultra-competitive, online world it’s much harder. You need to cast a wider net and attract prospects you have never met – so you need those prospects to find you and to listen to you, allowing you to gain their trust and win their business. It makes sense then, that modern content marketing focusses in the initial stages, on brand awareness and establishing authority. The first helps you to be found and considered by prospects, and the second adds credence to your content and makes them take you seriously.

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Professional Services marketing: How to increase your audience with inbound

Written by Keith Errington  |  21, June, 2017  |  0 Comments  Subscribe

Most professional services companies know that the best way to get more business is to get their best people in front of prospects – face to face. In such a situation, their expertise, knowledge and consultancy skills will go a long way towards making the sale. This is why networking events work so well for professional services – prospects can talk to your best people, and the benefits of a mutual relationship become obvious.

Unfortunately, you only have so many best people, and their time is in demand; the number of profitable networking events is usually small, and events require a physical presence that takes time out of the office.

Furthermore, time pressures on executives, managers and buyers have massively increased to the point where they are often unable or unwilling to spare the time for networking events, on travel, day-long conferences and so on.

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What you need to know about B2B Influencer Marketing

Written by Keith Errington  |  19, June, 2017  |  0 Comments  Subscribe

In the B2C world, influencer marketing is a big deal, but B2B companies have not embraced it to the same extent. A study from Altimeter earlier this year tells us that while 55% of B2C companies are running ongoing influencers programs, only 15% of B2B companies are doing the same. Does that mean influencer marketing is not relevant to the B2B market, or just that B2B marketers are missing out?

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7 ways inbound marketing can slash your SaaS customer churn rate

Written by Keith Errington  |  13, June, 2017  |  0 Comments  Subscribe

For a SaaS company, reducing the number of customers who cut ties with your service during a given period – or ‘churn rate’ is essential to the survival and growth of the business. But there is a solution - Inbound marketing – and here’s seven reasons why.

Get the right customers in the first place

Inbound marketing helps you to attract more visitors to your website. But it is not enough to just attract more people; they need to be the right people. Inbound delivers quality, pre-qualified leads who are ready to do business. If you can find the right fit customers in the first place, then churn rate will drastically decrease.

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