Inbound Marketing Age

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

How to create deep content your audiences will love

Written by Keith Errington  |  18, April, 2019  |  0 Comments  Subscribe

There are around 170 million active* websites in the world today (*out of a grand total of around 1.7 billion hostnames) with an estimated 5.6 billion web pages indexed in search engines. WordPress alone sees around 70 million new posts a month.

So if you are writing a blog post and you want that blog post to be seen, how can you possibly reach your audience when there is just so much content out there?

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Is there still a need for marketing personalisation?

Written by Keith Errington  |  4, April, 2019  |  0 Comments  Subscribe

There is a wealth of opinions about the essential need to personalise your marketing efforts – not only in the world of B2C but also for B2B.

Endless articles have been written about the drivers for personalisation – arguing that customers want more personalisation.

Yet at the same time, there is a massive kickback against the intrusiveness of modern marketing with personal privacy a key issue for many customers. News stories about the unwanted and unprompted violations of people’s privacy by some of the top social media companies such as Facebook, and the search engine giant Google are not helping the case for personalisation.

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Clarity is the key to B2B content success

Written by Keith Errington  |  28, March, 2019  |  0 Comments  Subscribe

One of the guiding principles for content success is clarity. Without a clear approach, a clear understanding, and a clear delivery your efforts will be lost along the way.

In this article, we are going to concentrate on four key areas where clarity is the watchword.

1. Clarity of strategy

Once you’ve gone through the process of defining your company’s marketing strategy you should ensure that everyone on the team, or at least those involved in the delivery of the strategy, understand it and all that it is designed to achieve. That also includes senior managers and directors of the company – everyone should be on the same page.

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How to maximise your content's performance

Written by Keith Errington  |  13, March, 2019  |  0 Comments  Subscribe

How can you tell whether your content is truly performing at its best?

One way of course, is to consult your analytics. This will tell you how many people are landing on the page, how long they are spending there, and whether they are clicking on links.

Analyse your content continuously and you'll start to spot patterns and trends which will help you form a picture of what content works well and what doesn’t.

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How to find stories for your B2B blog

Written by Keith Errington  |  7, March, 2019  |  0 Comments  Subscribe

It could be argued that marketing is all about telling a good story. And certainly, content marketing has storytelling at its heart.

Being able to engage the audience, bring them on board, educate them and end with a rousing call to action is effective content marketing in action.

We even live in an age where stories often seem to be more important than facts.

Given that stories are powerful tools for marketing, we should be using them in our content, but where do they come from? How can you find stories for your B2B content?

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5 ways to better serve your B2B customers

Written by Keith Errington  |  27, February, 2019  |  0 Comments  Subscribe

You could argue that the success or failure of any business-to-business (B2B) company scores is completely linked to customer service – far more than business-to-consumer (B2C). The buying process is longer, usually involves more people and the sums of money involved are much higher. There is often a deeper level of contact with prospects and a stronger relationship with customers once they buy.

According to McKinsey, while B2C companies enjoy an average customer service score in the 65 to 85 per cent range, business-to-business B2B company scores average less than 50 per cent. And as B2B customer expectations rise, the gap between the two offerings likely will widen.

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5 ways to improve your B2B marketing

Written by Keith Errington  |  20, February, 2019  |  0 Comments  Subscribe

Whether you are happy with your B2B marketing results or feel they are lacking, here’s five ways to improve your marketing.

1. Get feedback

Not surprisingly, a great way to find out whether your marketing strategy is hitting its mark is to ask it’s intended targets. You should conduct some research amongst prospects, customers and ex-customers, and find out what they think.

Whether that is a simple Net Promoter Score (NPS) survey of existing customers or a full-blown, in-depth survey of the market, the insights you gain from the results will be useful.

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3 effective ways to use LinkedIn for B2B Marketing

Written by Keith Errington  |  13, February, 2019  |  0 Comments  Subscribe

Before we start, let’s remind ourselves why we might use LinkedIn as B2B businesses with a few relevant stats.

  • 97% of B2B marketers use LinkedIn for content marketing purposes (CMI).
  • 78% say it’s the most effective social media platform for content marketing (CMI).
  • LinkedIn is 277% more effective at lead generation than Facebook or Twitter (HubSpot).
  • 45% of LinkedIn article readers are in upper-level positions, including managers, VPs, Directors, and C-level positions (LinkedIn study).
  • 91% of executives rated LinkedIn as their number one choice for professionally relevant content (LinkedIn study).
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3 things B2B marketers can safely ignore in 2019

Written by Keith Errington  |  6, February, 2019  |  0 Comments  Subscribe

Keeping up with new developments in marketing can be hard and it’s always time-consuming. There is always constant pressure to make sure you are not missing out on a valuable new tactic, method or sales channel. Not knowing about the latest opportunity at best makes you look ill-informed and at worst, costs your company money as competitors gain an edge and you scramble to catch up.

Media outlets, marketing pundits and vendors don’t help by hyping every new product, service or technology that comes along. Bloggers love to write about the latest thing and tell you how it will change the face of marketing.

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Blog writer's tip: keep your blog on target with a brief

Written by Keith Errington  |  4, February, 2019  |  1 Comment  Subscribe

Editor's note: This post was originally written in 2014 and has since been updated for maximum relevance. 

I like to think of blog posts as arrows – powerful, accurate and effective – but only if they are targeted. In fact any weapon is only effective if properly targeted – and can cause huge damage if it’s pointing the wrong way.

Whilst forgiving the somewhat campaign/war like bent of this view, applying this analogy to a blog – you have to identify the overall nature of your enemy and then hit specific targets with your posts. So what you need is a brief and a targeting system.

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Top Ten Content Marketing Pros and Cons

Written by Keith Errington  |  30, January, 2019  |  0 Comments  Subscribe

Content marketing has risen to prominence amongst both B2C and B2B marketers, driven in part by the significant influence of search engines on today’s shoppers and buyers and the diminishing power of conventional advertising.

Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads.

Countless numbers of companies have embraced it and placed it at the core of their marketing strategies, but what is the case for it? Is it a no-brainer, or are their downsides too?

To help you consider it, plan for it or even review your ongoing strategy, here are ten pros and cons of Content Marketing.

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