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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

When high-quality content is not enough

Written by Keith Errington  |  8, November, 2019  |  0 Comments  Subscribe

It’s been a few years since content marketing became one of the most popular and successful strategies in B2B marketing. 

In the beginning, it was enough to publish content. And companies did – in great quantities. More must be better was the thinking.

Once there was a mass of content out there it soon transpired that it was quality and not quantity that was becoming important. Prospects and buyer were looking for high-quality, useful content. Now the trend was for high-quality, extensive articles covering subjects in depth. 

With high-quality content available, the new battleground became authority and thought leadership. This information seems useful and helpful – but can we trust it? Who is publishing this content and can we trust them?

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Emotion and the human touch - a winning strategy for B2B

Written by Keith Errington  |  14, October, 2019  |  0 Comments  Subscribe

We are in a digital era of marketing where increasingly impersonal interaction takes place online and marketing automation is seen as the answer to a range of issues.

In contrast to this, customers and marketing pundits are driving the need for personalisation and customisation of content and customer experience. 

These two driving forces in contemporary marketing are, at first glance, seemingly irreconcilable and imply a potential future in which customers relate only to pre-programmed algorithms.

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B2B marketing: should you control influencers?

Written by Keith Errington  |  24, September, 2019  |  0 Comments  Subscribe

Influencer marketing has become one of the big buzzwords of recent times. The rise of social media has changed the marketing landscape.

All types of buyers – both consumer and B2B, now make decisions based on information and opinions supplied by their peers, by websites and blogs and by influencers on social media. 

Influencers have become particularly important with the rise of social media channels such as Instagram, where conventional marketing is difficult, if not impossible to undertake. 

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4 ways to drastically improve your content

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

1. Add images

Great lengths of text in your content are not attractive – it is only when someone starts reading that they come to life and potentially capture your audience. That takes an investment of time that many visitors may not want to make.

Too much uninterrupted text in your content will put potential readers off. 

There are many ways to break up long stretches of text, but by far the most powerful is to use images.

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Buyer Persona vs Account-Based Marketing (ABM)

Written by Keith Errington  |  23, August, 2019  |  0 Comments  Subscribe

For a B2B business, there are two broad marketing strategies you can follow for gaining sales. You could pursue a traditional inbound strategy that involves creating a small number of buyer personas – fictional profiles of typical buyers. These buyer personas then form the target for all your content and marketing efforts, ensuring that your creations are attractive to your target market in order to bring in leads and engagement.

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How to build brand advocates who'll do the selling for you

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

B2B Marketing can be tough.

Finding new leads, engaging them and converting them isn’t easy.

It requires a lot of work, a significant budget and a massive amount of time.

But what if you could double your sales force? Triple it? And all without spending huge sums of money too?

This is not a fantasy, it’s achievable. And it’s a goal you should definitely set your business.

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5 questions you need to ask about your marketing data

Written by Keith Errington  |  15, August, 2019  |  0 Comments  Subscribe

Editors note: This blog post was originally published in January 2016 and has since been updated for optimal relevance and accuracy.

Digital marketing can produce lots of data – but what does the data really mean?

Is it really helpful?

This post will give you five questions to ask about your marketing data to ensure it’s of value to you.

But first, what are the most important questions you need answering?

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How to evaluate and qualify B2B marketing trends

Written by Keith Errington  |  8, August, 2019  |  0 Comments  Subscribe

As a marketing writer, I need to know about the latest trends in content marketing. I need to know where the next big thing is coming from and where the industry is going. I need to identify (and understand) the newest developments in software and systems. It’s my job, it’s what I do. And I do it so that I can interpret and relay how these things might affect the way you do your marketing.

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Maximise word of mouth as part of your growth strategy

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

Imagine if you didn’t need to spend money on marketing at all? If you could just concentrate on making the best product or delivering the best service and buyers just magically came to you?

It sounds like a fantasy doesn’t it? But there is one, very real way to achieve this seemingly impossible feat, and that’s through word of mouth marketing.

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5 steps to creating long-term impact through your B2B brand

Written by Keith Errington  |  22, July, 2019  |  0 Comments  Subscribe

Creating an impactful, successful, revenue-generating brand is equally important for B2B as it is for B2C.

Whilst we are all very much aware of the big B2C brands out there, there are some great examples of strong B2B brands too – think of Accenture, IBM, Microsoft or JCB.

Having a strong brand is a powerful asset that works for you in the background attracting prospects, establishing authority and trust and making sales easier.

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B2B brands - from content publisher to media company

Written by Keith Errington  |  10, July, 2019  |  0 Comments  Subscribe

Over recent years we have seen the rise of B2B brands as content publishers, with the results speaking for themselves.

Content publishing works because B2B buyers are now researching their issues and solutions online. They are only coming to the vendor when they know what they want and how much they expect to pay for it. 

Around 87% of the B2B audience find content through a search engine – so if you are not publishing enough of the right quality of useful content to impact on search engine listing, you will not be in the running for a sale.

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