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

How to write excellent educational content for inbound

Written by Keith Errington  |  20, April, 2017  |  0 Comments  Subscribe

Whether you are in professional services, SaaS or manufacturing, at some point, you should consider creating educational content for your audience. 

Inbound marketing is about providing relevant useful content, and there is no more useful content than that which helps someone to achieve results or save time.

So how do you go about creating educational content?

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SaaS vs. Product Marketing - Why you need to think outside the box

Written by Keith Errington  |  12, April, 2017  |  0 Comments  Subscribe
If you are a business that produces software, it is highly likely you have moved, or are considering moving, from selling an off the shelf product to delivering your product online - a method commonly called 'Software as a Service' (SaaS). But has your marketing strategy adapted?

There are several significant differences between the marketing strategy for selling boxed software than for selling SaaS. In this post, we are going to look at those key factors and explain why you need to think ‘outside the box'.
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30 blog ideas for your SaaS company

Written by Keith Errington  |  4, April, 2017  |  0 Comments  Subscribe

If you are creating content for a software as a service (SaaS) company, from time to time you will probably struggle to find something relevant to talk about. So, here are 30 blog ideas you can use as they are, or modify for your own circumstances.

Bear in mind that you should always have one of your buyer personas in mind when choosing one of these, and when writing the detail. You also need to consider what part of the sales funnel your chosen persona is in. Some of these are introductory topics suitable for top of the funnel (TOFU) content, some are more detailed in scope suitable for middle of the funnel (MOFU) content.

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9 habits SaaS content writers should avoid

Written by Keith Errington  |  22, March, 2017  |  0 Comments  Subscribe

Writing for the B2B market is often challenging, and never more so than in the world of the software as a service (SaaS) industry. When such a detailed, intense focus on technology is required, it is easy to get caught up in the content itself and miss the bigger picture. That can lead to a number of bad habits.

Here's our list of some of the worst offenders so you can recognise and deal with them.

1. A lack of focus

Every piece of content you create should fit into an overall plan, and be specifically targeted and written. Each item of content should be aimed at one of your buyer personas, and focus on a specific step in the buyer's journey (awareness, consideration or decision). 

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Five techniques a B2B content writer should master

Written by Keith Errington  |  8, March, 2017  |  0 Comments  Subscribe

Being a good B2B content writer involves a diverse range of skills, knowledge and experience. Not all of which can be picked up on the job. There are so many different aspects to the role that it’s easy to miss out or overlook crucial techniques that can make the difference between a stream of barely coherent words and effective copy that attracts prospects and generates leads.

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How to create content ideas for professional services marketing

Written by Keith Errington  |  23, February, 2017  |  0 Comments  Subscribe

Regular content creation is at the heart of modern marketing, but maintaining a constant stream of useful and engaging content can be challenging. This is especially true in professional services where you may feel interesting topics may be few and far between.

So how can you generate ideas for content? 

Firstly, look at how to find out what your clients want to read about. You can create as much content as you like, but it will only be truly effective if it satisfies a need – if it gives your clients the answers to the questions they are asking.

Secondly, look at types of content that work for professional services – starting with a type often makes creating the content for it much easier.

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Why are your B2B marketing tactics not working?

Written by Keith Errington  |  16, February, 2017  |  0 Comments  Subscribe

Are you struggling to maintain previous levels of sales, or having issues generating leads? If you are simply doing more of the same, it could be that your whole approach is the problem. The entire marketing and buyer landscape has changed – old methods no longer work. Unless you recognise this and change your strategy, your sales will suffer and problems will follow.

The evidence for the revolution

You may have heard the saying: "If you have been doing something the same way for a long period of time – it's probably wrong."

When Adobe carried out a survey in 2013, they found that 76 per cent of people felt that marketing had changed more in the past two years than in the previous 50, with a similar number saying that the old marketing model is no longer sufficient. There are a whole host of factors – technological, social, and more that are accelerating this rate of change.

So, if you haven't changed your B2B marketing tactics in the past few years, you need to rethink - or lose potential sales.

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What are 2017's B2B social media marketing challenges?

Written by Keith Errington  |  25, January, 2017  |  0 Comments  Subscribe

It seems in 2017 the one thing we can be certain of is change. Nowhere is this felt more than in the areas of your business that are reliant on, or intricately tied to, technology. Marketing, in particular, has become more centred around technology in recent years and has been undergoing radical change.

And perhaps the most changeable digital channel for marketing is social media, which is more relevant than ever to B2B businesses. A 2016 B2B Buyer’s Survey shows that more than half (53 percent) of B2B buyers are turning to social media to make buying decisions and more than a third (34 percent) say they are spending more time this year than last, using social media to research vendors and solutions.

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Why you should focus on B2B marketing fundamentals in 2017

Written by Keith Errington  |  12, January, 2017  |  0 Comments  Subscribe

January is traditionally a time when companies look to the year ahead, so what are the main B2B marketing issues they should be addressing in 2017?

Well, despite the many new technologies being bandied about and the cloud of hype surrounding them, it will be a focus on the fundamentals that will allow B2B businesses to succeed this year.

Integrated approach to business

Managing a business used to be easy – each function of the business – manufacturing, sales, marketing, customer service and management had their own departments – their own boxes if you like. Each reported to the board through a more-or-less vertical reporting and controlling system. It was always very clear what each area did, what is was responsible for and what their territory was.

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Five creative content marketing ideas for manufacturing

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

The future of marketing for manufacturing lies in the production of good quality content that potential customers will find useful. Inbound marketing keeps you top of mind with prospects until the time is right for them to contact you - on ‘their’ terms. But in today’s competitive market, it’s not going to be enough just to be 'useful'; your content has to be well-written, comprehensive and attractive. And by attractive, we mean content that attracts an audience. This means being creative – coming up with content that is both informative AND entertaining.

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How to write complex content for time-starved managers

Written by Keith Errington  |  8, December, 2016  |  0 Comments  Subscribe

If you work in professional services or manufacturing, or any other industry where technology and complex processes are fundamental to the business, then at some point you will face the challenging task of explaining aspects of technical concepts to customers.

This is challenging because most buyers are managers with little time on their hands. So, while they are likely to be intelligent enough to understand these concepts, given enough time, they do not have that time to spare.

It is down to you to educate them and to make them want to care enough about the technical stuff, so that they learn and then use it to influence their decision-making.

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