<img alt="" src="https://secure.cave9tape.com/178586.png" style="display:none;">

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 has GDPR affected B2B businesses?

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

 

GDPR came into effect on May 25th 2018, so now, over a year later (as of the date of writing) what has its impact been? How has it affected business and marketers? And in particular B2B?

Read more...

Is print media dead?

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

The digital transformation of our lives has swept all before it and radicalised the way we transmit and receive information – the way we view information and store information.

With its root firmly in analogue and ink on paper, has the time now come to declare print dead? Is it time to bury it, along with fax machines, VHS tapes and punch cards?

Read more...

The importance of Customer Lifetime Value in B2B

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

In the ever-changing marketing landscape, many businesses – particularly B2B businesses – are increasing their emphasis on Customer Lifetime Value (CLV) as a key measurement to plan their marketing strategy.

So what is CLV and why is it important?

Customer Acquisition Cost

Well, first let’s look at a metric that has been used for many years when planning a marketing strategy and budget – Customer Acquisition Cost (CAC). This is simply the cost of acquiring a new customer.

Read more...

The changing roles of sales and marketing

Written by Keith Errington  |  5, June, 2019  |  0 Comments  Subscribe

In the past, the roles of Sales and Marketing have been fairly well-defined, understood and respected, but the changing nature of the market and buyers' behaviour has brought them into inevitable conflict.

Compartmentalised Departments

If we go back a few years, most companies had two, distinctly separate departments – Sales and Marketing.

In simple terms, Marketing would create all the sales materials and handle the brand positioning of the business. And sales would deal with the prospects and turn them into customers. It was more or less cut and dried.

Read more...

Is thin content damaging your online presence?

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

If you've produced reams of B2B marketing content and are not seeing the results you expected, 'Thin Content' might be the culprit. So what is it and how do you fix it?

Google defines thin content as content that has little or no value. It’s the opposite of deep content – if Google hadn’t already named it, I’d be calling it shallow content. Examples could be automatically generated content, pages which are mostly affiliate links, doorway pages, content from other sources or low-quality guest posts.

For most legitimate B2B businesses who publish content, it's most likely to be either the last two, or simply pages that don't appear to be really useful to visitors.

Let’s look at three ways thin content harms your online presence.

Read more...

Why sales must be transformed by the marketing revolution

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

Marketing has been radically transformed over the past decade or so as a result of the internet and other technological factors.

In fact, marketing has always has, and still is, evolving – but the pace of that evolution has accelerated rapidly.

This had led to traditional models of sales and marketing being drastically revised, or thrown out altogether, and any business that doesn’t acknowledge and adapt to these momentous changes is destined to be at a distinct and potentially ruinous disadvantage.

Read more...

Attract business by using more images

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

Images are nice, aren't they? I mean, they are pretty to look at and brighten up a post.

But there's more to images than decoration when it comes to attracting business to your content.

In fact, images are absolutely essential for a whole host of reasons – but let’s start with a few facts, some data and the hard science of images effect on SEO.

Read more...

The importance of events to your B2B marketing strategy

Written by Keith Errington  |  2, May, 2019  |  0 Comments  Subscribe

Editor's note: This post was originally written in 2016 and has since been updated for relevance and accuracy.

There have been plenty of articles written on the importance of using inbound marketing, including social media, to publicise events - but very little on the importance of events to inbound marketing and your overall B2B marketing strategy.

Inbound marketing content thrives on stories, but sometimes they can be a bit thin on the ground. So what can you do? Well, you can create your own story, and that’s essentially what creating an event is all about.

Here are just four reasons why events make for great content, and how to maximise their benefit.

Read more...

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?

Read more...

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.

Read more...

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.

Read more...