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Inbound Marketing Age

Kirstine Storey

Kirstine Storey
Kirstine manages a number of key accounts, assisting clients with blogging, copywriting for eBooks, and developing new websites as well as heading up our managed email marketing service.

Recent Posts

B2B marketers - 8 infographics to make your lives easier

Written by Kirstine Storey  |  29, August, 2013  |  0 Comments  Subscribe

We would all like an easier life, right? And for us B2B marketers, working in a digital world that is in a constant state of evolution, we would dearly love someone to guide us in the right direction, ensure we weren’t making mistakes, offer the advice and expertise we need as we venture forth.

Let us do exactly that then by offering you 8 infographics from the world of B2B online marketing that provide knowledge and useful guidance to make life easier for the marketer - from social etiquette to SEO copywriting to online testing.  In each case below, we've given you a snapshot image - just click on it to view the full infographic.

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Easy on the eye - picturing B2B content marketing's next big thing

Written by Kirstine Storey  |  26, July, 2013  |  0 Comments  Subscribe

Predicting the future is fraught with pratfalls and shouldn't be undertaken lightly. Never forget that someone once predicted that the Beatles would never catch on, and another said Connery wouldn't be right for Bond!

So, back in January, when we cast around for helpful predictions in the content writing and marketing field in 2013; we looked to the industry's experts and thought leaders, such as Jonathon Colman, Marcus Sheridan, putting our trust in them to the test.

So did we back the trillionaire rockers or have we got yolk dripping down our shirts?

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Ebony and Ivory: sales and marketing in perfect harmony?

Written by Kirstine Storey  |  18, July, 2013  |  0 Comments  Subscribe
When Stevie and Paul were singing “side by side at the piano”, they were talking about symbiosis: “two parties enjoying a mutually beneficial, harmonious relationship”.   And this word seems to sum up exactly the relationship between your Sales and Marketing teams, right?

No?

You mean to say that, in an age where savvy business buyers are so in charge of when they are ready to buy (and from whom), your Sales and Marketing teams haven’t yet realised they have much to gain from collaboration?  That they should align themselves more closely, to draw on each other’s expertise and understanding of your customers, to their mutual benefit? Maybe it’s time then to demonstrate how, by centring efforts around B2B content, there will be rewards for both:

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How to create B2B content your customers are hungry for

Written by Kirstine Storey  |  10, July, 2013  |  0 Comments  Subscribe
We've all heard the T.V. nutritionists say it – we need to eat certain foods in moderation, others in abundance, others barely at all, and the balance can shift   radically depending on our time of life and associated behaviours.

Content writers and B2B content marketers – take heed! Too often, we end up feeding our prospects and customers material that simply isn't useful or beneficial for their particular stage in the sales process. So how do you ensure you're serving up a content menu that your audience can relish, digest and demand more of?

Remember your goal

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Content killers: mistakes and pitfalls in B2B content marketing

Written by Kirstine Storey  |  11, June, 2013  |  0 Comments  Subscribe
“A life spent making mistakes”, wrote George Bernard Shaw, “is not only more honourable, but more useful, than a life spent doing nothing.” True, but who, given the choice, would prefer not to have made them in the first place?

With this in mind, we researched the mistakes and pitfalls that, regrettably, often “kill” B2B marketers' efforts to produce compelling, brand-enhancing content – and how to avoid them. If you're a content killer, it's time to 'fess up to the crime and face up to the facts: you need to do things differently!

Shot dead in six – the categories of content failure

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How a content marketing novice made their own infographic

Written by Kirstine Storey  |  30, May, 2013  |  0 Comments  Subscribe

Can it easily be done – so that the end result presents the necessary information successfully, and conveys meaning to the audience?

This is the challenge we recently set our intern, Luisa Fulcher, working at Equinet for the past few weeks.  To make the challenge even tougher, it should be mentioned that Columbian Luisa is a native Spanish speaker, working in an English-speaking, British business, with no previous experience of B2B inbound and content marketing; but happily, she possesses a natural creativity and an enthusiasm and propensity to learn. So, an easy task then!?

And this is her journey from content marketing newbie to infographic creator, in the time it takes to say “Buena suerte con todo”.

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Get your B2B blog noticed - 5 ways to optimise your posts

Written by Kirstine Storey  |  21, May, 2013  |  0 Comments  Subscribe

If you've started a B2B blog to generate more buzz about your business - and, hopefully, attract new customers - you know how much effort goes into maintaining it. Your blog has to resonate with audiences, offer something unique to the marketplace and be fun and interesting to read. So what are you doing to get your B2B blog noticed?

A recent study from HubSpot shows that businesses that maintain a blog have 55% more website visitors, 97% more inbound links, and five times more indexed pages than businesses that don't. Of course, business blogs perform far better when they've been designed for the best performance possible. 

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Homophones - the Achilles Heel of Content Writing?

Written by Kirstine Storey  |  2, May, 2013  |  0 Comments  Subscribe

We’ve all seen it and we’re all moved to berate it: poor business writing, grammar and spelling. At best, it is a distraction, at worst, mistakes in your online content can cost you sales.

What doe the spelling ability and grammar knowledge demonstrated in your B2B blog say about your business? Oops, spot the deliberate mistake? It should read: what does the spelling ability and grammar knowledge demonstrated in your B2B blog say about your business? You know, you can’t trust your spell-checker when doing your online writing; for example, is it write, rite, or right that you need to write?

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From cold to "warm" calling, why permission-based B2B marketing rules

Written by Kirstine Storey  |  19, April, 2013  |  0 Comments  Subscribe
So, if you’re anything like me you’ll have become very skilled at avoiding or ignoring the company that makes unsolicited calls to your workplace or home. Actually, I can’t think of a recent occasion where I felt that I was ready to spare 5-10 minutes of my time to listening to the singularly-focussed sales “patter” of an uninvited caller from a company, I am not familiar with.  

Cold-calling is, of course, a sales and marketing technique that has been used for years, by many organisations, to reach and secure B2B customers.  And previously, when done well by sales professionals, cold-calling was a successful way to generate B2B leads and win new business. 

But, customers like me have significantly changed the way we make purchasing decisions these days: when we think about purchasing a new product or service, we research and compare potential providers, as to their reliability, authority, validity in the field; we source reviews from other customers; we converse with our social media communities, searching for the opinion and experience of our peers and colleagues; and we are in control of when we decided to interact with firms. 

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How to best brief your writers for content that works for you

Written by Kirstine Storey  |  4, April, 2013  |  0 Comments  Subscribe

As you are well aware, getting content marketing right for your organisation means true commitment to creating excellent, useful and interesting B2B content that resonates with your target audience.  So whether it’s blog posts, eBooks, case studies or newsletter articles, what is the best way to convey to your content creators (internal or external) exactly what you need them to write.

Here’s our recipe for a brief that gets the content you want from your writers:

In a nutshell...

  • Aim: Be crystal clear from the beginning what exactly it is you’re
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Arggh! - what to write? 5 ways to beat blogger's block

Written by Kirstine Storey  |  26, March, 2013  |  0 Comments  Subscribe

Why can’t you get that damned B2B blog post written? Are you worried about making it perfect? Are you bored with the topic? Are you building the task into something so much more monstrous than it should be? Are you paralysed by the approaching deadline? It really doesn’t matter why you have ‘blog writers block’. What is REALLY important, is to follow James Thurber’s advice and “don’t write, just get it written”.

But first, break down the blog writer’s task into its more manageable sequence: it starts with choosing the topic/idea/message/theme and framework - then the physical act of word processing - after which, editing/improving/polishing, honing that all-important headline - then proofreading - and finally publishing. It is only at the start of this sequence that bloggers block can strike. The rest are more mechanical tasks.

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