Inbound Marketing Age

Maddy Bogacki

Maddy Bogacki
Maddy has a degree in Fine Art from Oxford University, as well as an MA in Game Design. She is a Creative Consultant and digital art enthusiast. Maddy contributes to the Equinet blog on topics relating to visual content.

Recent Posts

Should you incorporate video content into your digital marketing strategy?

Written by Maddy Bogacki  |  14, August, 2019  |  0 Comments  Subscribe

Video is becoming easier, and cheaper, for marketers to create or commission. Here, we delve into the top 5 reasons to focus on video content.

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How do marketers conduct a website image audit?

Written by Maddy Bogacki  |  1, August, 2019  |  0 Comments  Subscribe

Image optimisation can heavily influence the way search engines calculate your site rank, and, consequently, control how easy it is for searchers to find your site. Behind-the-scene elements such as page load time and keyword usage come to play here. If you want to be the number one search result for your product or service on Google or other SERPs, you really have to get a reign on your images.

In this post, we take a look at the benefits of a website image audit, and identify a handful of best practices.

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How to distribute your video marketing content

Written by Maddy Bogacki  |  24, July, 2019  |  0 Comments  Subscribe

If you’re a savvy marketer, it’s likely you’ve already invested in your video marketing strategy. However, with so many channels and site pages primed for distribution, you may be wondering what your next steps should be, and where you ought to place your video content to achieve the highest conversion rate.

The buyer’s journey and who your video’s target audience is will be major deciding factors in the end delivery of your content.

Strategy

Before you embarked on the project, it’s highly likely that you defined SMART goals for your video marketing strategy. Remind yourself, was your purpose to increase brand awareness, to celebrate a product, or rather to encourage prospects to purchase?

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What's the secret to making a persuasive CTA in HubSpot?

Written by Maddy Bogacki  |  17, July, 2019  |  0 Comments  Subscribe

'Call-to-action’ (CTA) describes a website element that is designed to promote an offer and guide visitors toward it. Typically, they come in the shape of a button, image or textual hyperlink. CTAs are a powerful marketing tool that help to increase awareness and invite meaningful engagement from potential - or existing - customers. They can be thought of as a directional cue that shows interested parties where to head next.

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How to search for images: the content writer’s guide

Written by Maddy Bogacki  |  27, May, 2019  |  0 Comments  Subscribe

According to visual content marketing statistics shared by HubSpot, 32% of marketers say visual images are the most important form of content for their business, with blogging tailing behind in second (27%). When images play second fiddle to copy you have a recipe for disaster. 

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3 videos people want to see on your B2B website

Written by Maddy Bogacki  |  24, April, 2019  |  0 Comments  Subscribe

87% of marketing professionals use video as a digital marketing tool. And Cisco has predicted that by 2021, more than 80% of internet traffic will be video.

The demand is there, as is the accessibility and affordability. The big question is, where do you start?

Here's an introduction to the 3 most impactful B2B videos your business can create.

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Is it time to make a B2B video case study?

Written by Maddy Bogacki  |  20, March, 2019  |  0 Comments  Subscribe

Case studies tell the inside story of your business partnership with customers. Typically, they delve into the initial challenges a user grappled with before finding you, and then share an honest, detailed account of how your business helped them to overcome those issues.

Video is just one of the ways you might choose to chronicle your customer’s experience. Here’s a summary of why case studies are an asset that can be folded into your B2B video marketing strategy.

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How to write content in a productivity slump

Written by Maddy Bogacki  |  4, February, 2019  |  0 Comments  Subscribe

Picture me as an art student half-way through a still life class. I'm focussed on the drawing. I'm frowning and fussing - erasing and redrawing the same area of the page over and over. 

I'm totally over-invested in the minutiae.

And, every week, as the tutor paces the room, he invariably pauses behind me and says something along the lines of...

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How to make your video content more inclusive

Written by Maddy Bogacki  |  29, January, 2019  |  0 Comments  Subscribe

As a creator of online content, it’s important to have a keen awareness of your audience. Not surprisingly, this includes people from all backgrounds. The internet is for everybody - and businesses have a social responsibility to strive for more inclusive design.

People tune in for more than pure sound or image. Videos carry a message, and viewers with hearing or vision loss shouldn’t be made to feel excluded from global communications. Screen readers are making it easier for people with poor vision or hearing to browse the web, and content makers need to step up to the mark. 

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How to pump up video engagement rates

Written by Maddy Bogacki  |  10, January, 2019  |  0 Comments  Subscribe

Marketers strive for healthy organic reach. And when it comes to video marketing campaigns, this is heavily effected by engagement rates.

On social media platforms, like Facebook for example, news feeds are designed to favour content from people or brands that users have previously engaged with.

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Social Media 2019: what are the trends?

Written by Maddy Bogacki  |  7, January, 2019  |  0 Comments  Subscribe

As a B2B marketer, you already have a strategy in place when it comes to social media - you may even have established a social media policy for your workplace. But the goalposts are always changing.

So what challenges will 2019 bring?

New opportunities

Last year there were several announcements that promised to affect social media marketing in 2019, for example:

  • LinkedIn Dynamic Ads will enable you to personalise the content in paid ads and automate individualised campaigns at scale. 66% of B2B marketers used paid methods to distribute content in 2018, so this development is sure to make waves.
  • Snapchat announced a partnership with Amazon to offer a "visual search" shopping experience directly from the Snapchat app. There are likely to be improvements in image recognition technologies that will open up the potential for multimedia search. This will shake up SEO tactics.
  • Twitter brought back the chronological News Feed format.
  • Pantone revealed the colour of the year: Living Coral. Visual media trends continue to favour the bright, cheerful, pale and pure.

And that's not all.

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