Inbound Marketing Age

Nicola Risi

Nicola Risi
Nicola is a Content Strategist. With a degree in English Literature, a CIM Marketing diploma and six years’ experience in the industry, Nicola has a passion for content creation and analysing and optimising content across the full inbound spectrum for Equinet and our clients.

Recent Posts

7 ways to dramatically improve your email marketing

Written by Nicola Risi  |  16, October, 2018  |  0 Comments  Subscribe

Why bother wasting precious resource on an email marketing campaign?

No one opens emails anymore. Everyone knows email is dead. 

Well, according to the stats, that’s all a fallacy.

Email is in fact, proliferating. Astonishingly.

DMA Insight shows that 95% of us check our email every day, sometimes up to 20 times.

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The best SEO tips to help you rank in 2019

Written by Nicola Risi  |  2, October, 2018  |  0 Comments  Subscribe

When it comes to SEO, its ever-changing nature makes it one of the most complex and intricate components of your marketing strategy.

Revolutionary trends will no doubt determine how we interact with search engines in the new year, and consequently, how searchers will find your content.

Websites are a significant business investment, and they demand a considerable amount of your resource to satisfy users and stay ahead of competitors. So putting them in front of the right people at the right time should absolutely be a priority.

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Should I focus on long-tail keywords over short-tail keywords?

Written by Nicola Risi  |  19, September, 2018  |  0 Comments  Subscribe

A colleague asked me yesterday, “Should I focus more on long-tail keywords or short-tail keywords? Should I be using them differently?”

I have to admit I was floundering a little. With so much changing in SEO, even within the last 6 months, it’s becoming nearly impossible to provide resolute answers to such questions.

But it’s a pretty valid question in the inbound content writing industry. Should we focus on one more than the other? 

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Content vs. Copy: What's the difference?

Written by Nicola Risi  |  20, August, 2018  |  0 Comments  Subscribe

It’s natural for most people to assume that content and copy are one and the same.

After all, if you can write a decent blog you've surely got the skills to write a good email subject line, a CTA (call to action), and a white paper. Writing is writing... right?

Unfortunately, this is the kind of view that impedes marketers from getting the full value from their marketing strategies.

Marketers must have a handle on the nuances of both activities not just to aid in their growth strategies but to understand what skills are required from potential writing candidates to fulfil their brand’s needs.

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Are your landing pages GDPR-compliant?

Written by Nicola Risi  |  7, August, 2018  |  0 Comments  Subscribe

The GDPR (General Data Protection Regulation) was introduced across Europe in May 2018 to strengthen individuals’ rights when it comes to the handling and processing of their data.

As inbound marketers, we’ve always put the power in the hands of our prospects - and the GDPR champions that notion, so it's a regulation we should all willingly, and easily abide by.

Our communications and the ability to generate leads are dependent on high-quality data acquisition. Landing pages are an integral part of that acquisition process, so it’s natural to be dubious over the thought of tweaking and overhauling your existing landing pages and conversion paths. What if we put prospects off? What if people choose not to tick the box?

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How to write case studies that convert

Written by Nicola Risi  |  27, July, 2018  |  0 Comments  Subscribe

It’s not uncommon for marketers to shy away from creating case studies.

Customers are often reticent about publishing those telling numbers and details and, more importantly, revealing their secrets to competitors. 

Or perhaps, like many, you underestimate the impressiveness of your results and success.

In this post, we'll address each of those challenges, but not before we touch on some of the most vital features of a case study.

Case studies can be important content marketing tools. There is ample reason for considering them as a part of your strategy. So let's dive straight in; here's how you can craft a winning and most a crucially, a converting case study.

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Okay Google, tell me how to optimise for voice search

Written by Nicola Risi  |  23, July, 2018  |  0 Comments  Subscribe

Where do B2B marketers start with voice searches?

As individuals, AI assistants and smart speakers such as Alexa and Siri are now a familiar partner in many peoples' everyday search for answers, solutions and content.

But since they’re usually more closely associated with B2C brands, do B2B marketers really need to worry?

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SEO: How are things changing in 2018?

Written by Nicola Risi  |  12, July, 2018  |  1 Comment  Subscribe

Google is notoriously tight-lipped about its ranking factors, and that doesn't look set to change in 2018.

It’s no secret that SEOers base their entire careers on educated guesses, experimentation and speculation.

Will Google ever disclose their algorithms? Who knows.

Will you ever reach page one? With hard work and perseverance, yes.

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How to write email subject lines your subscribers can't help but click

Written by Nicola Risi  |  27, June, 2018  |  0 Comments  Subscribe

But wait, isn’t email marketing dead?

Email was the pinnacle of nineties marketing. Transforming mass communication when it became free and available to all, email revolutionised how we reach our customers.

Nowadays, we have access to free social media, targeted banner advertising, Google ads, pay-per-click. You get the picture.

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6 conversion mistakes that could be costing you valuable leads

Written by Nicola Risi  |  21, June, 2018  |  0 Comments  Subscribe

A conversion is the process of changing or causing something to change from one form to another.

More specifically, in inbound marketing, a conversion describes the point at which a stranger on your website becomes a lead or a paying customer.

Conversion paths are therefore a critical component in the nurturing process, and failing to produce a tailored and effective conversion strategy could be to the detriment of your business growth

To avoid losing out on high-quality conversion opportunities, you'll need call-to-actions (CTAs) that your visitors respond positively to, all of which are underpinned by strategic conversion paths.

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How to retain your SEO equity during a site migration

Written by Nicola Risi  |  12, June, 2018  |  0 Comments  Subscribe

A poorly devised SEO strategy ahead of a site migration is a recipe for disaster. A site migration in itself can be an extremely onerous task; one that requires considerable planning, consultation and attention to detail. But when SEO is treated as an afterthought, your search engine visibility will be compromised.

Given the right execution strategy, it can happen smoothly, efficiently, and can preserve all that hard-earned SEO. 

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