Inbound Marketing Age

Nicola Risi

Nicola Risi
Nicola writes content for Equinet as well as our clients. After completing a degree in English Literature and Language, and a CIM Marketing diploma, Nicola has spent the last five years working in creative account management and copywriting. Her wealth of sector experience ranges from charities and healthcare, to corporate and commercial brands.

Recent Posts

A guide to SEO copywriting best practices in 2018

Written by Nicola Risi  |  18, April, 2018  |  0 Comments  Subscribe

Great SEO copywriting is the key to thriving online.

But one of the biggest challenges for SEO copywriters is creating content that is favoured by online searchers and search engines.

The job of an SEO copywriter has demanded a variety of disciplines in previous years. Now, it's not enough to write for algorithms. You must write for people first.

This means your writing must speak to your audience's needs and desires, while, at the same time, targeting specific keywords and following SEO best practices.

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6 inbound mistakes to avoid in SaaS marketing

Written by Nicola Risi  |  10, April, 2018  |  0 Comments  Subscribe

SaaS products are conceived, programmed and built to provide a solution to a problem. A concept which also happens to permeate the entire inbound philosophy.

It’s for this reason that an inbound strategy lends itself so well to SaaS marketing. But for SaaS buyers in particular, the relationship with their vendors can be very sensitive.

A SaaS inbound strategy demands a high level of skill, education and consideration to devise the most successful approach. Each stage of the buyer’s journey is as crucial as the last, and there is no time for complacency in such a disruptive and competitive landscape. 

So, it’s only natural that in the commotion of trying to cover all bases and get everything right, sometimes things go very wrong.

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How to become a thought leader in the technology sector

Written by Nicola Risi  |  4, April, 2018  |  0 Comments  Subscribe

Laura Ramos of Forrester once said, “Business buyers don’t buy into your product; they buy into your approach to solving their problems.”

And that is a stark truism in the technology space.

By producing content that is well-curated, well-researched and built around your buyer personas’ most pressing problems, you align your lead generation to your content marketing efforts. And in the process, position yourself as a thought leader. 

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How to use social listening to shape your B2B buyer personas

Written by Nicola Risi  |  13, March, 2018  |  0 Comments  Subscribe

Social listening is the act of analysing conversations that take place on social platforms involving a specific brand or industry.

Not to be confused with social media monitoring, social listening allows brands to hone in on their target audience’s most common frustrations, challenges and values, extracting key insights that help design a more appealing content offering.

Perfectly described by Dan Neely, CEO of Networked Insights, “Monitoring sees trees; listening sees the forest.”

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On-Page vs Off-Page SEO

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

SEO can be a tricky discipline to master. It’s continually evolving, and what works for one business could have the opposite effect on another.

“Build content for algorithms, but also for people.”

“Make sure you use keywords, but not too many!”

Alt-tags, metadata and topic clusters - it can be a minefield.

And then, there’s the on-page, off-page conundrum. What’s the difference? And what should you be doing to make sure you have both of these covered?

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Why content writing works for B2B lead generation

Written by Nicola Risi  |  8, February, 2018  |  0 Comments  Subscribe

In an age of content fatigue, we’re becoming less tolerant of intrusive and interruptive marketing.

Cold calls, spam emails and TV ads can all be blocked at the click of a button, and the power is truly back in the hands of the consumer.

When we have a problem or a question, we set up our chosen device and begin the quest for content.

We flick from article to article, blog to blog, white paper to ebook, trying to find the answer we’re looking for.

We choose where to go next, and who to give our precious information to in exchange for more content. We're completely in control.

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The best inbound marketing tools to maximise your strategy

Written by Nicola Risi  |  24, January, 2018  |  0 Comments  Subscribe

You'll likely know by now that inbound marketing comes down to four principles: attract, convert, close, delight.

It sounds simple, but unlike outbound marketing, inbound is a consistent process. It’s ongoing. It takes persistent planning, research, dedication and patience

The decision to move to inbound selling should be a considered one. It takes time, patience and expertise to build an effective and successful inbound strategy. But it's results driven, and inbound marketers need access to tangible and measurable results to prove their efforts are worthwhile. 

Luckily, there are a plethora of online tools available to streamline, smarten, and optimise your inbound delivery tenfold.

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Are you analysing your blog’s performance?

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

The internet is full of blog posts and articles suggesting the ‘perfect’ blog length and frequency; ‘To reach number one on Google, you should post X times a month’, ‘The most read blog posts are XXXX words long.’ 

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A step-by-step guide to creating your first pillar page

Written by Nicola Risi  |  3, January, 2018  |  0 Comments  Subscribe

If this is the first time you’ve heard of pillar pages, might I suggest reading our previous posts: What are pillar pages and why do you need them and What a pillar page means for your SEO.

But, if you're chomping at the bit to get started with creating your own, this one might be for you. 

So, creating your first pillar page - where do you start?

Well, it’s not as daunting as you might think.

Yes, it takes extensive planning and naturally, an investment of time. But in essence, pillar pages are quite self-explanatory. You choose your pillar topic, and with diligent research and planning, define all of the supporting topics, links and resources that bolster this content and ultimately, your site's architecture.

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What does a pillar page mean for your SEO?

Written by Nicola Risi  |  15, December, 2017  |  0 Comments  Subscribe

The way we search online is becoming more nebulous and ambiguous. Voice searches, conversational language and typos are now the norm, but users still expect Google to quickly organise and list the most accurate, helpful and contextually relevant content.

As a result, search engine algorithms are adapting.

Google now favours topic-based content, which is why marketers and SEO experts have responded with a clear cut, definitive approach: pillar pages.

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5 ways to avoid content shock

Written by Nicola Risi  |  1, December, 2017  |  0 Comments  Subscribe

‘Content shock’ is real. And it’s happening faster than we think.

We’re reaching a point where the volume of online content is outweighing our human capacity to consume it. The rate at which content is being produced and published is doubling every nine to 24 months. And as a result, organic visibility is suffering.

Allegedly, 60% of content is dull and irrelevant to readers. And every content marketer is at risk of suffering from content fatigue if they fail to produce sturdy, sustainable content.

So what can you do to future-proof your content?

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