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

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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7 common blogging mistakes you need to stop now

Written by Nicola Risi  |  20, November, 2017  |  2 Comments  Subscribe

With over a million blog posts written every day, it’s crucial your blogging strategy does nothing but propel you to the front of the crowd.

Silly mistakes can have a pernicious impact on your online visibility.

If you’re frustrated that your blogging efforts are having little discernible effect on conversion rates, it’s worth checking you haven’t fallen into the trap of committing some of the biggest blogging mistakes.

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Why promoting professional services content should be a piece of cake

Written by Nicola Risi  |  26, October, 2017  |  2 Comments  Subscribe

Cake. Yum.

Who doesn't love it? Sponge cake, fruit cake, gluten-free cake, chocolate cake. So many options!

You specialise in each area. And you make damn good cakes. But no one is eating them, because no one knows where you are. And now they’re out of date, and going stale...

What I'm trying to say is, it's all well and good creating remarkable content, but what’s the use if no one is going to see?

That’s exactly why some bloggers recommend spending as much time promoting your content as you do writing it.

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The top 3 challenges keeping B2B marketers up at night

Written by Nicola Risi  |  19, October, 2017  |  0 Comments  Subscribe

Creative. Challenging. Dynamic. Relentless. Exhausting...

Just some of the words you might use to describe your B2B marketing role.

And, as you know, a successful marketer is one who is willing to learn and adapt to satisfy the needs of both prospects and customers.

In 2017, we’re slap bang in the middle of a period of disruption. Skill sets that might’ve propelled you to the top ten years ago could be now obsolete. Equally, if you don’t invest and expand your knowledge, business will begin to suffer in the race against political, economical and digital advancements.

Below we outline the top three B2B marketing challenges in 2017 and how you can put a plan into action to prioritise, tackle and wipe these off the to-do list, leaving you free to sleep easy again.

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SEO Trends: What to expect in 2018

Written by Nicola Risi  |  6, October, 2017  |  0 Comments  Subscribe

Google is the master of user experience.

Tirelessly working to update their algorithms, analyse user behaviour, study intent, goals, and gripes to ensure the best experience possible.

And, they do all of this while keeping their staff well-fed and well-kept with ball pits, slides, and free lunches. What gives?!

It’s no accident that Google has cemented its reputation as the internet leader, seeing us through an unforgiving digital revolution.

They don’t get complacent.

We’re highly adaptable creatures, and the way we access and consume content is constantly changing in line with advancements in technology. Equally, the volume of online information is growing, and algorithms have a responsibility to present us with what they deem the top portion of content in a sea of endless web pages.

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How to increase your blog’s ROI in 7 easy steps

Written by Nicola Risi  |  3, October, 2017  |  0 Comments  Subscribe

Can you answer this question simple question?:

Why are you blogging?

  • To increase brand awareness?
  • To drive traffic to your site?
  • Improve SEO?

Now think about that question again...how are you measuring this?

  • Form submissions?
  • Number of subscribers?
  • Volume of downloaded content?

There's more to blogging that simply hitting the publish button and hoping for the best. To create a successful blog platform takes careful planning, consideration and strategy. But as content is the fuel of inbound marketing, it is essential you get it right. 

As Abraham Lincoln once said: "Give me six hours to chop down a tree and I will spend the first four sharpening the axe."

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