The Inbound and Content Marketing blog

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

7 common blogging mistakes you need to stop now

Written by Nicola Risi  |  20, November, 2017  |  0 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 And now they’re out of date, and going stale...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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How to craft a winning B2B tone of voice

Written by Nicola Risi  |  29, September, 2017  |  0 Comments  Subscribe

Look to B2C brands such as Innocent Drinks, Coca Cola, and Apple, and you’ll see tone of voice done right.

We know their voices like we know the unmistakable fonts and colours so akin to their identities.

Whether it’s with distinctive simplicity, phonetic vocabulary, or inspirational language, each has mastered the ability to connect with their audiences in a parallel voice that yields trust and brand loyalty.

Their values dictate every word choice, every message, and retains the recognisable personality that’s present in every packaging label, website page and social media post.  

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How to get more people reading your online content

Written by Nicola Risi  |  26, September, 2017  |  3 Comments  Subscribe

There truly is an art to creating readable web content.

And I’m sorry to say, it pretty much requires you to forget everything you learnt in school.

Okay, not everything.

(I'm yet to use Pythagoras' Theorum in my adult life, but maybe that's just me...) 

Evidence suggests we digest content online very differently. And this demands a new discipline of writing.

Ever heard of the F-shaped pattern? Clever eye tracking techniques have been used to measure the amount people actually read. And you’d be pretty peeved to find out that it’s actually only 20%.

Consider why you search for content online.

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How to maximise the potential of seasonal marketing for B2B

Written by Nicola Risi  |  21, September, 2017  |  2 Comments  Subscribe

It seems September hit us with a bang.

The heat from a couple of weeks ago is a distant memory, the kids are back at school and already talking about Halloween, and the realisation dawns that we’re only three paychecks away from Christmas (you’ll thank me later, promise!).

What that also means is it’s time to start thinking about how these changes in buyer thought patterns, interests and behaviour can affect your content marketing strategy. And what should you be doing right now to garner more customers in your business?

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How to write excellent microcopy that maximises conversion rates

Written by Nicola Risi  |  13, September, 2017  |  0 Comments  Subscribe

We’ve written about optimisation strategies and SEO before. And sure, they are some of the most effective ways to drive traffic to your website. But what happens after you’ve been found? The goal changes, right?

You need conversions.

Converting your visitors into leads, your leads into customers, and your customers into promoters takes time and investment. And perhaps one of the biggest investments is your microcopy.

We're talking about those small blocks of text in highly trafficked areas of your site, including CTA buttons, instructional copy and messages of reassurance. They tell users what to do (“Write your full name here”), alleviate concerns ("Don’t worry, we’ll only use your email address once”), and move them deeper into your site (“Learn more”).

Get these right, and your chances of converting can increase tenfold. 

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What is 'General Data Protection Regulation' and how to comply?

Written by Nicola Risi  |  4, September, 2017  |  0 Comments  Subscribe

On the 25 May 2018, the General Data Protection Regulation (GDPR) replaces the existing Data Protection Act (DPA). New regulations under the GDPR are intended to strengthen and unify data protection while protecting individuals residing in the EU. The GDPR expects companies to understand the risks they create when handling and using data while building a culture of privacy.

The good news is, if you’re already following principles stated within the DPA, transition should be easy.

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