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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

A simple guide to meta descriptions and alt tags in 2019

Written by Nicola Risi  |  16, July, 2019  |  0 Comments  Subscribe

Meta descriptions and alt tags. How much time should you dedicate? How long should they be? How often should you use keywords? Are they even a ranking factor? 

The world of metadata can be confusing; best practice seems to change from week to week. Adding fuel to that confusion are recent updates from Hubspot, in which their portal now recommends meta descriptions are less than 150 characters. 

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Retaining your customers during the evolution to media brand

Written by Nicola Risi  |  19, June, 2019  |  0 Comments  Subscribe

I'm not going to preach the importance of customer retention. We all know this by now. And we all know how much easier (and cost-effective) it is to retain and nurture an existing customer than to acquire a new one.

If you've read any of Equinet's latest content, you'll understand by now that the content marketing industry is in the midst of a disruption. If B2B businesses are to thrive in this new climate, they need to stop marketing and start publishing. But this requires new strategies, new processes and in some cases, new employees.

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The power of 'you' - using smart content to nurture leads

Written by Nicola Risi  |  4, June, 2019  |  0 Comments  Subscribe

Read the following sentence:

‘If people want to become more productive and efficient at work, they should implement the following habits into their working day.’

Let’s change one thing:

'If you want to become more productive and efficient at work, you’ll need to implement the following habits into your working day.’

Notice the difference? Which is more engaging?

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What to do with my old blogs?

Written by Nicola Risi  |  21, May, 2019  |  0 Comments  Subscribe

Let’s rewind for a moment.

It’s 2008 and blogging is 'the thing to do' in business marketing. Helping to generate website traffic, improve SEO and promote your business, the concept slowly, yet gradually, starts to gain traction.

With little competition (at least back then), it was highly effective. Simply adding pages to your site while demonstrating a sound understanding of a subject and its keywords was enough to rank.

That was of course, before the activity evolved into what we know today. And the complexities and competition in blogging now make it far harder to rank by blogging alone.

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The journey to becoming a media publisher

Written by Nicola Risi  |  8, May, 2019  |  0 Comments  Subscribe

Content marketing is evolving yet again with some of the world’s biggest brands adopting a publisher's mindset

In the wake of content saturation, audiences are switching up their media consumption and this is something we, as marketers, must embrace rather than fear.

More importantly, this is why brands need to shift the focus from content towards 'media'.

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Is your media agency a good fit?

Written by Nicola Risi  |  30, April, 2019  |  0 Comments  Subscribe

Finding an agency that's a good fit could be the difference between your best year and your worse: the make or break project, the campaign that gets you recognised (for the right reasons or the wrong...), the money well invested, or the money wasted.

Ultimately, it will be one your most important working partnerships.

But when you're partnering with a different organisation - with new people, new values and new ideas, how to do you know if this one is the right fit? 

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How to become more focused on outcomes

Written by Nicola Risi  |  16, April, 2019  |  0 Comments  Subscribe

As marketers, data analysis takes a firm seat in our weekly schedules. But so many of us are just skating across the surface of what can be achieved.

By shifting the focus from output toward outcomes, a business can maximise its performance and potential.  

Your output is the avenue you take to achieve outcomes; it’s the daily activities you use to generate exposure, connect with prospects and promote your business. Your output includes your newsletters, your emails, your website, your blogs.

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How to beat blogging burnout

Written by Nicola Risi  |  5, April, 2019  |  0 Comments  Subscribe

The flicking cursor taunts your tired mind and you find yourself doing everything and anything to avoid writing. Another pointless email, a quick snack... oh go on, one more coffee - then I'll make a start.

Hours later, you return to your blank page and question whether this blogging malarky is really worth it.

Sound familiar?

We've all been there. Whether you blog for your own business, outsource to a professional writer, or rely on your employees to come up with streams of remarkable, relevant and consistently well-written blog posts, burnout doesn't discriminate. Even the most talented and experienced writers suffer the dreaded yet inevitable 'bleurgh'.

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Why Equinet is embracing #CertificationDay

Written by Nicola Risi  |  27, March, 2019  |  0 Comments  Subscribe

Content marketing, digital marketing, web design; all are part of such a progressive industry.

We know the value of learning. Our offices are stacked ceiling to floor with books, we constantly seek the latest webinars, seminars and events and we are passionate about training and development. We know that to succeed in this industry, we must always have our finger on the pulse, which is why we promote a culture of learning.

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How to run an effective A/B test

Written by Nicola Risi  |  6, March, 2019  |  0 Comments  Subscribe

Sometimes, an educated guess just isn't enough.

Deciding on which image to use in your social ad, the location of that call-to-action button, or which adjective to use in your email subject line often needs more backing.

While seemingly minor, small factors like these can significantly impact conversion rates, leads and engagement.

You'll find there's an abundance of studies, statistics and information out there which detail the relationship between conversion rates and psychology. And while this is all extremely valuable, we can find some truth in those theories by running our own experiments. 

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The role of social proof in B2B conversions

Written by Nicola Risi  |  22, February, 2019  |  0 Comments  Subscribe

“But Nikki, I had to buy those boots, the website said they were ‘trending’ and I didn’t want to miss out.”

Were they really trending though, Lucy James? Or were you a victim of social proof?

Of course, Lucy wanted the boots, but usually cautious and sensible with her money, Lucy would’ve deliberated a little more before making such a quick purchase.

What caused this sudden urgency in her behaviour? Perhaps it was the fact the seller used social proof to lure Lucy into impulsively parting with her money - ‘these are selling fast, so buy them quickly before they sell out’.

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