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Inbound Marketing Age

Osian Barnes

Osian Barnes
Osian is part of Equinet Media's content writing team. With 15 years experience in sales and marketing he has worked on award-winning digital and conceptual campaigns for Jaguar, British Airways, Marks and Spencer and Strongbow.

Recent Posts

MQL to SQL; alignment nirvana in B2B sales and marketing

Written by Osian Barnes  |  30, June, 2020  |  0 Comments  Subscribe

When should an unqualified sales lead become a MQL (Marketing Qualified Lead) and when should they become a SQL (Sales Qualified Lead)? How do you manage that process with maximum impact and efficiency?


B2B content marketing in the time of Coronavirus

Written by Osian Barnes  |  23, April, 2020  |  0 Comments  Subscribe

The dire effects that Coronavirus is likely to have on the business world in general and the marketing industry in particular, have been widely trailed. But is there any hope amidst the gloom?


BERT explained for marketers. Should Google's latest update worry you?

Written by Osian Barnes  |  1, November, 2019  |  0 Comments  Subscribe

Widely touted as the biggest change to the Google algorithm in years, the BERT update has been the subject of much media attention. But what is it and should content creators be worried about it? 

What is the BERT update?

BERT stands for Bidirectional Encoder Representations from Transformers, of course. It’s a technique for NLP (Natural Language Processing) pre-training, developed by engineers at Google that’s now being harnessed to improve the quality and precision of our search engine returns.  

Sadly, despite all the pictures of Bert and Ernie adorning the top of SEO articles - it has nothing to do with Sesame Street.


Lie back and think of your content marketing strategy

Written by Osian Barnes  |  5, September, 2019  |  0 Comments  Subscribe

Forgive the question, but does your content marketing strategy ask your audience to ‘lie back’ and think of you?

Or does it demand they ‘lean forward’ and pay attention?


Demographics, psychographics and the ideal customer fit

Written by Osian Barnes  |  2, July, 2019  |  0 Comments  Subscribe

Traditional marketing stresses the importance of detailed demographics in defining, targeting and attracting the right customers for your business.


When is a bank not a bank? When it's a TV channel

Written by Osian Barnes  |  30, May, 2019  |  0 Comments  Subscribe

In the era of fake news is the idea of an 'internet news channel’ set up and paid for by a non-media brand, slightly unsettling? Remember the launch of Trump TV, which used all of the tropes and paraphernalia of 'real' television news to deliver highly distorted and downright untruthful messages to the general public on behalf of the Trump brand as he continued his presidential bid?


The future of long-form content. Do words really matter?

Written by Osian Barnes  |  1, May, 2019  |  0 Comments  Subscribe

Long form written content is traditionally highly prized by marketers because we know its power. It gets better SERP rankings than short form, it’s seen as more authoritative by search engines, and quite often it's considered more shareable. 

Well-written, with the right keywords and centred around carefully chosen topics of ‘evergreen’ relevance, a long form piece of content (such as an ebook) can become a cornerstone of your digital real estate.

It will drive traffic to your site and support a virtuous circle of discovery, sharing and conversion.


Is voice search really relevant for B2B?

Written by Osian Barnes  |  3, April, 2019  |  0 Comments  Subscribe

With the rise of Siri, Alexa, Amazon Echo and Google Home, voice search has been promising a revolution in our digital behaviour at home and work for some time now, but has it really happened?

What’s the story?

Voice recognition has come a long way since the early days.

Remember Microsoft’s CEO Satya Nadella’s excruciating Cortona demonstration, where he asked the voice assistant to retrieve some data and she thought he wanted to buy some milk?


How thinking like a media publisher can revive your content strategy

Written by Osian Barnes  |  8, February, 2019  |  0 Comments  Subscribe

So, after all these years, content marketing is pretty much mainstream. And the pattern of a successful content strategy is by now, well established.

Fill your website with interesting, relevant blogs, the argument runs, become a resource for your audience, back up with eBooks and the occasional piece of video, then tend your patch. Your market standing, influence and sales will grow as result.


Account Based Marketing: Don’t Believe the Hype Cycle

Written by Osian Barnes  |  14, November, 2018  |  0 Comments  Subscribe

According to Gartner, when it comes to Account Based Marketing (ABM) we have just past the peak of the hype cycle. That means it’s downhill all the way from here, until expectations are readjusted and its true merits discovered once again.

At the moment the breathless blogging about its value to business might be sounding a little hollow. 15 Captivating Statistics That Prove You Need ABM Right Now, for example, seems to be suggesting it’s a magic bullet for everyone, which it certainly is not. There is also hype around ‘hands-free ABM’, which is promising effortless, fully automated solutions for what is, in reality, a detailed and complex task of analysis and execution.