The Inbound and Content Marketing blog

7 ways to be inspired by CMI's B2B Content Marketing Research

Written by Katie Hutchinson  |  6, November, 2017  |  0 Comments  Subscribe

Over the last few years, the Content Marketing Institute’s (CMIs) annual report on content marketing trends has become a go-to source for B2B marketers to see how their business is stacking up against others.

Last month saw the release of the eighth annual report. It presents the findings gathered from research with 870 for-profit organisations in North America who primarily sell products or services to businesses.

Here we highlight seven key learnings and what they mean for any business considering, or already engaging in, a content marketing approach.

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What direction should your professional services video take?

Written by Maddy Bogacki  |  3, November, 2017  |  0 Comments  Subscribe

Video can be a powerful asset for professional services marketing. The right approach for your campaign will depend heavily on your video marketing strategy

Whether your intention is to raise awareness of your company, simply convey complex information, or share customer endorsements, visual media will bring your message to life.

This post explores some of the styles that work best for professional services. 

About Us

Your website is where potential customers flock to find more information about your business and all that it has to offer, and it’s likely your homepage will be their entry point.

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Is an Inbound Agency better than a unicorn?

Written by Gemma Rogers  |  30, October, 2017  |  0 Comments  Subscribe

If you're in the early days of implementing inbound, or if you're still considering whether inbound is the right fit for your company, one of the first questions that comes to mind is bound to be: what is it all going to cost? That's not just monetary value, but also effort and resource.

Inbound marketing, when done right, takes time. It requires precision planning, execution and analysis, which gives even the most capable of marketers a burgeoning to-do-list. It also won’t necessarily replace the valuable work of your existing marketing team - exhibitions, merchandising, trade shows, internal communications, paid media etc. So in order to do it properly, it is likely you are going to need to call in the experts. In this blog, we outline two options - recruiting an Inbound Marketing Specialist, or Hiring an Inbound Agency. 

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Does your professional services company need a website redesign?

Written by Katie Hutchinson  |  27, October, 2017  |  0 Comments  Subscribe

Research shows that 80 per cent of professional services buyers visit a company’s website to evaluate them as a potential provider.

So, if you're a professional services company your website needs to be giving off all the right messages.

Your website is a product of your business, and therefore a reflection of your work. A poorly designed website gives the impression you don’t care for your customers and are ok with mediocrity.

The point is, your website can make or break your business.

Take Apple for example. As one of the largest global technology companies, you’d expect them to have a well-designed and responsive website, right? Otherwise, how could anyone trust their products?

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Content Marketing: How to turn your content into vlogs

Written by Maddy Bogacki  |  27, October, 2017  |  0 Comments  Subscribe

Content is evolving. This world gravitates towards multimedia content now more than ever, and according to reporting by Cisco, come 2020, over 82 per cent of all web traffic will come from video.

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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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How to meet the manufacturing marketing challenge with your content

Written by Keith Errington  |  23, October, 2017  |  0 Comments  Subscribe

Over the past two or three years, many manufacturing businesses made a commitment to a content marketing strategy. Whilst, there is still a small proportion of manufacturing businesses that don’t do any form of content marketing, most recognise that the most effective form of manufacturing marketing, for lead generation and conversion, is content marketing.

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Top video content ideas for marketing manufacturing

Written by Maddy Bogacki  |  20, October, 2017  |  0 Comments  Subscribe

Manufacturers have the upper hand when it comes to video content marketing. On the shop floor there’s an abundance of innovative techniques and specialist material to film, and passionate employees who can come to life sharing their specialist knowledge in front of the camera.

Viewers remain curious about technical advances in the industry - just look at the enduring success of the documentary television series ‘How it’s made’.

Additionally, consumers have an unshakable interest in product quality and will perform search queries reflective of this. This will serve you well if you make video that aids their research;  90 per cent of user say that seeing a video about a product contributes to their purchase decision.

Video marketing is a creative way to showcase your high standards. This blog explores some of the most rewarding video content formats for manufacturing marketing teams to experiment with.

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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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24 ways to generate great blog ideas for manufacturing

Written by Andrea Blades  |  18, October, 2017  |  0 Comments  Subscribe

Dedicated, targeted and consistent blogging can help immeasurably in building your company's authority and establishing you as a thought leader in your industry. But what’s the secret to coming up with consistently great ideas that will engage and delight your manufacturing prospects?

If your blogging for manufacturing is in a content creation rut, here’s a guide to 24 pain-free ways to generate a host of new blog post topics that will rejuvenate and enliven your efforts.

1) Consider the why

What’s the purpose of your blog? Why are you doing what you’re doing? Are you looking to drive conversions, increase subscribers, boost revenue, build authority, raise awareness or convey information? Or maybe it’s all of the above? Having a clearly defined goal will ensure your content creation efforts stay relevant and targeted.

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How to win at SaaS email marketing

Written by Keith Errington  |  16, October, 2017  |  0 Comments  Subscribe

Despite the hype around social media, messaging apps and other newer forms of marketing communications, email is still an effective marketing channel. Providing your prospects have signed up for it, email still has the power to engage with clients and prospects as well as any other medium.

But like any marketing channel, it’s only valid when you are doing it right. Get email marketing wrong, you run the risk of losing not only prospects, but also your existing customers. Email marketing has great potential to irritate and annoy if is unwanted or unhelpful. There are few things people loathe more than spam. And spam is not just unsolicited emails, it’s any email that wastes the recipient’s time.

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