The Inbound and Content Marketing blog

“You know what keeps most of our content from attaining epic status, don't you?

Fear.

Our fear of looking foolish. Of negative responses on social media. Or, worse, of getting hardly any visits, social shares, leads, or sales from our best efforts.”

Hunter Boyle, Content Marketing Institute (CMI)

It's that time of year when that dreaded word starts to do the rounds: "resolution". What do you plan to do (or not do) once the clock strikes midnight on 31 December?  It's all rather exhausting. But, when it comes to your content marketing plan for next year, there's one resolution that's well worth making: to let go of your fear.

Ask yourself: how many times have you shied away from creating a piece of content because you didn't think you could pull it off, or because it was a bit too "out there"? How many times have you delayed publishing your work because it's not quite polished enough? And how many times have you doubted your expertise – or even held back that expertise for worry of giving away too much?

In 2017, it's time to believe in your content marketing skills.

Content writers are the builders of your B2B content marketing strategy. The content that they create enables you to connect with - and build lasting relationships with - the people for whom your business was made.

But even the best content writers need a little help sometimes. Whether freelance, in-house or part of an agency, they usually have lots to do and not quite enough time to do it. 

So we've identified four useful online tools that will enable the content creation process to run that little bit smoother - and add even more brilliance to the work of the best content writers.

One of the hardest tasks any company faces is finding and connecting with potential customers, then nurturing those initial contacts until they become actual customers. The development of new marketing channels, the revolution in customer knowledge, and the subsequent changing demands of the customer have made this task simultaneously easier and more challenging. 

Coming up with new blog ideas is something that we have to do on a constant basis as content and inbound marketers. But that doesn’t mean it’s always an easy task. From feeling that creativity has eluded you to simply not having enough hours in the day, it can be difficult to keep on top of your editorial planning.

On the other hand, we know that blogging regularly is crucial to our marketing efforts. It’s one of the best – and most cost-effective – ways to attract new visitors to your website and turn them into leads. In fact, according to HubSpot, B2B marketers that blog receive 67 per cent more leads than those that do not.

So how can you keep the creative juices flowing and generate new blog ideas that will fill your sales funnel?

Inbound Marketing could be thought of as a huge monster with a massive gaping mouth, devouring content at a rate of knots – never satisfied – always hungry. Whilst this might be overly dramatic, there is no doubt that if you are doing it well, you will be producing lots of blog posts. This is not easy. After a while, you may struggle to come up with new posts, new titles, new ideas.

If you feel that the well of creativity has dried up, here are a number of ways to generate blog ideas.

Ask – research sales – customers 

A great way to get new topics for your post is to talk to people in your company. Talk to customer services and see what issues customers are having. Maybe write a post on the top five questions customer services are asked? Do the same thing with your sales team – what are the most common questions prospective clients ask? Talk to product development or senior management and see what’s planned – is there anything you can talk about?

A B2B blog is one of the most valuable assets your company can possess. According to HubSpot, B2B companies that blog generate 67 per cent more leads per month than those who don’t. 

Maintaining a blog allows you to create valuable content that is directly targeted at the people you want to connect with. And the only real investment a blog requires is your time.

However, that’s easier said than done because, of course, time is a precious resource - and, as the saying goes, time is money. With various calls on your time during the working day, it can be a challenge to keep on top of your blogging schedule - and that can make the whole endeavour start to feel stressful.

But there are ways to restore calm to proceedings. The processes we will consider in this post can help to streamline and focus your efforts so that you can ensure you are creating the valuable content that your audience hungers for.

"I learned that courage was not the absence of fear, but the triumph over it. The brave man is not he who does not feel afraid, but he who conquers that fear." (Nelson Mandela)

The fears that most of us face on a day-to-day basis are hardly comparable to those faced by the late, former South African President. But his famous words tend to be applied to a myriad of situations, and the point remains: often, fears must be faced.

So what are you afraid of?

Perhaps you’re terrified of spiders; maybe you break out in a cold sweat at the mere mention of an elevator; or have nightmares about public speaking.

But that’s for another post. Here, we’re talking about B2B content marketing.

Perhaps you’re worried you’re not good enough to take on the task at hand; maybe you think you’ll never be able to produce the amount of valuable content your organisation needs; or you have more deep-seated anxieties about making a fool of yourself.

It’s time to cast off the albatross and take on your fears.

"We are all apprentices in a craft where no one ever becomes a master." That quote is attributed to Ernest Hemingway. On the contrary, many people would argue that the novelist was a "master" of his craft. 

Nevertheless, his words raise an important question: what makes a writer great? The answer is a myriad of things, many of which can’t be pinned down. And many others which are subjective.

As a content writer, you don’t have to be a master - it's perfectly okay to feel that you're learning as you go. But you do have to keep your readers’ attention.

In previous posts, I’ve discussed how to attract people’s attention in the first place. But once your post, eBook or the like is in front of them, how do you keep them hooked? Here are five tips for keeping your reader engaged.

Blogging is getting very competitive these days, and there are more and more blog posts clamouring for attention - 56.6 million per month (or 1,268 per minute) on the WordPress platform alone. That’s a lot of posts. Increasingly, the emphasis for bloggers has to be on quality rather than quantity alone.

When it comes down to it, inbound marketing is geared towards gaining leads. But sometimes, particularly at the beginning of a new strategy, it can feel like a rewardless task.

You’ve been writing blog posts each week, sending out targeted emails, and you even have an eBook to offer to your readers. So why aren’t the numbers reflecting your hard work? Why aren’t the phones ringing off the hook? Why do you feel a bit, well, flat?

In fact, it’s perfectly normal for it to take some time for you to see results from your inbound efforts. But, when you do, the wait will have been worth it.

That’s because inbound marketing results in more effective B2B lead generation than traditional outbound tactics, such as cold calling and advertising. Although the process takes longer, inbound delivers leads that are more pertinent and more valuable to your organisation.

And the content that you produce is an evergreen asset that will transport these vital leads to you time and time again. 

In order for your B2B blog to be successful in its inbound marketing mission, you have to get people to read it. And how do you do that? By providing content that is both readable and useful. And what could be more useful than a "How To" post - a helpful article guiding your readers through a product or process.

So setting aside the imminent danger of becoming incredibly recursive (you’ve seen Inception, right?), here is a How To guide to How To posts.