The Inbound and Content Marketing blog

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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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 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 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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The essentials you need when blogging for manufacturing

Written by Katie Hutchinson  |  15, September, 2017  |  0 Comments  Subscribe

There are many reasons manufacturers are taking to blogging. It helps their company get found, creates customer engagement, demonstrates expertise, and enables them to build trust with prospective buyers.

But how can manufacturing companies make sure their blog posts capture and retain, the attention of their customers and prospects? 

Research shows that the average human attention span is just eight seconds. And it’s no wonder we struggle to hold our attention for long. In an always-connected world, we’re faced with an unprecedented amount of content. For B2B marketers, getting prospective buyers to pick out your content over competitors’ can be challenging, but is key to your inbound marketing success.

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3 reasons blogging works for professional services

Written by Katie Hutchinson  |  9, August, 2017  |  0 Comments  Subscribe

As a B2B marketer in the professional services industry, pressure from partners to bring in new opportunities means you need to deliver. But referrals aren’t what they used to be, and you can’t afford to sit and wait for them to come in.

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How to establish authority and trust when blogging for B2B

Written by Keith Errington  |  29, June, 2017  |  0 Comments  Subscribe

For many companies, their reputation and standing within their industry and amongst their customers is the key to winning and retaining business. Establish a good reputation and the prospects will come to you.

In the past, you could establish a reputation by networking and through word of mouth, but in today’s ultra-competitive, online world it’s much harder. You need to cast a wider net and attract prospects you have never met – so you need those prospects to find you and to listen to you, allowing you to gain their trust and win their business. It makes sense then, that modern content marketing focusses in the initial stages, on brand awareness and establishing authority. The first helps you to be found and considered by prospects, and the second adds credence to your content and makes them take you seriously.

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Your 2017 B2B content marketing plan: let go of the fear

Written by Antonia Molloy  |  16, December, 2016  |  0 Comments  Subscribe

“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.

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4 useful (and mostly free) online tools for the best content writers

Written by Antonia Molloy  |  10, August, 2016  |  0 Comments  Subscribe

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.

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6 ways to connect online with potential customers

Written by Keith Errington  |  8, August, 2016  |  0 Comments  Subscribe

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. 

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