Inbound Marketing Age

How to write B2B blogs that are voice search friendly

Written by Maddy Bogacki  |  28, June, 2018  |  0 Comments  Subscribe

The rising popularity of mobile devices has changed the way consumers search for information online, and marketers are already adapting their search engine optimisation tactics in response.

In 2018, SEO needs to consider the prominence of AI-powered voice search too.

According to Google, 1 out of 5 searches come from voice queries. 50 percent of smartphone users use voice technology on their device, and 33 percent use it daily.

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How to use quantitative research to enhance your content marketing

Written by Katie Hutchinson  |  25, April, 2018  |  0 Comments  Subscribe

Research is regularly hailed as one of the most effective forms of content. Why? Because it encapsulates the very essence of thought leadership.

If you think about it, what better way is there to position your company as a voice of authority in your field than by sharing new insights on industry trends?

But carrying out your own research is an investment that can require a significant amount of time and attention. Perhaps that’s why just 49 per cent of B2B marketers are creating research as part of their content marketing strategy.

However, it’s not as difficult or demanding as you might think.

And research that delivers useful, relevant and interesting insights for your target buyers can be repurposed into multiple pieces of powerful content, making it the gift that keeps on giving.

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5 ways to repurpose content to boost your web traffic

Written by Gemma Rogers  |  7, March, 2018  |  1 Comment  Subscribe

To succeed at inbound marketing you need a constant stream of fresh content. And those who write content as part of their job will tell you the challenges they face continually coming up with new ideas, or angles to take.

But what if the answers are already in your content library, you're just not looking in the right places?

Repurposing content means reusing your existing content in a different way.

Here are some ideas.

Blogs into Vlogs

Turning your old posts into video blogs, or as they’re more commonly known, ‘vlogs’ are an informal, conversational way to get your message across to potential customers.

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Why content writing works for B2B lead generation

Written by Nicola Risi  |  8, February, 2018  |  0 Comments  Subscribe

In an age of content fatigue, we’re becoming less tolerant of intrusive and interruptive marketing.

Cold calls, spam emails and TV ads can all be blocked at the click of a button, and the power is truly back in the hands of the consumer.

When we have a problem or a question, we set up our chosen device and begin the quest for content.

We flick from article to article, blog to blog, white paper to ebook, trying to find the answer we’re looking for.

We choose where to go next, and who to give our precious information to in exchange for more content. We're completely in control.

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Winning business by getting thought leadership right

Written by Keith Errington  |  19, January, 2018  |  0 Comments  Subscribe

A comprehensive study by Edelman in association with LinkedIn has revealed the importance of thought leadership to B2B demand generation.

The research discovered that it actually has an impact on every stage of the buying process.

Significantly, they also found that creating poor thought leadership content has a negative impact.

The definition of thought leadership

What defines thought leadership content?

It’s generally considered to be writing about the bigger issues facing your audience. It could be forward-looking, or research-based. It looks beyond the day-to-day issues and considers the impact of the longer term, or the wider environment.

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Are you analysing your blog’s performance?

Written by Nicola Risi  |  16, January, 2018  |  0 Comments  Subscribe

The internet is full of blog posts and articles suggesting the ‘perfect’ blog length and frequency; ‘To reach number one on Google, you should post X times a month’, ‘The most read blog posts are XXXX words long.’ 

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What are vanity metrics and how do you make them more meaningful?

Written by Katie Hutchinson  |  9, January, 2018  |  0 Comments  Subscribe

As content marketers, we’re getting better at measuring the effectiveness of our content.

57 per cent of bloggers now say they ‘usually’ or ‘always’ check their analytics, according to research by Orbit Media Studios.

But not all data is good data.

Ever heard the term 'vanity metrics'? Using them is easy, but determining their value to your business can be difficult.

In this blog post, we explain what vanity metrics are, and how you can make them more meaningful.

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Is PDF a dead format for B2B content marketing?

Written by Keith Errington  |  4, January, 2018  |  0 Comments  Subscribe

PDF as a format surfaced in the early 1990’s as a solution to a common problem. At the time there were so many computer programmes that you could use for creating documents and each of these used its own, proprietary format. This created problems when sending and receiving documents. Even if you had the same programme available, you might not see the images correctly (they may have been linked to files you didn’t have) and without the same fonts, the whole look of the document would change. If you wanted the receiver to see the document as it was originally created, often the only recourse was to print it out and send it by courier or post.

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Why you need a B2B content distribution strategy

Written by Gemma Rogers  |  3, January, 2018  |  0 Comments  Subscribe

Inbound marketing relies on a steady stream of original content. But, just publishing content on your website, no matter how remarkable it is, and expecting it to get found is not an option.

Content shock’ is real. We are reaching a point where the volume of online content is outweighing our human capacity to consume it.

Before you put pen to paper, you need to define your B2B content distribution strategy. Here are some tips for setting out a content distribution strategy.

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What does a pillar page mean for your SEO?

Written by Nicola Risi  |  15, December, 2017  |  0 Comments  Subscribe

The way we search online is becoming more nebulous and ambiguous. Voice searches, conversational language and typos are now the norm, but users still expect Google to quickly organise and list the most accurate, helpful and contextually relevant content.

As a result, search engine algorithms are adapting.

Google now favours topic-based content, which is why marketers and SEO experts have responded with a clear cut, definitive approach: pillar pages.

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How to develop buyer personas for professional services

Written by Katie Hutchinson  |  7, December, 2017  |  0 Comments  Subscribe

Professional services firms have traditionally relied on referrals to grow their customer base. However, this method curbs your potential reach - your network is limited to your current clients and who they know.

And with 71 percent of B2B buyers starting their search online with no provider in mind, it's no wonder more and more professional services companies are moving to a content marketing approach in a bid to reach a wider audience.

The idea is simple: creating useful, informative and valuable content increases your likelihood of being discovered by potential clients looking for what you do.

But your content needs to be aimed at the right people - your target customers. It needs to attract (and maintain) their attention.

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