The Inbound and Content Marketing blog

How to best use B2B research to create content

Written by Katie Hutchinson  |  23, May, 2017  |  0 Comments  Subscribe

In a recent post we talked about the value of research-based content and highlighted some convincing examples. Research can help demonstrate thought-leadership and position you as industry experts. But how do you go about it?

In this blog, we give you some ideas and tips for conducting research.

Read more...

How to avoid common pitfalls when defining your buyer personas

Written by Jeremy Knight  |  10, May, 2017  |  0 Comments  Subscribe

In modern marketing, buyer personas are integral to everything you create as a content marketer. Buyer personas are representations of your target customers based on real-world information and educated guesses. Their likes, dislikes, habits, behaviours, motivations and concerns, as well as their job function, where they spend time online, decision criteria, and more.

The trouble is, as with so many recent marketing developments, the subtler ideas around personas are often not fully understood. Getting your personas right, and keeping them current is not as easy as it sounds. Here are some tips to avoid some of the common pitfalls when defining your buyer personas.

Read more...

Pros and Cons of using the top 7 social media networks for B2B

Written by Keith Errington  |  5, May, 2017  |  0 Comments  Subscribe

With 64% of the UK’s population of over 65 million active on social media – spending an average of 108 minutes a day on one or more social networks – you can’t ignore social as an essential way to connect with people and businesses.

Read more...

Professional services marketing: 6 tips to improve B2B lead generation

Written by Keith Errington  |  26, April, 2017  |  0 Comments  Subscribe

No professional services company can survive without new business, and securing those leads is the highest priority for most B2B marketers. With traditional methods proving less effective, companies are turning to inbound marketing – but what type of content should you produce? How should you go about it? And what’s the best way to deploy it to generate the most leads?

Read more...

5 tips to help B2B content writers make an impact

Written by Antonia Molloy  |  28, March, 2017  |  0 Comments  Subscribe

According to Internet Live Stats, Google processes over 40,000 search queries every second on average - or over 3.5 billion searches per day. That's a lot of people looking for content and, while those searches will incorporate a huge range of questions, the sheer volume indicates that there is an audience hungry for content.

Read more...

How an inbound approach could help your SaaS company

Written by Antonia Molloy  |  23, March, 2017  |  0 Comments  Subscribe

Across the spectrum, industries are facing change on an unprecedented scale – and the software as a service (SaaS) industry is no exception. In today's fast-moving and competitive environment, SaaS companies will live and die by their ability to acquire new customers and keep them on a long-term basis.

Therefore, it's important that you can reach the people that matter the most to your business. To do so, you need a targeted and effective marketing strategy that enables you to connect with and form relationships with the individuals and organisations that will benefit from purchasing your products and services.

Adopting an inbound approach can help you to achieve just that. In this post, we explore the current state of the SaaS industry and look at how implementing inbound marketing could help your company.

Read more...

9 habits SaaS content writers should avoid

Written by Keith Errington  |  22, March, 2017  |  0 Comments  Subscribe

Writing for the B2B market is often challenging, and never more so than in the world of the software as a service (SaaS) industry. When such a detailed, intense focus on technology is required, it is easy to get caught up in the content itself and miss the bigger picture. That can lead to a number of bad habits.

Here's our list of some of the worst offenders so you can recognise and deal with them.

1. A lack of focus

Every piece of content you create should fit into an overall plan, and be specifically targeted and written. Each item of content should be aimed at one of your buyer personas, and focus on a specific step in the buyer's journey (awareness, consideration or decision). 

Read more...

The importance of storytelling in professional services marketing

Written by Antonia Molloy  |  13, March, 2017  |  0 Comments  Subscribe

At its core, marketing is storytelling. Telling stories allows you to connect with your target audience; to create and build meaningful relationships. Stories paint a vivid picture of your brand, products and services; they show why you are the best choice.

In professional services marketing, telling stories enables you to garner trust in a digital landscape, where online capital counts for so much. From B2B case studies to blog posts and eBooks, there are various ways you can incorporate stories into your marketing efforts.

Read more...

Five techniques a B2B content writer should master

Written by Keith Errington  |  8, March, 2017  |  0 Comments  Subscribe

Being a good B2B content writer involves a diverse range of skills, knowledge and experience. Not all of which can be picked up on the job. There are so many different aspects to the role that it’s easy to miss out or overlook crucial techniques that can make the difference between a stream of barely coherent words and effective copy that attracts prospects and generates leads.

Read more...

What B2B content writers should know about 10x content

Written by Antonia Molloy  |  23, February, 2017  |  0 Comments  Subscribe

By now, many companies understand the vital role that content plays in attracting their target audience. According to HubSpot's 2016 State of Inbound report, 73 per cent of organisations have adopted inbound as their primary approach to marketing – and, of course, inbound is powered by content. The report surveyed more than 4,500 respondents from marketing backgrounds in B2B, B2C, small, and mid-sized businesses, which are based in over 132 countries – so the results are not to be sniffed at! 

However, it is no longer enough for businesses to simply create content. The competition is heating up and there is a lot (and I mean a lot) of content out there. In today's environment, mediocre content just won't cut it – and even good, unique content will struggle. So, we need to be creating extraordinary content.

In 2016, Rand Fishkin, the co-founder of Moz, coined the term "10x content". And, in doing so, he offered B2B content writers a solution to this very real problem.

Read more...

How to create content ideas for professional services marketing

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

Regular content creation is at the heart of modern marketing, but maintaining a constant stream of useful and engaging content can be challenging. This is especially true in professional services where you may feel interesting topics may be few and far between.

So how can you generate ideas for content? 

Firstly, look at how to find out what your clients want to read about. You can create as much content as you like, but it will only be truly effective if it satisfies a need – if it gives your clients the answers to the questions they are asking.

Secondly, look at types of content that work for professional services – starting with a type often makes creating the content for it much easier.

Read more...