Inbound Marketing Age

4 digital marketing trends to watch in 2019

Written by Katie Hutchinson  |  12, September, 2018  |  0 Comments  Subscribe

September has arrived. The kids are back at school, this summer’s heatwave is a distant memory, and it’s starting to feel very autumnal. Dare I say it, but it will be Christmas before we know it. So it’s not too early to start thinking about the new year, right?

With the world changing a mile a minute, it certainly pays to stay ahead of the curve. Here are some thoughts about the digital marketing trends you need to keep an eye out for in 2019.

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Generation Z: Ushering in a new age

Written by Aidan Swain  |  3, September, 2018  |  1 Comment  Subscribe

Until recently, Baby Boomers, Generation X, and Millennials have been the target demographics for most modern businesses when marketing their services/products.

However, businesses should consider the purchasing power and the burgeoning influence of another: Generation Z. Generally considered to include people born between 1996 and 2014, they are the rising demographic armed with an economic force to be reckoned with. So, turn your attention to the effects of the youngest generation of consumers. Many B2C and B2B businesses have already started.

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The staying power of white papers in B2B content marketing

Written by Katie Hutchinson  |  30, August, 2018  |  0 Comments  Subscribe

The popularity of video marketing, podcasts and webinars are expanding the horizon for B2B content marketers. By comparison, the written word may seem unexciting and a little out of date. But sometimes, it's worth going back to basics.

White papers certainly aren’t the newest platform for sharing your company’s content - but the power they can yield is far from being extinct. 

And the stats speak for themselves: 71% of B2B buyers have used white papers in the last 12 months to research purchasing decisions.

Here’s a reminder of why white papers are still a powerful magnet for B2B buyers in 2018 and beyond.

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How to do B2B influencer marketing better

Written by Keith Errington  |  21, August, 2018  |  0 Comments  Subscribe

In recent months influencer marketing has started to lose its popularity as a way to generate business with big companies such as Unilever reviewing their use of influencers. Some would argue that influencer marketing is a waste of money. So what’s the problem? And can the B2B world use influencer marketing at all?

Well, the fact of the matter is, even if you are in a B2B business, you are almost certainly using influencer marketing right now to a lesser or greater extent.

Part of the problem seems to be the perception of who an influencer is and what they do. The popular image is of a celebrity tweeting about products and posing for Instagram selfies with products. And while there is no doubt that this happens – and is even very successful for some B2C brands, it comes with a whole raft of issues, and does not reflect the vast majority of influencers out there.

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8 tips for promoting your blog posts on social media

Written by Katie Hutchinson  |  16, August, 2018  |  0 Comments  Subscribe

94% of content marketers are using social media as part of their strategy. And for good reason - 54% of buyers use social media to research potential vendors and solutions.

But social media is a crowded space, and the challenge is getting your content heard above the noise.

To really illustrate this point, here are some stats about what happens on social media every minute;

  • 448,800 tweets are published
  • 3.3 million Facebook posts are published
  • 65,972 photos are uploaded on Instagram
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How to write case studies that convert

Written by Nicola Risi  |  27, July, 2018  |  0 Comments  Subscribe

It’s not uncommon for marketers to shy away from creating case studies.

Customers are often reticent about publishing those telling numbers and details and, more importantly, revealing their secrets to competitors. 

Or perhaps, like many, you underestimate the impressiveness of your results and success.

In this post, we'll address each of those challenges, but not before we touch on some of the most vital features of a case study.

Case studies can be important content marketing tools. There is ample reason for considering them as a part of your strategy. So let's dive straight in; here's how you can craft a winning and most a crucially, a converting case study.

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4 things you need to know about the B2B buyer's journey in 2018

Written by Katie Hutchinson  |  26, July, 2018  |  0 Comments  Subscribe

Demand Gen Report recently published the results of their B2B Buyers Survey 2018, their seventh annual survey on buyers’ purchasing behaviours. This year they polled 259 executives in a variety of industries, including High Tech (31%), Manufacturing (19%) and Professional Services (14%).

B2B buyer behaviour has evolved considerably since the first survey was launched in 2012. While B2B buying has often been synonymous with a long-term research process and a complex eco-system of decision-makers, buyer behaviour has expanded in a number of ways.

Here is our take on the four biggest marketing insights from this year’s survey.

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How to write B2B blogs that are voice search friendly

Written by Maddy Bogacki  |  28, June, 2018  |  1 Comment  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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