Inbound Marketing Age

Is thin content damaging your online presence?

Written by Keith Errington  |  24, May, 2019  |  0 Comments  Subscribe

If you've produced reams of B2B marketing content and are not seeing the results you expected, 'Thin Content' might be the culprit. So what is it and how do you fix it?

Google defines thin content as content that has little or no value. It’s the opposite of deep content – if Google hadn’t already named it, I’d be calling it shallow content. Examples could be automatically generated content, pages which are mostly affiliate links, doorway pages, content from other sources or low-quality guest posts.

For most legitimate B2B businesses who publish content, it's most likely to be either the last two, or simply pages that don't appear to be really useful to visitors.

Let’s look at three ways thin content harms your online presence.

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Why you need to be writing online content like a journalist

Written by Eric Swain  |  9, May, 2019  |  0 Comments  Subscribe

Editor's note: This blog post was originally published in June 2014.

A few years back, I spoke to Anna Lawlor, who at the time was the writer and director of Social i Media, who offered some fascinating insights into why writing and thinking like a journalist can give content creators a real edge. Anna is now co-founder and Head of Content & PR at Luminescence Communications Ltd, a company specialising in creating high quality communications for professional services.

What Anna had to say back in 2014 still rings true today, and she offers some interesting thoughts on how content marketers should be thinking like journalists.

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The future of long-form content. Do words really matter?

Written by Osian Barnes  |  1, May, 2019  |  0 Comments  Subscribe

Long form written content is traditionally highly prized by marketers because we know its power. It gets better SERP rankings than short form, it’s seen as more authoritative by search engines, and quite often it's considered more shareable. 

Well-written, with the right keywords and centred around carefully chosen topics of ‘evergreen’ relevance, a long form piece of content (such as an ebook) can become a cornerstone of your digital real estate.

It will drive traffic to your site and support a virtuous circle of discovery, sharing and conversion.

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How to create deep content your audiences will love

Written by Keith Errington  |  18, April, 2019  |  0 Comments  Subscribe

There are around 170 million active* websites in the world today (*out of a grand total of around 1.7 billion hostnames) with an estimated 5.6 billion web pages indexed in search engines. WordPress alone sees around 70 million new posts a month.

So if you are writing a blog post and you want that blog post to be seen, how can you possibly reach your audience when there is just so much content out there?

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Can the future of content marketing be found in the past?

Written by Katie Hughes  |  9, April, 2019  |  0 Comments  Subscribe

Last month was Equinet's first ever Certification Day, where the company dedicated a whole day to training.

While studying for the HubSpot Inbound Marketing certification, I was reminded that once upon a time, as little as 350 words was sufficient enough to rank well, as long as you included the right balance of links and keywords.

That’s a stark contrast from today, where the average blog post currently sits at 1151 words.

It got me thinking about how content marketing has changed over the years. In some ways, it seems as though we are worlds apart from the way things once were.

But are we really creating content that differently to how we did it in the past?

I thought it was time for a little refresh…

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Clarity is the key to B2B content success

Written by Keith Errington  |  28, March, 2019  |  0 Comments  Subscribe

One of the guiding principles for content success is clarity. Without a clear approach, a clear understanding, and a clear delivery your efforts will be lost along the way.

In this article, we are going to concentrate on four key areas where clarity is the watchword.

1. Clarity of strategy

Once you’ve gone through the process of defining your company’s marketing strategy you should ensure that everyone on the team, or at least those involved in the delivery of the strategy, understand it and all that it is designed to achieve. That also includes senior managers and directors of the company – everyone should be on the same page.

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How to inject more life into your blog posts with visual media

Written by Katie Hughes  |  14, March, 2019  |  0 Comments  Subscribe

55% of marketers say blog content creation is their top inbound marketing priority. But, in a world where companies are starting to think more like media publishers, are text-only blog posts still holding people’s attention?

According to one study, “91% of consumers now prefer interactive and visual content over traditional, text-based or static media.” Plus, 65% of the population are visual learners.

But this doesn’t mean we should be putting our pens down and aborting blogging altogether. And if you’re not convinced of this, I implore you to read this blog post.

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How to maximise your content's performance

Written by Keith Errington  |  13, March, 2019  |  0 Comments  Subscribe

How can you tell whether your content is truly performing at its best?

One way of course, is to consult your analytics. This will tell you how many people are landing on the page, how long they are spending there, and whether they are clicking on links.

Analyse your content continuously and you'll start to spot patterns and trends which will help you form a picture of what content works well and what doesn’t.

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5 ways to better serve your B2B customers

Written by Keith Errington  |  27, February, 2019  |  0 Comments  Subscribe

You could argue that the success or failure of any business-to-business (B2B) company scores is completely linked to customer service – far more than business-to-consumer (B2C). The buying process is longer, usually involves more people and the sums of money involved are much higher. There is often a deeper level of contact with prospects and a stronger relationship with customers once they buy.

According to McKinsey, while B2C companies enjoy an average customer service score in the 65 to 85 per cent range, business-to-business B2B company scores average less than 50 per cent. And as B2B customer expectations rise, the gap between the two offerings likely will widen.

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How to write content in a productivity slump

Written by Maddy Bogacki  |  4, February, 2019  |  0 Comments  Subscribe

Picture me as an art student half-way through a still life class. I'm focussed on the drawing. I'm frowning and fussing - erasing and redrawing the same area of the page over and over. 

I'm totally over-invested in the minutiae.

And, every week, as the tutor paces the room, he invariably pauses behind me and says something along the lines of...

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Top Ten Content Marketing Pros and Cons

Written by Keith Errington  |  30, January, 2019  |  0 Comments  Subscribe

Content marketing has risen to prominence amongst both B2C and B2B marketers, driven in part by the significant influence of search engines on today’s shoppers and buyers and the diminishing power of conventional advertising.

Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads.

Countless numbers of companies have embraced it and placed it at the core of their marketing strategies, but what is the case for it? Is it a no-brainer, or are their downsides too?

To help you consider it, plan for it or even review your ongoing strategy, here are ten pros and cons of Content Marketing.

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