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Inbound Marketing Age

Why B2B marketers must adopt a growth marketing mindset

Written by Katie Hughes  |  8, April, 2020  |  0 Comments  Subscribe

As the world around us takes an unprecedented turn, the instinct for many marketers will be to play it safe. But as Albert Einstein once said, “In the middle of difficulty lies opportunity.”

The B2B companies who will thrive in this new climate are those with a growth marketing mindset; who are willing to bend, flex and try new things.

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Business Writing - 5 Components to Persuasive Content

Written by Jeremy Knight  |  13, February, 2020  |  0 Comments  Subscribe

Editor's note: This blog was originally published in July 2012 and has since been updated for optimal accuracy and relevance. It was originally The Art Of Persuasive Business Writing - Copy vs content: from a conversion perspective

With business writing, people generally consider content and copy as two different things.

Well – they do have two different purposes: the purpose of content is to provide information of some subject – informative articles, long descriptive text, tutorials or even pictures and media.

Copy, on the other hand, seeks to incentivise.

Although in some cases copy can resemble content, its main objective is to engage your audience to take action – make a purchase, sign up for a newsletter, follow a link or add a page to bookmarks – whatever you want your visitor to do.

So, with business writing, while content informs, copy motivates.

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Brands as media publishers: 5 things we've learned in 2019

Written by Katie Hughes  |  16, December, 2019  |  0 Comments  Subscribe

Move over content marketing. Brands, we’re told, now need to think like media publishers.

This is a topic we’ve discussed regularly on our blog over the last 12 months.

We’ve explored what it means to think like a media publisher, who the brands are that are doing it well, and how you too can pursue a media publishing strategy.

Let’s take a look.

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Should you outsource your content marketing?

Written by Nicola Risi  |  15, November, 2019  |  0 Comments  Subscribe

Content marketing has become prolific over the last decade. As B2B and B2C alike have recognised the benefits of a strategic content marketing approach, we've seen an increase in email newsletters, blogging, social media marketing, podcasts and video. 

It's clear that investing in the creation and publishing of content is essential if businesses want to succeed. But what is the best way to invest?

Do you train your existing teams in content marketing strategy and tactics? 

Do you hire in a suitably experienced marketing professional(s)?

Or do our outsource your content marketing entirely?

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5 stats from CMI's B2B Content Marketing report to inspire you in 2020

Written by Katie Hughes  |  13, November, 2019  |  0 Comments  Subscribe

Last month, the Content Marketing Institute (CMI) released the latest findings from their annual B2B content marketing survey.

The CMI have been reporting on content marketing trends for almost a decade and have become a go-to source for B2B marketers wanting to see how their marketing activity stacks up against other businesses.

This year’s report presents the findings gathered from research conducted with 679 organisations who primarily sell products or services to businesses.

Here’s a round up of the key findings, with the hope it might inspire your own content marketing strategy in 2020.

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When high-quality content is not enough

Written by Keith Errington  |  8, November, 2019  |  0 Comments  Subscribe

It’s been a few years since content marketing became one of the most popular and successful strategies in B2B marketing. 

In the beginning, it was enough to publish content. And companies did – in great quantities. More must be better was the thinking.

Once there was a mass of content out there it soon transpired that it was quality and not quantity that was becoming important. Prospects and buyer were looking for high-quality, useful content. Now the trend was for high-quality, extensive articles covering subjects in depth. 

With high-quality content available, the new battleground became authority and thought leadership. This information seems useful and helpful – but can we trust it? Who is publishing this content and can we trust them?

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4 Benefits of Using White Papers in Your Content Marketing Strategy

Written by Jeremy Knight  |  31, October, 2019  |  1 Comment  Subscribe
Editor's note: This blog post was originally written in 2012 and has since been updated for accuracy and relevance.
 
The marketing landscape looks incredibly different since the original publishing date of this article, but the title still carries a lot of weight. White remain a powerful marketing tool, especially as a part of your B2B content marketing strategy.
 
So are you using white papers as a part of your content marketing strategy? If not, you might want to consider the benefits of the humble white paper - a content tool which is proving its staying power more than ever.
 
Many people think that a white paper can only be used to generate leads, but actually there are several other benefits of writing and using a white paper in your inbound marketing and content marketing strategy which are covered below:
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How voice search is changing SEO - and what to do about it

Written by Katie Hughes  |  8, October, 2019  |  0 Comments  Subscribe

Voice search is growing at a rapid pace. By 2020, 50% of all search queries will be initiated by voice.

This trend is hardly surprising. Voice search is fast (3.7 times faster than typing) and convenient. Plus, with the best systems now operating with 95-97% accuracy, it’s becoming increasingly reliable.

Most smartphones are equipped with some form of voice-assisted search function, such as Siri, Alexa and Google Assistant. At home, smart speakers like Amazon Echo and Google Home are becoming integrated into family life.

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6 writing tips to take your B2B content from good to great

Written by Katie Hughes  |  3, October, 2019  |  0 Comments  Subscribe

For content marketers, the aim is clear. In order to boost your SEO rankings and gain traffic and leads, you need to be creating great content. But anyone who writes regularly will be familiar with the fear factor an expectation to repeatedly produce great content can bring.

Not only does your content need to be high-quality, compelling and relevant to the audience it’s trying to reach, but it also needs to stand well apart from the myriad of mediocre content floating around the digital sphere.

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3 content marketing lessons from Malcolm Gladwell's The Tipping Point

Written by Katie Hughes  |  1, October, 2019  |  0 Comments  Subscribe

You may be familiar with the book The Tipping Point, by Malcolm Gladwell. It’s a book about how small actions at the right time, in the right place, and with the right people can create a ‘tipping point’ for anything from a product, to an idea or a trend.

Gladwell describes the tipping point as “that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.”

Although the book was first published almost 20 years ago, there are a number of opportunities it affords for content marketers today wanting to reach more prospects and grow their business.

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What kind of visual content should you include in your B2B blog?

Written by Maddy Bogacki  |  19, September, 2019  |  0 Comments  Subscribe

Striking visuals are a highly engaging form of content for businesses, and they're essential for building an SEO friendly website. That is why they are so valuable to your B2B blog posts. In a 2019 survey of more than 500 digital marketers, 88% said they used visuals in more than half of the articles they published.

With that in mind, here's some inspiration for content marketers who are on a mission to make their blog posts more visual.

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