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Inbound Marketing Age

The best Earth Day 2020 marketing campaigns

Written by Katie Hughes  |  22, April, 2020  |  0 Comments  Subscribe

Today, people across the world will be getting involved in activities and digital events to celebrate the 50th anniversary of Earth Day.

Earth Day is an annual event celebrated on April 22 every year to raise awareness of issues like climate change and global warming. Over the 50 years it’s been running, Earth Day activists have fought against issues like pollution, oil spills, toxic waste disposal and other pressing environmental protection issues.

This year, as the world battles COVID-19, Earth Day celebrations have gone digital. It will be an Earth Day like no other, with thousands of digital events taking place across the globe to mobilise people into taking positive action.

But who are the brands coming up with creative marketing campaigns to inspire us all this Earth Day?

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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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What are the best free design tools for B2B content writers?

Written by Maddy Bogacki  |  12, September, 2019  |  0 Comments  Subscribe

As a writer with oodles of interesting ideas and creative flair you might be tempted to explore your artistic side every now and then and create custom visual content that will complement your copy. So, if you're in the mood for some light experimentation, what tools are available to you, and how easy are they to pick up and give a go?

Here's a short guide to the best free assets for your visual content toolkit.

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From Deadpool to Gin - how Ryan Reynolds became a content marketing genius

Written by Katie Hughes  |  10, September, 2019  |  0 Comments  Subscribe

Perhaps you know Ryan Reynolds best as Michael from Two Guys and a Girl, as the CIA Agent in Safe House, or as the title character in the critically acclaimed film Deadpool.

But what about his role in the world of content marketing?

See Ryan Reynolds isn’t just a Hollywood film star. When he’s not busy smashing out hit films, he’s creating some truly outstanding marketing content.

Over the last few years, Reynolds has slowly made a name for himself in the content marketing world, first with the hit film Deadpool (and subsequently Deadpool 2), but also in the drinks industry.

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Lead generation and nurturing: designing effective workflows

Written by Jeremy Knight  |  6, September, 2019  |  0 Comments  Subscribe

Editor's note: This blog was originally published in November 2012 and has since been updated for optimal accuracy and relevance.

Content, content, content. It is the linchpin of the whole lead generation and inbound marketing process. It educates, adds value and entertains. It can also help you to nurture relationships with your leads in a way that makes them choose your product or service.

What is lead nurturing?

Lead nurturing is the process of using content to draw prospective customers through the sales funnel until they reach the decision to buy.

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Lie back and think of your content marketing strategy

Written by Osian Barnes  |  5, September, 2019  |  0 Comments  Subscribe

Forgive the question, but does your content marketing strategy ask your audience to ‘lie back’ and think of you?

Or does it demand they ‘lean forward’ and pay attention?

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4 ways to drastically improve your content

Written by Keith Errington  |  4, September, 2019  |  0 Comments  Subscribe

1. Add images

Great lengths of text in your content are not attractive – it is only when someone starts reading that they come to life and potentially capture your audience. That takes an investment of time that many visitors may not want to make.

Too much uninterrupted text in your content will put potential readers off. 

There are many ways to break up long stretches of text, but by far the most powerful is to use images.

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10 of the best content writing tools to improve your blog

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

Blogging remains one of the best ways to connect with your customers and prospects. But in an age of content saturation, most writers know they need to up their game.

You may have been blogging for years, but even the most seasoned writers need a little help sometimes.

Plus content writing isn't just about being able to write well. A good content writer will also be focused on ensuring they're writing about topics that resonate with their ideal customers and that their blog posts are getting found by those people.

We've compiled some of the best content writing tools that we use here at Equinet, to help you improve your blog and get noticed by the people looking for what you do.

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Stock images for B2B websites: how to sift out the duds

Written by Maddy Bogacki  |  29, August, 2019  |  0 Comments  Subscribe

If you have ever trawled through a stock photography website in search of images to represent your business, you will already appreciate that it can be a bit of a minefield. On the one hand, stock image sites give you easy access to professional photography (or illustration) and save you valuable time and resources.

The flip side is, frankly, there is such an excess of naff material out there. It can take some effort to source images that truly reflect your brand.

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How to fold SEO into your website design

Written by Maddy Bogacki  |  26, August, 2019  |  0 Comments  Subscribe

Are your website designs sensitive enough to modern SEO tactics?

Incorporating SEO best practices into your website from the ground up will help you to increase the quality and volume of website traffic, and deliver a more pleasing user experience for your site visitors.

Follow these tips to build a business website that both bots and people will love.

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Original research for content marketing - is it really worth it?

Written by Katie Hughes  |  22, August, 2019  |  0 Comments  Subscribe

As a marketer, publishing original research is an opportunity to demonstrate thought leadership and position your company as an authority in your industry. And in turn, it can help you to build trust and credibility with your customers and prospects.

In a world of content saturation, publishing original research can help you stand out in your industry. But, it’s possibly one of the most underused forms of content.

Just 39% of marketers have published original research in the past 12 months, according to a global study by Mantis research and BuzzSumo.

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Film techniques that make life easier in the edit room

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

Great planning and foresight can elevate your video marketing content from good to brilliant. 

In this blog, we explore how filmmakers can make creative decisions that save time and effort in the editing room, resulting in a video campaign that engages and delights.

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How to evaluate and qualify B2B marketing trends

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

As a marketing writer, I need to know about the latest trends in content marketing. I need to know where the next big thing is coming from and where the industry is going. I need to identify (and understand) the newest developments in software and systems. It’s my job, it’s what I do. And I do it so that I can interpret and relay how these things might affect the way you do your marketing.

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How to generate more leads with your B2B research

Written by Katie Hughes  |  7, August, 2019  |  0 Comments  Subscribe

Doing your own B2B research can help you to demonstrate thought-leadership and position your company as an expert in your industry.

But research projects aren’t turned around overnight. Research can be a big investment, and to make the most of that investment you should be thinking about how you can create multiple pieces of content from your research.

Some people prefer visual infographics over text statistics.

Some choose podcasts over written reports.

Repurposing your research for different formats means extending its lifespan as well as your reach, and as a result, creating more opportunities to convert prospects into leads.

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How do marketers conduct a website image audit?

Written by Maddy Bogacki  |  1, August, 2019  |  0 Comments  Subscribe

Image optimisation can heavily influence the way search engines calculate your site rank, and, consequently, control how easy it is for searchers to find your site. Behind-the-scene elements such as page load time and keyword usage come to play here. If you want to be the number one search result for your product or service on Google or other SERPs, you really have to get a reign on your images.

In this post, we take a look at the benefits of a website image audit, and identify a handful of best practices.

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What's the secret to making a persuasive CTA in HubSpot?

Written by Maddy Bogacki  |  17, July, 2019  |  0 Comments  Subscribe

'Call-to-action’ (CTA) describes a website element that is designed to promote an offer and guide visitors toward it. Typically, they come in the shape of a button, image or textual hyperlink. CTAs are a powerful marketing tool that help to increase awareness and invite meaningful engagement from potential - or existing - customers. They can be thought of as a directional cue that shows interested parties where to head next.

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Should you carry out an inbound content audit?

Written by Antonia Molloy  |  17, June, 2019  |  0 Comments  Subscribe

Editors note: This blog post was originally published in January 2017 and has since been updated for optimal accuracy and relevance.

For many companies, developing a content strategy involves looking ahead to the next blog post, the next video, or the next eBook. This might  involve a brief look back at the performance of past content to see what topics they should cover. However, a more positive approach is to continue to build on what you've already achieved.

And that's exactly what your organisation can do by carrying out a content audit.

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Defining the buyer’s journey: a foundation for content creation

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

With every piece of content you create, be it a blog post, video, podcast, or eBook, you should be thinking about how you can meet the specific needs of your buyer personas. And if you’ve invested the time to define meaningful buyer personas that go beyond demographics, you should be bursting with ideas for content.

But the buck doesn’t stop here. You also need to think about the buyer’s journey.

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How to use your marketing data to make better content decisions

Written by Antonia Molloy  |  7, June, 2019  |  0 Comments  Subscribe

Editors note: This blog post was originally published in June 2016 but has since been updated for optimal accuracy and relevance.

What’s the most important ingredient in your content marketing mix? Your way with words, your eye for design, perhaps, or your turn of phrase? Or, is it your marketing data?

A data-driven content strategy is a powerful one; informed by what your ideal customers really want and need.

Data is an invaluable tool for inbound marketers - but you have to know both how to collect it and put it to good use.

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How to search for images: the content writer’s guide

Written by Maddy Bogacki  |  27, May, 2019  |  0 Comments  Subscribe

According to visual content marketing statistics shared by HubSpot, 32% of marketers say visual images are the most important form of content for their business, with blogging tailing behind in second (27%). When images play second fiddle to copy you have a recipe for disaster. 

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