Inbound Marketing Age

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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How to make your video content more inclusive

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

As a creator of online content, it’s important to have a keen awareness of your audience. Not surprisingly, this includes people from all backgrounds. The internet is for everybody - and businesses have a social responsibility to strive for more inclusive design.

People tune in for more than pure sound or image. Videos carry a message, and viewers with hearing or vision loss shouldn’t be made to feel excluded from global communications. Screen readers are making it easier for people with poor vision or hearing to browse the web, and content makers need to step up to the mark. 

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Back to Basics for B2B Marketing

Written by Keith Errington  |  23, January, 2019  |  0 Comments  Subscribe

I’m one of these strange people that actually enjoy hearing about the latest marketing theories, reading up on best practice, researching the most recent thoughts on marketing strategy and tactics and all those articles on how to maximise your results. It’s great to know about the theory and hear what the greatest marketing gurus in the land think you should be doing.

But as a consultant, too often I see businesses attempting the most advanced marketing techniques, trying out the sexy, cutting edge ideas, refining some small area of their marketing plan to the nth degree,

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Sitting comfortably? How to create content that really connects

Written by Nicola Risi  |  14, January, 2019  |  0 Comments  Subscribe

I can’t stand reading my old blogs.

I'd go around the houses about five times before saying anything concrete. I used vocabulary I wasn’t totally comfortable with. And I always seemed to think more was ...more. More words, more examples, more regurgitations of the same ideas.

Of course, that’s reflected in the stats.

Even if traffic was high, nobody was hanging around long enough to extract any value from my posts.

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Content marketing success factors in 2019

Written by Nicola Risi  |  4, January, 2019  |  0 Comments  Subscribe

Whether you have an inbound strategy or not, I think it's fair to assume that  staying competitive, profitable and on top of search engine results pages (SERPs) is a priority for most businesses.

But that requires you to constantly have your finger on the pulse - algorithm updates, ranking factors and changes in your readers’ behaviour will all influence not just a content marketing strategy, but a marketing strategy full stop.

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Image alt-text: the good the bad and the ugly

Written by Maddy Bogacki  |  12, December, 2018  |  0 Comments  Subscribe

Images are a key component for almost every website - it’s hard to find a page online that doesn’t contain at least one. 

For this reason, image optimisation plays a vital role in B2B website housekeeping. The benefits are plentiful. Optimising your images helps them to rank higher on SERPs, makes them more voice search friendly, funnels higher quality traffic to your page and ultimately improves UX.

With that in mind, alt-text is one of the most obvious places to start.

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5 ways for marketers to make an impact in the age of fake news

Written by Keith Errington  |  4, December, 2018  |  0 Comments  Subscribe

What if I were to tell you that 73% of the content posted to the Internet was fiction, that in the past ten years the number of verifiable facts within web pages had dropped by 48%, and that the vast majority of content was now being produced by trained squirrels in Tanzania?

Hopefully, you would realise that these are all pretty good examples of fake news - one of the biggest threats facing the Western World today (according to some commentators).

It varies from the almost believable to the absolute absurd, but has one thing in common: it bears little resemblance to the truth.

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