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Inbound Marketing Age

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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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 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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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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How to create more successful landing pages

Written by Katie Hughes  |  12, October, 2017  |  0 Comments  Subscribe

A landing page is the gateway to your content offer. It is the web page someone lands on after clicking a call-to-action on your blog, email newsletter, or website.

It has one job - to convert visitors to leads.

A strong landing page will provide you with the top of the funnel information about prospects that you need to kick-start your lead nurturing activities. A weak landing page means visitors will bounce, and your chance of a blossoming relationship dwindles.

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3 simple reasons to love mobile first design

Written by Maddy Bogacki  |  4, October, 2017  |  0 Comments  Subscribe

It’s completely natural to want to approach your web design 'desktop first'. When you plot out your best content ideas the instinct is to go big. You're itching to impress with a great looking website that promotes the heart of your business, and for that you want a big canvas.

However, although a striking desktop presence is important, focusing on achieving that - rather than site optimisation for mobile - neglects the behaviour of a significant portion of website visitors.

An astounding amount of traffic is generated by users on mobile devices: 65% of all digital media time is spent on them. Arguably, desktop use is now secondary. The affordability of smartphones and popularity of tablets suggests this percentage is unlikely to decrease.

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Why user testing should be part of your website redesign

Written by Katie Hughes  |  26, July, 2017  |  0 Comments  Subscribe

If you’ve used an inbound strategy to guide your website redesign, you’ll have focused on making it look fresh and modern, and telling a story through your content. You will have used appropriate keywords to drive traffic to your site, used your buyer personas to create engaging blog content, and added relevant CTA’s to convert visitors to leads.

But do you know what the end user experience is like? Is your website easy to use? Does it encourage visitors to engage with your brand and products?  

Whether you are giving your website a complete overhaul, or are making regular changes through growth-driven design - your core focus should be on the user experience. 

Getting real users to test your website means you can ensure it delivers a positive experience. But too often, this is overlooked. 

We explore why user testing can be a valuable part of the website redesign process, and outline ways you can go about it.

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Why you need an inbound website redesign

Written by Gemma Rogers  |  27, April, 2017  |  0 Comments  Subscribe

Anyone who has been through a website redesign in the past decade or so will know it can be stressful and time-consuming, often running over time and budget. The website finally launches but is left for a year or two to gather dust. Unsurprisingly, it fails to deliver leads, so two years later you bite the bullet and do it all over again.

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5 ways to make your B2B website stand out from the crowd

Written by Gemma Rogers  |  10, November, 2016  |  0 Comments  Subscribe

In an ever-crowded online space, it's vital to seek ways to get noticed by your target audience. First, you need to get people to your website in the first place. But, setting aside SEO and keywords for a minute, how can you keep people on your site once they arrive?

Research into what B2B buyers want from vendor websites (2015 B2B Web Usability Report) showed that credibility and trust are what make B2B buyers keep coming back to your site.

Charlotte Fitzgerald suggests “mak[ing] your homepage delve-worthy". Does your homepage encourage people to want to learn more? "Just as the cover of a good book draws you in, the homepage should be bright, clearly sectioned and enticing," she says.

Here are five ways in which to make your B2B website stand out, so that people keep coming back to you.


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When is visual communication right for B2B inbound marketers?

Written by Keith Errington  |  28, June, 2016  |  0 Comments  Subscribe

Visual communication is generally considered to involve graphics, images, video – conveying messages and information via a visual stimulus. If your business makes products that are not particularly photogenic, or are complex in nature, or you offer a service that has no physical manifestation - such as a box or packaging - you may feel that visual communication is not for you. You could be forgiven for thinking that your product or service can’t be communicated successfully in a visual medium. You might even feel it’s just too boring. But are you right? If not, what CAN you do? And just when is visual communication right for B2B inbound marketers?

The simple answer to this last question is: always. It is always right. In fact, it is essential!

You have to catch their attention instantly

Today’s media landscape is cluttered with a multitude of channels, all clamouring for attention –all fighting for a moment of the viewer’s time. And that is all they have – a moment. In order to survive in today’s jungle of messages, your message has to stand out – instantly. The key way to do that is with a visual – whether moving, still or graphic. Catchy headlines are all well and good, but they will always lose out to a striking image.

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How to make sure visitors don't hate your B2B website design

Written by Antonia Molloy  |  11, May, 2016  |  0 Comments  Subscribe

Your website is often the first point of contact between you and your future customers. Therefore, it’s vital that it makes a good impression. Otherwise, you’re fighting a losing battle from the start.

A study by Microsoft found that humans now have an average attention span of just eight seconds, down from 12 seconds in 2000. By comparison, a goldfish has an average attention span of nine seconds.

With multiple screens and multiple distractions at their fingertips, people have less time for information and websites that don’t immediately spark their interest. It’s likely that you made the decision to read this post in a matter of seconds.

As a business, you need to ensure that your website captures the attention of the people you most want to reach, amid the huge interruption that is the Internet. That means ensuring that it offers up an enjoyable - or at least useful - user experience from the outset. And the key to that lies in your website design.

Writing for HubSpot, Lindsay Kolowich says: "Poor user experience can cause high page abandonment rates, low visitor-to-lead conversion rates, poor organic search listing positions, and a plain ol' bad reputation."

So if your B2B website design is failing, it’s time to take action.

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7 do's & don'ts when using stock photography

Written by Keith Errington  |  28, September, 2015  |  0 Comments  Subscribe

We know that blog posts without images are not nearly as attractive as those with images and will suffer a lack of readership as a result. Very few bloggers have the time, resources and skills to go out and either shoot or commission original photography for every blog post they write. So stock photography is a necessary evil that almost every blogger will resort to at some point in time.Why do I say necessary evil? Well, as bloggers, we’ve all seen stock images in blogs, and most of us will have used them at some point or another, some of us maybe every day. But we have all seen images that look uncomfortable next to the associated content or are just too obvious. Poorly chosen, or poorly used stock photography, just seems cheesy or glib. At its worst, it can stop the reader in their tracks or fight the central message of the post.

Some stock images are just downright weird or inappropriate for almost any purpose - there's even a blog dedicated to those. And earlier this year, to promote the movie Unfinished Business, a set of deliberately cheesy images were created, which photoshopped the lead actors into existing stock images. 

So given that most bloggers have to use stock photography at some point, here are a few quick pointers to ensure that you get the best out of using stock images.

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Bringing your blog to life with images

Written by Keith Errington  |  14, September, 2015  |  0 Comments  Subscribe

Pictures are a must in any blog post these days as they attract the reader, get shared on social media and help with SEO. But too many blogs feature posts in the headline/picture/text format, with no great variation in any of these elements. Lots of posts have been written on the text in a blog, and maybe even more on the importance of the headline, but what can we do with the pictures?

It has always struck me as strange that the one thing that can be varied - can be changed; can be played with - is the image in a post, and yet so many content creators settle for a standard layout and a standard rectangular shape.

So here are some other ideas for bringing your blog to life with images.

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6 reasons to consider cropping when choosing an image

Written by Keith Errington  |  7, September, 2015  |  0 Comments  Subscribe

Many bloggers and content creators will just take or find an image and use it "as is" - but this is rarely the best approach. Ideally, they should be resizing it, adjusting the contrast and brightness, sharpening where necessary and cropping.

The first three are fairly obvious: uploading a huge image and letting the blogging software resize it slows down response times and is unnecessary; adjusting contrast and brightness will get the best out of the image and show all the detail; whereas sharpening will also help the detail and remove any fuzziness.

But why crop? Of course, if you have a rigid layout with a specific area for an image, then you would have to resize and crop to fit that space. But otherwise? Well, cropping is a very powerful tool in the content creator’s toolbox - which is mostly overlooked - but once you understand its power, you will never look at images in quite the same way again.

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The content manager's guide to GIFs

Written by Keith Errington  |  29, July, 2015  |  0 Comments  Subscribe

The GIF image format is making a comeback. While you may not have heard of the format until now, it is, in fact, one of the oldest image formats on the web. If you had noticed it, it was probably when some annoying small, brief animated cartoon popped up on the page you were browsing. But now that Pinterest, Twitter and Facebook have all introduced support for the format it's time to work out what it is and how best to use it.

GIF stands for Graphic Interchange Format – an image format introduced by CompuServe in 1987 for use on their bulletin board system – so it’s nearly 30 years old. There is actually some controversy around how the name GIF is actually pronounced. The creators of the format intended it to be pronounced with a soft g – so "jif" – whereas using a hard g – "gif" – is in widespread use. The GIF format has several features that were fairly unique at the time, and even today they are not found together in any other format:
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10 B2B infographics that we think rock - be inspired!

Written by Kirstine Storey  |  9, November, 2013  |  0 Comments  Subscribe

You may have seen our previous blog post all about B2B infographics, which outlined what infographics are, why you should use them in your content marketing and how to go about creating one of your own, using free tools.  

To give you some further inspiration and guidance on how your information, expertise and knowledge can become a beautifully represented visual, just look at the 10 B2B infographics we’ve chosen below to see how it should be done.  Whether you want to create a “how to” infographic, which offers guidance to your industry, a “history of…” type visual to highlight your experience in the field, or are merely showcasing your latest research, these fabulous marketing infographics demonstrate how to achieve that successful mix of clarity, appeal, authority and shareability:

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Easy on the eye - picturing B2B content marketing's next big thing

Written by Kirstine Storey  |  26, July, 2013  |  0 Comments  Subscribe

Predicting the future is fraught with pratfalls and shouldn't be undertaken lightly. Never forget that someone once predicted that the Beatles would never catch on, and another said Connery wouldn't be right for Bond!

So, back in January, when we cast around for helpful predictions in the content writing and marketing field in 2013; we looked to the industry's experts and thought leaders, such as Jonathon Colman, Marcus Sheridan, putting our trust in them to the test.

So did we back the trillionaire rockers or have we got yolk dripping down our shirts?

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How a content marketing novice made their own infographic

Written by Kirstine Storey  |  30, May, 2013  |  0 Comments  Subscribe

Can it easily be done – so that the end result presents the necessary information successfully, and conveys meaning to the audience?

This is the challenge we recently set our intern, Luisa Fulcher, working at Equinet for the past few weeks.  To make the challenge even tougher, it should be mentioned that Columbian Luisa is a native Spanish speaker, working in an English-speaking, British business, with no previous experience of B2B inbound and content marketing; but happily, she possesses a natural creativity and an enthusiasm and propensity to learn. So, an easy task then!?

And this is her journey from content marketing newbie to infographic creator, in the time it takes to say “Buena suerte con todo”.

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B2B infographics - the what, why and how?

Written by Kirstine Storey  |  1, November, 2012  |  0 Comments  Subscribe

In a world where the consumption of information and how it reaches us is growing exponentially, yet the time available to consume seems ever fleeting, b2b infographics are fast-becoming an exciting new currency for conveying meaning to your audience in one palatable bite.

But what exactly are b2b infographics and why should you consider using them in your content? In this post, you’ll find the answer to both these questions, alongside examples of the types of infographics you might wish to consider, and how to go about creating one.

What are infographics?

As the name suggests, infographics are graphical representations of information or data, also known as “data visualisations”.  They are used to portray what might otherwise be quite complex pieces of information, such as survey results, data

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5 Top Tips for Using Images in your Online Content

Written by Kirstine Storey  |  19, October, 2012  |  0 Comments  Subscribe

Here at Equinet Media, we’ve been doing a lot of deliberating over images in online content recently, both in designing a new website for a customer and considering images for our own website and blog posts. 

Of course, using images to enhance your online content is a clear opportunity to broaden your visual appeal to your audience and to promote your brand. 

In order to get the best results from this opportunity, however, it’s clear that you are asking your chosen image to do a number of key jobs for you:

  • Firstly, and obviously, it needs to illustrate and enhance the content it accompanies
  • Secondly, you want it to “tell its own story”, as a stand-alone image
  • Third, in doing both of the above, it must not distract the visitor away from your content
  • Fourth, the image can lend value to your webpage SEO
  • Lastly, you want the image to compel the visitor to engage with the content.
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How great landing page design helps your customers take action

Written by Kirstine Storey  |  3, October, 2012  |  0 Comments  Subscribe

It seems like you’re doing everything right to engage your customers: your website and other content is getting found via numerous avenues (via search engines, your blog, via eNewsletters, your social media sites, banner ads) and yet you’re still not getting the desired response from your clients.  So what might make that all important difference, what’s the final piece of the jigsaw, in converting an interested browser into an active buyer? 

At the heart of any campaign should be a well-designed landing page, one of the most critical tools for inspiring action in your customers, and for capturing details of future leads for your business to nurture. 

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The Brochure Design Survival Guide

Written by Jeremy Knight  |  27, July, 2012  |  0 Comments  Subscribe

We hear so much about the benefits of online marketing these days, you could end up believing that print marketing is dead. After all, who reads anything on paper anymore?  More people than you might think, which is why some great marketing efforts still exist offline.

A company brochure is one of them.  It's a staple of marketing because it can be easily carried around, displayed in prominent positions, as well as mailed, copied and faxed.  Here are just some of the ways a brochure works to promote your business.

First, it provides a quick overview of you and your business.  People often turn to their devices when they need basic information, but your brochure is just as handy.  It can include a summary of what you do and who you serve, a short note from the company head, and contact information.

It also serves as a handy leave-behind at key events.  Sales reps can bring copies to sales meetings and leave them with potential customers, or include them in sales kits.  Or you might attend an event and bring a stack either to leave at your booth or hand them out to fellow attendees.  

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What great landing page design looks like: 8 must-have ingredients

Written by Kirstine Storey  |  11, October, 2011  |  0 Comments  Subscribe

So, as a savvy new media marketer, you understand what landing pages are and the central role they play in your inbound marketing campaigns.  You realise the importance of using tailored landing pages behind your latest email campaign or pay-per-click (PPC) ad or social media feeds, in order to best capture interested customers and collect information from them for future lead nurturing campaigns. 

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