Inbound Marketing Age

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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Blog writer's tip: keep your blog on target with a brief

Written by Keith Errington  |  4, February, 2019  |  1 Comment  Subscribe

Editor's note: This post was originally written in 2014 and has since been updated for maximum relevance. 

I like to think of blog posts as arrows – powerful, accurate and effective – but only if they are targeted. In fact any weapon is only effective if properly targeted – and can cause huge damage if it’s pointing the wrong way.

Whilst forgiving the somewhat campaign/war like bent of this view, applying this analogy to a blog – you have to identify the overall nature of your enemy and then hit specific targets with your posts. So what you need is a brief and a targeting system.

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How to craft catchy and compelling headlines for your business blog

Written by Andrea Blades  |  17, October, 2018  |  0 Comments  Subscribe

One of the many advantages of working in an open-plan office is the opportunity to bounce around B2B blog ideas with fellow inbound content writers.

And a frequent topic of conversation is how to finesse our blog titles so they're pertinent, attention grabbing and search-engine friendly.

Why business blog titles matter

While the bulk of our creative efforts goes into constructing the blog post itself, it's surprising how much attention we also need to pay to those first few words that our potential customers are going to see - our headline.

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How to ensure your B2B blog posts hit the spot

Written by Andrea Blades  |  13, September, 2018  |  0 Comments  Subscribe

Well-crafted, purposeful and informative B2B blog posts are essential tools to help build your community and create the foundations for long-lasting relationships.

But in the midst of a demanding blogging schedule it can be easy to lose sight of why it is you're doing what you're doing; who you're doing it for and what it is you're looking to achieve.

In this blog post, we highlight five key questions that can help keep your content creation efforts on-task and on track.

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Content vs. Copy: What's the difference?

Written by Nicola Risi  |  20, August, 2018  |  0 Comments  Subscribe

It’s natural for most people to assume that content and copy are one and the same.

After all, if you can write a decent blog you've surely got the skills to write a good email subject line, a CTA (call to action), and a white paper. Writing is writing... right?

Unfortunately, this is the kind of view that impedes marketers from getting the full value from their marketing strategies.

Marketers must have a handle on the nuances of both activities not just to aid in their growth strategies but to understand what skills are required from potential writing candidates to fulfil their brand’s needs.

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What can the rise of video teach us about great writing?

Written by Andrea Blades  |  15, August, 2018  |  0 Comments  Subscribe

Video continues to dominate the digital landscape - from its prevalence on company websites, social media and news sites to the popularity of online streaming services.

And according to research from Wyzowl in ‘The State of Video Marketing 2018,’ video has established itself as a highly-rated and successful medium for increasing traffic, engaging with B2B prospects and encouraging action.

Among the report’s key findings was the fact that eighty-one per cent of businesses have used video content as a marketing tool.

Of these, a substantial 97% of respondents said that video had helped them to increase user understanding of their product or service. And 76% confirmed that the use of video had helped them to increase sales.

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Why tone of voice matters in blogging for manufacturing

Written by Andrea Blades  |  29, May, 2018  |  0 Comments  Subscribe

At the heart of a successful strategy for blogging for manufacturing is the ability to be able to write about often highly technical subjects in a way that communicates your expertise, but that remains fresh, accessible and enjoyable to read.

A key element of this process is to agree on a clear and consistent ‘tone of voice’ for your company or brand.

But what exactly is your tone of voice? 

And how can it help you to engage with your audience, increase rapport and better tell your story?

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How to create a B2B website homepage your buyer personas will love

Written by Katie Hughes  |  5, April, 2018  |  0 Comments  Subscribe

If you’re using an inbound methodology you may have all the right strategies in place to get your buyer personas to your website. You might be using the right keywords, blogging regularly, and promoting your content on social media.

But how good a job is your homepage doing to convince your prospects that they’ve come to the right place?

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Why content writing works for B2B lead generation

Written by Nicola Risi  |  8, February, 2018  |  0 Comments  Subscribe

In an age of content fatigue, we’re becoming less tolerant of intrusive and interruptive marketing.

Cold calls, spam emails and TV ads can all be blocked at the click of a button, and the power is truly back in the hands of the consumer.

When we have a problem or a question, we set up our chosen device and begin the quest for content.

We flick from article to article, blog to blog, white paper to ebook, trying to find the answer we’re looking for.

We choose where to go next, and who to give our precious information to in exchange for more content. We're completely in control.

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Keeping it green - how to ensure your content writing has legs

Written by Andrea Blades  |  11, January, 2018  |  0 Comments  Subscribe

Creating evergreen content is a proven strategy for upping your search rankings and driving traffic to your site. But what exactly is it? Why is it so useful? And how do we go about creating it?

In this blog post we explore what makes certain content “evergreen”, why it’s so worthwhile, what differentiates it from other types of online content and how we can harness its benefits for our content writing efforts.

What makes content evergreen?

Evergreen content, as its name suggests, is any form of online content that is long-lasting (eternal or sustainable,) that is not time-sensitive, that offers tangible value and that addresses the needs of your audience.

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The pros and cons of outsourcing your B2B content writing

Written by Gemma Rogers  |  29, November, 2017  |  0 Comments  Subscribe

B2B Content marketing focuses on creating, publishing and distributing content for a targeted audience online. If inbound marketing is the engine, then content is the fuel.

In a previous post, we discussed whether you should recruit internally or hire an inbound agency partner. If you do decide to go it alone it is likely you are still going to need a content writer. In fact, according to Content Marketing Institute’s (CMIs) research, over half (56 per cent) of B2B companies outsource at least part of their content marketing.

Implementing inbound is time consuming. B2B content writing is time consuming. Without someone dedicated to both, you will end up with excellent content but no marketing activity to share it, or excellent marketing activity but with the same tired, sparse content offers.

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