For inbound marketing to do your business any good, you’ve got to write, and you’ve got to write frequently. Unfortunately, this isn’t a skill you’ve spent most of your career honing.
Most business blogging projects fail for the same reasons most exercise programs fail:
Faced with these disappointments, co-workers and clients often ask me if I can provide a few quick tips to help them improve their writing skills, become more efficient bloggers, and in general, drastically cut down the amount of time and effort they have to put in to knock out their dreaded blogging assignments.
In the world content marketing and inbound marketing, there has been a debate raging since the beginning: quality vs. quantity. Specifically, is it better to post more content at a lesser quality (because you spend less time on each post), or is it better to spend more time on making super high quality content less infrequently?
Inbound marketing can create the kind of great online shopping experience that builds lasting satisfied customer relationships, but there are some current challenges to using the best tools, like HubSpot, to create an inbound-style online shopping experience. Great online shopping solutions seem to anticipate your needs and have the facilities and information to take the next step toward purchase just a click away when you need them. HubSpot doesn’t offfer a Business-to-business shopping cart solution that provides necessary functionality for B2B e-commerce:
Many of the prospective clients of our inbound marketing agency, Innovative Marketing Resources, have asked themselves this question: “Should we hire an inbound marketing agency or should we hire the staff (or redeploy existing staff) internally to do the work?”
Many businesses or schools have content that should only be accessed by certain people. For b2b businesses, this could include “premium” (paid content) or even a series of content that you want to feel “premium” or exclusive. For schools, a hidden/custom content area could include important course materials, documentation, or even an applicant dashboard that pulls in curated content and information aligned directly to their interests.
When was the last time you opened an email from someone you didn’t know? For me, it was in the late 90s, when email was new and amusing to me. Here in the 21st century, for the most part, people don't interact with email addresses they don't recognize. According to Kentico, 77% of respondents say they’re unlikely to welcome an unsolicited email even if it’s relevant to them.
In many ways, I’m an inbound marketer’s worst nightmare. A skeptic by nature, I’m deeply suspicious of any information with a brand attached to it. I’m a serial unsubscriber, a vigilant spam filterer. When I encounter a landing page with a web form, I turn the other way. I’m not ashamed to enter fake contact information.
In short, I don’t respond well to being marketed to.
You used inbound marketing to transform that old website you thought was just an online brochure into a lead generating machine. But now as the initial shock wears off and you start engaging with your new leads, you’ve pretty quickly learned that some are better sales opportunities than others. You're not alone. Sixty-one percent of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. Sound familiar?
Inbound marketers put a lot of thought and discussion into the small ways we can optimize our content to drive big long- and short-term results. A lot of times, for example, simply changing a few words in a title can lead to big increases in visitors, conversions, and page rank.
Enter the list article (aka “the listicle”). You’ve seen it before: “10 Ways to do this,” “7 Strategies for that,” “4 steps for the perfect pizza.”
One of the common complaints among marketers is that the list article is a “clickbait” title style—and therefore a poor content marketing strategy. I unequivocally and unabashedly disagree. Here’s why: