Inbound Marketing Blog

A lot can change in a few years. Maybe your company rolled out new products. Maybe it shifted its focus on particular services — or finds itself serving different customers. No matter what’s changed, your marketing strategy needs to evolve accordingly. An important part of that evolution may be updating your buyer personas.

You’re in the middle of planning content. If you’re already overwhelmed with keywords, topics, and content ideas, analyzing your competitors’ content might seem like one more tedious process.

However, researching your competitors is an opportunity to uncover their strengths and weaknesses and identify topics they either haven’t written about or haven’t written about well. With this juicy intel, you can seize open opportunities and beat competitors out of search positions by arming the audience with more or better information.

Here’s how to do it:

Each year, BuzzSumo uses data from its trending content software to identify the kinds of B2B content that get the most shares and likes.

This year’s B2B content report just came out, and BuzzSumo identified six types of B2B blog posts and articles that consistently outperformed the rest in their research:

As a small to mid-size franchising company trying to grab leads online, you know how hard it can be to push yourself to the top of search engine results.

With prospective franchise owners turning to the web more than any other source to find the right opportunity, getting yourself noticed in search engine results is key.

Google is constantly changing the way it ranks search engine listings, but each change they make underscores a very obvious goal: Websites that stay relevant with great content get to shine at the top.

Inbound marketing results in the legal industry can be difficult to track accurately.

From the client's perspective, choosing a lawyer relies heavily on in-person meetings and consultations to result in a final sale. While digital tactics can be great for leading prospects to an attorney’s office, it doesn't mean closed deals.

With that said, there are two marketing ROI formulas relevant to legal professionals, and the formula your law firm will use depends on which services you offer and your target clientele.

Regardless of the variety of work you do as an accountant or financial manager, engaging with prospects online is an absolute necessity in today’s world.

If you’ve already established a website that hasn’t been generating the amount of business you think is possible, or if you are in the initial stages of crafting your first webpage, it’s useful to start from the perspective of your ideal client.

This post focuses on what you need to include on your accounting website to build client trust and generate leads.

Writing website copy for your business can be a challenge. With constantly changing recommendations for SEO (search engine optimization) and the need to provide a modern and valuable experience for your website visitors, it can be hard to know where to begin.

This post covers four basic best practices to follow when planning and writing copy for your website. And while Google's recommendations for smaller search signals are always fluctuating, you can rest assured that these tips are in line with the bigger picture of how your customers search for, explore, and find businesses online.

If you feel anything but confident in your value proposition, it's worth revisiting.

Great value propositions offer a clear, concise and compelling answer to a seemingly simple question: Why should people buy from you?

From your perspective, the answer may seem obvious. But in this case, obvious answers are rarely the best. It can take some serious work to arrive at a great value proposition.

To save you time trying to figure out what's missing from yours, we highlighted the common patterns present in the best ones out there to show you what's powering their success.

Here's some recommendations based on we found works best.

For something that can work so well, executing a B2B website content marketing campaign sure can be difficult.

First, you have to figure out to what to write about. It's easy enough to list out your most important target keywords or talk to your sales team to see what customers are asking about.

But then you have to take those ideas and convert them into content that people actually want to read, and that has a chance to make it into potential customers' search engine results.

There's also a sometimes-prohibitive time commitment involved with B2B content generation. It takes a long time to write quality content, not to mention any social promotion, ad promotion, or outreach programs that are part of your post-publishing plan.

So how can you be sure the content you're producing worth the time investment and worthy of search engine placement? These five strategies are typically where we start for our B2B clients that are new to content marketing.