Blog

Brewing up your latest inbound marketing and
business growth insights

 

In our last blog post, I wrote about getting more mileage out of your existing content. It was all about repurposing, reformatting, re-everything. One inbound tool I mentioned there was a content library. A few of you have asked me what format I use for my content library. Of course, I’m happy to share and walk you through some of the thinking.

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Content marketing often implies content creation. When at the beginning of your content marketing journey this makes sense. You have no content yet, so you go about creating valuable assets for your personas. This is often the mode we stay in, creating more rather than optimising what we already have. So let’s look at an approach you can apply today to start making more out of your existing content.

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The Pillar-Cluster Model has been around as a concept for well over a year now. BusinessBrew was first introduced to it via a HubSpot blog post and it was a dominating topic at INBOUND 2017. We implemented it as a test in the summer and refined it again in October 2017. Recently, we were asked whether it worked for our inbound marketing and what our thoughts were on the implementation of the model. We pulled some stats and really critically thought about whether it actually worked. Here’s what we’ve found:

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Social media amplification is a big topic area within Inbound Marketing. When done correctly, it can boost your message substantially. But not every marketing team is ready to fully embrace social media amplification and able to dedicate the time to it (small teams, we get it!). There are multiple strategies and execution tactics. We believe a large part of amplification is linked to conversations and true engagement. Here are our tips to get these started:

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GDPR didn’t make the sky fall on Friday, 25th of May but it certainly caused an influx of myths, scaremongering and emails looking for our consent. One popular myth: Under the GDPR you need consent to contact customers. The scaremongering: You won’t be able to contact customers after May 25th 2018. The result: Lots of emails looking for consent that were unnecessary and in some cases even illegal. So let’s bust this myth and take the fear out of contacting customers!

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Most of our regular blog readers know that I’m really looking forward to the GDPR coming into force tomorrow (May 25th). I’ve spoken about how it feels when you realise you have something to hide and three reasons why as marketers we should be looking forward to the legislation. When Attorney IO shared an article with me based on answers from 129 law professors in the US, it dawned on me even more: Data protection is a benefit to customers and therefore an opportunity for businesses.

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SEO is constantly evolving. Search engine algorithms update multiple times a year (and that’s just the big updates) to emulate user behaviour more and more. This means, moving away from focussing completely on keywords to understanding how audiences interact with your page. In this blog post we want to give you a guide on conducting your first on-page SEO Audit.

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Vanity metrics have certain characteristics: they sound good on paper and they are rarely actionable. I’ve been blinded by vanity metrics in the past, focussing on looking good rather than finding the actionable (often more painful) truth about a campaign. Let me run through two of my pet peeve vanity metrics, why to avoid them and what to measure instead. You’ll see how the attributes of both apply across the board to vanity metrics.

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I think we can all agree that choice isn’t a bad thing. Being able to choose from multiple ice cream flavours, for example, can really make my day. It’s funny though how I tend to go back to the old favourites time and again without venturing into any of the other 20 flavours available. So what happens when we are confronted with too much choice?

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It seems a little counterintuitive to have an opt-in on a contact us form, after all, the person completed the form has asked to be contacted. Here’s why you should add one in.

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