Really in-the-know

Learn the latest B2B marketing industry trends, techniques and news stories on our B2B blog to stay ahead of your competition

How to: measure, analyse and optimise your content in 2021

Posted by Kenneth Connolly on 17-Dec-2020 13:03:44

Part of an effective content plan is being able to see what works and what doesn’t, then amending your plans and content in accordance. Granted, this is not the easiest task in today’s B2B marketing world, but it’s vitally important if you are to succeed. Without the ability to measure open rates, click through rates, and download numbers for your content, you won’t have the insights you need to avoid bad tactics and replicate good results in future. So, here’s what you need to know about measuring, analysing and optimising your content in 2021…

Topics: B2B Marketing Content, B2B Strategy, B2B Content, B2B Data Analysis, Content Strategy, Optimisation

Why your current content strategy isn’t working

Posted by Harriet Terrill on 17-Dec-2020 10:07:32

Like many B2B businesses, you are probably creating and distributing content on a regular basis, but without the right strategy, you’re unlikely to realise the results you are hoping for. In this blog, we look at the key reasons your content isn’t performing well – from failing to understand your prospects, to using formats that won’t keep your prospects engaged.

Topics: Marketing ROI, B2B Content, B2B Marketing Strategy, Content Strategy

18 influential B2B marketing blog feeds – stay in the know

Posted by Kenneth Connolly on 19-Sep-2017 09:20:00

The old adage tells us that knowledge is power – and that is certainly true in the world of B2B marketing.

In an industry that changes frequently, the ability to stay up to date with the latest insights can be the difference between success and wasted budget. So, where do you start? What is the best way to stay ahead of the curve? Well, few channels will provide in-depth learnings and guidance at the frequency achieved by blogs. Subscribing to around 5 blog feeds means you’re likely to be reading the latest industry news and findings multiple times each week.

Topics: B2B Blog, B2B, B2B Content, b2b content blog

B2B Content Marketing’s Paradigm Shift

Posted by Kenneth Connolly on 16-Jun-2017 15:30:00

The average attention span in 2015 was 8.25 seconds[i]

To put this statistic into perspective, the average attention span of a goldfish is 9 seconds. Yes, that’s right… humans now have a shorter attention span than goldfish! And this information is a generalised number, as when it comes to viewing webpages and content, the time is no doubt a lot less than 8.25 seconds. So, what does this mean for B2B marketing content? Well, the landscape is changing and a paradigm shift is taking place. Are you ready?


Topics: B2B Content Marketing, content marketing, B2B Content

B2B Content Marketing Without Context is a Waste of Time!

Posted by Kenneth Connolly on 29-Jan-2016 16:00:00

In a recent report I read, it stated that B2B content is no longer king. The newly crowned king is context. Apparently, in order to generate the best results from B2B content marketing, you need to first study and digest the behaviour of your buyers. For example, what are they talking about on social media? What types of posts do they share? Which media sites do they get their information from? Only once you have this information can you start to segment your target audience into smaller groups and then write content specifically for each group.

Topics: B2B Content Marketing, B2B Content, b2b context

How to write the perfect B2B content strategy

Posted by Libby Morgan on 18-Aug-2015 17:11:00

The B2B marketing world appears to be obsessed with content. 99% of marketers say B2B content marketing is important, and it’s predicted that by 2016, half of marketers’ time will be spent on content alone.

With this in mind, you’d think the majority of B2B organisations would have a solid grasp of their content strategy, and how they’d like to grow and develop it over the coming year.

Apparently not. According to the 2015 Content Marketing Benchmarking Report, 53% of respondents in the report say they’re ‘weak’ or ‘okay’ when it comes to content strategy. 

Topics: B2B Content Marketing, B2B marketing, marketing content, B2B Content

B2B Marketing Report: Only 2% Always Measure Content ROI

Posted by Kenneth Connolly on 28-Jul-2015 17:24:00

The recent B2B Marketing Content Benchmark Report in association with Circle Research found that only 2% of respondents measure the ROI of their content every time. In addition to this, the study found that a whopping 69% of marketers measured ROI only sometimes, rarely or never.

Topics: B2B Marketing ROI, B2B Content

Are you overcomplicating B2B content marketing?

Posted by Kenneth Connolly on 14-Jul-2015 17:15:00

Topics: B2B Inbound marketing, B2B Content Marketing, B2B marketing, B2B Marketing Content, B2B Content

Should we fear the rise of the content robots?

Posted by John Hatton on 10-Jul-2015 09:21:00

Picture the scene… a world torn apart by war as a robot network attempts to finally make humanity extinct. The only thing standing in its way… a small band of human fighters who refuse to be beaten.

Okay, so it isn’t as dramatic as the latest Terminator incarnation, but there is growing talk within content spheres about so-called “content bots”. That’s right, robots that can write articles and post them online for you and me to read. Well, not exactly robots, but a computer programme.

Topics: B2B Lead Generation, B2B marketing, B2B Marketing Content, marketing content, B2B Content

Are you using B2B marketing content as a conversion assist?

Posted by Kenneth Connolly on 08-Jul-2015 16:43:00

It’s no surprise to find that B2B marketing content is continuing to grow in popularity. With the promise of higher quality leads and reduced costs compared to outbound channels, content ticks all the right boxes. Over the past two years, content has gone from being an after-thought on marketing campaigns (if there was still budget left) to becoming a major player in marketers’ multi-channel campaigns. However, there was always an issue… measuring ROI.

Topics: B2B Lead Generation, B2B marketing, B2B Marketing Content, marketing content, B2B Content

The secret to creating original B2B content

Posted by Kenneth Connolly on 06-May-2015 17:33:00

We all know that the B2B marketers who create original and unique content are the ones who will stand out from the crowd and generate the most ROI over the coming months and years. The secret though, is how to change current content curation processes into idea-filled original content that’s engaging and likely to generate leads, sales and revenue. To help you with this transition, we’ve created a scrapbook of ideas and techniques that will have you pushing the boundaries of innovation in no time. And the starting point is the coming together of the right team.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

The Great B2B Content Marketing Debate: Curated Versus Original

Posted by Kenneth Connolly on 30-Apr-2015 17:02:00

According to, 58% of B2B marketers plan to increase their content marketing budgets over the coming year. But, will they be investing in original content or curated content? In order to debate and examine this subject closer, it’s first necessary to clarify exactly what each term means.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

How to win your audience’s votes with unique B2B content

Posted by Kenneth Connolly on 28-Apr-2015 16:59:00

During the run up to an election, party political rhetoric increases significantly. By now we are all used to the multitude of leaflets posted through our letterboxes, party political broadcasts replacing TV adverts, and town centres grinding to a halt as MPs speak on a personal level to prospective voters.

Topics: B2B Inbound marketing, B2B Content Marketing, content marketing, B2B Marketing Content, B2B Content

[INFOGRAPHIC] How to create unique B2B content

Posted by John Hatton on 24-Apr-2015 12:10:00

Winning the vote of your prospects by closing them as customers is a number one priority for businesses. One tactic to be increasingly employed as a means of achieving this important goal is the production of B2B content. However, with so much content being pushed out, how do you ensure you stand out from the noise? The answer lies in this timely infographic, which likens this year's general election to a marketer's most prominent content marketing problem - how to create unique B2B marketing content and win your audience's votes.

Topics: B2B, content marketing, B2B Marketing Content, B2B Content, Unique B2B Content

What is the future of B2B marketing content?

Posted by Kenneth Connolly on 08-Apr-2015 17:29:00

Over the past few weeks, I’ve found myself pondering ‘what is the future of B2B marketing content?’ It’s obvious that the market is becoming saturated with content as more and more businesses create and curate ebooks, infographics, tip sheets and much more. But with the increase in content, there’s also the unavoidable increase in low-quality content that provides the reader with no insights or key takeaways.

Topics: B2B Lead Generation, content marketing, B2B Marketing Content, B2B Content