Monday, 15 August 2016

Inbound Marketing Content Skills for the Hands-on Hotelier

Inbound Marketing Content Skills for the Hands-on Hotelier

Marketing trends dictate that we go digital. Why limit yourself to costly, drawn-out solutions that offer little in terms of measuring the level of your outreach?

Inbound marketing, in particular, is making great strides in what it means to really sell a product – especially in the hotel industry. Accommodating change in such a manner speaks of great wisdom. If you’re interested, then you have come to the right place.

More and more people have become content creators in this vastly user-generated world that we live in. Crowdsourcing and online shopping are growing in terms of subscribers.

Visual media is taking precedence over other, more traditional forms. With the need to connect to audiences more, just what does an ideal content marketer make? We count out the ways.

Being inspired is something that, more often than not, comes easier to these people. Unique content is very much a staple of content marketing, and as such, should be high on a content marketer’s list of priorities in regards to the kinds of media that they want to produce.

Apart from written media, visual media such as videos and images make for effective modes of communication as well. Experiment so as to figure out what works well for you and your business. 

Making sure that everything is settled and ready to go is a trait that all marketers can and should have. Just as a hotel’s daily operations depend on highly efficient management skills, organisation also matters in content.

Plan ahead for content and media that you wish to pursue over specific times in the quarter. Are the holidays approaching? Any bank holidays on the horizon? Being able to decipher that sort of information makes for better content as time goes on.

Having all the brains in the world will mean nothing if not put to good use. Knowing when to create, release, or withhold certain types of content is something that should be inherent in every content marketer.

For one, you wouldn’t want to release a post about summer essentials in the middle of winter. It would be unseemly to appear disrespectful or crude in regards to these situations, so taking care to make content that is geared towards your intention is key.

As some of the best-laid plans are, inevitably problems will arise. Spelling errors and scheduling woes are normal, and not everyone will have positive comments about your content.

Take it all in stride – marketing is about selling your product, and often, its marketability isn’t up to you. Consumers’ tastes can be fickle, and learning to adapt accordingly will be something that others will be watching out for.

Not everyone can ascertain just what a person wants at any given time. However, with enough client research and experience, content marketers  should have gotten used to the feel and weight of the campaigns they are running.

Intuitiveness to running various inbound marketing strategies and methodologies is a highly useful skill, as it is what leads to new platforms, opportunities, clients, and the like.


Content Marketing Traits Crucial to Success,

Free Guide Inbound Marketing For Hotels

Tuesday, 19 July 2016

Video as a Life Science Inbound Marketing Tool

Video as a Life Science Inbound Marketing Tool
Video as a Life Science Inbound Marketing Tool  

Most people are visual learners by habit. Most books, handwritten before the time of the printing press, included illustrations and diagrams in order to reinforce a certain idea or theory. The same can be said of today; most media makes use of images to show the goings-on of the world to their audiences, whether in still photography or moving images. Regardless of the form, visual media is an important part of any inbound marketing methodology – even blogs that focus on written content still contains pictures and videos in order to retain a multi-sensory experience for their audience. This adds layers to an already important aspect of science: The need to understand the world as it works.
Videos are a powerful tool to increase the likelihood of your content to be seen. The life sciences tend to intimidate the average chap, so they usually understand better if concepts and theories are explained to them in simple terms. You don’t explain how birds migrate for the winter, you simply show them in action. Likewise, if you are in a teaching capacity in your role as a life scientist, using videos to any class will help illustrate one’s point better than words can.

What Kind of Video suits my IM scheme?

It can be tricky to portray scenes of wildlife, tiny microscopic bacteria on a petri dish, or remote, exotic locations on video. There needs to be pre-existing footage of the scenery, or else needing powerful microscopes to capture the images. Talk about procuring this footage first before thinking to place it in any content. Once in hand, plan accordingly. Prepare a storyboard or outline of what you want your video to be like, and how it serves your inbound marketing goals.
Animated videos are better for teaching beginner-type classes, as the audience needs a good grasp of the matter to be able to understand the material outright. Real-life videos, including graphic and bloody bits, are for more advanced classes that have understood the content of the video that they are about to watch. If you are marketing life science content to a general audience, however, implementing an inbound marketing scheme containing parts of both animated and real-life media can be helpful as you are attempting to attract novices and enthusiasts alike. This can help to attract others to join a career in the life sciences, or to take up their causes and help fund their research.
Despite the sciences ideally being beholden to no entity but the pursuit of knowledge, there is still a need to translate that knowledge into something that the masses can understand. This is where in inbound marketing comes in: Attracting others to pursue this field of study will be of great help to the international community at large. If one merely needs to augment existing content, shorter video clips may fit your content. If you are planning to explain further, or you feel that visual media will better illustrate your study, then go for longer-length videos. One should collaborate with a video editor and educate them, as well, in your study. This will help to improve the pacing, style, and editing of the video content you wish to produce. 

Seven things you should never say to a video editor,
Essential Science for Teachers: Life Science, Annenberg Learner

Download: "Creating An Effective Marketing Funnel For Life Science Companies" eBook

Friday, 10 June 2016

Apps Abound for Inbound Marketing

Useful apps for inbound marketing strategy

Before the boom of internet marketing agencies, traditional outbound marketing has always focused on spending more to earn more. This invests a significant amount of your capital and earnings to attracting customers, which, while effective, can set you and your business back if you simply haven’t the money.

Advertisers and industry experts have pondered for a long time to prevent significant loss, and inbound marketing was devised out of the tools that have emerged as a way to find information online. Studying the algorithms and the behaviour that people have in regards to surfing the Internet, receiving information, and even in how they use social media, makes for a more intelligent and compelling content marketing strategy.

It is revolutionary in the fact that you no longer need to spend so much to attract customers. There are many sources online in which people utilise every day, such as social networking sites, forums, and blogs. These places are a great way for you to reach out to a wider audience.

Control inbound marketing online through apps

Messaging Apps

Email apps are important in trying to get your messages sent across different platforms. Apps for Gmail and Yahoo! Mail can make it possible for you to check multiple accounts at once, as long as you’ve previously signed in from each one.

Apart from that, there are messaging apps that act like text messaging from your mobile, but using your mobile data or Wi-Fi connection instead. These include WhatsApp, Viber, and Kik, all with customisable groups and contact lists to make communicating with suppliers, customers, and colleagues a breeze.

Apps for Inspiration

Managing several social media accounts at once can be very time consuming, especially if you want something to come out in real time. Fortunately, there are apps now that see to this need.

Hootsuite has a free version that allows you to have a certain number of social media accounts post the same message simultaneously. This is a godsend for those who have a growing media following and would need to save time in handling their accounts.

Blogging apps also have features where you can stagger and schedule posts at your leisure. Even when you are otherwise preoccupied, you can create a stream of posts at a steady pace that allows customers to be satiated with content from your blog.

Scrapbooking sites like Pinterest can help you gather ideas for your next post. Content writing is very difficult when you’re running out of ideas, so a good technique is to have a ready-made board of things that inspire you and are related to the inbound marketing task at hand. Say you’re asked to write for a veterinary surgeon. You can use apps like that to gather the information and keep them all in one place as you type, allowing you to free yourself from the creation of apps.

Apps for Everyday

There are different kinds of applications online that prove helpful in any business, especially in regards to their content marketing strategies. When looking to establish an online presence within and outside of your brand, utilising these will make for a great addition.

10 Inbound Marketing Tips for Mobile Apps,
10 Must-Have Apps for Inbound Marketing Pros,

Inbound Marketing Strategy Guide Free eBook

Sunday, 8 May 2016

Inbound Marketing Agency London

Inbound Marketing Agency London

experienced Inbound team at should know their marketing. They should
understand marketing. In fact it's not wrong to say to say they should
LOVE marketing. They should do all of those things, so you don’t have to
worry them. They should have an expert team on hand to help you through
any issues.

Working with a great Inbound agency means that you don’t have to even
think about the intricacies of marketing strategies and analysis, you
can concentrate on doing what you and your business do best. Allow them
to utilise all their marketing experience and knowledge to ensure you’re free to grow your business.

An Inbound marketing company are here to share their years of
expertise of inbound marketing; the tips, the tricks, the strategies and
the know-how, all designed to make it work for you. They should be a
member of HubSpot’s Certified Partner Agency scheme.
This means that they should work closely with the good people at
HubSpot and have been trained, and validated, on their own tried and
tested inbound marketing methodologies.

When it comes to comprehensive Inbound Marketing software, no-one does it better than HubSpot.
Which is exactly why an Inbound Agency needs to be part of their
scheme. Their approach has helped revolutionise the way marketing is
done in this digital age. Sufficed to say, their consultants and
copywriters shoud be completely onboard with inbound.

Of course, if you’ve heard of HubSpot, you’ll know that already. You
should also know, and understand, why it is crucial to partner with an
inbound marketing agency who can guide you through the inbound marketing maze and ensure you’re always heading in the right direction.

Read more here:

Saturday, 7 May 2016

Journalists Vs Bloggers – Who Does Better In Inbound Marketing?

Content providers utilising inbound marketing techniques
Content providers utilising inbound marketing techniques
Content marketing is the main key in creating effective UK inbound marketing. In order to attract more clients, a business should provide or share informative details about their product or services. However, competition is also stiff. Most businesses are also using similar strategy as yours. If you want to outshine these competitors, you need to create content that will definitely attract them.

Content is food. If you are the chef, you need to make sure that you will be serving a specialty that others don’t have. Fortunately, you can easily outsource it if you are not good at content creation and marketing. Although you can find a large number of providers, hiring a trained journalist would be the best option.

Why News on Tabloids is a BIG HIT?

Wonder how The Daily Mail and The Sun succeed in catching readers’ attention? Behind this two most renowned tabloids in the UK are journalists and experienced writers. According to a study, journalists are in the best position to synthesise information, uphold the critical editorial standards, and of course, catches the readers’ attention.

There are already hundreds of bloggers who have talents in writing, but they have only a few audience. Question is why? Bloggers only provide great content, but it does not contain a marketing technique. Conversely, journalists know the content promotions strategy including the writing, structure, formation, and sources of information.

Needless to say, typical news can be viral because journalists know how to hit the readers using the tabloids. They know who their audiences are; they know how to spice up a boring and simple data. Journalists have the edge and they have high standards for quality. They have the discipline to meet deadlines and also know the editing processes. Lastly, journalists are expert writers, which is very essential in content marketing.

The only downside of journalists is that they are not familiar with SEO, keyword research, and analytics and measurement of content performance. Can you notice the difference between the news posted online and news on tabloids? When you search for news on the internet, you usually land to various blog sites. You still have to click that News button on your search engine in order to find the news you are looking for. Whereas news on tabloids catches the readers’ attention right away by just seeing the headlines bolded in black Arial letters, then the news became phenomenal.

Bottom-line is, journalists simply have the capability to sensationalise a current issue without using the algorithms and analytics. Their expertise in writing is truly the reason why news is a big hit in the market.

Attracting customers through Inbound Marketing
Attracting customers through Inbound Marketing
Power Branding Using the Media

Combining the expertise in blogging and conventional concept of media, this can ultimately help for power branding specifically in the form of content marketing. Bloggers have the latest tools on how to optimise a content and make it searchable on the internet whilst media has the exceptional skills in writing a quality content.

Media has the edge to create a headline. Yet, they don’t have the virality to create one. With the integration of blogger’s expertise, using click-through rates and likelihood of sharing, power branding is possible.

Media provides high-quality standards in writing, however, they most likely write a wall of text. On the other hand, online readers are usually scanners. In fact, only 28 percent of the entire content is being read. In order to use their writing skills, they must know how to keep the reader going by using the right formation and writing technique such as sub headers, short paragraphs, bullet lists, and internal links.

Media is also a perfect content marketer, but they are not optimisers. In order to deliver a power branding, they must know the competition, measure the demand and know how to research target phrases. With the right knowledge, they must know which performs better in search engines. After all, media is a fast learner.

No doubt, media can be a great performer in the inbound marketing because they are trained to create first-rate content. They just need to learn how analytics and measurement of content performance affect power branding. Analytics is known to be the holy grail in marketing a brand in order to drive a better ROI.

Content Marketing through Media

So, how will you apply media’s techniques for your content? Content plays a vital role in inbound marketing. It can be intimidating, but it is necessary if you want to drive more traffic and gain better ROI in the near future.

To start off, determine your audience. Media always classifies their audience base on their news. No matter how virtuous you are with writing, if you have no good grasp of knowing your own audience, you are just like a person yelling nonsense in the wind in a busy corner. You can study and learn how your competitors get into the market. You can modify or perhaps improvise what they did in order to target a specific audience.

Secondly, consult an expert. Typically, most journalists choose to interview experts depending on the topic assigned to them. Talking to an expert will help you understand more details about inbound marketing. This will add informational values to your ideas.

Next is write down your mission statement and goals you wish to attain for your content. Brainstorming is always the best way to create a quality content. It can be helpful if you jot down what you want to happen for your content then add SEO techniques afterwards in order to optimise. Make a draft of your ideas and always perform a thorough research. Always remember that successful people reached their peak not because they do it alone, they did it through others’ insane ideas.

Lastly, pick your best ideas and start drawing up an editorial calendar on how your content can be shaped. You can hire journalists or any person engaged in the media to make your content promotional.
Remember, the news world is now facing its uncertainty and inbound marketing offers a chance to complement the media’s vagueness, journalists are a perfect fit to help branding your content.

Is It Ethical for a Freelance Journalist to Work in Content Marketing?, Content Marketing Institute
8 Reasons Journalists Make The Best Content Marketing Writers,
5 tips content marketers should take from journalists,

Free eBook - Learn from our Inbound Marketing Strategy

Monday, 11 April 2016

Journalists: Express Your Content With An Inbound Marketing Sense

The way we view news has changed.

When our grandfathers listened to radio addresses by Churchill and Chamberlain about the state of the war in the rest of Europe, we receive information in real time. Papers like The Daily Mail and The Sun cover news that is as varied as The Duchess of Cambridge’s wardrobe. Inbound marketing as a whole never even existed, and yet here we are.

The media landscape has had significant changes brought to it, for sure. Newspaper and magazine subscription is at an all-time low. Print media is now being challenged by the speed and timeliness of digital media. Citizen involvement in media and politics is at an all-time high. More people’s voices want to be heard, with social media playing a significant role in public participation.

With the transition from analogue to digital, it has often been asked if self-published writers and bloggers can be considered part of journalism. The role is essentially the same, in that, both brings news and current events to the public domain. Bloggers are even considered to be as highly influential as respected media institutions in regards to their respective industries.

Should we be worried? Yes, and no.

A key feature of self-publishing is that you represent certain agenda or certain areas of concentration. Whether you are re-blogging memes on Tumblr or else writing about the day-to-day struggles of working women, there is a need to promote a certain cause or agenda, or else facilitate discussion on certain topics. You can see this in the popularity of blogs with reviews, travel and leisure blogs, and even the rise of video blogs or vlogs. Content is now being optimised, a key feature of inbound marketing. It is also easily traceable due to the use of back-linking.

There is nothing wrong with this, and in fact, we search for it – this is why certain blogs or topics can be trending, or else a little-known writer can achieve fame in a matter or clicks. There is a certain kismet involved, even without Google analytics and algorithms. When your content is good, or bad, accusatory or inflammatory, informative or summative, it leaves the most impact when you elicit a viscerally emotional response in people. Both can lead you to do that, despite their vastly different objectives.

Journalism, in its purest sense, holds no advocacy other than to promote the cause of journalism itself. These are trained professionals who are taught to value the objectivity of every story, and making certain to hear every side. Whilst most publications seem to be beholden to their parent companies, one cannot deny their power and influence even in the digital age.

Self-marketing content, whether user-generated or inspired, is what separates bloggers from journalists. This doesn’t mean that one is necessarily better than the other; in fact, reading from a good mix of both helps to enrich one’s own opinions on certain issues. Since both serve different functions, the duality of their roles in the media landscape of today make for an enriched consumer experience. Different media caters to different needs, after all.

Blogging vs. Journalism: The Ongoing Debate,
Blogger vs Journalist: The Ultimate Debate Solved [Infographic],

Free eBook - learn from our Inbound marketing strategy