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The Inbound Playbook

What is the difference between PPC and Inbound? A Speedboat or a Sailboat.

Inbound Sales, SEO 9 minute read

The other day we were talking with a client about ways to speed up their marketing. We talked about how when inbound marketing is in place properly that a PPC campaign can speed things up. 

So, how does that work?  When should you use it?  Is it right for you?  Let's find out.

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How to Increase Organic Traffic and Time On Page Using Bucket Brigades [Case Study]

SEO 9 minute read

WARNING: This blog post contains references to big numbers. Like––really big percent increases that totally won't seem real. And it's all completely achievable for your marketing team.

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Curating Blog Content? You're Hurting Your Website's Lead Generation [SlideShare]

SEO 6 minute read

The marketing world is steadily realizing the benefits of content curation. A quick Google search will reveal titles like, "Content curation: Everyone is doing it!"

But did you know that some kinds of content curation can severely hurt your sales funnel?

I'm not talking about curation for social media, like Facebook or Twitter. Those websites..

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Where Do My Blog Posts Fit Into the Buyer's Journey?

Strategy & Lead Gen, SEO 6 minute read

By now, you know how important blogging is for your business. But blogging about anything without any purpose or goals won’t help you. Each and every blog post you publish should be written with a specific part of the buyer’s journey in mind.

Of course, that’s easier said than done. It’s not easy to figure out what questions your potential..

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The 3(ish)-Step Process for Highly Relevant Blog Post Ideas

SEO 4 minute read

So you've started blogging consistentlynot an easy feat, I know.

Posting blog posts marathon-style is something that can easily be thrown off, especially at the beginning. Maybe the approval process holds blog posts up, and suddenly it's the night before the publish date and you're still scrambling to get it out. Whether you just forget, the..

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How to Maximize Organic Traffic for B2B Lead Generation

SEO 4 minute read

When it comes to SEO, content is king. But when it comes to getting found organically, your content doesn't just have to be good, it has to be relevant.

Google is getting smarter and smarter every day to be as helpful to the searcher as possible. And I'll emphasize that again:

They want to be as helpful to the searcher as possible.

Google isn't..

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Killer SEO Plan: SEO Guidelines and Strategies

SEO 4 minute read

This post is a guest contribution by Lucy Benton of BestEssayTips.

A website’s SEO is the essential process not only for ranking but also for a successful marketing campaign. You need a killer seo plan. Every campaign begins with a quality website, so if you haven’t optimized it for search engines – the chance for reaching success is low.

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We Finally Got in Google's Answer Box: But Was it Worth the Time and Research?

SEO 5 minute read

It's 2pm on a Friday mid-September––and our client services team is booting up the the monitor in Cruise (our conference rooms are named after crazy celebrities). It's time for Whiteboard Friday and whatever knowledge Rand Fishkin plans to bless us with this week.

The topic for discussion this mid-September afternoon?

How to Appear in Google's..
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Keywords (as you know them) Are Dead

SEO 4 minute read

You just started a new marketing job at a SaaS company and it's time to show off. You have the SEO skill and you're well-versed in the inbound methodology, so you immediately go to applying your knowledge and decide your SaaS company is going to rank #1 for the term "project management software."

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SEO is the Single Best B2B Lead Generation Tactic. Here's why.

SEO 6 minute read

When we took a deep look at our traffic sources this quarter, we found something that completely shifted our strategy.

Usually when we devise lead generation campaigns, we look at conversion rates for different kinds of traffic. Then we focus on the highest converters.

Makes sense, right?

By that metric, referral traffic (like guest blogging)..

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5 Simple Steps to Maintain a Powerful Brand Voice

SEO 8 minute read

Your brand's voice is like picking an outfit: it doesn’t have to match perfectly, but it should all be cohesive.

How can you pull it off all the time?

You publish a lot of materials in your marketing mix.

You may even have different people writing your website, blog posts, emails, and more.

You might find yourself wondering: Is my brand voice..

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6 Best Tools To Proofread Your Online Content

SEO 4 minute read

This post is a guest contribution by Mary Walton of Resumention.

Content is the backbone to an inbound marketing strategy.

It's not enough that your online content is engaging and entertaining. It has to be technically perfectly written, too.

That means no mistakes, no spelling errors, and certainly no factual inaccuracies. Does that sound like..

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6 Ways to Convert More Leads on a Popular Blog Post

SEO 10 minute read

When you spend hours on your blog each week, you should expect to see return on your investment.

Sometimes, though, you write a popular blog post that gains traction... but the traffic just doesn't convert. Maybe you're scratching your head at a blog post like this.

A blog is a great tool for generating buzz and traffic. But without generating..

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Our 5 Top Insights From Inbound 2016: Blogging, Web CRO & More

Strategy & Lead Gen, SEO 6 minute read

Ah, Inbound 2016 in Boston — it was a week of live tweeting, quick eating, and marketing fanboy crushes (looking at you, Gary Vaynerchuk).

This conference is the place to be if you're interested in innovative marketing. It's where clever marketers come to give ideas and advice. We all gather in buzzing conference rooms and forge the future of..

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A No-Nonsense Guide to Link Building Strategies

SEO 7 minute read

By now, you've probably heard about the magic formula called search engine authority. In other words, the more "important" your site seems, the higher your Google ranking will be. And, let's be honest, who doesn't want to top the charts?

A better website "authority" will bump up your website rankings, and that's good for business. But how can..

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The Real Measure of Success for a Business Blog (And How to Track It)

SEO 6 minute read

A well-kept blog is a big investment of your time.

You need to blog consistently, and to the right audience. It's important to track the success of your blog — but there's a big disparity in the marketing world about what this means.

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Boost Your Marketing Process With These Tools

SEO, HubSpot 5 minute read

Webelieve that a powerhouse marketing platform like HubSpot is the glue that holds a marketing strategy together. That being said, it's helpful to explore new tools that bolster your software. We personally experiment with different apps and websites for internal communication, content creation, analytics, and more.

Here's an inside look into..

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14 Marketing Statistics You Need to Take a Closer Look At

SEO 10 minute read

It's easy to look at marketing statistics and think, "Wow! These are awesome," chew on the stat for a minute, and then move on. The numbers are compelling. But what do the stats really mean for your marketing strategy, and are you implementing their takeaways?

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Content Marketing Plan: 9 Steps to Dive In

SEO 6 minute read

If you like to get your swim on, you know that diving in for that first lap is way harder than actually swimming. From stretching to pulling on your goggles, there's so much anticipation — and all you can think about is how cold the water is going to be.

Once you jump in, though, you'll get used to the temperature in no time. With a content..

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Assumptions About an Inbound Marketing Strategy That Hold You Back

Strategy & Lead Gen, SEO 6 minute read

I'll spare you from the popular moniker about what assumptions do to you and me. (You're welcome.) But in all seriousness, we see a lot of well-intentioned marketers dive into an inbound strategy — and miss the target only because they're making incorrect assumptions. One misconception can really hold back your success.

You can be well-versed..

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Why Your Lead Generation Strategies Are a Mess (And How to Unite Them)

What's your marketing game plan?

If you refer to your "marketing strategies" in plural, you're probably already at a disadvantage.

You might be overseeing a mess of strategies — website, content, social, and SEO — like different silos that operate more or less independently of one another.

If this is the case, you're at a disadvantage from your..

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How to Find Traffic Sources to Your HubSpot Website Blog

SEO, HubSpot 5 minute read

Inbound is all about measuring the metrics. And of the different blog stats that we track, we keenly watch the number of blog visitors — and the sources where they came from — to evaluate our keyword and organic search success.

To optimize blog performance, we recently switched all of our clients over from blog subdomains (blog.yoururl.com) to..

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How to Blog Effectively and Overcome "Content Blindness"

SEO 6 minute read

When's the last time you paid heed to a flashing website banner ad, crowding up the sidebar of an out-of-date website? 2006? Us too.

The internet has evolved, and banner ads have gone the way of Bop-Its and The Backstreet Boys. As consumers, we're conditioned to ignore such ads: 86% of people, in fact, report "banner blindness."

If you're a..

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The "Secret Sauce" to Blog Post Ideas That Bring Qualified Leads

SEO 6 minute read

Let's talk about a fundamental inbound idea: Write remarkable content that people want to read. What better way to do that than by solving people's problems?

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Content for the Sake of Content Generates the Worst Blog Topics

SEO 4 minute read

For many a marketer, one of the first steps in the inbound marketing journey is starting a blog. Not a bad move — in 2015, marketers who blogged received 67% more leads than those who didn’t, according to HubSpot.

Staying consistent with your blogging is a good goal, but it’s a goal that comes with a negative side affect. When you feel you have..

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3 SEO Strategies to Win the War for Rank

SEO 4 minute read

You spend hours strategizing. You train your team on your smartest tactics. But when you scope out the enemy — er, competition — you find they’re doing the exact same thing.

Google search result pages (SERPs) are like battlefields: It’s the space that brands go head-to-head trying to win searchers’ attention. And it is no easy fight.

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Your Best Blog Post Ideas May Just Be a Few Feet (Or Clicks) Away

SEO 4 minute read

When it comes to inbound marketing, it’s no secret that consistent blogging is key. But when you’re blog-planning, coming up with new blog post ideas can be really, really hard! It might come easier at first, but eventually it may feel like you’ve talked about everything and everyone else on the internet has talked about everything.

It’s a..

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How to Maintain a Consistent Blog, Marathon Style

SEO 4 minute read

Chances are you or someone you know has run or has wanted to run a half-marathon. This hefty goal is on a lot of people’s bucket lists — is it on yours? If it is, here’s my advice: do it today. Lace up your shoes, charge your FitBit, and get to the front of that starting line and race your way to the finish line!

I’m kidding, that's such a bad..

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How to Improve Search Engine Results with SSL Certification

SEO 3 minute read

If you’ve implemented any sort of online marketing strategy, you’ve likely created a search engine optimization strategy to complement it. You’re finding relevant keywords and writing blog posts or site pages about those topics. You're optimizing those posts and pages with meta descriptions, clear URLs and other smart strategies. You’ve..

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How to Blog Effectively: The Anatomy of the Perfect Business Blog Post

SEO 12 minute read

When done correctly, business blogging generates reliable leads and boosts your bottom line.

Take this stat:

Ignitespot reports that 61% of customers have made a purchase based on reading a blog post.

But for many businesses getting started with a blog, they focus on creating content, not creating content strategically and profitably. 

In this..

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