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How Inbound Marketing Uses Search In Its DNA

Posted by Mike Lieberman, Chief Inbound Scientist

Mon, Jan 26, 2015

You all have a working knowledge of what DNA is, right? It's what forms the building blocks of life, what everything alive is made of.

When you’re running an inbound marketing program, you have to think of search, as well as your keywords, keyword phrases and contextual questions, the same way. For your program to work, these need to be part of everything you’re doing.

Hmmm ... that sounds kind of impossible, no? It has to be part of everything? Yes, it does. So, the question now is: How do you do this?

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Topics: Inbound Marketing Agency, Search Engine Optimization, inbound marketing strategy

Content Marketing Is Only 50% Effective If You Don’t Publish

Posted by Mike Lieberman, Chief Inbound Scientist

Fri, Jan 23, 2015

We’ve been talking about content marketing for most of the month. But did you know that, in order for content marketing to really drive lead gen for your business, you have to do more than just create content and put it on your website?

You also have to consider content publication if you want to fully leverage your investment in content, invite new visitors to your website and grow your revenue.

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Topics: Content Marketing, content strategy, content publication, content planning

Inbound Marketing Throwback Thursday: Our Results Then And Now

Posted by Mike Lieberman, Chief Inbound Scientist

Thu, Jan 22, 2015

In January 2012, the New York Giants and the New England Patriots were getting ready for the Super Bowl. Joe Paterno passed away, the Winter Olympics were wrapping up and Apple announced its sale of 37 million iPhones from the fourth quarter of 2011.

We are often quoted as saying that inbound marketing is a marathon, not a sprint. If that’s your perspective, you should have some expectations for the long-term results of an ongoing inbound program. So, in light of Throwback Thursday, we’re sharing our inbound results from 2012 as compared to our inbound results from 2015.

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Topics: inbound marketing, Inbound Marketing Results

Why Inbound Marketing Might Not Be A Great Fit For Start-Ups

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, Jan 21, 2015

There is a lot of chatter in the inbound community around the effectiveness of inbound marketing for different types of businesses.

These include B2B, B2C, software companies, professional services firms, non-profits, membership organizations and start-ups. While every business is different and every inbound program has a performance personality of its own, we’ve found that there are some inherent challenges associated with doing inbound for start-ups.

I’m not saying that inbound can't work for start-ups, but I am saying that there are challenges unique to these businesses that need to be considered if you’re planning an inbound campaign.

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Topics: inbound marketing, Inbound Marketing Agency, start ups

How To Do Content Marketing For Humans Instead Of Robots

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, Jan 20, 2015

I know we often talk about inbound marketing as if it’s some kind of system that, once set up, runs magically in the background to generate leads for your business.

That’s only partially true, as there are certain tasks and a handful of tactics that need to be executed daily, weekly and monthly.

When it comes to content marketing, however, you have to make sure that you’re not just creating content for content’s sake, but rather writing for people. You need to develop content that people connect with and understand, content they want to share and that emotionally pulls them into your business.

It’s easy to lose focus on the power of creating content for people instead of search engines or simply to satisfy a list of tactics that require it.

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Topics: Content Marketing, content strategy, content, content marketing planning

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