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Inbound Unwound - Marketing Insights

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


The Content Marketing Maze: A Map To Getting Out Of It

Posted by Mike Lieberman, Chief Inbound Scientist

Mon, Jan 19, 2015

Just about anyone who's read anything about marketing in the past few months has seen articles and data supporting the need for content marketing within your company’s marketing mix.

And anyone who’s tried to execute a content marketing campaign has had at least one or two challenges with efficient execution or the performance of that campaign.

Once you start executing a content campaign, it’s easy to get trapped in what we call the Content Marketing Maze.

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Topics: content marketing planning, content marketing strategy, inbound marketing program performance, content marketing results


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