At Green Hat, we got onto the ‘inbound marketing’ bandwagon early. We knew we needed compelling and share-worthy content to drive up our SEO, be found by our target audience (people like you!) and be respected for the content we produced (so people like you would stay connected). However, we had limited resources for content development and curation so needed a repeatable process that over time could drive more traffic with less effort.
The ‘insights’ gap we identified was local B2B marketing research. There were overseas reports but nothing for local marketers. We approached ADMA and Marketing Magazine to solicit support and, in 2010 launched our first B2B Marketing Outlook report. Each year, we ‘atomise’ research data into video, blogs and social updates – generating even more content. We’ve ranked in the top 3 in SEO for the local B2B category for many years (mostly #1), generated 1,000s of onsite conversions (form fills) – attributing to the growth in new clients.