Fit for (re)purpose: does your old web content meet your current goals?

By Tony Faccenda, Senior Content Manager

You can tell a lot about a business by its online content back catalogue. Skipping back from the polished assets promoted on its latest landing page, you can get a sense of how that company’s focus and priorities have evolved.

Having a strong bank of content shows a sense of purpose. Your business has thought deeply about the topics, trends and issues surrounding its industry, and has invested in producing something practical, thought provoking and informative to help its audience navigate the choppy waters.

No sooner have you pressed the ‘publish’ button, however, and your content ceases to be as fresh and thrilling as it was on day one. The spike in traffic it attracts slowly dissipates and falls mercy to the gods of SEO for its on-going value. That is, at least, until it’s repurposed.

The case for repurposing

Repurposing can be a great way to quench your audience’s thirst for content at speed. By definition, repurposing is distinct from simply reusing. You will still need to review old assets and refresh to remove any reference that pegs it to a particular time and to account for any dramatic changes in the market.

Your content remains relevant as long as it continues to attract attention and solve your customers’ pain points. Allowing old content to fall to the annals of your online category makes it less accessible to those that need it. Repurposing gives you a new opportunity to give it a marketing boost and make sure the information is reaching the right audience.

This approach can be particularly effective should the content find renewed relevance by tying in with a current news event or emerging trend.

The case against

Repurposing is, however, not always the magic bullet for filling your content funnel, particularly for content intended to attract new site visitors. Well-written and informative content has a habit of finding its way into the right hands. Peer sharing helps to build momentum behind an asset, improving its search visibility for those in need. If your content didn’t hit this goal the first time around, don’t expect it to on the second go.

Furthermore, repurposing content can often compromise quality. As your business evolves so does its personality and brand proposition. It’s natural to look back on whitepapers or videos from three or four years ago with a degree of discomfort. Trying to reconcile that former self with your current brand identity can be a tricky gulf to bridge.

The decision to repurpose therefore shouldn’t be taken lightly. Ideally, it will only be reserved for your most popular and evergreen pieces that already have had success in the market and would benefit from an update or refresh.

Trying to reconfigure it out

In many cases, you will find the greatest success not in repurposing content but in reconfiguring. The difference is nuanced, but an important one to understand.

Reconfiguring entails conceptualising an entirely new piece of content that matches with precisely what your business wants to be saying to the market. Then, rather than starting with a blank page, going back through your past content to pick out the ideas, arguments and proof points that support the new proposition.

The end result? A fresh asset that aligns with your current brand, appeals to new visitors and tells your existing audience something they don’t already know.


If you’d like more killer tips on how you can repurpose your old content, get in touch with our team.

Five killer steps to improving your lead gen CRO

By Chris Smith, Campaign Manager

The ongoing High Street crisis, which saw a record 5,855 shops close down in 2017 alone, is placing more importance than ever before on improving the traffic to your website. People are now able to get the goods and services they once had to trek into town for from the comfort of their home, and the competition online is heating up.

With that in mind, I find it astonishing that so many businesses still don’t have any form of strategy to capitalise on the potential traffic. You could have millions of people visiting your site, but still fail to reap any value from it. Simply put, if your website isn’t optimised to convert your traffic, your inbound marketing efforts are wasted.

This is where conversion rate optimisation (CRO) comes into play. Improving your CRO is vitally important to improving your lead generation, enhancing user experience, creating more leads and increasing revenue. Sounds great, right? But it’s not quite as easy as it sounds, and eight in ten businesses (78%) are still dissatisfied with their CRO performance.

Fear not, here are five easy CRO steps that will quickly help boost your lead conversions and improve your ROI. Next stop? World domination…

1. Build better landing pages

Landing pages are the holy grail of conversions. They are pages specifically built to capture marketing information by hosting content or offers. It goes without saying, then, that your first step to improving your CRO is improving your landing page performance.

A landing page that looks clunky and poorly designed is a major turn off, your prospects will simply click away in seconds. Remember, you want them to ‘want’ to give you their valuable data, so you need to put the effort in to get the conversion over the line.

After nice design, focus on ease of use. Nobody wants to spend more than a few seconds filling out a form. Make it simple and easy, but keep the essentials like name, email address and phone number (if required). Additionally, make sure the form is easy to spot. Too many landing pages have the form hidden at the bottom – you can’t expect your time-pressed prospects to hunt about for the form so don’t bury it.

Lastly, the content on your landing page needs to be short, concise and informative. If you want a conversion, tell them exactly why they should fill out the form. There are tools out there like Instapage, Unbounce and Leadpages that make it easy for you to create landing pages that convert well.

2. Convert in real-time

This is my favourite technique of them all. Is there a better way to boost your CRO than by converting in real-time? I don’t think so. And best of all, there are loads of tools readily available to help you do so, from HubSpot to Intercom to Drift.

My favourite is Drift, which allows you to have live chats with your web traffic via your mobile device – aptly named ‘conversational marketing’. You can solve customers’ pain points and specific challenges while they’re on your website and provide them with the content they need via live chat.

If you still aren’t convinced, live chat platforms can help you increase conversions by 4-8x. While ‘conversational marketing’ also enables you to ditch the need for forms, as you can capture conversions on the chat platform rather than ask prospects to give up their information.

3. Mobile first

Mobile traffic now counts for the vast chunk of traffic on your website, so failing to optimise for mobile is a major fail. You will lose visitors and see increased bounce rates (the number of visitors who immediately click off your page). Mobile users are expected to go beyond the five billion mark by 2019, and two-thirds of users (67%) are more likely to convert from a mobile-friendly site, so you should be taking this very seriously. If anything, today’s sites should be more mobile-friendly than desktop!

For a smooth mobile experience, make sure your pages are responsive, tailor your content offerings for mobile and make sure your pages load quickly.

4. Nail your CTAs

Call-to-actions (CTAs) are the action-orientated copy designed to make people proactively do what you want them to do, i.e. click a button to download a guide. If you get them wrong, it will put your visitors off.

Naturally, active words work best – ‘download now,’ ‘get your free guide,’ or ‘find out more,’ for example. You should also create a sense of urgency for particularly compelling offers, such as a one-off product deal or an upcoming webinar. Like your landing page forms, your CTAs should be highly visible (next to the form if on a landing page).

5. Bring them back with remarketing

The goal of remarketing is to bring back the 98% of website visitors that don’t convert the first time. It’s an essential lead generation technique to help grow your business.

Remarketing helps you save money, get more leads and conversions, see higher audience engagement and maximise your ROI. It’s all about re-engaging with those who have previously visited your website – as an added bonus, remarketing ads are also pretty cheap!

Go drive conversions

While the High Street may be fading in importance, online commerce is going nowhere, and you need to ensure your business is in the best position possible to capitalise.

These five steps to improving your CRO will help drive conversions and increase your lead gen ROI. The more conversions you make, the more sales you can make. In general, the websites with the best CRO rates are quick to load, easy on the eye, simple to navigate and optimised for search engines.

For more information on what CRO is and how important it can be, check out HubSpot’s blog here. Or contact us to see how we can help!


This article was originally posted on


Staying on top of Google algorithm changes can seem a laborious task, even for the most seasoned of marketing professionals. So let me summarise for you what has happened in 2017 and what the SEO future has in store for content marketers.

Make your content mobile friendly

2017 started with Google introducing a mobile intrusive interstitials penalty. Showing a pop-up on mobile covering the main content of the main page will hit your rankings. If you do not fall foul of this rule, though, pop-ups on a landing page can be a smart part of your inbound strategy. After all, inbound marketers love to generate leads for their sales teams!

Google rolled out its Mobilegeddon algorithm update in the spring of 2015. Since then it has been using mobile-friendliness as a ranking signal. So in 2018 more than ever, you should put in place a responsive website which renders well on mobile devices.

Serve growing demand for voice-based search queries

At least one out of five queries on Google’s mobile app and on Android devices are voice searches now. Queries are becoming more and more conversational and longer tail. This means that you should focus less on a handful of lead keywords and more on relevant topics. Then invest in creating high-quality content on these topics in a conversational style. This will also take care of any relevant longer tail searches.

Offer a secure browsing experience

October 2017 saw the launch of version 62 of Google’s browser Chrome. This marks HTTP sites with password or credit card fields as “not secure” in the address bar. As a result, companies with an HTTPS site carry a significant SEO advantage over those with HTTP sites.

Get the basics right

In this fast-moving world, you will still get the best results investing in “classical” SEO. Here is a roundup of the most important ones:

  1. Focus on quality rather than quantity of inbound links. Invest in high-quality content which will make people want to link to it. Bad inbound links should also be high on your SEO to-do list. You should at least disavow them and get them removed completely, if possible.
  2. Meta descriptions have no bearing on search ranking but do affect click-through rates. Make sure you make them descriptive and inviting to the user.
  3. The H1 is no longer as important as it used to be for SEO. Search engine algorithms recognise these days the primary purpose of an H1 tag, that being to reference font styling and size. It is far more important to place your most important concepts and message at the top of your content.
  4. Images represent a huge SEO opportunity. Give them an alt text and relevant file name to ensure Google know what the image is about.

All of these factors combined will give your SEO scorecard a massive boost and should set you up for success in 2018.


Here’s the story of the ultimate chicken and egg in the world of paid media lead generation: how do you forecast your cost per lead (CPL) when you don’t have any historical account data as a benchmark?

Let’s establish why it’s important to set firm CPL targets in the first place, even where no prior data exists. First, a concrete plan to achieve expected revenue or profit goals will focus everyone’s mind and provide a tangible target to work towards. Including a CPL target is an integral part of this plan – after all, if you don’t have this defined there is very little basis determining the level of budget you should be using to achieve your business targets.

Planning any paid media campaign without a CPL target is like driving blind (and without any sat nav to guide you).

There are numerous blog posts and other sources on the internet which will at least give you a rough idea of a typical CPL benchmark for your vertical, or tap into your LinkedIn network or peer groups to get hold of this information.

A second important aspect to note here is that CPL varies considerably by channel for instance, across AdWords, Bing Ads, LinkedIn or Twitter advertising, so don’t assume one size CPL fits all. Thirdly, consider the type of brief your paid media campaign is working to – prospecting will require a much bigger investment per lead than remarketing. And fourth and finally, do make sure your conversion tracking is set up correctly before your campaign launches.

Once you have worked out this detail it is critical to devise a good strategy for how you are actually going to achieve your CPL target – for example by continuously adjusting your bids based on campaign performance, so that you are not paying top dollar for traffic which doesn’t deliver on efficient conversion.

Fast forward a week or two: you’ve written your battle plan including a CPL target; you have launched your campaign – now you can use the data that is streaming in to resolve initial challenges, helping you to troubleshoot and fix them early on in the campaign cycle. For example, is your CPL a lot higher than you had anticipated? Is this driven by a particularly costly but under-performing keyword? Are you using engaging and relevant ad copy? Are you making it as easy as possible for your potential customers to turn into a lead?

Based on the performance data the forecasting should be adjusted on a quarterly or ideally monthly basis. There will be external factors such as advertiser competition which will affect your cost per click (CPC) and ultimately your CPL, so it is, therefore, important to tweak your targets and be as relevant and realistic with it.

It’s a simple story, in the end, to plan based on CPL. But don’t just make yours a work of fiction – bear in mind that an ambitious CPL target can spur you on, but an unrealistic one is more often counterproductive for you and the business in the end.


The digital advertising space has become very competitive over the last few years. As more and more advertisers weigh in and Cost per Click’s (CPCs) are rising, marketers are looking for viable alternatives to the behemoth that is Google.

Bing Ads has emerged as an attractive contender for many who are looking for a high return on ad spend and comparatively low CPCs.

Here is a quick recap of how Bing Ads evolved(1): Microsoft was the last of the “big three” search engines (the two others being Google and Yahoo!) to develop its system for delivering PPC ads. Until the beginning of 2006, all of the ads displayed on Microsoft’s MSN Search engine were supplied by Overture (and later Yahoo!).

As search marketing grew, Microsoft began developing its system, MSN adCenter, for selling PPC advertisements directly to advertisers. As the system was phased in, MSN Search (now Bing) showed Yahoo! and adCenter advertising in its search results. In June 2006, the contract between Yahoo! and Microsoft expired and Microsoft was displaying only ads from adCenter until 2010.

In January 2010, Microsoft announced a deal in which it would take over the functional operation of Yahoo! Search, and set up a joint venture to sell advertising on both Yahoo! Search and Bing, known as the Microsoft Search Alliance. A complete transition of all Yahoo! sponsored ad clients to Microsoft adCenter occurred in October 2010.

On 10 September 2012, adCenter was renamed Bing Ads, and the Search Alliance renamed the Yahoo! Bing Network.

In April 2015, the Yahoo! partnership was modified; Yahoo! Search now only has to feature Bing results on the “majority” of desktop traffic. Additionally, Microsoft took over as the exclusive seller of ads delivered through Bing; Yahoo! now sells its ads through its in-house Gemini platform.

In September 2016 Comscore reported that Bing had surpassed 20 per cent market share in the UK, outpacing Google for growth, making it a force to be reckoned with for UK digital marketers (2).

Setting up campaigns on Bing used to be cumbersome and laborious, but that is a thing of the past now with the capability to easily and quickly import campaigns from Google AdWords. A word of warning though: not all campaign types offered on AdWords are also supported on Bing Ads, for example, Dynamic Search Ads or Smart Display campaigns. Remarketing lists can also not simply be shared between the two platforms. I have also found that daily budgets are not always imported correctly. Apart from these caveats, this functionality is a great time-saver.

When it comes to editing the campaigns once they have been imported, the latest version of Bing Ad Editor is also fast and intuitive to use. So even for the most task-rich, time-poor digital marketer, there are quick wins here, and a few hours spent copying your most profitable campaigns over to Bing could be a very shrewd investment.



(1), accessed on 5 September 2017
(2), accessed on 5 September 2017


As the new football season approaches, and our favourite teams embark on another campaign of ups and down, the same old questions all fans have remain the same. Who’s in, and who’s out before the transfer window closes? Will Mr. Wenger finally silence his critics? And who’ll be the first managerial casualty?!

Whatever happens from now until the start of the season, one thing’s for sure; from the coaching staff to the players on the pitch, the setup and strategy will be paramount to their success. The same can be said for businesses of all shapes and sizes that are embarking on a new marketing campaign. The preparation and planning required to succeed can boil down to a range of factors, all of which need careful attention long before the first ball is kicked.

As a demand generation agency, we often work closely with our clients on not only the execution but the planning and implementation in the build-up to the big event. There’s a lot to consider, and not all of it will be areas every team is comfortable in tackling. Luckily, that’s where we come in, and below is our ‘one-to-eleven’ that covers some of the main areas you’ll need to consider. And, as with all good footy teams, we’ll start from the back with possibly the most important aspect of all. Strategy.

  1. Strategy

Get your strategy right and the rest will follow. It’s important to gain a deep understanding of your buyers and unravel what truly matters to them, to define buyer personas, mix in your objectives and then plan and translate your goals into long-life marketing programmes. Why? To help you build momentum over time and ensure you get from where you are to where you want to be, taking prospects and buyers along every step of the way.

  1. Content

Content marketing demands a value exchange – you have to offer your audience something helpful in order to earn a click. And it’s not about what’s important to you; it’s about what’s important to your buyers. Content can help you connect with buyer needs, present answers to their questions and help them find solutions. If your content is half-baked, we can help you turn up the heat.

  1. Design

Good design serves a greater purpose than to just look pretty. It inspires thought and action, emotionally engaging audiences to drive an action. That’s why we take it seriously. It’s important to honour the principles of design in order to develop creative concepts that catch the eye, complement content and visually communicate your messages and values.

  1. Inbound

Ensuring the right potential buyers actually see your content is as important as developing compelling content in the first place. We build targeted paid and organic acquisition programmes for search and social marketing to connect you with buyers that choose to ‘opt-in’. SEO then ensures your digital infrastructure is at the top of its game and implements ongoing strategy to build authority and compete for the traffic you want.

  1. Outbound

‘Batch and blast’ tactics have long since expired and relying on email alone is a fast way to go nowhere with buyers. There’s a place for outbound, but careful segmentation and strategy for developing nurture and trigger emails is vital. Scintillating email subject lines and crisp copy are still important, but timing and targeting are also crucial. And it doesn’t have to be just email. An outbound call to qualify a prospect in or out is a powerful way to accelerate progress and improve conversion.

  1. Lead Generation

Delivering a constant stream of high-quality marketing leads (MQLs) can be a challenge for marketing teams, but it isn’t impossible. We know the hard sell doesn’t work, and you have to allow buyers to self-select into your sales funnel. You can use content for inbound acquisition to capture the imagination and interest, then engage and nurture prospects through the stages of the buyer journey with planned content, all the while qualifying their readiness to buy.

  1. Web & Digital

Content marketing goes hand in hand with digital. A ‘fit-for-purpose’ website is essential to engaging buyers beyond a landing page, delivering the information they seek and inviting them through a content journey. Analytics provide the critical visibility to track buyer behaviour and to benchmark and monitor ongoing marketing performance. It’s important to also connect and select the right tools and technologies to see what’s happening with your marketing and to make informed decisions.

  1. Social

If you’re still not sure social has a place in B2B, stop reading now. We think it’s transformative. Consider social as the new alternative to email, helping you raise awareness, extend your reach and acquire the right audiences, including C-level, and to build segmented paid and organic outbound campaigns that deliver your message through opt-in channels.

  1. Events

Seen by some as an old-school form of marketing, events are still an effective way of engaging with your customers, both past, present and future. Plus, events these days come in a number of guises. Webinars and live streams are becoming ever more popular and if a more traditional face-to-face event doesn’t fit with your strategy then perhaps a more digital approach would work better? They can also align with other channels such as social and email, providing great content in unison.

  1. Email

Still an important marketing tool, and alongside social and paid-for it can provide invaluable support as part of an ongoing campaign. It is still to this day a low-cost marketing tool, helping you to communicate with fans of your brand that have at some stage taken the conscious decision to receive communications from you. They’re easy to create, share and analyse and can run simultaneously with other channels such as social media that will feed off of your content plan.

  1. Marketing Automation

Last but not least is marketing automation. With all of the above to think about, putting it all together can often be the final hurdle for many marketing departments. Marketing automation is here to help with that and consists of software that helps automate such tasks as email, social media, and sales in a more joined-up and cohesive way. Ultimately, marketing automation allows companies to nurture prospects and convert them into customers so as to generate new revenue and a far better return on the investment.


So, there you have it. It’s by no means an extensive list, and your formation could be a defensive 5-4-1 or a more attacking 3-3-4, but either way be sure to start from the back and get your strategy right. The rest should then fall nicely into place.

If you’d like to chat about planning for your next big campaign, please feel free to get in touch at or call us directly on 0203 542 6644.



Yes, you’ve probably heard it: ‘Content is King’. It’s overused, it’s hyperbole, it’s also resulted in a lot of bad.