Nobody is searching for what you call it
The words the market types into a search box aren't the words on your site. Your own terminology wins internally and loses in search.
Inbound marketing
Inbound marketing on HubSpot.
Long-form content on the questions your buyers ask, search and AI-answer visibility, email nurture and conversion, built so the people researching a purchase find you while they're still deciding what to buy.
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The problem
Why the site is quiet.
Four things account for most of it, and usually more than one is true at once.
The content answers the wrong question
Pages about your product, when the buyer is still working out whether the problem is worth solving and who else solves it.
AI assistants don't mention you
More and more research starts in a chat window. If nothing about you is quotable, you're not on the shortlist it reads back.
Enquiries leak away
No nurture, no scoring, no follow-up. Enquiries sit in a list until someone remembers to look.
What the work includes.
01
Topics
A keyword and question map built from what your buyers search for and ask, and what your competitors already rank for.
02
Pillars
Long-form pieces that answer a whole question, with the supporting posts and landing pages around them.
03
Search
On-page work, internal linking, schema and technical fixes, so the thing you wrote can be found and understood.
04
Answer engines
Pages structured so assistants can quote them, plus tracking of how those assistants describe you today.
05
Nurture
Email sequences that follow the topic someone came in on, instead of one generic welcome series.
06
Conversion
Forms, calls to action and landing pages, tested, with the drop-off points reported each month.
How we run it
The rhythm.
A plan you can read
Audiences, topics, the calendar and the HubSpot work, written down before anything is built.
A monthly build
An agreed volume of content and campaign work each month, produced, edited and published in your portal.
One report
Traffic, conversion, sourced pipeline and what we are changing next. Sent monthly, discussed quarterly.
Part of Resonance
The half of the job that happens off your site.
What you publish yourself is only half of what a buyer reads. The other half is written by someone else: a trade feature, an analyst note, a roundup of who to call. That matters more now that research starts in a chat window, because AI assistants quote published third-party sources far more readily than a company's own landing page. Resonance measures exactly that across the UK B2B technology category every week. See the PR practice, or read what we publish about it.
- 2011
- Resonance has traded since
- 2020
- a HubSpot partner since
- Two
- practices, one team: PR and inbound
Questions
Common questions.
How much content is enough?
For most B2B programmes, one substantial pillar piece a quarter with four to six supporting posts around it. Volume matters less than whether each piece answers a whole question somebody is asking.
Do you write it or do we?
We write it and you approve it. Your subject-matter experts give us half an hour for an interview and we do the rest. If you'd rather write your own, we provide the brief, the structure and the edit.
What about AI search and assistants?
We build pages so they can be quoted, and we track how the main assistants describe your brand. The PR side of Resonance runs a measured index of that across the UK B2B technology category, so we're working from data.
How is this measured?
Sessions and rankings are the leading indicators. The number that matters is sourced pipeline in HubSpot, attributed to the content that created the first touch.
Next step
Tell us what you sell and who decides.
We'll come back with the topics worth owning and what it would take to own them.
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