16 Bad Jokes Only Digital Marketers Will Appreciate

It’s easy to get consumed with the serious side of marketing. Between creating content, and driving demand, we seldom take a step back and think ‘hey, why is no one making fun of all these acronyms we use?’.

So here you have it, 16 cringe-worthy jokes I hope you enjoy.


Q: Why did the junior marketer get into display advertising?
A: He wanted to make a lasting impression.


My latest backlink took out a restraining order…
I’m starting to think it wasn’t a Do-Follow.


Google: What are you SERPosed to be?
Result 11: That’s not funny.


Personal Trainer: what are your goals for the year?
Social Media Exec: I’d love to get Buffer.


I always avoid Account Management…
They call me the Sales Navigator.


Q: What did the flirty PPC say to the SEO?
A: You ever done any attribution modelling?


What’s an SEOs favourite TV show?
Robot.txt Wars.


Q: Why did the front end developer buy the flat under his?
A: He always wanted a sub-domain.


All my clients expect so much from me,
this really is the Demand Generation…


User: why do you always show inappropriate search results?
Google: not sure, guess I’ve just got a RankBrain.


A vegetarian and SEO walk into a bar…
Who talks about organic first?


My latest whitepaper got arrested…
Talk about gated content.


Q: How did Yoda get his first lead?
A: He used the Sales Force.


People are scared of my website..
That’s what you call domain authority.


I always seem to get offered the main role in plays.
I can’t take all the credit, it’s probably my lead magnet.


My boss put a stop to my career in one letter,
Why did he have to use anchor text.

I hope you found some amusement in those!

If you have any marketing jokes, I’d love to hear them in the comments below…

4 Unusual Ways Small Companies Can Compete With The Fortune 500

A £1.99 domain is all it takes to turn an idea into reality, and a company into fruition.

It’s a nice thought, right?

The old interweb has made it possible for everyone to start a revolution from their bed. Unfortunately, in reality, it’s not that easy. Only a small number of businesses make it past the first 5 years, and less go on to create multi-million-pound empires.

As much as the internet has helped the average-joe create an online presence, it’s helped conglomerates 10-fold. It’s gifted them the power of world domination, and they have the money to crush anyone in their way.

However, on that pessimistic note, I’m going to make a complete u-turn and say this definitely isn’t the case. Small businesses can compete with giants, they just need the right approach.

Sure, big companies can crush small businesses who tackle them head-on, but that’s not the trick. This blog covers 4 tactics small businesses can adopt to peel market share away from the world’s biggest companies.

1. The PPC Hack

Search campaigns are the bread and butter for a lot of B2B lead generation activity. In fact, 65% of searchers who have high commercial intent click on paid search ads first.

What’s not to like?

The problem is, as it’s such a powerful sales medium, large B2B players dominate paid rankings, and have daily budgets which eclipse smaller companies yearly marketing spend.

So how can you compete in AdWords? The answer is, you don’t (in most cases).

Over 61% of Adwords spend is wasted on keywords that don’t convert, and only 6% of keywords generate the majority of your results.

This first thing you need to do – find that 6%

The best way to do this is by working out which keywords your competitors are bidding the most money on and optimising your campaigns around those keywords. For example, a Software company may look at creating a campaign to sell their Capacity Management software.

Instead of creating a campaign with hundreds of loosely related keywords, they do keyword research into the most expensive keywords in their industry.

As you can see, there are some very pricey keywords in the above list. A price-tag large enough to scare away a lot of small companies.

But it’s important to remember one thing:

If the cost is high, the reward is high.

It’s likely the term IT Service Management (£61) will convert more users to leads than system capacity management (£41). I know this because big companies with massive PPC budgets have already discovered the profitable keywords and smartly bid more to secure the top spot for these keywords.

Therefore, the more expensive the ‘suggested bid’, the higher the purchase intent of the keyword. Think about it, even if you end up spending £1000 acquiring a new client, if the lifetime-value (LTV) of that client is £100,000 – then who’s the real winner?


Better still, Google has made it possible for you to pay LESS than your large competitors and still rank HIGHER. This is determined by Google’s quality score:

If you:

  1. focus your PPC ads on generating high click-through rates, and
  2. optimise landing pages for high engagement rates,

you have a great chance to boost quality score and therefore pay less to secure a top Google spot for a fraction of the suggested price.

While big companies are managing large AdWord portfolios, with thousands of keywords, you can slowly but surely, bleed their PPC market share using profitable keywords, at a fraction of the cost.

2. Mind the SEO gap

Unlike AdWords, it’s tough to rank at the top of Google for highly competitive organic keywords, especially if you are a new company. Big websites have spent years and a whole lot of money boosting their domain authority and link portfolio to securing high rankings for common terms.

Take a look a the term LinkedIn Marketing Strategy:

The top spots are dominated by massive websites like The Huffington Post, Kissmetrics and Hubspot.

Using a tool like SEMrush we can see that The Huffington Post has a domain score of 79/100 and trust score of 82/100.

That’s going to take some beating.

Sure, there are ways we can outrank them in the long run, but it’s not always the most profitable approach. Instead, we can uncover long-tail keywords which have lower search volume and less competition, but higher purchase intent.

I call this The SEO Gap.

Long-tail keywords account for over 70% of all search queries, meaning there are a lot of traffic opportunities out there.

More importantly, long-tail keywords convert up to 36% of traffic, compared to the industry standard of 2%.

Not bad.

So how do you find these long-tail gems?

One method is by looking at the bottom of the search result pages. If you scroll to the bottom of the search for LinkedIn Marketing Strategy, you’ll find related long-tail variations that people are already searching for.

This list is gold, as it shows you all the long-tail queries previous users have already searched for.

If you click on Linkedin b2b marketing best practices, you’re left with some very different results than the previous search:

The top result is a much smaller blog than LinkedIn or The Huffington Post. In fact, if we check SEMrush, Oktopost has a domain score of 34.

This is very different to The Huffington Post’s score of 79, yet it still ranks at the top for a relevant search query.

Good work, Oktopost!

If you’re looking to compete in the organic rankings with large companies, optimising your content for long tail keywords is a perfect way to drive highly relevant visitors to your website.

3. Make your company look bigger with LinkedIn remarketing

Remarketing is perfect for making your company seem huge – even when it’s not.

You can display ads to previous website visitors across various ad networks, allowing you to bring user’s back to your website to complete a conversion.

There aren’t many places on the web you can’t remarket ads. Even Linkedin has recently made remarketing available to B2B marketers – which is a massive opportunity for those embracing it.

With over 500 million active users and 9 million business profile pages, Linkedin is a massive resource used every day by millions of engaged employees and business owners.

Better still, research shows that LinkedIn is the ultimate social media platform for generating B2B leads.

But, how do you approach remarketing content?

You can’t just remarket your product to previous users all day – they hardly know who you are yet – why should they trust you? As you’re not yet a household name, this tactic is a surefire way of spamming your prospects and wasting a whole lot of cash in the process.

Instead, enrich their social feed with relevant information which will help them along their buying process. Promote content that will either answer questions or field objections they may have.

Linkedin has summed this strategy up nicely in the graphic below:

Targeting content at your decision makers and influencers is great for gaining that initial trust with your company.

From there, you can put the users into a remarketing funnel or capture their email address to slowly and surely guide them towards a purchase.

4. Finally, be reactive and authentic

At big companies, everyone is hired to do a defined job. They have processes to ensure nothing drops off their corporate radar.

If, and only if, something is urgent, that’s when large companies hire or allocate work internally. In a lot of cases, marketing opportunities aren’t fully exploited by big companies as the employees, who take on this new workload, already have other responsibilities between 9-5.

Everything else is extra work.

Small companies don’t have this problem.

They can follow the money, and forget about the job specification. This is where small companies shine and can start to chip away at market share.

As mentioned above, LinkedIn now have new advertising features available to B2B marketers. Small companies are able to pounce on this opportunity the day it comes out, whereas larger organisations react slower due to the allocation and change management processes.

If you’re a small company, it’s vital to keep your finger on the pulse and always be aware of new opportunities.

Moz released a great video which showcases how companies can niche-down to build a great business and increase brand authenticity through digital marketing and SEO. You can watch the full video here.


It’s easy to feel powerless against the likes of the Fortune 500. They monopolise the web by driving massive amounts branded and unbranded traffic to their website.

And while it can feel like an impossible task to compete – the world of online marketing provides many ways you can focus efforts to carve your success.

The key is to not spread yourself thin, and focus all your attention where it matters most.

Be nimble and drop everything that isn’t working, and move towards where the opportunities are.

In summary:

  • Focus on few, more profitable keywords in your PPC campaigns
  • Uncover long-tail keywords for your content and SEO strategy
  • Appear bigger, and raise conversions with LinkedIn remarketing
  • Keep your finger on the pulse and jump on opportunities as they arise.

Only then will you begin to claw market share off the world’s biggest companies.

Your turn!

Let me know if you’ve used any tactics that have helped you compete against the large companies in your industry!


5 Ways to Create B2B Content in Boring Industries [Infographic]

Does anybody care what I’m writing about?

A question most of us B2B writers ask ourselves on a regular basis.

Because, let’s face it, some of the things we write about are just plain boring.

But it doesn’t matter what we think – our job is to make the reader fall in love with the value our content offers.

The problem is, marketers aren’t always subject experts, and therefore have no idea what people in the industry want to hear about.

This inevitably leads to mediocre content and irrelevant topics.

In fact, over 60% of B2B marketing teams have named producing engaging content as their biggest challenge.

This suggests that a lot of the time we have no idea what our readers are actually interested in.

Luckily, this post covers 5 creative ways you can create content you know your target audience LOVES, without being an expert!

Here’s my take on the B2B content insights from the infographic:

1. The idea goldmine

This first method is the simplest, and also my favourite.

In 90% of cases, B2B companies have a technical or support team who handle questions from clients and prospects. You could even post your own explainer video,  which can really help your brand in the consideration stage of your buyer’s journey!

Day in and out, they hear the same issues the market is facing both with the product and it’s real life application.

This makes them a gold mine of content ideas.

The only probably being, the support team and marketing team usually sit in different corners of the building.

This may not seem like a long way, but it’s often surprising how little these two teams communicate when it comes to content ideation.

When they do, they discover recurring obstacles their audiences face, which makes perfect ammo for the next blog post.

Imagine a company that sells CRM systems runs out of content ideas.

They could either aimlessly write about the great new features they think their audience cares about, or they can ask the support team about the reoccurring issues users are actually having – like the integration of the CRM system with their email software.

Then, instead of creating content based on a hunch, they can create content addressing issues users are having.

The same goes for prospective customers.

If you create content that is physically being asked for, you’ll never stop creating content your users love.

Copy best performing content

Have you ever wondered what the most popular content in your industry is?

Now you don’t have to…

Buzzsumo allows you find the most shared content in your industry within a few clicks.

Let’s use the CRM company example again.

To find content ideas the CRM company would go to www.buzzsumo.com, enter the keyword ‘CRM’ in the search bar and hit go!

Next, they would see a list of the most shared articles relating to the CRM industry.

We can see in the first five results there are already two potential topics that have been shared over 20k times between them.

Buzzsummo literally finds the content your industry loves the most.

Better still, once you’ve gotten inspiration from content featured on Buzzsummo you can click on ‘view sharers’ which pulls up a list of the users who shared the post.

You can then reach out to the sharers and notify them of your similar content you’ve created.

This can be time-consuming, but it’s a great way of getting a tonne of free exposure.

Scrape the web for ammo

Don’t get me wrong, I love Google’s keyword planner.

It gives a good understanding of how many people are searching for certain keywords and offers up some in-demand content ideas.

The problem is, everybody uses it – therefore, everyone gets the same information and content ideas.

Answer The Public is a tool that scrapes user’s web searches closely related to your target keyword and shows great content ideas you’re audience is already searching for.

Again, let’s take the CRM company example.

Go to www.answerthepublic.com

Enter the target keyword, CRM, and hit Get Questions.

You are then faced with a screen that pulls up frequently CRM questions, prepositions and all other searches in alphabetical order.

You can now scroll through the queries and find which ones will make the best content.

From the above, we can already see themes around ‘which CRM works with QuickBooks’ and ‘which CRM is best for small businesses’.

TIP: I usually find the best content ideas come under the prepositions section.

Take the ‘How CRM’ preposition as an example.

This section offers a great place to start for your content ideas, as they are questions that can directly be answered within the walls of a blog post.

Better still, you know your audience will love your content because it’s based on information they are already typing into Google!

Solutions they’d pay for…

I’m yet to meet a B2B marketing team that doesn’t do customer surveys in some shape or form.

The majority of which rightly ask questions regarding their satisfaction with the product or service. However, surveys can also be a great opportunity for content mining.

Here’s how:

Perry Marshall lists 3 questions companies should ask their customers in order to gain insight into what obstacles they encounter and how it would change their life if they could find a solution.

Here are the questions:

  1. What is your single most important question about (insert keyword/product here)
  2. Why would it make a difference in your work life to get a good answer for this problem or find a solution for your need (details, please)
  3. How difficult has it been for you to find a good answer for the above to date (not at all difficult, somewhat difficult, very difficult)

Once you’ve received the survey back, immediately throw away all of the answers who voted ‘not at all difficult’ or ‘somewhat difficult’.

Next, throw away all of the answers who provided 2 sentences or less in answer to question no.2.


You’re now left with the 2-5% of the recipients who have written large paragraphs on their questions and how it would make a difference to their life or work.

These people are gold because these issues represent obstacles they would pay to find a solution to, and they probably aren’t the only ones.

If you can tie these answers into your content marketing strategy and link it back to your product offering, your content will convert like crazy.

Tower over your competitors

Finally, this method of content creation is split into 4 parts:

  1. Finding out which of your competitors content is doing well
  2. working out how you can create a better resource
  3. ‘Stealing’ their backlinks
  4. Ranking higher than them in Google and therefore ‘stealing their traffic’.

This method is great for content generation, as it involves identifying well-performing industry content and simply creating something better.

I’ve created a full step-by-step guide on how you can steal your competitor’s traffic here: b2bmetric.com/how-to-steal-competitors-website-visitors-a-step-by-step-guide/


3 Ways Content Marketing Can Work For Your Company

The term ‘content marketing’ gets thrown about a lot.

And I’m not surprised.

There are over 2 million blogs posted every day, and each has the objective of capturing someone’s attention.

Somewhere along the line, the purpose of creating content has been lost.

Content marketing has been associated with pushing out as much information as possible, instead of focusing on what content actually needs to be produced in order to achieve business growth.

According to CMI, 88% of b2b marketers have implemented content marketing, however, only 5% have found it to be very effective.

On top of that, only 34% have documented their results. Which is crazy.

These results suggest there is still ambiguity around the role content marketing plays in B2B lead generation, but more importantly, in how marketers can leverage content to attract and convert prospective customers.

Luckily, this post breaks down 3 ways you can use content marketing for your company.

But first…

What is content marketing

Here’s my favourite definition:

“Content marketing is the process of developing, publishing, and distributing useful information that engages prospective customers and propels them toward purchase.”

Anne Murphy, Director of Marketing Content, Kapost

Content marketing refers to offering such valuable content in the eyes of the target customer that when the purchasing decision comes around they buy from you.

Simple, huh?

The main difference between b2c and b2b content marketing is that good b2b content offers insight that can be applied to work – whereas b2c doesn’t have to.

This doesn’t mean you can’t post a self-promotion piece once a while, but gone are the days where you talk at your audience. You need to join the conversation and add real-life value to make an impact.

How is content marketing used?

These stats from Hubspot show exactly how effective content marketing can be in generating traffic and leads:

Okay, sure – creating content is a good way of showing your company has good knowledge, but what are the practicalities of content marketing?

How does it cultivate an audience?

And, how can it be applied to generate revenue through customer acquisition?

Let’s dig into the mechanisms behind how these businesses achieved their success.

Writing for search engines

The first approach to content marketing is combining search engine optimisation (SEO) and content creation. The objective being to get your company’s website to appear in search engine results pages when users search for information relevant to your industry.

Unbounce is a good example.

When starting out, Unbounce acquired roughly 80% of their customers through their blog.

They wrote relentlessly about best landing page practices, user experience and conversion optimisation – and as they provide landing page software this was highly relevant to their audience.

They then were able to turn that initial traffic (that came from search engines), into loyal customers.

How to write for search engines – step by step

According to Copyblogger, SEO content is one of the most misunderstood topics in online marketing.

The truth is, as long as your website has a sound technical foundation, writing content that ranks highly is quite straight forward.

It’s best if you think about it in three parts:

1. Keywords

Once you’ve identified a topic to write about, you need to ensure people are actually searching for phrases related to that topic.

This is called keyword research.

Take the Unbouce example.

During content ideation, they would have identified where the need for content was.

A simple way to do this is to enter AdWords and click tools > keyword planner, and they then click on the search for new keywords using a phrase, website or category section

Next, enter a keyword query related to your business. For this example let’s use landing page design – like Unbounce would have done

Finally, press enter.

You will then be presented with a list which looks like this:

This list is golden, as you can see the types of queries that are already getting loads of search traffic. For example, landing page best practices are getting up to 10k search a month, with medium competition.

This method of content research lays a solid foundation for understanding your target markets’ content requirements and plays a vital role in the success of the following strategy.

For the sake of this article’s length, we’ve only touched on keyword research, but here’s a few great resource you can use to further your learning:

2. Onsite optimisation

Once your keywords have been chosen, you need to make it easy for search engines to identify that your content is based on these keywords (for example, this post is optimised for the keyword “b2b content marketing”).

This is called onsite optimisation.

Here’s a condensed infographic from Backlinko – which perfectly illustrates how each web page can be optimised for its keyword.

Good stuff.

But before you go any further, please note ‘writing for search engines’ doesn’t mean creating average content and optimising it for high traffic keywords.

That’s a vanity metric which carries no merit converting leads.

Instead, combine writing for search engines with extraordinary content, and watch your web traffic return for more. Only then will you start to see the fruits of your labour.

You’ve now laid a good foundation for your SEO content. The next step is ensuring that when users type this keyword into Google, they’ll find your post at the top.

Onsite optimisation accounts for roughly 15% of the factors determining search engine rankings. The remaining 85% is determined by off-site optimisation – otherwise known as backlinks.

3. Backlinks

For those who haven’t come across backlinks – they are simply hyperlinks from other websites to yours.

Backlinks help Google determine which sites are most relevant to users’ searches.

The domain authority of the site who provides the backlink determines the weight of its impact on the rankings.

Think of it like this:

keyword selection and onsite optimisation are like putting yourself forward for an award, backlinks are like votes.

Take a looks a Google’s mission statement.

Google’s emphasis on making the world’s information accessible and relevant relies heavily on backlinks.

This reliance on interlinking content is the whole reason the internet is referred to as the ‘web’ (I know, mind blown)

And there’s more…

Backlinks to specific content doesn’t only raise rankings of that page, it increases website domain authority as a whole.

Meaning, the more content you produce and acquire backlinks to, the more likely you are to raise the rankings of your product pages as well – which is a huge win!

Yes, that’s exactly why everyone has been telling you to get a company blog for from the past 5 years. Creating linkable content is the best way raise your website rankings across the board.

How to get backlinks

So how do you actually go about getting backlinks?

Now that’s a question.

There are many strategies to acquire backlinks to your content, but again for the sake of this article’s length I’ll refer you onto someone my favourite backlinks sources:

Keep the conversation going with social media

The second approach to applying content marketing to grow your business is through social media.

It’s easy for social media to become a reactive task, and post only when it’s necessary. This is especially true in the B2B marketing, where it’s typically viewed there is less to say.

That said, 79% of b2b marketers who have implemented and executed a coherent social media strategy have found it to be their most effective marketing channel. Similarly, the same group announced if they had had extra budget, they’d spend it on social media.

So what? Everybody talks about social media’s success in creating leads, but how can you do it?

It’s simple

Source: Quicksprout

Take a step back and be honest with yourself.

When you post on social media, do you post self-promotion pieces, or do you post informational content you’ve spent hours on or thousands of £ on ‘selflessly’ creating in order to fulfil a gap in your consumer’s knowledge?

Yeah, I thought not.

Take a look at these stats:

47% of buyers viewed three to five pieces of content before engaging with a sales rep.

51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago

Source: www.demandgenreport.com

Modern b2b buyers are more reliant on content to inform their purchasing decision than ever. Therefore, your social media strategy needs to act as a medium which produces timely and high-quality content, in order for you to win the business.

Think of content marketing through social media as planting a seed. You can’t harvest the results straight away, but given and effort the time to grow can provide great results.

That said, there are still many reasons why companies choose not to pursue content marketing. Here are the top 12:

A common misconception amongst smaller business is that you need to only post links to content they create and that takes users back to their website – which stunts their flow of content, or even worse, means they start creating mediocre content.

The truth is, offering and sharing quality industry information from other industry publications (not competition) is a surefire way of increasing your company’s credibility.

It shows an unbias in the pursuit of providing the most valuable content to your following. And then when come around to post your own content, you have a platform of expectant and loyal listeners.

Not only that, but it’s much cheaper and easier sharing others content, especially when you don’t have a large budget to play with.

The secret sauce, just content SEO, is to find out where the demand for information is and cover it from every angle until the reader couldn’t possibly need any more information on that topic – then simply provide them with your product which solves that problem.

Content marketing and email

This final approach focuses on how you can integrate content with email marketing to expedite the sales process. This method is the easiest to quantify and can be a powerful tool for turning loose prospects into paying customers.

Let’s get started…

Have you ever been sent to a landing page that looks like this:

This is known as ‘gated content’.

Gated content is used to get you to enter your email address in exchange for information.

This information typically comes in the form of white papers, cheat sheets or eBooks. Something higher ticket than blog posts, that warrants the commitment of entering an email address.

Look at this real world example from Ubounce:

They’ve created an e-book on the ‘12 proven ways to convert with overlays‘.

This research-heavy content is a great example of what people will enter their personal information to receive.

Once the user has entered their details to receive this asset, Unbouce is then able to drop their details into an automated email sequence.

The purpose of this email sequence is to slowly push the content downloader towards purchase.

This sequence may look something like this:

This is a simplified example, but as a rule of thumb, a user needs to engage with 3 ‘educational’ content emails before they are ready to receive a ‘buy our product’ email. This process can take up to 18 months to achieve results, but with the right email nurture stream, it can be well worth the wait.

Here are a few resources to help you craft your nurture stream:

Driving traffic to gated content

We’ve identified that gated content is needed to drive email sign-ups, but how do we get users to the landing page?

Sure, it can be approached with the same SEO and social strategies outlined above, but there are more instant ways of driving downloads.

Yep – paid ads.

Linkedin sponsored content or Google Display Ads can be an incredibly effective approach of driving highly targeted audiences towards your content download.

If you’re looking for some quick wins whilst building our your SEO and social content strategy, integrating paid search and gated assets can deliver some ‘top of the funnel’ leads ready for nurturing.


It’s not enough to just create great content and expect the money to come in.

There is so much information on the web competing for attention, that hitting the publish button on your company blog is no longer going to cut it.

Instead, your job as a digital marketer is split into 2 parts:

  • Creating sought-after and great content
  • Distributing is when people are actually going to find it (via search engines, social, paid ads or email).

It’s a noisy place out there, get working on being heard!


4 Way to Win Using Broad-Match

From day one at PPC school, broad match is made the enemy.

….and rightly so.Many AdWord’ers have thrown away £1000’s before realising the traffic is completely irrelevant to their business.

Many AdWord’ers have thrown away £1000’s before realising the traffic is completely irrelevant to their business.

This is called ‘Google’s stupidity tax’.

Read more4 Way to Win Using Broad-Match

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