The State of Inbound Marketing

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INBOUND MARKETING EXCELLENCE Fourth Edition | 2018 Foreword Gavriella Schuster We are living through a period of digital The content marketing examples in this report change like the world has never seen. show how organizations are positioning Some are calling it the Fourth Industrial themselves as thought leaders and industry Revolution – a time when digital experts, which strengthens their relationships technology is fundamentally changing the with customers. way we live, work and interact with each other. The digital race is on, and those who I think you’ll find this report very helpful. It capitalise on the opportunity will pull out breaks down digital marketing motions into ahead of the pack, exceed the expectations measurable results, by independently ranking of customers and accelerate their growth in Microso Partners on three vital channels: market. website, blog and social media platforms. The report showcases the best marketing going on It is time to be bold and loud. In order to in Microso’s partner channel, and celebrates cut through all the competition and the the hard work of the teams using inbound and noise, our partners that have started their content marketing to engage their audiences digital transformation journey have found and provide real value and insight. success being strategic and persistent in how they communicate to customers and potential clients. I’ve been very impressed by the way Microso Partners Gavriella Schuster have embraced content and inbound Corporate Vice President, Worldwide marketing to spread their messages. Channels and Programs at Microso TOP 50 | 02 Contents 04 Welcome From Chris Wright, Founder 05 About us What we do 07 Key findings Insights into the report data 12 Partners 1-10 Who topped the 2018 list? 23 An interview with Mitchell Feldman The CDO of RedPixie 26 Partners 11-30 Our ranking continues 37 The Partner Network in numbers How partners are driving digital transformation 39 How we ranked partners Our approach and the tools we used 40 Partners 31-50 We complete the Top 50 46 Partners 51-250 Read the extended list 03 | TOP 50 Welcome Chris Wright Welcome to the fourth annual edition The team here at Fiy Five and Five has of Fiy Five and Five’s Inbound Marketing worked tirelessly to create a report that not Excellence Top 50 report. only highlights and ranks partner marketing eorts, but also acts as a guide for those It is the role of marketers to move wanting to improve. alongside the rapid advancements of technology and the enterprise. The eorts I would also like to thank Mitchell Feldman at we’ve seen from Microso Partners this RedPixie for sharing his expertise with us on year have matched and even surpassed what makes for great content marketing. the wider industry for innovation and excellence. Check out our key findings on I hope you find this year’s report valuable and pages 7-11 to dig a little deeper into the use the advice and guidance within to drive data of this year’s results. your marketing forward in the future. As in previous years, we want to celebrate the partners that have helped to raise the bar; not just in terms of inbound marketing, but in strengthening their customer relationships. Everyone featured in this report, from the top spot Chris Wright through to 250, should be extremely Founder proud of their inclusion. Fiy Five and Five TOP 50 | 04 About us Fiy Five and Five Located in Central London, Fiy Five and Five As experts in the Microso Partner Network, we is a global digital marketing agency dedicated are always impressed by the work of partners to Microso Partners. who continue to re-invent the way the world uses Microso products, and are paving the way in Founded by Chris Wright, a former IT consultant digital transformation. with over 12 years’ experience working with Microso Partners, we are a rapidly expanding We make it our life’s work to help companies group of marketers, writers, web and graphic communicate more eectively, reach new designers and data analysts. audiences and drive leads through the following services: Our client base extends far and wide, from pioneering start-ups to global corporations. Each ▪ Website design and build comes to us with a unique set of challenges that ▪ Search Engine Optimisation (SEO) we form a specialist team around to help improve ▪ Campaign management their marketing. What makes us unique is our ▪ Marketing automation innate understanding of the Microso ecosystem, ▪ Social media management combined with marketing expertise to bring you ▪ Content marketing tangible results, fast. ▪ Strategy, insights and research 05 | TOP 50 Whether it’s thought-provoking blog posts, informative whitepapers, SEO-driven web content or social engagement, we know how to We can help you adapt content to specific audiences. We’ve spent years immersed in the Microso culture, which is Speak to one of our friendly team to find why we choose to work exclusively with partners. out if we can help your company be more Over time we’ve developed an intimate successful with digital marketing. We understanding of the dierent types of Microso work with partners of all sizes across the consumer, which we consider an invaluable asset globe on projects big and small. when it comes to broadcasting a business’s market dierentiation. [email protected] TOP 50 | 06 Key findings The state of inbound marketing Another year, another competitive Top 50. For the 2018 edition of our Inbound Marketing Excellence report, we’ve increased the number of Microso Partners analysed. This year we looked at 39,000 companies – a 56% increase from 2017. With this, we have seen the standards soar, as well as the competition increase. This year, the average dierence between each placement was 2.18. To put this in perspective, the dierence between 4th and 5th, for example, could be that extra second it takes for your website to load or the dierence between writing one blog a week and writing two. A small change can have a real impact in such a closely-fought competition. How do the scores compare to last year? The 2018 website scores have increased on average by 4.3%. The social scores have increased by 4.1% and, while the blog scores haven’t increased from last year, the spread of results has narrowed, i.e. the dierence between each company’s blog score is even closer than last year. 2016 2017 Year 2018 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 Average Placement Dierence 07 | TOP 50 A huge improvement in website quality Our data shows a significant increase in website scores – the average score this year was 72. We found four common trends across the best performing websites: freshness of content, social interest, incoming links and website speed. Social interest Our data shows just how essential it is for companies to be actively engaged in social platforms. 96% of the Top 50 have a Facebook account and 100% have a Twitter account. Having a social media account may not necessarily increase your website score directly but having a structured social selling approach across platforms will help improve your visibility online. This is demonstrated below as, among the Top 50, there’s a significant relationship between social impact score (which includes the amount of times that people like and share website content) and the overall success of the website. 8.4 8.2 8 7.8 7.6 Overall website score website Overall 7.4 0 5 10 Social impact score Incoming links Incoming links is another big influencer. This includes the amount of times a website link has been shared and how many dierent companies have shared your links. Incoming links can impact considerably on website popularity. The more websites that are sharing your content, the greater your popularity will be. The table on the right, demonstrates that the Ranking Number of sites Website Top 50 website links are being shared by 9.23 that shared the world popularity website link ranking times more sites. If you can reach more people with your content, then you increase the Top 50 17467 694050 chance of them sharing your posts, and will improve traic to your website. Average 1892 3408263 % dierence from +823% -391% average to Top 50 TOP 50 | 08 Freshness of content Freshness (or how frequently you update your Year Ranking Frequency of posts (days) website) is a key predictor for a high website score. The table below demonstrates a 2016 Top 50 4.6 consistent dierence between the Top 50 and Average 15.4 the average. The Top 50 post new content 5.58 times more than the average. Ideally, you want 2017 Top 50 4.6 Average 21.0 to be updating your website with new content on a weekly basis. Up-to-date content creates 2018 Top 50 5.0 a positive impression of your site and gives Average 27.9 audiences a reason to visit more oen. Blogging is key to inbound marketing Readability Readability is another influencer. Our results show that the average readability score for blogs is 57 (10 to 12th grade reading level), while the top score is 60 (8th and 9th grade reading level). The Top 50 Flesch Reading Ease score has increased by 7.5% since 2017, meaning that readers are leaning towards simpler, easier-to-read blogs. Make sure you’re not getting too technical, as this could put your readers o. Days between posts One of the biggest predictors of a high blog score is days between posts. Through the years, the Top 50 blogging frequency has remained relatively stable: an average of every 4-5 days.
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