When it comes to content for B2Bs, case studies tend to fall into that un-sexy, I-should-but-do-I-really-have-to category. And yes, you do have to do them. Here’s why. And how to get your case study programme running like a well-oiled machine.
In an age where we are all content creators, ask yourself this: what is your content actually achieving for your business? If you're not sure, it could be that you're missing an essential component in your marketing toolkit—a content plan.
About your website: there's some bad news and some good news.
It’s that time of year again: I smell planning. The majority of us will be spending at least some time in the coming months planning for the year (or years) ahead—and whether you’re digging in deep or planning with a lighter touch, here are some strategic questions you should be asking yourself about content for 2018.
Your brand's content - whether it exists or is yet to be created - is a strategic asset. That's why it's time to think about content in the context of the core business strategy. Here's why.
I hope you never ever get a bad review about your business. But the truth is that these days, consumers are not only exacting in their expectations—they're vocal about them. If they don't like something, they'll say so. Here's my guide to turning a bad rap into an opportunity to establish a stellar reputation.
Should be easy, shouldn’t it? After all, this is the stuff that’s had you dreaming for years and kept you up at night as your plans become a wonderful, terrifying reality.
But you stare at that blank page. You start to type. Delete. Type. Delete again.
So, do you need a copywriter?
We live in the age of personalisation. We’ve come to expect the brands we love to fit to our lifestyles and values, to know what it is that we want and to communicate with us in a way that suits us. And inevitably, that leans on tone of voice to get it right. So where do you start?
The Meet The Team page on any website is a bit of a lottery. Will it be an endless round of mugshots and dull-as-ditchwater profiles? Awkward chirpy anecdotes about how much tea Paul drinks? Or something you'd actually like to read? If you're writing your own Meet The Team or About page, hold your horses, cowboy. I've dug out some of the best to inspire you.