Recently, I had a conversation with the co-founder of a Barcelona-based innovation agency. She and her team wanted to start building a new marketing strategy around a list of B2B SEO keywords, believing this was the key to driving organic traffic and converting leads. SEO is certainly important for increasing traffic to a website, however…… Continue reading Chasing B2B SEO keywords? Fix your differentiation first.
Category: Content marketing
Maximising B2B case studies: lessons from data services marketing
Pursuing customer research this week, I found myself returning to data services marketing (data engineers, analysts, agencies etc) and their use of B2B case studies in their marketing. And although, in this newsletter, I’m drawing from this sector, it is often the case that lessons learned can be applied to any B2B who supplies a…… Continue reading Maximising B2B case studies: lessons from data services marketing
Should B2B content show emotion?
I review a lot of B2B marketing content from websites and emails to tender proposals and brochures. One of the content trends I often encounter is the use of emotion words. I’m referring to statements like “we’re passionate” and “we care”. I’m not going to be cynical and unpick whether it’s true a website developer is…… Continue reading Should B2B content show emotion?
A B2B content strategy should stay simple and effective
When leads engage with me for the first time and we talk about their marketing concerns, a top concern is improving their marketing content creation*. Clients either find it difficult to write, don’t know what to write about or don’t believe in the effectiveness of content creation. These three issues can be vastly helped by…… Continue reading A B2B content strategy should stay simple and effective
Safety management landing pages – risky business
A compliance and safety management sector client asked me to review their homepage/landing page to improve the overall message and encourage visitors to take action. If I haven’t worked on the client’s marketing content before, I know there will be deep-rooted issues already within the landing page. Often the same problems recur from one B2B…… Continue reading Safety management landing pages – risky business
Health and safety services marketing – don’t just repeat your SLAs
I’ve been immersed in health and safety services marketing recently, researching landing pages in this sector. It’s for a client who wants to improve conversion rate optimization (CRO) on their landing page. As usual with B2B technical services, I found a great deal of competition, large and small. I also found a great deal of similarity…… Continue reading Health and safety services marketing – don’t just repeat your SLAs
When long form content might not work for services marketing.
Whether you’re promoting an accountancy firm, architectural practice, legal firm, web development firm or personal training agency, business owners often think that more content is better. It makes sense doesn’t it? More words on the page, means more opportunities to show my expertise. Well, the moniker TLDR (too long; didn’t read) neatly expresses why long…… Continue reading When long form content might not work for services marketing.
Data engineering services marketing shouldn’t sit on the fence.
I recently had the pleasure of delivering marketing consulting services to an up-and-coming South American data engineering firm with an eye on global growth. A large part of what we worked on was the differentiation of their firm in a crowded market. My market research into my client’s competitors gave me an idea of what…… Continue reading Data engineering services marketing shouldn’t sit on the fence.
Long-form technical content for B2B goes at the top of the funnel
Are you an industrial manufacturer, selling B2B? Long-form technical content can effectively target your customer at the beginning of their buying journey. Catch them early and impress them with relevant messages and content that demonstrate your uniqueness in the market. I recently had the pleasure of working with a global safety system manufacturer on a…… Continue reading Long-form technical content for B2B goes at the top of the funnel