The Inbound and Content Marketing blog

How to write excellent educational content for inbound

Written by Keith Errington  |  20, April, 2017  |  0 Comments  Subscribe

Whether you are in professional services, SaaS or manufacturing, at some point, you should consider creating educational content for your audience. 

Inbound marketing is about providing relevant useful content, and there is no more useful content than that which helps someone to achieve results or save time.

So how do you go about creating educational content?

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Five techniques a B2B content writer should master

Written by Keith Errington  |  8, March, 2017  |  0 Comments  Subscribe

Being a good B2B content writer involves a diverse range of skills, knowledge and experience. Not all of which can be picked up on the job. There are so many different aspects to the role that it’s easy to miss out or overlook crucial techniques that can make the difference between a stream of barely coherent words and effective copy that attracts prospects and generates leads.

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How to create content ideas for professional services marketing

Written by Keith Errington  |  23, February, 2017  |  0 Comments  Subscribe

Regular content creation is at the heart of modern marketing, but maintaining a constant stream of useful and engaging content can be challenging. This is especially true in professional services where you may feel interesting topics may be few and far between.

So how can you generate ideas for content? 

Firstly, look at how to find out what your clients want to read about. You can create as much content as you like, but it will only be truly effective if it satisfies a need – if it gives your clients the answers to the questions they are asking.

Secondly, look at types of content that work for professional services – starting with a type often makes creating the content for it much easier.

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4 myths about B2B content writing

Written by Antonia Molloy  |  2, February, 2017  |  0 Comments  Subscribe

"Myth: a widely held but false belief or idea."

Oxford Dictionaries

B2B content writing is a topic ripe for discussion. There's tons of information and advice out there, which you could spend hours reading and digesting. But, you might still find yourself scratching your head over what denotes best practice. 

So, in the age of the "post-truth" society, it's time to put to bed a few lingering myths about creating B2B content. 

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Why you should focus on B2B marketing fundamentals in 2017

Written by Keith Errington  |  12, January, 2017  |  0 Comments  Subscribe

January is traditionally a time when companies look to the year ahead, so what are the main B2B marketing issues they should be addressing in 2017?

Well, despite the many new technologies being bandied about and the cloud of hype surrounding them, it will be a focus on the fundamentals that will allow B2B businesses to succeed this year.

Integrated approach to business

Managing a business used to be easy – each function of the business – manufacturing, sales, marketing, customer service and management had their own departments – their own boxes if you like. Each reported to the board through a more-or-less vertical reporting and controlling system. It was always very clear what each area did, what is was responsible for and what their territory was.

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