Case studies provide you with proof. Proof of what your products and/or services involve and, more importantly, proof your products and/or services are worth investing in to people who have encountered you before. In the world of inbound marketing, case studies are classed as bottom of the funnel content that helps leads cross over that line and become customers.

In this first instalment of The Freelance Files, Sanina Kaur, Director of SK Copy Co, sheds light on what it’s really like to live life in the freelance lane. She reveals some of the highs and the lows in this frank observation of freelancing based on her initial experiences.

What do you want your readers to do once they’ve finished reading your piece of content? Download your ebook? Sign up for your next event? Or book a free consultation with you? It’s all very well and good you wanting them to do these things, but do they know it? Cue CTAs.

With Halloween just around the corner, there’s no time like the present to make sure you don’t get caught out by any nasty surprises involving your content.

Headlines are the most important part of your copy. Regardless of whether you’re writing a news article, eshot or newsletter, strong headlines encourage people to read on. According to advertising giant, David Ogilvy, ‘On average, five times as many people read the headline as read the body copy…’ Like most things in life, you’ve got to be prepared to invest time in working on your headlines.

Think about the last headline that gripped you. Whether it was online, on the TV, in your social media feed or on the front page of your local newspaper, it’ll have gripped you for a reason. It’s what good, strong headlines do, grab people’s attention, and stop them in their tracks. Learn how to perfect yours right here.

Landing pages are an integral part of inbound marketing. Get them right and you’ll convert your website visitors into leads. Sounds simple, right? Well, yes, landing pages are straightforward, providing they contain the right type of content and design.

In this special ‘how to’ guide Sanina Kaur, Director of SK Copy Co, produced for B2B Marketing, she taps into her journalism background to share some practical insight on how B2B marketers can take more of a journalistic approach to crafting their content.

Gone are the days when content creation involved crafting copy that’s well constructed and carries your key messages. These days, it involves a whole lot more, including ticking the user-friendly box. Having a user-friendly website is no longer an option, it’s a priority for making sure your site is accessible to everybody, regardless of whether they’re viewing it on their desktop, mobile or tablet.

You want your content to stand out from the rest, be authentic and make a lasting impression on your readers. Easier said than done, right? Not if you have a journalist writing your copy. This blog reveals the top six reasons why journalists make the best copywriters.