Identifying who your personas are means you can better understand their buyer journey because you’ve identified key information about them, such as their pain points and challenges. Being armed with this level of insight enables you to produce and segment content that talks directly to your personas and grabs their attention.

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.

Regardless of the size or scale of the project at hand, you want your copywriter to produce content that’s right first time around. One of the main ways you can make sure you receive copy that meets your objectives and timescales, is by producing a comprehensive brief. Not sure about the type of detail your brief should cover? Read on for best practice advice on what to include.