Category: Content Marketing

How to brief a copywriter for your next B2B content project

If I am to deliver good content, I need to understand exactly what my client needs so that I can get the assignment right first time. When we work remotely we don’t visit clients’ offices and see their business first-hand, so a more informative briefing really makes a difference....

White Paper or eBook?

A white paper and an eBook might appear to be quite similar. Both are useful for content marketing and leads generation, especially in the technology sector. However the two concepts are not the same and they are used in different ways, at different stages of the digital marketing funnel....

More ways to use white papers for lead generation

If you are using white papers for lead generation, you will want to get the best value from each one.  This article outlines the different ways people use white papers in content marketing to generate as many sales leads as possible. First steps First of all, your sales managers...

No retainer for PR services?

Why is a project fee replacing the traditional retainer for PR services? PR companies traditionally charged a retainer fee where clients paid to secure PR services as required.  The PR agency would be available to assist the client with work as it arose. If the PR work related to...