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....
B2B Email marketing that stands out
B2B email marketing matters more while face-to-face marketing remains on hold. But busy people clear their inboxes as fast as they can and many people are so full-on busy that they don’t respond to an email even if they intend to. This article is about creating an effective email...
The classic challenge of marketing IT services is USP – Five areas to focus on
I remember a contact who told me their IT services business had no USP, or unique selling proposition. True, for companies marketing IT services the USP may not be apparent at a quick glance, but marketing’s role is to change this. IT service is becoming increasingly competitive, so if...
Sustainability – Your customers care – what can marketers do?
The Climate Change movements are inspiring and their message is incredibly moving. There seems to be a real chance that people will finally start to take steps to slow down the heating of the planet. The latest headlines about our wildlife are serious. This article isn’t about governments. It...