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Content marketing – the view from the sales department

30 April 2014

This is the 2nd in our series of posts on selling in the age of content marketing. Trevor Lever is a sales trainer committed to uncovering the secrets to sales effectiveness. Here’s his view on what the sales department wants and needs from content creators. Brace yourselves marketers, some of this may not make for [...]

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Content marketing and the forgotten sales person

25 April 2014

Marketing vs. sales, sales vs. marketing  – will we ever find a way to bridge that divide? Even with the advent of the ‘new’ approach to winning business (you know, the content-centred one we keep banging on about on this blog), still the chasm separating the two sides of business development land seems to widen.
But [...]

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Not more clients, but the right ones

15 April 2014

I’ll let you in on a secret. All this time we’ve been telling you how creating valuable content will win you more clients, but that’s not its real super power. In fact, if you get your content really spot on it may well attract fewer clients. That’s the secret.
Fewer? Yes, but the right ones.  Let [...]

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VC Award for the Nokia Transitions project – content with substance that strikes the right note

30 March 2014

In our articles this month we’ve talked a lot about how to write content that absolutely hits the spot so you build interest and most importantly trust in what you have to sell. It’s struck me that when it comes to creating content that people genuinely value and respond to, the most critical factor is [...]

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Yes, but what IS valuable content?

25 March 2014

What is valuable content?
This question was put to us by a new client, and it’s pulled us up in our tracks. After writing the book, and talking and blogging about creating valuable content for years, we thought we’d nailed the answer to that one.
It’s made us realise the value of being really clear about [...]

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How to pack a punch with your writing

19 March 2014

It’s good to be able to vary your copy style - different styles for different tasks.
Deep level service pages or white papers, for example, are a place where people will be looking for detail, and will expect to find copy that lays out your process or explains the nitty gritty of how your products work.
Your home [...]

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How to get the tone of your writing very wrong indeed

14 March 2014

Getting the right tone of voice for your communications and content is one of the trickiest aspects of business writing. It’s very easy to get it wrong.
The advertisement above is for a bank. The one that used to like to say ‘yes’ like a grown up bank manager, but now is saying ‘but, hey, that’s [...]

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How to keep writing when you are rushed off your feet

13 March 2014

I’m writing this from my bed in the Premier Inn, with a misty view over the Albert Dock in Liverpool. It’s 6am, and I really did have a great night’s sleep – just like they guaranteed. Which is lucky, because this week is absolutely bonkers: workshop in Bristol on Monday; writing frenetically on Tuesday whilst [...]

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How to get 85% more content out of the door each month

8 March 2014

According to a recent study, ‘producing enough content‘ is one of the top marketing challenges facing B2B firms. Everyone is so busy these days – how do you get the volume of content you need out of the door, consistently, month on month?
Here’s how US web development firm Newfangled does it. I’m an [...]

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Down amongst the words

7 March 2014

One of the things we hear a lot is “it’s easy for you to write a blog, you’re a writer. I work in IT/law/accountancy – I couldn’t possibly do it.”
So, as part of our series of articles to help you write better content, we’re handing over to our friend Chris who writes a very [...]

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How to get your content heard above the roar

14 February 2014

Content, content everywhere – it’s easy to feel overwhelmed by the sheer volume of it all, and by the scale of the task of trying to make your mark in a loud and crowded market.
Just how do you make sure YOUR content gets heard above the noise?
Here’s what it takes to succeed with content marketing. [...]

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