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Content marketing September 25, 2019 Effective content marketing to architects and other specifiers

Effective content marketing is about recognising who needs what information and when. If you’re a construction industry product manufacturer here are some tips on getting it right. Make it interesting ‘Interesting’ is itself an interesting concept; if I’m researching non-slip flooring for hospital corridors then slip resistance data will be interesting. That doesn’t mean I’d …

Content marketing September 17, 2019 Make your construction case study photography more effective

Make sure that your case study poses the question, ‘What problem did we encounter and how did we solve it?’ Your photography should then illustrate that journey. Use a professional photographer. Smartphone cameras are great and we all know someone who takes a good picture, but trust me, a professional will be quicker, more adaptable, …

Content marketing May 20, 2019 Choosing the right tone of voice for your B2B brand

Mention ‘tone of voice’ in connection with consumer brands such as Apple or Marks & Spencer, and everyone knows what you mean. But does your B2B brand have a tone of voice? Does it even need one? Imagine a TV commercial for IKEA presented in the style of a DFS spot, or a press ad …