Effective content marketing to architects and specifiers – indeed anyone associated with the construction process – is about recognising who needs what information, and when. If you’re a construction industry product manufacturer then here are some tips on getting it right. Make it interesting (read: relevant) ‘Interesting’ is itself an ambigious concept. A specifier researching …
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, …
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 …