Lead magnets are a powerful tool in the B2B tech marketers toolkit. By offering valuable content in exchange for contact information, brands can differentiate themselves in a crowded and competitive market, showcase their expertise, and build trust with potential customers. And if used correctly, lead magnets can ultimately lead to increased conversions and sales for a business. But creating a high-quality lead magnet requires a fair investment in time (if you create one in-house) or money (if you outsource to a freelance content writer), so it’s important to choose wisely. Here are five of th ..read more

Running the content creation wheel is relentless. There’s an expectation that we should be creating more content, more often. Oh, and make sure it’s high quality, contains original insights, and connects with your audience in a meaningful way. Sigh… If your budget’s tighter than Harry Styles’ pants, it’s a tough position to be in. What if I told you you could create a whole quarter’s content from a single piece? Too good to be true? Surely AI is involved? No to both. With careful planning and a little creativity, you can stretch a single piece of content into a comprehensive content bank tha ..read more

What’s working in content marketing? This is a question I get a lot from my clients. And being a massive content marketing nerd, I immediately throw myself into research mode to find out. I scour LinkedIn for cool examples, speak to leading experts, and take any opportunity to ask my clients what’s working. Last year I even did a very time-consuming (but super valuable) experiment where I downloaded 50 lead magnets to see how brands were communicating with prospects. Yes, there are a gazillion things you could be doing, but there are certain things that give you a bigger bang for your buc ..read more

When I was 12 years old, I wore long white socks over my leggings. Paired with a baggy T-shirt and a chunky headband, I thought I was pretty cool. These days, the closest I get to being trendy is writing trends reports for my clients. If you’ve been thinking about creating a trends report for your brand, it’s a good idea, especially if you’re looking to build authority. What a trends report says about your brand: You’re forward-thinking: you have a good awareness of what’s happening and what’s to come. You’re connected: you talk to industry peers, read their content, and engage with thei ..read more

“The content Clare produces is first class. The whitepaper she created for us earnt us 300+ downloads in just two months and has become our best performing top-of-funnel content in APAC to date.” – Amy Stevens-Jones, Marketing Manager, APAC, InterSystems Read whitepaper InterSystems, a leading technology provider for the healthcare market, were struggling to build authority in their industry. With a team of highly-experienced experts, they were adept at creating technical content. But InterSystems’ Marketing Manager, Amy Stevens-Jones knew that if they wanted to become trusted voices in ..read more

With the phasing out of cookies, capturing first-party data such as email addresses is becoming more important than ever. Research from Google and Boston Consulting Group found that those using first-party data for key marketing functions achieved up to a 2.9X revenue uplift and a 1.5X increase in cost savings. Creating a lead magnet that offers valuable content in return for basic information is one of the best ways to capture this kind of data. But once you have someone’s email address – what should you do with it? There are many nurture strategies you can use: Email sequences Email newslet ..read more

Your opt-in page is one of the most important parts of marketing your lead magnet. You can craft the most targeted, enticing social campaign to lead your prospects there, but if your opt-in page doesn’t compel them to fill in their details – there goes your lead. As they say, you can lead a horse to water, but if you don’t persuade them, they’ll never give you their email address. Or something like that! So what makes an enticing and effective lead magnet opt-in page? Never one to go in blind, I did a little experiment. I downloaded 50 lead magnets from a bunch of B2B technology companies to ..read more

When I’m writing whitepapers I sometimes wish I was working with a different kind of white paper. The big blank kind. The kind that is pegged on easels in preschools everywhere, crying out to be covered in big globs of bright paint. I know, writing whitepapers and fingerpainting is a strange link. But stick with me here. Most of us think whitepapers are boring as batshit. They couldn’t be further from the loud, carefree, messy world of kindergarten. But they have more in common than you might think. Kindergarten taught us important life lessons. And some of these lessons, I believe, can help u ..read more

I have a confession. I’m rubbish at influencing. I was never good at it in the corporate world. I never successfully managed to negotiate a pay rise or get them to spring for the fancy stand up desk.. It was only once I had kids that I learned the true art of negotiation. My most recent win has been convincing my three year old that toothpaste isn’t actually a food group. Like many parents I have some tried and tested tactics to get my kids to do what I need them to do. And I’ve realised the same strategies can be applied to getting what you want in the real world, too. Like when you want a cu ..read more

The process of writing a case study begins long before pen hits paper. It starts with a decision that can make or break your case study…choosing a customer. Choose the right customer and your prospects will feel connected, engaged and intrigued. But choose the wrong one and all that hard work (and possibly money) goes down the gurgler. As a freelance content writer, picking a customer isn’t normally something I’d do – I’m typically brought in once they’ve has been chosen. But I’ve been written loads of case studies and I’ve noticed a few things about what makes a good (and not so good) custome ..read more