Written Content

From White Papers to Blog Posts

Social Media

Social media posts can be overlooked when planning content. Although they are short, they are a vital way to communicate with your audience, so building a strong social media strategy is essential for almost every business.

Social media also gives you the opportunity to analyse what topics are resonating with your audience. Use modern tools to find out what subjects and styles generate the most engagement, and to spy on what works for your competitors.

Website Content

Your website is probably your strongest owned medium. Invest in your website by planning and creating great content.

Think about your website and how it can be used to promote content in other formats. Showing related information at the bottom of each page is a great way to help your audience find the information they need and increase the use of your best content.

Blog Posts

Blog posts are often written to enhance website SEO as well as to communicate ideas to your audience. By developing an SEO plan, you can find topics that will supplement the “hot takes” on the news that can be so effective.

Make sure you have a clear, consistent style to your blog, and encourage input from a variety of experts to get the best ideas. Finally, make sure you publish blog posts frequently: no one likes visiting a blog where there have only been two posts in the last five years.

White Papers

White papers are the classic long-form content for the B2B technology industry. Although there are many other forms of content competing for attention, white papers are still a great way to communicate thought leadership about complex concepts that will make a difference to your audience.

Brochures

Companies still produce brochures, generally to highlight capabilities for particular markets or in specific technologies. Although the website is probably your primary “brochure”, it's worth considering creating content to cover specific areas.

eBooks

eBooks are highly popular, and with most clients we will see an increase in conversion rate if we convert a gated white paper or brochure to an eBook.

Technology is having a huge impact on eBooks (and other forms of written content), with tools such as Turtl allowing organisations to not only deliver information in a more engaging format, but also to get detailed analytics showing the pages that resonated with the audience and those that left them feeling cold.