News

Right content can set you apart

The growth of online and social media now gives businesses the opportunity to talk directly to clients and potential clients. Case studies, articles, newsletters, news stories and blogs are among the content online which allow people to gain a clear understanding about your services and product offerings.

Making sure that your online content provides value to the reader - your client and, importantly, potential clients - is vital.

As online channels in the business-to-business market increase so is the need is to ensure that online content is informative and compelling.

A recent survey by the Chief Marketing Officer Council (CMO) found that 87% of respondents said that online content has a 'major or moderate impact' on their buying decisions.

It is however a fine balance to strike. Almost half of the respondents in the survey said that they found ‘blatantly self-serving and promotional content as a turnoff’ as is anything which is over technical and also non-substantive.

Almost 50% of the respondents in the survey found that customer case studies were seen as valued content. So how do you make it more engaging and compelling and allow case studies to showcase skills and services without making them to self-serving and promotional?

Case studies should highlight products and services and show an approach to issues and problems alongside how innovation and added value can be developed.

The reader should be guided through the case study in a way which allows them to relate to the issues, while helping a business stand above the crowd. 

Making the investment right online content will deepen the understanding about your offer and services.

New B2B consultancy Melville PR launched

A new North West-based business-to-business PR and communications consultancy  Melville PR has been launched by Mark Perry.

With more than 25 years' experience in working in B2B and corporate communications, Mark has worked with clients in the professional services, petrochemical, energy and retail sectors. 

Mark has also worked for some of the most respected consultancies in the region including Staniforth and Bell Pottinger North. Among the blue-chip companies he has advised are Shell, Tata Chemicals Europe, Hertel, NatWest and GVA. 

Mark says: "Melville PR gives me the opportunity to use my experience and knowledge of the B2B market to maximise the advantages of the different communication channels which are available today."