The truth is that continually creating new content – whether it’s for your blog, or another marketing channel – takes up a lot of valuable time. The smart solution is simply to make your content go further.

When you write for your own channels, you need to feel confident you are using consistent and approved styles. This writing style guide is short and sweet – a practical tool for everyday use.

As with any business programme, setting goals for your content marketing strategy will help you execute the work with greater focus and success.

Content marketing is a major focus for service and product businesses. We discuss its editorial rather than advertorial focus, and review two international examples.

If you have a service business, you already have a website. But is that website really working for you? Does it attract customers, or does it send them away?

The customer journey – also called the sales funnel – is a framework for describing how a prospective customer converts from stranger to lead to convert.