The wide range of content types that you can create as part of your marketing strategy can be mind-boggling. However, case studies deserve a special mention.

A hybrid website – one that offers both services and products – can be challenging to get right. After all, a website that is purely about products is very different from a purely services-focused website.

We review one of our favourite content types for B2B and professional services brands – thought leadership articles.

A products website is a unique type of site. It differs from an e-commerce website as the products you sell are not bought and paid for online, usually because of the complexity of the products you sell or the customisation that is required for every order.

To get the best ROI from your content, publish ideas and insights to that are useful and useable for your ideal clients at different stages of their customer journey.

Finding the right product or service online is like finding a needle in a haystack. Search Engine Optimisation (SEO) – and its companion SEO copywriting – is a complex and a highly specialised field, requiring a multi-level strategy for best results.

When looking at optimising your services website, maximising leads is obviously a priority. It is also important to understand how services websites differ from other types of sites, particularly from the perspective of potential customers.