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Content Marketing Blog

Thoughts on Positioning, Content, Marketing, Copy, Creative, Tone of voice, and why we’re bothering in the first place

My SMB lightbulb moment

I’ve just finished a B2B positioning and content strategy project with a great client. Their SaaS product is pretty cool: it helps small and medium-sized manufacturers digitally track their production and collect data on everything they do. While I was working on it, I realised a very basic thing. So basic, in fact, that it looks incredibly dumb when I write it down. But it ended up being one of the key insights for our messaging.

My ideal client

I believe in the power of a sharp positioning. That means knowing who you want to work with/sell to, under what circumstances, and why. That may sound arrogant, but it really isn’t – because if you’re considering hiring me, you need to know this, too.

“Happy high status” in content

A follow-up from my previous post on ‘stance’. This one is about 3 attitudes that’ll make any content better.

"You lucky bugger" on a post-it

Notes on tone

“Tone of voice” is going mainstream in B2B. When I found myself cheating it, I realised there’s something wrong with tone of voice as an ‘add-on’.

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