Lightbox Agency

How to sell your B2B story, from the BBC’s Rhiane Kirkby

The average Brit sees more than 5,000 adverts every single day. So business buyers – and remember, they are those same people at work as after they’ve closed their laptop – aren’t so interested in being sold to.

That’s why the best B2B marketing tells a story. A story of personal, human experiences your audience can relate to.

It might be the finance firm empowering staff with its organisational culture. It might be the tech founders fulfilling their vision to disrupt a particular sector, having come from humble roots. It might be the healthcare provider changing lives with its approach to treatment.

Whatever your business does, there’s a good story in it. The job for a marketer, brand journalist or

How to build your brand with a website content strategy

There’s lots you can teach your customers or clients. Whatever your business does, whatever its size, the reason you’re in that business is that you’re top of your game in what you do. There’s no better selling point than that. A website content strategy is how you demonstrate your expertise to leads and prospects.

A great website content strategy should:

Increase your brand awareness
Educate your audience
Build trust in your brand
Convert more leads

70% of marketers are doing this in 2020. So what does it look like in practice? Here’s some of the best examples of a website content strategy.

Monzo

The app-based bank’s digestible, sharable and frequent content builds consumer trust in the brand by helping readers … Read more

How to get more from a shoestring content budget

Content is king. It’s an old cliche, but it’s true; content marketing is one of the most effective ways to engage more people with your brand. That’s why 73% of B2B marketers now educate their audiences through content, rather than promoting products or services with sales messaging.

Like any form of marketing, great content does require a budget, whether it’s an in-house creator’s salary or bringing in more flexible support externally. But getting results doesn’t have to break the bank.

Here are four ways to get more from a modest content marketing budget:

React to industry trends.

A fair chunk of your time and budget for content creation is often eaten up by planning the topics that will resonate most

How to write a homepage that sells in 15 seconds

Your homepage is your shop front. It’s where prospects become customers. That process needs to begin fast; the average person scans a website for just 15 seconds before they either ‘bounce’, leaving without engaging with your message, or they click something. And 15 seconds’ reading isn’t much. So your homepage needs to begin their buyer journey straight away.

Here’s a few tips on how to write a homepage that does that.

Know your elevator pitch.

With so little time to engage your reader, you need to get straight to the point. How would you explain what you do and, more importantly, how it benefits your customers, to a stranger in a lift?

Keep your homepage just as concise. You might … Read more