Nobody likes B2B content that’s repetitive. It’s boring to write and – more importantly – it’s unlikely to be successful if your audience feels like they’ve heard it all before. But if you often have to write about the same products, services and ideas, keeping your content fresh and compelling is easier said than done.
It’s a problem B2B marketers and content creators face all the time. So we were delighted when Chelsea Groome of Fierce Content gave B2BQ&A the perfect excuse to go in search of an answer, by asking:
“If you’ve been working with a client for a long time and their product hasn’t changed much, how do you keep their content fresh?”
Not to brag, but we think we found the *perfect* expert to respond to this.
When you think of an (essentially) one-product B2B brand that still always has a mountain of relevant and valuable things to say, Xero has to be right up there. And Content Strategy Lead Richard Allardice (or “Dice” to his friends) agreed to dive into what marketers and writers need to keep in mind… with bonus insights from his colleagues Amy Stephens and Sarah Webb.
Joining us as guest co-host this month (and sharing some great insights of her own) is Kate Terry, Head of Demand at Turtl. Kate gives her perspective on personalising content down to granular levels and in using analytics and insights to constantly update and improve content.
We also have the joy of hearing from Claire Goodfellow, a copywriter at Radix, for the copywriting tip of the month. Stay tuned to learn the secret to clear, concise sentences.
You’ll find a full transcript of our podcast at the end of this post.
So, just how do you keep B2B content fresh?
Between Dice, his colleagues, and Kate, there’s plenty of advice in this episode. Here’s a handful of suggestions…
1. Consider the wider landscape
Your product might not change much, but the challenges your target audience face probably do. So think about the wider context: where, how, and why your product is used.
“Your product isn’t the only thing that changes,” says Dice. “The people who use your product will change; what they understand will change; things in the world will change.”
Remember, the information your customers need extends beyond your specific product. So if you’re struggling to keep your content fresh, consider angles that might be indirectly related to your main focus. Use your organisation’s broader sector expertise, and you’ll likely build up a relationship of trust between your audience and your brand.
2. Lose the “publish and done” mindset
With all the work that goes into creating a content piece, it’s easy to get into the habit of publishing, promoting, then moving on to the next one. But often, digital content can be updated after the fact – so even after you’ve published it’s always a live project.
Kate sees Turtl users doing exactly this. She remarks: “We see people doing things like changing the order of the content, changing the title, trying out different tests to see how the changes make an impact on readership.”
Dice goes further, and says every content team of a certain size needs to have someone who is specifically tasked with revisiting each piece, and ensuring it’s always up to date.
3. If it ain’t broke, don’t fix it
Having said all this, it’s worth remembering you’ll likely get bored of your content before your audience does. Not everything needs to be improved, and not always in the way you might think. So look at the data, and understand what’s working.
“Sometimes the answer is ‘no’,” comments Dice. “Sometimes a feature has not changed, we’ve written it up really well and it works… But things change around that; the context changes. Your company’s style might change, and you might want to weave that back in because otherwise that piece of content is going to start to sound a bit stilted in comparison.”
In this episode, you’ll find…
1:00 – We welcome our co-host Kate Terry, Head of Demand at Turtl
4:00 – We put Chelsea Groome’s question to Dice
22:55 – Kate and David share their highlights and thoughts
28:10 – Our copywriting tip of the month: write succinctly
Have you got a question for B2BQ&A?
We’re here to help! Send us a voice memo at [email protected]. And if there are any other thoughts you’d like to share, you can find us on LinkedIn, or tweet at us: @radixcom.
How to listen
Credits
- Firstly, thank you to Kate Terry, for all the insight you shared as co-host.
- Thanks to Chelsea Groome, for your brilliant question.
- A massive thank you to Dice, Sarah Webb and Amy Stephens for giving us the benefit of your experience.
- And Claire Goodfellow, thank you for that essential copywriting tip of the month.
Podcast editing and music by Bang and Smash.
Transcript: B2BQ&A 104: How can you keep B2B content fresh?
Chelsea Groome: If you’ve been working with a client for a long time and their product or position hasn’t changed much, how do you keep their content fresh?
Kate Terry: That’s a great question. Let’s ask Dice from Xero.
David McGuire: Hello listener, you are very welcome to B2BQ&A, the podcast where we go in search of an answer to your question about B2B content writing. This is episode 104.
Kate: In a moment, we’ll ask Xero’s Content Strategy Lead Richard Allardice, or Dice to his friends how you keep content fresh when you only have one product. And later we’ll get a copywriting tip of the month from junior copywriter, Claire Goodfellow.
David: Before that some introductions, my name is David McGuire. I’m Creative Director at Radix Communications, the B2B writing agency. And this month, our guest co-host is Turtl’s Head of Demand, Kate Terry. Kate, thanks for joining us.
Kate: Hey, David, thanks for having me today. It’s really great to be here.
David: Oh, it’s fantastic to have you here as guest co-host. Lots of change going on a Turtl and kind of new products and surfaces and things, I understand, lots for you to do.
Kate: Yeah, a lot to do. That’s for sure. We’re in kind of high growth mode right now. So we’re really excited about some of the new product developments that have come out and new ways that we can help people make amazing and engaging B2B content. So yeah, lots coming out of Turtl these days, but all good stuff.
David: Yeah, we talk about Turtl a lot on this show. Listener, there’s no kind of affiliate relationship going on, I promise you. But there’s lots of new things there where there’s kind of more like a personalization, kind of ABM type vibe to it now.
Kate: Yeah, that’s right. So what you can do with Turtl is actually personalise your content at scale down to the individual or account level and you can use all of your data and insight and intent data you have, connect that up and turn that into a really automated process. So it’s a huge leap forward if you’re interested in personalising content down to your end user and then getting data back from them on how they’re engaging and kind of getting really granular account insight.
David: Yeah, I mean, anything that contributes to the death of the PDF is okay in my book. Kate, in your first official duty as guest co-host, would you mind telling the listener how they can get in touch with us?
Kate: I’d be delighted. So listener, if you have any comments or suggestions, you can find Radix on LinkedIn or Twitter @radixcom. Or if you want us to answer your question on a future episode, record a quick voice note and send it by email: [email protected]
David: That’s brilliantly done. Thank you very much.
Kate: Right, it’s time to hear this month’s question. So who do we have?
Chelsea: Hello, this is Chelsea Groome from Fierce Content. And my question is, if you’ve been working with a client for a long time, and their product or position hasn’t changed much, how do you keep their content fresh?
David: Thanks, Chelsea. That’s an important question and something copywriters and marketers have to think about a lot. Though, if it’s okay with you we’ll broaden the terms from talking about just clients, so we can help our in-house listeners too. I’m chuffed to say I got my absolute first pick to answer this question. Because when I think of a brand that’s created a mountain of really fresh content around essentially one product, I think of Xero.
So I was knocked out when their Content Strategy Lead, Dice agreed to tell us how they do it. This is a little longer than one of our usual interviews, but he had so much good stuff to say I think you’re going to want to hear it. I started by asking Dice Chelsea’s question: just how do you keep content fresh?
Dice: Yeah, so I spent a bit of time thinking about this, it in some ways does depend on the size of the company, or the size of the client you’re working with. Because one thing that you know, I’ve experience lately working in a bigger place is that to keep something fresh, it needs to be someone’s job. So someone needs to be tasked with looking after that page or that product or keeping across what’s changing needs to be someone’s responsibility.
And that sounds like a really, you know, obvious thing, but a lot of the time, you know, companies I’ve worked with in the past sometimes people don’t do that. They put something out there excited. It goes out into the world, but it’s not someone’s job to look back and say, “How’s that thing going and does it need changing, and does it need improving?” So I think it’s really important to make it someone’s job to own it, be responsible for it and have the clout to be able to change it.
And another really good point that Amy Stephens who’s a Content Strategist on my team made as well, when we were talking about this, is that part of that job needs to be helping your organisation or your company be comfortable with making changes over time.
So sometimes, if you are working with a client or a company, and there’s a lot of approvals, a lot of review needed, that process is really unwieldy, there’s a bit of a reluctance to change it. Now that we’ve said it live, we don’t want to go back over that again. So part of the job of owning it is to prepare your company or client for the fact that things need to change and be flexible and, and adapt to what’s happening out in the world or happening with your product.
And I guess the other part of that is that it’s not just enough to be someone’s job, that someone needs to be watching regularly, you need to be monitoring. And so what are you actually monitoring, before you put it out there, you need to think about what is effectiveness or success going to mean for this particular thing, and what kind of metrics might be looking at, and you actually need to go and look at them, you know, sometimes I think people, you know, rest on their laurels a little bit, put something out there, it’s beautiful in the moment. But don’t watch to see what happens.
The founder of AppSumo, a guy who I follow called Noah Kagan, he talks a lot about this idea of what you track will grow. So it’s not his own idea. It’s one that he adopted from someone else. But the idea is that if you’re looking at it, and you are paying attention to it, and you’re interested in the numbers, then they will grow because you will, you know, take action or do things, even if they’re minor to, to move those things onward. So what you track will grow, and I’d add to that what you track will improve. So if you are looking at it and monitoring it, then it’s going to get better, as long as you are doing your due diligence.
And I think that if it’s a product, that might mean checking in with the team, and forming a relationship with the team, who build the product, so that you can keep each other abreast of, for example, what’s changing with your target audience. So your product isn’t the only thing that changes, the people who are using your product will change, what they understand will change, things in the world will change.
A really good example of that for us, as a UK example, is Making Tax Digital. So that wasn’t a thing X number of years ago, but then it became a big UK government initiative. And it’s highly related to our product. And so we need to be talking about that, and being really up to date with what has been said about Making Tax Digital, because that’s what our target audience need to know in the hearing. And then they need more information about it.
So you need to be looking at it connected to that product team. So you know what changes are coming ahead of time, you don’t want to be behind there. And you need to be connected to your audience, you need to be talking to them and finding out what they are hearing or not understanding, not just to do with your product, but to do with the landscape. You know, what else? What else is entering that information landscape that they might need to know? Or you might need to adapt according to.
David: Yeah, absolutely. So it’s the product, but it’s also the context in how it gets used and who’s using it and what they’re using it for. And those kinds of things on the kind of copy level, if something is not changing that much like, you know, say there’s a feature in Xero, that’s a popular feature, it’s always been there, and it’ll always will. Is that something where you would change, just kind of on the writing, on a copy level, you’d change up how you write about it regularly? Or is it something where you’re kind of refining it, you’re testing and learning? And if it ain’t broke, don’t fix it, and you can kind of you know, afford to talk about the same thing that the same way.
Dice: I think that there’s something really important in the “if it’s not broken, don’t fix it” thing that you just said. There’s a temptation, I think, when it’s your job to write or refine – or if you’re trying to get work with a client, you know, because you are inherently motivated to get more jobs and do more work – to make change, yeah, to change things and tweak things and carry on.
And I think that impulse is a good one. Because most of the time things can be improved. You know, perfection is hard to achieve. What does perfection even mean? You can improve things but I think that there’s also something that people need to think about is that it doesn’t need to change. Sometimes the answer is no, sometimes it’s a feature that has long acted in the same way, has not changed. We’ve written it up really well and it works.
But you know, like I said, things change around, that the context changes. So your company’s style might change, you might change some things in your style guide, words that you might use or phrases you might use or a proposition or some nicety of language that you might start to use. And you might want to weave that back in. Because otherwise, if you don’t, that piece of content, even if the product stays the same, it’s going to start to sound a bit stilted in comparison to the other stuff.
So what can happen is on a bigger website, the top line pages, the landing pages, the home page, get the latest and greatest sort of brand propositions and feel really fun, if that’s the tone of voice for your company will feel really fresh, out of the deep pages of the product that we built 10 years ago, we generally not specifically Xero, you know, doesn’t have that same tone or the same messaging. And so while the facts or the accuracy might stay the same, the way you talk about it, your tone of voice, and your flow, and your style might need to change as well.
The other thing that happens in a large company is that writers change. So you know, the team of writers or the writer that worked on something a year ago might have changed. And so that’s where, again, this depends on the size of the company, the role of an editor really comes in when you’re looking at your publication, and you’re looking for that evenness.
So I’m the editor, I’m looking at this publication. I often try to think of a website as a publication and you know, having and editor who’s always looking at their publication, and to try and keep it as fresh and interesting. And what have we published before can we bring to the front? What are we trying to push out there that’s new? But you also don’t want to have unevenness, where part of your website is losing connection with what people need, and a part of it is really well connected.
So that might be slightly long-winded answer to your question. But essentially, like I think, yes, you would be careful, you want to just change stuff for the sake of it. And, but you also want to make sure that when new writers come in, and new ideas come in that you actually allow those to come to the surface.
So if a new writer comes in and provides a new perspective on a page, maybe incidentally, “Hey, I’ve just been looking at this page, you’re my colleague, I see that you wrote this a year ago, I think it’s awesome. But I think that, you know, we’re kind of moving to the style of shorter sentences, more clipped. And some of these longer sentences, you know, like, there’s a bit of research out there now that says that people find that kind of hard to read in a digital context. So like, how about we update that based on this new style guide entry we have now which says, we’re trying to aim for sentences of 20 or fewer words.”
Kind of an abstract example. But all of those things together, yes, you should be looking at them and monitoring them. But the level of change should be based on, you know, a few things, including whether it’ll have any impact and whether it’s actually needed.
David: One of the things that really strikes me about Xero is that in terms of the content that you cover, the field of subject seems to be really pretty broad, but the audience seems to be really clearly defined. So it feels like almost anything that you might want to know about running a small business successfully, you can find on the Xero website. There’s a lot of small business information on there, obviously, there’s, you know, a lot of partner stuff as well.
Is that kind of a conscious thing to kind of own that space, because a lot of your customers are kind of, you know, owner/managers of businesses, so to kind of be a one stop shop like that?
Dice: Yeah, Xero’s business and accounting software, and it does a lot of stuff. You can add any number of, you know, 1000 things to it, you can integrate, almost, you know, so many things with it. And I think that I guess one of the challenges probably in the early days is when people hear accounting, with it comes with some perceptions for a small business person, genuinely of perhaps fear or concern or you know, or a lack of understanding.
So I think what’s really important if you are trying to help people use or promote or get people to use your product, if it’s an area that people may be a little bit anxious about or unsure about, you need to build up trust and authority you need to help people understand or see or get the feeling that you know what you’re talking about.
And so you’re right on the website, there’s a lot of information about our particular features because it’s a very featured product. There are a lot of things that it does. But the other thing we need to do is to help – we’re going back to that idea of the context of that landscape. The landscape in which we exist as a small business, trying to keep across the records and the finances, and you know, it’s a busy time, there’s a lot going on when you’re running a small business, or if they’re an accountant trying to make sure that they are keeping a record so when it comes to them to do their returns, it’s not, you know, problematic.
And so the landscape is already a complicated one, you’re running a business, it’s a lot going on. And so what we need to be able to do, and the content we provide is to assure people, “Hey, we’ve got some products that can help you out, use this product for X thing, we’ve got that covered. Hey, if you are a small business, and you’re trying to run your business, here’s how we can help you do that, here’s how you can choose a business name or here’s how you start a business in this particular country”. And, you know, with the side benefit that if you use Xero that will actually be easier as well. So it is a conscious thing.
So Xero, like many other companies, you know, take one of these strategies on board, which is to both inform people on their product, promote it, and help people within the wider landscape in which they work.
So really, like that depth of content is about generating trust, it’s also about generating awareness. So I might know about the company Xero, and I might go look for it. But I might not know about Xero, I might just have a problem. So my problem is, when I go to my accountant, at the end of the financial year, with a plastic bag full of receipts, they get a little bit irate with me, and suggested that I do something more digitally and modern focused. And so the problem is, you know, how do I do accounting? Or like, how do I keep my record straight, and so they know their problem, they don’t know that we that we have a solution for it.
So if they are looking for that problem, and then we would like to help them with that problem, we would also like them to know that we are a good solution to their problems. So you know that is why, you know, on a website like Xero’s, and this is not a strategy specific to us. You see that different content because we’re trying to solve the “do you know about a product? What does that product do?” problem or question, answer their question, but also answer the like, the use case question of like, “I have this life or business challenge, can you help me out with that?”
David: And there are so many challenges involved in running… I guess that also – going back to the original question – gives you loads of space to find ideas and find new and interesting and fresh perspectives and things to say.
Dice: Yes, yes. Like I think there are lots of different ways to help people feel assured, or calmer or feel like their financial records are taken care of. But also, it’s also worth saying that there are like really classic common things as well, that don’t really change that much.
For example, in these, when it comes to surprise, anybody starting a small business from a single person operation through to 10,20,30, 40 people, like they’re really really busy, you know, there’s just a lot going on, and they don’t have a lot of time, and that I don’t have a lot of time, it’s not something specific to us or our product, it’s just a, like a business challenge. And a difficult thing, because there’s just so much going on.
And in the beginning, you’re really just winging it, you know, especially if you’re just one person. And so while yes, we can put a different spin on or a fresh angle on being across things and being up to date and being ready for tax time. And we do that regularly. Some problems, or some challenges are kind of evergreen, which is that if you’re a business person, you are time poor. And so that’s kind of like a thematic thread that might go through a lot of content for any company publishing for small businesses, including ours.
And so like you kind of have this sort of like deep themes, and then on top of that, you might have a fresh angle. The latest campaign the New Zealand based one is taking tax out of the sort of too-hard basket, their angle is that, you know, people that get feel like taxes and returns are complicated and too hard. And you know, what we are saying is that doesn’t need to be you know, and so that’s, you know, it’s a fresh angle, but on a classic take, which is: tax is complicated. You are busy. We can help you.
David: Yeah. So you’ve been talking with your team. What other practical tips have you got for the listener about how they could keep their content fresh?
Dice: Sure. Okay, so, a couple of great points from Sarah Webb and Amy Stephens on my team. Amy talked a little bit about not just understanding your target audience but understanding the industry, you know, the wider industry and what’s happening in that area. So what is changing in terms of the words that are used, what is changing in terms of the language or the themes that are emerging in terms of the technology, and what’s available to people.
So obviously, you need to be aware of that as a business where your business sits in there anyway. But as a person dealing with words, you need to also be listening for what language is changing. So you can appear up to date and modern and fresh, as you say.
Another good point that Sarah and my team made was you have to think about being proactive and reactive. So proactive measures of keeping fresh, going out and finding out industry trends, talking to users, monitoring different sources of data. So this is an interesting one that we could do a whole podcast on, which is, how do I listen or understand what people are saying.
So it’s things like looking in search logs, or looking at surveys or looking at other data that people have created, gathered other research that people have done, to understand what people are thinking, what their mental models are, what they don’t understand. So that’s proactively understanding your audience.
And then there’s some reactive stuff, which is when people write to you or say something to you, or you hear customer feedback. And sometimes that customer feedback depending on the size of the company won’t necessarily come directly to you. So you might need to, you know, ask around, is there a source of customer feedback? Do we do surveys, do we have any NPS data, any NPS feedback that we might make use of that’s really…? You want to get that pipeline of information coming towards you, or go and find it.
And also, in terms of being reactive, or proactive, you need to keep across, if you’re not writing everything on your website, which often is not the case. Or if it’s small, maybe you are, you need to be looking across what’s going on everywhere else and making connections.
So if someone else is running the blog, and you’re working on the feature information, you need to make sure that you are sharing notes, and putting things out accordingly so that you are not publishing disparate information, and that actually, they complement each other, you know, so things appear smooth, so that it makes sense when someone lands one in one place versus another and that as a person goes between them it feels coherent, and created deliberately.
David: That’s awesome. Dice, if people want to get more wisdom from you on content, and copy and more stuff like this, where’s the best place for them to hear from you?
Dice: If you have a question, and you want to reach out to me, feel free to follow me on LinkedIn and drop me a message. Always happy to chat.
David: Thanks, Dice for giving us such a full and well-thought-out answer. And thanks to your colleagues to Sarah and Amy, hello to you. Plus, thanks, Chelsea, of course for asking the question in the first place. Kate, there’s a lot in there. Could you pick out something that stood out for you?
Kate: Yeah, definitely. I really liked everything that Dice was saying. And one thing that I think is particularly interesting is this idea that your product isn’t the only thing that changes, I think it’s weirdly easy to forget that if you’re a team who actually is quite focused on what you’re doing, and what you’re bringing to market, and that’s a great place to be in, especially for myself, in demand working with sales, they’re really interested in what exactly we want to say about our product.
But I think you know, from a marketing and content perspective, it’s really important to remember the context that your audience is in, that the individuals you’re speaking to are in. And I really liked that focus that he had on kind of, you know, understanding the context and keeping up with the changes that are happening in the space that everyone’s operating in.
David: Sure. I mean, so much of it is about defining the space where you’re going to write content and understanding what your clients and your customers and prospects want to know about that you know about, as well, you know. For them, it’s, you know, it’s how to run a small business a lot of the time or, you know, and other elements of that.
And then I get, you know, for Turtl, you know, there’s a lot in there about just kind of the psychology of content, and that stuff that people will find interesting. I think one of the things also that I found interesting about Chelsea’s question is where she was saying, “how do I keep it fresh, I keep writing about the same thing all the time”.
And obviously, if you’re writing about the same thing all day, every day, but somebody is reading, once in a while, maybe the stuff doesn’t get as stale as quickly as you think. And maybe you don’t need to change it as quickly as you think. And that was one of the things that I thought was interesting. We’re always more focused on our stuff being the same all the time than perhaps the audience is.
Kate: I think that’s so true. And it’s again, such as easy mistake to make where because it’s not fresh to you, you assume that it’s not fresh to your reader, when actually, it might be working just as well as it did on day one. So I liked what he said about understanding what you do need to change and you know, reinvent and make sure it’s keeping up to date.
But actually, there’s some things that you might not necessarily need to change. So that kind of links up as well to understanding the data and making sure that you are actually tracking what is still working, what is still engaging people versus what might have dropped off and is no longer really resonating with your audience.
David: For a lot of people, of course, it’s all about the content production. And then you know, when you publish the piece that feels like the end of it, and you know, what Dice was saying about having someone whose job it is to go back and check.
One of the things that can be really interesting that you might have a perspective on is, obviously Turtl is a format that you can keep changing stuff live, after you’ve published it. And I’m kind of interested, do people actually go back and do that? Or do they have this attitude that once it’s done, it’s done and they’re on to the next thing?
Kate: Yes, people definitely go back and change and update and tweak their content. It’s something that we really encourage our customers to do. And it’s something where they’ve never really had access to the data to be able to do that in a meaningful way. So it’s pretty exciting, because it gives you a new way of working where instead of, you know, we like to think about the kind of old school publication mindset versus this more evergreen mindset.
And it actually changes the way you think about content all the way from when you’re creating it down to when you publish it, because if you publish it with the idea that you can go back and update it in mind, you’re going to have more, you know, it just informs how you actually write it, the kind of way that you write it, maybe in a way that you can either go back and regularly update it to keep it fresh, or just recognising it as like a pillar piece of content that you can create other things off the back of.
So what we see is people doing things like changing the order of the content, changing the title, trying out different tests, where they’ll run and see how different changes make an impact on readership and on the different pieces of the content that people engage with.
And even things like images, you know, you can really get as granular as you want to with testing things out. But one of the things we really like to talk about is this evergreen strategy, and how can you actually repurpose the content you already have and make the most of it?
David: Yeah, I think that’s probably a whole different podcast there. But that change in mindset from publication and done, to “this is a thing that’s live and your contents a thing that you have to keep working on”. I think some people… “I’ve not got time to write the stuff that I’ve got to write now, let alone keep it up to date!” But, you know, that’s absolutely the case that now that we’re in the digital world, there’s no reason for it to be one and done, I guess.
Kate: Yeah, exactly. Now it’s time to hear our copywriting tip of the month. So it’s from a Junior Copywriter at Radix, Claire Goodfellow.
Claire Goodfellow: Hi, I’m Claire, a Junior Copywriter at Radix. And my favourite copywriting tip is to use fewer words. Read over your sentences and ask yourself, can I say the same thing in less words? The chances are that if you can, it will make your writing clearer, more readable, and more concise.
Kate: Thanks, Claire. I love that tip. Brevity is so important. And it’s really great advice that I’ll pass along to my team as well.
David: I’m sorry to say that it’s all we have time for this episode – already! Kate, please would you thank this month’s contributors.
Kate: I would love to so thank you to Chelsea for such an awesome question. And of course, to Dice for answering it with help from Sarah and Amy, and thanks to Claire for the great copywriting tip.
David: And thank you, Kate, you’ve been an excellent co-host. It’s like you do this all the time. I hope it hasn’t been too painful.
Kate: Not too painful, no. Thanks so much for having me. I really enjoyed it and learned a few great tips to take away as well.
David: Oh, thank you. It’s great to have you here. Listener, remember it could be your question we answer in a future episode. If you have a question for B2BQ&A to answer email a voice memo to [email protected]. Or find us on social media.
I’ll see you next month for another B2BQ&A when we will try to answer the question: how do you measure content quality? Until then, make good content and remember, do one thing every day that scares you. BOO! There; there’s today’s. You’re welcome.
Kate and David: Goodbye!
The voice wheel is a visual aid we’ve developed to provoke discussion in workshops and help marketers to make clearer choices about brand voice.
