Kieran gets nostalgic for indoor gatherings, and waves you quietly into an imaginary lecture theatre, where he’s just beginning his class on B2B white papers….
It’s the clash of the mid-funnel heavyweights – but which format wins? John compares the two content marketing titans, and tells you when and how you might want to use each one.
You could be forgiven for thinking that B2B marketing content needs to be sexy and sparkly to perform well. In fact, boring content can work just as hard for you – if not harder, says Fiona.
Improve your own writing: get our monthly copywriting tips
Receive regular B2B content writing tips and advice — from our team of writers, direct to your inbox:
Current trends in B2B copywriting and content – what’s in and what’s out
Advice for B2B marketers on making the most of copy in campaigns
Tips to improve your own writing, and your feedback to others
Practical tips, thought-provoking articles (and absolutely no spam, ever)