If you’re not currently using case studies as part of your content marketing strategy, you’re really missing a trick. Research from HubSpot (2018) states that in the B2B setting, ‘case studies help convert and accelerate the most leads’ and they’re effective because they help your prospective clients and customers better understand exactly how your business can help them.

In marketing, a case study is a document, often a fairly lengthy one, which provides an analysis or an account of a project, campaign or business service that your company has provided to your client or customer. …


People who’ve only recently started freelancing can sometimes feel a little intimidated by their clients because, after all, these are the people paying their bills! In fact, new business owners can often find themselves running around in circles trying to please a demanding client, or getting stressed because the relationship with their clients all seems a bit one-way.The more experienced freelancers realise that, in fact, by following some very simple steps you can very easily shift the balance and get your clients to start working for you. …


A white paper is a piece of long form content marketing and contains a high level of research. White papers usually follow an academic and include footnotes and referencing.

All white papers will include;

-a title page

-a contents page

- main section

-a conclusion

-reference section

Longer white papers may also include a short summary before the contents page. This is known as an abstract.

The main body of the white paper will depend on which type of paper you are producing and what your aim in producing it is. Typically, the main body of the paper includes three…


By Victoria Doxat

As a freelance copywriter who specialises in producing thought leadership communications I know a LOT about white papers and honestly believe that they are the best form of content marketing out there.

For those of you who are not familiar with white papers, read on to find out more about the benefits that these heavy duty lead generators can provide to your business.

What is a white paper?

A white paper is a thorough and authoritative report that aims to investigate a specific complex business issue. …

Victoria Doxat

Victoria is a freelance copywriter and specialises in producing thought leadership communications. You can find out more at www.victoriadoxat.com

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