Inbound marketing

Collaborative content and keeping users happy

by George Lewis • 6 October 2015

Content creators come in all shapes and sizes, and from all sides of an organisation, but do these differences affect the user experience? Before we talk to our customers, should we talk to each other? Any given organisation has many different voices addressing customers at any one time. With a well-managed content plan, all of […]

5 ways to use product documentation to support your inbound marketing strategy

by George Lewis • 24 October 2014

50% of content marketers say their biggest problem is creating content consistently, and 54% say that producing engaging content is a challenge, according to a Content Marketing Institute study. Product companies already have a wealth of varied content available to them that they may not be fully exploiting – the user documentation. According to IBM […]

88% of customers rely on user docs for purchasing decision – who’s creating yours?

by George Lewis • 14 July 2014

Technical product information is a decisive factor for purchasing decisions. According to a survey from IBM, customers say that high-quality technical product information is an important factor in the perception of a company (84.5%), of the quality of a product (96.4%), and also in the initial purchasing decision (88.7%). So how do you ensure that […]