You’re a plumbing, pest control or other field service company. Or maybe you’re a business that provides software and supplies to companies like these.

You’ve heard that providing helpful content is one of the best ways to attract prospects, nurture customers, and build loyalty. And it’s true:

• Content marketing gets three times more leads per dollar spent than paid search advertising.
• Conversion rates are nearly six times higher for content marketing adopters than non-adopters.
• 72% of B2B content marketers attributed their improved performance over the year before to their content strategy.

But where do you start? What do you write about? And how do you develop topic ideas and content that prospective clients actually, you know, want to read. 

Here, we put together the basics of field service content. These guidelines are founded on our team’s background in consumer and trade journalism, as well as our experience in writing for businesses just like yours.

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Got a case study on your to-do list? To create a case study that converts, it’s crucial that you ask your customer the right questions—otherwise you’ll end up with 1,000 words of sales talk and unconvincing fluff. (“Company X is great! Rah rah rah!”)

My team and I recently created a compelling case study that earned our client a lot of kudos, and we pulled together a list of the interview questions we routinely ask to create tension-filled, reader-grabbing case studies like that one. (Want a free PDF copy of this list? Download it here…no form to fill out, just click and grab!)

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Before I launched Hero’s Journey Content this year, I spent 22 years writing magazine articles, books, and content on a freelance basis.

Now I’m in the editor’s seat, testing out writers to make sure we onboard the very best talent.

We typically give a writer one or two small assignments to see how they fare before adding them to our team. And, sadly, I’m not surprised at how many writers with amazing samples just…can’t write.

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If you want to get the most out of your content, you need to know your KPIs from your CTAs.

FUNNEL

You cram a lot of people into the top of the funnel, and only a few come out the bottom to become customers. Somehow this is considered a good thing.

CUSTOMER JOURNEY

A romanticization of the process whereby someone learns about your product or service and buys from you. Thinking of it as an incredible journey for the customer makes content marketers feel better about their lives.

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