Your “how to” blog post should teach the reader how to do something by breaking it down into a series of steps.

Begin your blog post by explaining what problem you are going to solve through your explanation and be sure to include any relevant keywords. Add in a personal story to establish your credibility on this topic. And make sure to end your blog post with a summary of what your reader will gain by following your lead.

Need some inspiration? Check out these “How-To” examples from the HubSpot blog:


Now deliver what you promised in the first section. This is the longest part of the post, so make it easy to read. Use short paragraphs, bullet lists, and bold headings to set different sections apart.

Some common section headers include:






You can use bulleted lists, numbered list, or multiple headings. Include as many steps, numbers, or bullets that will allow you to discuss your topic thoroughly.

Here are some pointers to make the best possible body of your blog:


Now it’s time to say goodbye and wrap up your post. Remind your readers of your key takeaway, reiterate what your readers need to do to get the desired result, and ask a question about how they see the topic to encourage comments and conversation. Don’t forget to add a Call-to-Action to turn your blog post into a marketing machine!

Congratulations! What a lovely how-to post you’ve created.



To ensure your content is reaching the right people on the best forums, you’ll need to strategise effectively. From the awareness to the decision stage, people will be digesting content in a variety of ways. We take you through the key stages your potential customer will traverse on their way from stranger to active business promoter.


At the attraction stage, a customer may not yet be aware of your brand. Your job now is to alert them to what you offer. Below are some of the best types of content to utilise at the attraction stages:

Blogs are a great way to attract new customers. By creating informative content you’ll be providing your potential customers with guidance and answers to their questions, and, at the same time will build your brand awareness.


By the time you’ve reached the convert stage, the potential customer will be aware of your brand. The job here is to collect information about your potential customer in order to build your database and convert them into leads. Below are some of the best types of content to utilise at the convert stages:


Once you’ve got your potential customer’s attention and contact details, it’s time to close the deal. Below are some of the best devices to utilise at the close stages:

One of the best ways to keep in contact with your new client is by sending them informative emails. By regularly staying in touch with relevant content, you’ll be able to close the deal when they are ready to make the purchase.


After you’ve won their business, your next goal is customer retention. If you provide your client with top-level service, you’ll ensure repeat business and turn them into business promoters as they recommend you to friends and colleagues. Try sending them surveys and calls to action, to ensure you’re getting feedback and keeping in touch.

Get in touch to learn more about Zest’s content services.


Zest had the pleasure of attending the B2B Marketing Expo at London’s ExCel Centre last week. With a lineup of marketing specialists and keynote speakers across the schedule there were many insightful ideas and intriguing strategies to be heard. Eighty of the industry’s most recognised companies got involved, including the IDMGoogle and Digital Doughnut. The seminars and lectures were packed with great bite-sized tips that would give any Marketer the tools they need to elevate their campaigns and profiles to the next level.

Amongst all the discussions and analysis of emerging trends content marketing remained one of the hot topics.

Here were our three key takeaways from the day:

1. Let your brand do the talking

To establish a reputation and build trust, companies should always have consistent but transparent values across all of its content and communications. Customers need to believe in a brand, so that they come to you instead of you going to them.

2. Sell a story

Give your content a narrative, so that it can be relatable and give your brand a character. Stories and personalities are what people remember, even when they forget who told it.

3. Build relationships

Don’t use content only to make sales. People don’t like to be talked at, they want to be entertained, educated and inspired. Building personal connections with your target audience will encourage engagement and will ultimately increase website traffic.

Our verdict is that the B2B Marketing Expo is a recommended event for any marketers who are looking to find out the latest educational content and networking opportunities.

The Buyer Journey is the process a potential customer goes through from the initial realisation stage, to the decision stage where they make the purchase. It’s imperative for content marketers to understand the Buyer Journey as only then will they truly be able to understand their customer’s approach, needs and values. To help you appeal to your ideal customer, we take you through the step-by-step process a buyer will go through on their journey.


At the awareness stage, the potential buyer will be coming to the realisation that they are in need of a certain product by experiencing and expressing symptoms of a problem or opportunity.

The customer will be undertaking educational research to more clearly understand, frame and put a name to what they need, whether they view it as a problem or opportunity.

The content types that work best during the awareness stage include educational content, such as white papers.


At the consideration stage, the potential buyer has defined and named their problem or opportunity. They are starting to research and understand the various available approaches and methods to help solve their problem or opportunity.

The content type that works best at the consideration stage includes expert guides and videos.


At the decision stage, the potential buyer has decided what their strategy will be and has compiled a list of all available vendors and products. They’ll be continuing to research each of these vendors and products before ultimately making the final purchase decision.

The content types that appeal at the decision stage include case studies and product literature.



To find out more about Zest’s content services, get in touch with our dedicated team.

Zest is delighted to announce a fantastic new partnership between Absolutely Mama and The Private Pregnancy UK Show.

Taking place from the 21st – 22nd May 2016, this exclusive Mayfair event offers expectant parents an insight into private healthcare options for women’s health, fertility, pregnancy, childbirth and paediatric care.

Visitors to the show will have the opportunity to consult with leading private obstetricians, gynaecologists, fertility consultants and midwives, and offers unparalleled access to private hospitals, clinics, medical experts, organisations and specialist retailers.

London’s luxury bi-monthly parenting magazine, Absolutely Mama, will be distributed at the event, with copies available to all visitors. Aimed at stylish mums, it is the definitive magazine for the discerning London parent – someone looking for engaging, informative content, sophisticated fashion and lifestyle trends for both adults and little ones.

For further information or to receive a complimentary copy of Absolutely Mama, please contact Katie Amps, Sales Director at [email protected], tel 07535 482213.

Private Pregnancy UK Show