Our latest thoughts on all things content

Somaya Bahoussain

Somaya Bahoussain is responsible for marketing and business development at Grist, building relationships with clients in the financial and professional services sectors. Somaya’s previous experience includes developing print, digital and social media content and managing online communities for clients in the healthcare market.
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Recent Posts

Why B2B marketers struggle with content engagement (and what you can do about it)

17 March 2016

Earlier this year, a survey from The Economist Group revealed a pretty damning picture of the state of B2B content, exposing a yawning gap between what firms are creating and what their audiences are looking for. Read more →

Optimising B2B content for search and social alchemy

22 January 2016

Discover the dark arts of online editing that can help you turn base content into digital gold. Content marketing is a key opportunity for B2B firms to engage, inform and influence clients. But quality control remains a major challenge. Read more →

Amplify B2B content distribution with shared media

13 November 2015

In this post from our series about the PESO content distribution framework, we’re going to talk about the ‘S’ in the PESO model – ‘shared media’.  Read more →

Amplify B2B content distribution with earned media

03 November 2015

In this series, we have made the case for unbundling, repurposing and amplifying content that originated elsewhere, often in print. In the previous post we discussed how to amplify content through paid media. Working through the PESO ... Read more →

Measuring content marketing ROI with Google Analytics

11 August 2015

B2B firms are investing more of their budgets in content marketing but a common challenge remains in trying to track the return on investment (ROI). In fact less than one in three UK marketers said they were successful in this regard, ... Read more →

How the right content can shorten the B2B buyer journey

19 March 2015

All content should be created with a purpose. For professional services firms, that purpose should be to guide potential clients through the decision-making process. But how do you tell if you are providing value every step of the way? ... Read more →

Seven big B2B content marketing predictions for 2015

15 December 2014

2014 saw content marketing established as central to B2B marketing plans. We analyse the key trends and offer thoughts on the evolution of B2B content marketing in 2015.  As the latest industry reports and surveys show, content creation ... Read more →

Survey highlights gaps in B2B content marketing strategy

13 November 2014

B2B content marketers are falling short in delivering engagement and ROI despite growing confidence in their efforts, according to a recent report from Forrester Research. A renewed focus on content marketing strategy is needed to close ... Read more →