The latest in a series of articles produced by Press Gazette in association with marketing solution Lead Monitor looks at how to make your content marketing strategy work for a B2B audience.

Being a commercial content writer is a tough gig. The balance between producing engaging articles, offer an actionable takeaway and are of value to whoever reads them, and being up-front and honest that it is a paid-for advertorial is difficult.

Even then you still have a client or brand understandably keen to ensure their key messages stand out, and the platform you have access to with its own editorial guidelines and ethics.