Copywriter Toronto - B2B Technology and Software Copywriter

Copywriter Toronto - B2B Technology and Software Copywriter

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5 Quick Tips: Social Media for B2B

May 23, 2016 By Rachel

5 Quick Tips: Social Media for B2B

  Believe it or not, some companies are still skeptical about the benefits of B2B social media. A lot of B2Bs think they are boring, at least compared to most B2Cs, and wouldn’t be interesting to social communities. They also perceive that it’s harder to measure the effectiveness of social on the B2B side of […]

Filed Under: B2B Lead Generation, B2B Marketing, Social Media for B2B Tagged With: B2B lead generation, b2b marketing, b2B Social Media, storytelling

Mind the Gap: The Missing Link to B2B Content Marketing Success

April 22, 2015 By Rachel

Mind the Gap: The Missing Link to B2B Content Marketing Success

Many B2B marketers have a disconnect between the content they’re producing and the content their customers actually want. If your content doesn’t hit the mark, buyers won’t respond. Here’s how to identify and fill your content gaps so you can wow customers and get them to take action. It’s every content marketer’s worst fear …  […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, buyer personas, content audit, content gaps, sales cycle

How to Create Your 2015 Content Promotional Plan

November 19, 2014 By Rachel

How to Create Your 2015 Content Promotional Plan

In today’s B2B marketing world, things are moving fast. Tweets fly through streams … Buyers mass-delete emails … And your last blog post was yesterday’s news. If you want customers to see your message, you can’t schedule a few tweets and hope for the best. Since it’s the end of the year, you’re likely planning […]

Filed Under: B2B Content Marketing, B2B Lead Generation Tagged With: call to action, content analytics, editorial calendar, kapost, systems, templates

5 Keys to Creating B2B Content That Engages Different Verticals

October 8, 2014 By Rachel

5 Keys to Creating B2B Content That Engages Different Verticals

According to new research by the Content Marketing Institute and MarketingProfs, B2B marketers create content for an average of four audiences. The 2015 B2B Content Marketing: Benchmarks, Budgets and Trends – North America report also states that B2B marketers use an average of 13 different content marketing tactics. This tactics include blogs, e-newsletters, case studies, […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, b2b marketing, lead generation, verticals

Why IT Buyers Aren’t Responding to Your Content [Insights from SpiceWorld]

September 25, 2014 By Rachel

Why IT Buyers Aren’t Responding to Your Content [Insights from SpiceWorld]

According to a new report from Spiceworks, technology marketers are missing the mark when it comes to engaging IT buyers.   The How to Win Friends and Influence IT Pros report states that IT pros want to have honest conversations with their peers and brand reps when they make buying decisions. However, technology marketers place […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, b2b marketing, IT buyers, Spiceworks, SpiceWorld, technology marketing

Should You Use Social Media or Traditional Marketing to Engage IT Buyers? [IT Pros Sound Off]

August 6, 2014 By Rachel

Should You Use Social Media or Traditional Marketing to Engage IT Buyers? [IT Pros Sound Off]

When it comes to making the best use of your marketing time and resources, should you: Send more emails or post more content to your blog? Create a direct mail campaign or run ads on LinkedIn? Host a webinar on your website or a Hangout on Google+? With so many options, it can be hard […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, b2b marketing, IT buyers, lead generation, Spiceworks, technology marketing

7 Ways to Promote Your White Papers to Get More Downloads, Leads and Shares

July 30, 2014 By Rachel

7 Ways to Promote Your White Papers to Get More Downloads, Leads and Shares

White papers, guides and ebooks are time-intensive content marketing projects. It’s surprising that many B2B marketers put lots of time and resources into developing white papers and then simply post them on their websites and hope leads will pour in. Unfortunately, it’s not this easy. Here are seven ways you can promote your white papers […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, b2b marketing, lead generation, white papers

Should You Remove the Comments Feature From Your B2B Blog?

March 7, 2014 By Rachel

Should You Remove the Comments Feature From Your B2B Blog?

My name is Rachel and I just removed the comments feature from my blog. When I made the decision, I wasn’t thinking about blocking opinions that differ from my own or dealing with trolls. I simply wasn’t getting enough comments to make keeping the feature worthwhile. The empty comment boxes made my blog look sad.  […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing, Social Media for B2B Tagged With: b2b blogging, B2B Content Marketing, b2b marketing, blog comments

How to Build a B2B Blog that Attracts Leads and Increases Your Conversions

February 11, 2014 By Rachel

According to InsideView, B2B marketers who blog generate 67% more leads than those who don’t blog. However, many B2B marketers struggle to engage their target audience and increase their conversions through their blogs. Check out the webcast below, where I discuss how to build a B2B blog that attracts high-quality leads and motivates them to […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: b2b blogging, B2B Content Marketing, b2b marketing, increase conversion, lead generation

How to Optimize Your LinkedIn Company Page for B2B Lead Generation

October 16, 2013 By Rachel

How to Optimize Your LinkedIn Company Page for B2B Lead Generation

LinkedIn is proving to be the No. 1 social network for B2B. The B2B Content Marketing Report 2013 Survey Results revealed that 85% of technology marketers believe LinkedIn is the most effective social network for distributing their content.* In addition, HubSpot found that LinkedIn’s visitor-to-lead conversion rate is 277% higher than Twitter and Facebook. These […]

Filed Under: B2B Lead Generation, Social Media for B2B Tagged With: lead generation, LinkedIn, social media

5 Keys for Creating a Call to Action that Boosts B2B Conversions

September 18, 2013 By Rachel

5 Keys for Creating a Call to Action that Boosts B2B Conversions

The strength of your calls to action directly impacts your conversions. However, many B2B marketers treat the call to action like an afterthought. They may devote hours – or even days – to developing a piece of content only to spend just a few minutes writing its call to action. One of the biggest mistakes […]

Filed Under: B2B Content Marketing, B2B Copywriting Best Practices, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, B2B copywriting, b2b marketing, increase conversion, lead generation

How to Say You’re the Best Without Boring Your Customers

September 11, 2013 By Rachel

How to Say You’re the Best Without Boring Your Customers

If you’re like many of today’s savvy B2B marketers, you probably spend a lot of time creating educational content for your customers – such as blog posts, videos and e-books. However, there comes a time when you must move beyond giving out advice to talk about your company. This can include anything from your “About […]

Filed Under: B2B Copywriting Best Practices, B2B Lead Generation, B2B Marketing Tagged With: B2B copywriting, b2b marketing, b2b websites

How to Draw Readers into Your White Paper

July 17, 2013 By Rachel

One of my clients believes that most B2B marketers just “throw shit against the wall” and hope that it sticks. This may keep you busy, but it won’t bring you great results. When you’re putting a ton of time and effort into creating a white paper, you don’t want to throw random content out there […]

Filed Under: B2B Content Marketing, B2B Copywriting Best Practices, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, B2B copywriting, B2B lead generation, b2b marketing, lead generation, No More Boring White Papers!, white papers

How to Interview Subject Matter Experts for Your White Papers and Other B2B Marketing Content

July 10, 2013 By Rachel

How to Interview Subject Matter Experts for Your White Papers and Other B2B Marketing Content

Obtaining quotes and facts from subject matter experts is a crucial part of writing an authoritative white paper. I like to conduct interviews as early as possible in the white paper writing process, as it can be hard for subject matter experts to find room in their schedules to talk to you. When you’re writing […]

Filed Under: B2B Content Marketing, B2B Copywriting Best Practices, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, B2B lead generation, copywriting, No More Boring White Papers!, white papers

How to Write a Creative Brief for Your White Papers, Reports or Ebooks

June 26, 2013 By Rachel

How to Write a Creative Brief for Your White Papers, Reports or Ebooks

Before you develop a white paper or other major piece of content, you need a creative brief that outlines your objectives and sets you on the right track. Although many organizations have a standard creative brief, they may not have one containing all of the questions that you must answer to create an effective white […]

Filed Under: B2B Copywriting Best Practices, B2B Lead Generation, B2B Marketing

5 B2B Lead Generation Tools that You Should Be Using

June 19, 2013 By Rachel

5 B2B Lead Generation Tools that You Should Be Using

I love to ‘geek out’ and try the latest and greatest in marketing and social media tools. Here are five free or low-cost tools that can help you bring more traffic to your website and generate more B2B leads: SpeakPipe SpeakPipe is a widget that lets people leave you voicemails via your website. Below is […]

Filed Under: B2B Lead Generation

How to Write B2B Email Subject Lines that Get Your Messages Opened

June 12, 2013 By Rachel

How to Write B2B Email Subject Lines that Get Your Messages Opened

Email subject lines are often an afterthought. After preparing your email’s content, you might only have a few seconds to dash off a quick subject line and send out your email. However, since the best B2B customers often come from in-house email lists, you should spend more time crafting subject lines that get readers to […]

Filed Under: B2B Lead Generation, B2B Marketing Tagged With: B2B email marketing, B2B lead generation, email marketing, lead generation

How to Build Credibility with B2B Technology Buyers

June 5, 2013 By Rachel

How to Build Credibility with B2B Technology Buyers

I recently attended a Spiceworks event where a panel of IT buyers told a room of technology marketers exactly what they like and don’t like about IT marketing. One of the most surprising things the panelists said is that all marketing content – even customer testimonials and case studies – can’t be trusted, as it’s filtered […]

Filed Under: B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, B2B lead generation, b2b marketing, social media, technology marketing

The 4 Things You Must Include in Your White Papers to Engage, Persuade and Convert Leads

February 27, 2013 By Rachel

The 4 Things You Must Include in Your White Papers to Engage, Persuade and Convert Leads

One of my freelance projects involves finding interesting technology resources and recommending them on a client’s blog. I read a lot of technology white papers and often pass over quite a few duds before I find one that is valuable enough to share. The main reason that I will refuse to promote a technology company’s white […]

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: b2b blogging, b2b marketing, lead generation, white papers

The 5 Biggest B2B Case Study Mistakes

February 20, 2013 By Rachel

The 5 Biggest B2B Case Study Mistakes

According to the B2B Content Marketing 2013 Benchmarks, Budgets and Trends-North America Report, 71% of B2B marketers are using case studies as part of their content marketing strategy. This is because case studies can be a powerful tool that educates prospects on how to solve their challenges while proving that your services are valuable. However, many B2B marketers make mistakes that diminish the value of their case studies and turn what can be a compelling story into just another sales pitch that nobody wants to read. Here are the five biggest case study mistakes …

Filed Under: B2B Content Marketing, B2B Lead Generation, B2B Marketing Tagged With: B2B Content Marketing, b2b marketing, case studies, lead generation

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Rachel Foster is a B2B copywriter and the CEO of Fresh Perspective Copywriting. She helps B2B marketers improve their response rates, clearly communicate complex messages and generate high-quality leads. Rachel blogs for the Content Marketing Institute and Business 2 Community. She also taught white paper, case study and sell sheet writing for MarketingProfs. The Online Marketing Institute listed Rachel as one of the top 40 digital strategists of 2014. Learn more.

Ranked #4 In 2016 Best 100 B2B Marketing Blogs

Contact:

Fresh Perspective Copywriting
13 Lanark Avenue
Toronto, ON M6C 2B2
647-342-4921
rachel@freshperspectivewriting.com

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