11 Things That You Must Include in Your Next Blog Post

Woo-hoo! You’re ready to publish your latest blog post and bring more readers back to your blog. But before you queue your post, take a moment to review this checklist to make sure that it contains all of the pieces you need to engage readers, increase your social shares and drive conversions. Here are 11 […]

How to Create B2B Data Sheets that Drive Sales

Data sheets … sell sheets … technical specifications … Whatever you call them, they are an important part of any B2B salesperson’s toolkit. However, many B2B marketers load their data sheets with too much text and visual clutter. This not only causes your core message to get lost, but it also overwhelms your readers. Here are […]

What to Look for in a B2B Copywriter

Outsourcing your B2B copywriting to a freelancer can be a daunting task. Choosing the wrong copywriter can cause project delays, increase your workload and cost you more in the long run. However, choosing the right copywriter can make your life easier, improve your marketing results and help you produce more content – faster. Many B2B […]

How to Increase Your B2B Email Open and Response Rates

I read that one of the top fitness trends of 2015 is body weight exercise. Apparently, lots of people have been injured attempting epic feats of fitness and now want to get back to basics. In the spirit of “back to basics”, I thought I’d discuss how to get B2B buyers to respond to your […]

The #1 Way to Avoid Embarrassing and Costly Typos in Your Marketing Copy

Photo source I’m a big believer in having an extra set of eyes review my copy before I publish it or send it to a client. It’s easy to miss typos when you’re focused on producing a lot of content and meeting tight deadlines. At the least, a typo is a nuisance. You may receive […]

How to Write Killer B2B Headlines That Drive Readership, Shares and Conversions

  There’s been a lot of talk about the importance of headlines and why you should devote more time to writing and testing them. It’s standard marketing knowledge that while 80% of your audience will read your headline, only 20% will go on to read the rest of your content. This means that your headlines […]

3 Powerful Apps That Will Help You Write B2B Copy That Converts

A few small changes to your copy can lead to big increases in your conversions. As a B2B copywriter, I’m always looking for ways to improve my writing and help my clients get better results. I recently found a few apps that make this process easier. Without further ado, here they are: 1. We We Monitor […]

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 […]

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 […]

The Dos and Don’ts of Creating Compelling White Paper Titles

A compelling title sells your white paper to prospective readers. That’s why you want to play around with a lot of different options until you find one that’s right. Here are some dos and don’ts of creating white paper titles: Don’t Be Generic Before: Technical White Paper: Cloud Security This title gives you a general […]

How to Write a White Paper

If you’ve been following along with my No More Boring White Papers! e-course, then you should be well on your way to completing your white paper. You’ve probably developed a creative brief, interviewed subject matter experts, found compelling research to support your argument and drafted an outline of your white paper. Now, it’s time to […]

Why You Must Create an Outline of Your B2B White Paper, Report or Ebook

Here’s a scenario you may come across when you develop a white paper or other substantial piece of B2B content for your company … You get your team to complete a creative brief, conduct interviews with subject matter experts, find compelling research to support your argument and you think you have a decent draft. However, […]

20 Places to Find Credible Research, Data and Statistics for Your Next White Paper

One of the most time-consuming parts of writing a B2B white paper, report, e-book or blog post is conducting background research and finding credible sources to quote. While you may rely on Google for your day-to-day searches, you’ll want to get past the paid advertisements and unsubstantiated claims in this stage of your research. That’s […]

How to Draw Readers into Your White Paper

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 […]

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 […]

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 […]

The B2B White Paper Checklist

Congratulations! You’ve finished a draft of your white paper and are ready to move it into production. But before you email the file to your designer and head out for a celebratory beer, review this checklist to confirm that your white paper contains all of the pieces that you need to engage readers and increase […]

What You Can Learn from the World’s Worst Sales Email

You might be cringing and thinking, “My business would never send out something this bad.” However, many businesses are guilty of at least some of the same crimes in this email. Here are three things that are wrong with this message, along with tips that will help ensure that you never make these mistakes in your sales or marketing emails …

3 Keys to More Compelling Case Studies

This post was originally published by the Content Marketing Institute. According to the Content Marketing Institute’s B2B Content Marketing 2012 Benchmarks, Budgets and Trends Report, 70 percent of B2B marketers find case studies to be an effective content marketing tool. That’s because they can increase customer confidence in your organization, educate prospects on how to […]

The 5 Most Cringe-Worthy Technology Marketing Buzzwords

Certain technology marketing buzzwords have become so widely used, that you may not question how awkward they sound. In fact, I’m also guilty of using some of them. Here’s my list of the five most cringe-worthy technology marketing words and phrases …