Copywriter Toronto – B2B Technology and Software Copywriter Copywriter Toronto - B2B Technology and Software Copywriter Tue, 27 Sep 2016 22:34:31 +0000 en-US hourly 1 How to Get Your Sales Team to Actually Use Your Content Mon, 29 Aug 2016 11:00:52 +0000 B2B_Marketing_Sales_Team_Use_Content

Sometimes it can feel like a lost cause …

You’ve created a strong library of content that you want to get in front of as many customers as possible. You hope your sales team will feel as excited about your content as you are. But then the momentum stops short at sales’ door.

Building a relationship between sales and marketing has some incredible benefits, such as higher quality leads and more revenue. A steady flow of content can help sales better educate customers and close more deals … if they actually use the content.  

This week, I’m sharing some easy to implement strategies from NewsCred to help you align your marketing and sales teams. Check out NewsCred’s tips here.

New Research: Case Studies Are The Most Effective B2B Content Marketing Tool Thu, 25 Aug 2016 11:00:49 +0000 Case Studies Most Effective B2B Content Marketing

We’ve always known that case studies are one of the top dogs of B2B content marketing, but new research from the B2B Technology Marketing Group now proves it.

The group recently conducted a survey with more than 600 B2B marketing professionals about the current state of content marketing.

The results show that when evaluating content marketing effectiveness, lead generation continues to be the top goal. Meanwhile, case studies take the #1 spot as the most effective tactic and format. Case studies topped the results in two categories – the most effective content subject to write about and the most effective marketing tactic.

Why Are Case Studies So Effective?

Today’s B2B buyers are self educated and don’t want companies to constantly sell to them. Adding case studies to your lead generation mix helps build trust with buyers, as they hear about you from your customers’ voices – not from your corporate voice. A hawkeye study found that between 71% and 77% of B2B buyers cited testimonials and case studies as the most influential types of content.


When B2B buyers conduct research online, they look for peer reviews, testimonials and case studies. All three of these items provide social proof that your products or services deliver results. This proof helps buyers feel confident when they make purchasing decisions. .

The more compelling case studies you have, the more you can engage skeptical prospects and shorten your sales cycles. A relevant case study can capture a buyer’s interest and motivate them to reach out to you earlier.

Plus, adding more case studies and testimonials to your website can boost your conversions. WikiJobs increased its conversions by 34% simply by displaying testimonials prominently on a web page.

How You Can Use Case Studies

Case studies allow you to tell your story from your customers’ perspectives. They are also a great way to get your best customers more involved with your company and give them recognition for all of the awesome things they are doing.

Here are some places where you can share your case studies to reach a wider audience and engage more leads:

  • Sales collateral for your team
  • Segmented by product or industry, so you can share the right story with the right prospect
  • Event handouts
  • Presentations at conferences, user groups, and other events
  • Social testimonials
  • Email promotions
  • Sprinkled throughout your website as testimonials
  • Blog posts
  • Video content
  • Stories for your white papers and ebooks
  • SlideShare presentations (don’t forget to post these to your LinkedIn profile)
  • LinkedIn recommendations


A successful case study requires both telling a great story and supporting it with a great user experience. Organize your content so prospects can easily find what they need, develop headlines that capture their attention, and present your content in a way that’s interesting and informative.

Case Study Resources to Help You Convert More Leads

Although case studies are an integral part of your B2B content marketing toolkit, they can be difficult to acquire and execute. Here’s how to create case studies that resonate with prospects and motivate them to say, “Yes!” to your product or service: 5 Ways to Take Your B2B Case Studies from Blah to Brilliant.

Once you have some killer stories here are 21 Place to Share Your B2B Case Studies. And if you’re still in the process of developing case studies, here’s How to Make B2B Buyers Believe You (Even When You Don’t Have Any Case Studies, yet!)

Turbocharge Your B2B Sales and Marketing With Compelling Case Studies

My case study writing services can help you build your arsenal of customer success stories, so you can influence more prospects, shorten your sales cycles and boost revenue.

Are you ready to tell your amazing customer success stories and influence more prospects? Contact me at or 647-342-4921 to request case study package pricing or a custom quote.

[Infographic] Do You Have Revenue-Leaking Gaps in Your B2B Customer Experience? Mon, 15 Aug 2016 12:00:41 +0000 Customer Experience

Today, 80% of customers base their buying decisions on their customer experience, rather than price. This eye-opening statistic speaks to how the customer experience should be at the forefront of B2B marketing strategies.

This week, I wanted to share an inforgraphic put together by 5 worrying truths about the state of B2B customer experience. Not only does it highlight the importance of the customer experience and what brands are getting right, it also identifies common pitfalls and what brands must do to deliver amazing customer experiences.

The Top 9 White Paper Mistakes That Kill Your Credibility and Chase Away Leads Wed, 03 Aug 2016 11:00:19 +0000 The Top 9 White Paper Mistakes

B2B buyers rely on white papers to make informed purchasing decisions. However, many white papers aren’t helpful – they’re boring sales pitches that put readers to sleep. Here’s how to take your white papers from “snooze fest” to “lead magnet”…

White papers are a B2B marketing workhorse. 

B2B buyers – especially technology buyers – rely on them for in-depth information when making purchasing decisions. According to Eccolo Media, white papers are the #2 type of content that B2B technology buyers use during their purchasing process. White papers are also used across all stages of the sales cycle – from awareness to decision.

When done correctly, white papers can present a compelling argument for your product or service.

However, many white papers miss the mark and fail to engage high-quality leads. Here are nine common mistakes that drive away customers and give white papers a bad name:

1. Your marketing objectives aren’t clear.

Before you develop a white paper, make sure that it aligns with your business objectives. Think about your marketing and business goals, along with what you hope to achieve with the white paper. For example, will you use the white paper for lead generation? Does the white paper fill a gap in your content? Will the white paper support a new product or service that you are launching? Do you want a white paper that positions you as an expert or thought leader for a specific topic?

2. You don’t align your white paper with your prospect’s buying journey.

While aligning your white paper with your business goals is important, it’s even more important to align your white paper with your target audience. After all, if your white paper doesn’t serve your target audience’s needs, they won’t read it.

For your white paper to be effective, you must get clear on your target audience’s problems, needs, and goals. You also must target content for buyers in each phase in your sales cycle. According to Demand Gen Report’s B2B Buyer Behavior Survey, 61% of respondents select vendors who deliver a mix of content that is appropriate for each stage of their buying process.

3. Your topic isn’t a subject that will drive leads.

Many white papers fail to drive leads, because buyers don’t care about the topic.

Find out what questions your customers ask during each stage of the sales cycle. Then, address these concerns in your white paper. Your white paper will get more downloads and shares if it helps your customers solve one of their top challenges.

Speak to Customer's Challenges

Once you have some potential topics, ask your customers and prospects which one they prefer. You can also run topic ideas past your social media communities. Asking for feedback early in the process will ensure that you don’t waste your resources on a white paper that doesn’t bring you a strong ROI.

4. You don’t start from a good creative brief.

Many marketers create one-page documents that outline a few key messages for their white papers.

However, these documents often don’t contain enough info on who your target audience is and how your white paper will help them. If your creative brief is just a  few paragraphs, it won’t give your writer enough information to craft a solid white paper.

Expand on your creative brief to answer questions such as:

  • Who is our primary and secondary audience for this white paper?
  • What are their top challenges or concerns?
  • What solution will help them overcome their challenges?

For my complete list of questions, download my white paper creative brief here.

5. You don’t include quotes and interviews from experts.

Obtaining quotes from subject matter experts and stats from third-party research is critical when writing an authoritative white paper. This information enhances your white paper’s credibility and makes your content more believable.

Stats and data are of particular importance if your target audience is analytical. They want to see numbers that back up your claims.

6. You didn’t use a professional writer.

A white paper can be one of the most persuasive items in your marketing toolbox.

However, it takes a lot of time and skill to craft a compelling white paper. Many B2B marketing teams are small, busy, and don’t have the time to write lengthy pieces of content.

Working with a professional copywriter can help you quickly take your white paper from idea to reality. A copywriter can turn your messages into compelling arguments. This will engage leads and motivate them to take the next step in working with you.

7. You blast your leads with sales messages.

IT pros refer to white paper opt-in forms as, “download a call”. Many of them want a white paper’s content, but they don’t want the sales call that comes five minutes after they download it. Many IT pros avoid answering their phones after opting in for a white paper, so that they won’t have to speak with a sales rep.

If you want to stand out from the pack, don’t bombard your leads with sales calls five minutes after they download a white paper. You can even be transparent in your landing page copy and let leads know if you will call them.

8. Your white paper is a 10-page sales pitch.

Many white papers appear useful on their landing pages. They have compelling titles and promise to share great tips. But when you read these white papers, you find out that they are just lengthy sales brochures. Some even mention their product in the first sentence!

Use 80% Educational Content

Make sure that your white papers contain 80% educational content. Once you educate customers and earn their trust, you can discuss your product in the remaining 20%.

9. You don’t spend enough time promoting your white papers.

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 to get more downloads, shares, and leads:

  • Collect leads on your blog. Write a series of related articles for your blog, and direct readers to your white paper’s opt-in form.
  • Create an email campaign. Encourage targeted email segments to download and share your white paper.
  • Give your sales team a cheat sheet. A white paper “cheat sheet” makes it easy for salespeople to hand out to leads.
  • Host a webinar about your white paper’s topic. Not all of your ideal customers will read a white paper. If you host a webinar that’s on the same topic as your white paper, you can reach a wider audience.
  • Convert your white paper into a SlideShare presentation. SlideShare is a great channel to use if your audience responds to visuals. Post highlights from your white paper in a SlideShare presentation. You can even add a lead generation form to your SlideShare presentation to connect with potential customers.
  • Drive targeted leads to your white papers via LinkedIn. LinkedIn has advanced targeting features that let you put your ads in front of exactly the right audience. For example, you can target your audience by company size, job function, title, and location. You can buy both ads and sponsored updates.
  • Get influencers to talk about your white paper. Getting your industry’s top bloggers to talk about your white paper can bring a lot of leads your way. Build relationships with these bloggers before you ask them to do anything for you. Once you have a relationship, send them a link to your white paper’s direct download page, along with a personal email that explains why their readers will find it valuable.

Following these tips will help you take your white papers from “boring” to “brilliant.” And this information doesn’t just apply to white papers. You can also use these techniques with ebooks, guides, and other marketing content to improve your results.

3 Easy Ways To Apply This Information Now

  1. Download my white paper creative brief for a list of questions that will get your project off to a solid start.
  2. Read 27 Places to Promote Your B2B White Papers to learn how to get your content in front of a wider audience.
  3. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.



10 Things You Need on Your B2B Homepage [Infographic] Wed, 27 Jul 2016 11:00:22 +0000 Copy of Content Marketing Cheatsheets

Your website is at the forefront of your business and arguably the most valuable marketing resource you own. It’s often the first stop for both potential and existing customers, so keeping it optimized should be a priority. Your website can lead customers all the way through their journey – from an introduction via a Google search or blog post through conversion.

Your homepage can make or break that experience and heavily influences buying decisions. A good home page can prompt customers to engage with you and learn more, while a bad home page can cause them to bounce.

This week I’m sharing a valuable infographic from Sagefrog outlining the Top 10 Features Every B2B Homepage Must Have. Have a look to see if your site needs some tweaks. If so, how and where you can make critical adjustments to improve your customers’ experience?

The Top 10 Content Marketing Infographics for Summer 2016 Wed, 20 Jul 2016 11:00:51 +0000 Content_Marketing_Infographics

Summer is officially here bringing with it longer days, warm breezes and those long anticipated vacations (or stay-cations). Yay!

If you’ve got the hammock set up and are looking for some good summer reading, be sure to check out these 10 content marketing infographics curated by the folks over at BrightTalk.

Infographics are the perfect bite-size way to take in a lot of info without having to invest in a longer piece of content. These 10 infographics cover everything from a brief history of content marketing to strategy tips, benchmarks and trends.

Pour yourself a refreshing beverage and check out these 10 Content Marketing Infographics for Your Summer Reading List.

How Content Marketers Can Be More Creative Mon, 11 Jul 2016 11:00:19 +0000 How_Content_Marketers_Can_Be_More_Creative

Increase creativity with these upgrades to your workspace and habits.

Creativity. We all want it, and we all want it to come easy! Regardless of the project you’re working on, a healthy dose of creativity is an asset that can give your content a leg up over others. If you’ve ever found yourself stuck in a creativity rut (we’ve all been there), there are a few ways to break free and allow your ingenuity and vision to come together.

I recently came across this great post from UberFlip: How to Optimize Your Workspace & Habits for Creativity. Have a look and get going on some workspace upgrades that will help you be more creative.

For more optimization and productivity tips, check out 7 Productivity Hacks for Smart B2B Content Marketers.

The Ultimate List of Content Marketing Cheat Sheets Mon, 04 Jul 2016 12:00:40 +0000 The-Ultimate-List-of-Content-Marketing-Cheat-Sheets

B2B marketers use an average of 13 content marketing tactics – from case studies to white papers to blog posts. Since 76% of B2B marketers are creating more content than they did last year, it’s crucial to find ways to be more efficient and productive.

That’s why I loved this article by Marketing Insider Group sharing 15 content marketing cheat sheets. If you are struggling with content marketing, the article lists some great tools that will help you create content faster and easier.

Make sure you check out my personal favourite, The Ultimate List Of Blog Post Ideas by Digital Marketer. It’s a great resource covering the 50 types of blog posts to turn your ideas into great content.

A bonus resource that isn’t on the list is How to Plan Your 2016 Content Calendar. An editorial calendar is an important part of your content marketing strategy. It helps you document, plan and manage massive volumes of content. The resource includes an editorial calendar template that will help you with your planning. 

What are your favourite content marketing resources? I’d love to hear them. Tweet them to me at @copywriterTO.

The B2B Content Marketers’ Ultimate Productivity Cheatsheet Wed, 22 Jun 2016 10:00:20 +0000 YOUR HOUR-BY-HOUR GUIDE TO HAVING YOUR MOST PRODUCTIVE DAY … EVERY DAY!

76% of B2B marketers are creating more content than they did last year. If you’re struggling with your workload, use this infographic as your guide to getting it done!

The B2B Content Marketers’ Ultimate Productivity Cheat Sheet Infographic

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How to Make B2B Buyers Believe You (Even When You Don’t Have Any Case Studies) Thu, 16 Jun 2016 10:00:28 +0000 B2B_Buyers_Without_Case_Studies

While case studies are a B2B marketing powerhouse, they’re not always easy to get. Here’s how to engage prospects when you can’t share customer success stories …

Case studies are one of the top dogs of B2B content marketing.

B2B customers rely on them to make informed buying decisions, as case studies give customers social proof that your products and services deliver results.

It’s no surprise that 71% percent of B2B buyers in the awareness stage and 77% in the evaluation stage cited that testimonials and case studies are the most influential types of content.

But it’s not always easy to get case studies.

For example, you may be launching a new product and can’t get case studies until your customers use it. Or you might be in an industry where your customers can’t identify themselves due to legal, security, or privacy issues.

So, what can you do if you can’t get case studies?

Don’t worry. Chances are you have some great options and can draw from other content sources. Here are five ways you can unleash some powerful content while you get your case study ducks in a row:

1. Ask for reviews.

If you can’t get a complete case study, you might still have customers who are willing to post reviews on a site such as G2Crowd or TrustRadius.

The Demand Gen Report B2B Buyer Behaviour Survey found that 53% of business buyers rely on peer recommendations when they make a purchase. This number has increased from 19% in 2012.

Focusing on peer reviews can enhance your credibility and boost your sales.


2. Let your subject matter experts shine.

Buyers value your subject matter experts’ opinions. According to ITSMA’s 2015 How Buyers Consume Information Study, B2B customers want to know what your subject matter experts think. In fact, vendor subject matter experts were rated the most trustworthy or credible source of information – beating even peers, analysts, and digital influencers.

Ask your internal subject matter experts to contribute to your content – such as by writing blog posts, authoring white papers, presenting at live events, or answering questions during webinars. If your subject matter experts are too busy to blog regularly, you can have a ghost writer interview them and write posts on their behalf.

3. Provide other valuable content.

The vendor with the best content wins.

In Demand Gen Report’s B2B Buyer Behavior Survey, 61% of respondents said that they select vendors who deliver a mix of content that is appropriate for each stage of their buying process.

While case studies are valuable across all stages of the buying cycle, you have other options. For example, you can provide educational white papers, blog posts, and videos. Webinars are also are great way to interact with prospects and answer their questions. With so many options, prospects may not even notice that you don’t have any case studies.


4. Boost your social presence.

Yes. Your buyers are using social media to research you.

According to IDG, 86% of IT buyers use social networks and content in their purchase decisions. They are most likely to use social media in the general education stage of their buying process.

Meanwhile, Demand Gen Report found that LinkedIn is the top network for senior executives who want to connect via social media. Whether you have case studies or not, you should focus some of your marketing efforts on LinkedIn. For example, you can upload articles to LinkedIn Publisher or post SlideShare presentations to your profile. Also ask your subject mater experts to add their thought leadership to their LinkedIn profiles. Showing customers the faces behind your company can boost your credibility – even if you don’t have case studies.

Demand Gen Report also found that blogs are the top social medium for non-executives. Updating yours on a regular basis can get you in front of a wider audience and motivate prospects to learn more about your company.

5. Publish a use case (proceed with caution)

When you’re launching a new product, it might be too early to get case studies that you can share.

Instead, you can put together use cases – or examples of how people can use your product. The point of a use case is to get customers to visualize themselves achieving the benefits that your products and services offer.

However, you must be clear that your use cases are examples – not stories about real customers. You don’t want to mislead buyers.

While use cases can provide some value, you’ll want to get real customer success stories as soon as possible.

The above are great ways to support your sales team in the absence of case studies. But, as mentioned, B2B buyers rely heavily on case studies.

And you may not be a stuck as you think. You may have customers who are willing to share their success stories with the world. All you need to do is ask.

Once you have a stellar case study ready to go, check out these 21 Places to Share Your B2B Case Studies.

3 Ways to Apply This Information Now

  1. Read How B2B Buyers Are Engaging With Your Content [Data]  To help you get the most out of your content investments, I’ve compiled some recent statistics on how B2B buyers are using content throughout the sales cycle.
  2. Read “10 Steps to an Effective Content Marketing Strategy” to help plan your content. Research has shown that B2B marketers who document their content strategies get better results than those who don’t.
  3. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.