Copywriter Toronto – B2B Technology and Software Copywriter Copywriter Toronto - B2B Technology and Software Copywriter Thu, 16 Jun 2016 10:00:28 +0000 en-US hourly 1 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.


The New Content Marketing Benchmarks Are Here: How Do You Stack Up? Tue, 14 Jun 2016 10:00:34 +0000 Content Marketing Benchmarks

Do you ever wonder how your content is stacking up against your competitors?

Is your content getting the same engagement as others in the industry? How do you know if you are leading or lagging?  

Luckily, the folks over at Venngage have put together some benchmarks that we can use as a point of reference when it comes to how our content is performing. Not only have they pulled data from the top 115 marketing tech companies, but they have designed it to be actionable. You can plug in a few of your own numbers to see how you measure up.

Here are some of the metrics that they have benchmarked:

  • Blog post total shares and shares by platform
  • Blog post shares by followers
  • Blog post total shares by content type
  • Total shares and shares by platform, per month
  • Top companies

Check out the SlideShare and Infographic to see how you stack up.

4 Must-Do Steps to Maximize the Value of Your Content Tue, 31 May 2016 10:00:59 +0000 4 Must-Do Steps to Maximize the Value of Your Content

This week, I’m sharing a post from my friends over at SingleGrain. They’ve put together four really powerful ways to squeeze the most out of your content – something that we all hope to achieve!

We work hard at generating valuable content and want our content to be as effective as possible. If you’re struggling with ways to push that post the extra mile or ring out a little bit more reach from that white paper, check out these must-do’s that will seriously up your game: 4 Steps To Expand and Promote Your Epic Content

Do you want more tips on how to scale your content? Check out my recent post: How to Scale Your B2B Content – Without Sacrificing Its Quality


5 Quick Tips: Social Media for B2B Mon, 23 May 2016 11:00:30 +0000  

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 things. Despite these myths, social media can be just as, if not more, transformative for B2Bs.

There are inherent differences between B2B and B2C. But for both, succeeding on social media is all about strategy and tactics. Having a clear picture of your target audience and where they are in the buying cycle doesn’t differ whether you’re selling to businesses or consumers.

This post by KissMetrics, How to Use Social Media to Drive Traffic for B2B Companies, features five simple but powerful things to consider when taking your social media efforts to the next level. Number four is a must!

10 B2B Content Marketing Planning Mistakes That Are Stifling Your Success Thu, 19 May 2016 09:00:51 +0000 B2B Content Marketing Planing Mistakes

B2B content marketers who create and follow through with a plan are more successful than those who wing it. Here’s how to avoid common planning mistakes that can derail your content marketing success …

We’ve all heard the saying, “If you fail to plan, you plan to fail”.

With content marketing now mainstream (88% of B2B marketers in North America use content marketing), most brands have jumped on board with generating more content in the hopes of boosting brand awareness, engaging a larger audience, and standing out from their competitors.

But only 30% of B2B marketers think their content marketing is effective. This is because they’re going in without a plan.

To win at content marketing, you need both a strategy and a plan to implement that strategy.

Doing content marketing without a plan is like driving to a new destination without your GPS. You’ll likely make wrong turns and get lost along the way.

Are You Making These 10 Content Planning Mistakes?

Regardless of where you are in your planning process, if you know what to look out for, you can easily avoid these ten common planning mistakes.

1. Not setting goals for your content

Ninety-three percent of the most effective B2B content marketers cite lead generation as a goal. When you set goals, you can structure your strategy around what matters.

Measuring your goals is equally important. Looking at metrics will help you track your growth and success en route to your target.

According to the B2B Content Marketing 2016 Benchmarks, Budgets and Trends report, the most important goals and metrics for B2B content marketing:


  • Lead generation (85%)
  • Sales (84%)
  • Lead nurturing (78%)
  • Brand awareness (77%)
  • Engagement (76%)


  • Sales lead quality (87%)
  • Sales (84%)
  • Higher conversion rates (82%)
  • Sales lead quantity (71%)
  • Website traffic (71%)

2. Not documenting your strategy

Having an idea about where you want your marketing efforts to go and putting that idea into action are two different things. Documenting your strategy can set you apart from your competitors and help you reach your goals. It’s not surprising that sixty percent of B2B marketers with a documented content marketing strategy say they are effective, compared with 32% of those with just a verbal strategy.

Document Your Strategy

Use your goals to create your strategy. Then, break down your strategy into actions with deadlines. Once you create your schedule, stick with it. Having a tangible roadmap will keep you on track towards your goals and successes.

3. Not having the right resources

Having the right resources at your fingertips is critical to your content marketing success.

While many B2B marketers are a “marketing department of one”, you can’t be expected to do it all yourself. It’s hard to find the time to plan, create, and promote your content on top of everything else that you need to do.

You can find it helpful to delegate some of your content creation to a team, especially if you feel overwhelmed. With other contributors, your content will end up fresher and more vibrant. Meanwhile, you’ll be less stressed about finding the time to do everything yourself.

There are a ton of tools to help you source, create, organization and distribute your content – as well as manage and collaborate with your team. Check out the B2B Content Marketers’ Guide to Getting it Done.

4. Not getting other people in the organization involved

Your content marketing goals likely span all areas of your business, so it makes sense that multiple departments should be involved. Collaborating with other departments will make your content more effective and help other areas of the business achieve their goals.

Utilize Other Departments

In particular, sales, customer service, and product development can provide insights that will translate into more valuable content.

5. Not repurposing content

Today’s B2B marketers are producing more content than ever. However, many marketers will publish a piece of content once on their website or blog and then fail to do anything else with it. This begs the question, how do we create large volumes of content without sacrificing its quality?

Twenty-nine percent of leading marketers systematically reuse and repurpose their content. If you’re not doing the same, you will fail to capitalize on each piece of content and maximize your reach.

Maximize Your Reach

It can be tough to keep your feeds full of fresh posts, but there are ways to scale your content. Check out: How to Scale Your B2B Content Without Sacrificing Its Quality.

6. Not using evergreen content

Just like it’s namesake, evergreen content stays fresh for a long period. It can work hard for longer – increasing your traffic, social shares, leads, and search engine rankings. You can also use your best evergreen content a list-building tool to grow your subscribers.

If you want your content to have a longer shelf life, pick a topic that will interest your customers for the next few years. You don’t want to discuss a trend that may become dated in a few months.

7. Not planning content that improves customer experience

Buyers are spending more time looking at content online and less time interacting with sales and customer service reps. Shockingly, Gartner predicts that by 2020, customers will manage 85% of their relationships with enterprises without interacting with a human.

Digital Relationships

Use your content as an opportunity to provide customers with a great experience. Be relevant, accessible, and honest. For more tips check out How to Use Content to Improve Your Customer Experience.

8. Not telling your customers’ stories

The best way to connect with your audience is by telling your customers’ stories. Savvy B2B buyers don’t like sales pitches. They want to connect with real people – not with faceless brands.

Sharing customer stories is a great way to build these connections. The truth is, the best stories come from your customers, not from your sales or marketing teams.

Share how customers have used your products and what benefits they have achieved. And don’t be afraid to address things that didn’t go well in your case studies. This shows potential customers how you handle and solve problems. For more ideas, read The 4 Pillars You Need to Tell Great B2B Stories

9. Not budgeting enough

Seventy-six percent of marketers are increasing their investment in content marketing, and 51% of B2B marketers indicate that they will increase their content marketing spending in the next 12 months. Social Media Examiner’s Industry Report estimated that marketers will increase spending on creating visual assets, including videos, as well as original written content.

Increasing Marketing Budgets

Not allocating enough of a budget for your content marketing can be a major roadblock. You can have a stellar strategy and content plan, but without the proper budget, you won’t be able to see it through.

Also, inefficiency in content planning and creation can result in budget blunders and overspends. According to a recent study, mid-to-large B2B companies waste $958 million each year on inefficient and ineffective content.

10. Not answering customer questions

Talking about what you want to talk about, not what your customers want to talk about, is a common B2B marketing mistake. Providing customers with value should be at the heart of your content. Listening to your customers can give you ideas on what they are interested in, so you can create content that resonates with them.

The stronger your content marketing plan, the more successful you will be. Look at your content marketing strategy to determine if you have any gaps that are preventing you from connecting with customers and driving business through your content.


Download Your Copy Of The B2B Content Marketers’ Guide To Getting It Done

How To Have Your Most Productive Day… Every Day.


3 Ways to Apply This Information Now

1. Download The B2B Content Marketer’s Guide to Getting It Done: How to Have Your Most Productive Day … Every Day!

2. Read How to Scale Your B2B Content – Without Sacrificing Its Quality for more tips that will help you improve your productivity while getting better content marketing results.

3. Click here to share this blog post on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.


The Ultimate SEO Checklist for Blog Posts Mon, 16 May 2016 12:00:46 +0000 The days of tricking search engines are over.

If you have been using tactics that try to manipulate Google, you probably have noticed a significant dip in traffic.

Barry Feldman and Andy Crestodina have collaborated to create this 21 point SEO Blog Post checklist that can help you create blog content that satisfies both readers and Google.

The checklist is a fantastic resource for you to check out. However, I would add five important items to it:

  1. Write longer content. The first page of Google is dominated by articles that average 1890 words.
  2. Optimize your images with keywords. Google has a search just for images that can bring traffic to your site.
  3. Add a good summary and a link back to your post in the description of any of your YouTube videos that you embed in your posts. YouTube videos rank very well in search.
  4. Make sure that you have easy ways to share your post on social media that also show your share counts. This helps with credibility and increases social shares. Social Warfare is a great tool because it also includes Twitter counts.
  5. Create internal links to other content on your site when relevant and interesting. This will cause people to stay longer on your site – boosting your engagement.
10 B2B Content Marketing Productivity Tools You Need to Use Today Wed, 11 May 2016 12:00:31 +0000 10 B2B Content Marketing Productivity Tools You Need to Use Today

While you’re reading this, you likely have no less than a dozen other tabs open and a to-do list that’s growing by the minute.

As B2B marketers, we have our plates full. We’re producing more content than ever, using an average of 13 content marketing tactics from case studies to white papers to blog posts.

Keeping up with all of this content is a challenge. We constantly strive for increased productivity and ways to streamline our workloads to keep the content machine rolling.

Here are ten productivity tools that can help you save time while you produce record-breaking amounts of content:  

1. Evernote


Evernote calls itself “the productivity app that keeps your projects, ideas, and inspiration handy across all your digital devices.” With that said, it’s a powerful tool to organize, save, and schedule content for later. You can capture content and curate it when you’re in need of some inspiration. 

2. Trello


This scheduling and project management platform has a focus on team collaboration, allowing you to create an overview of your current and future tasks. It lets you collaborate with your content development team and keep all of your project’s files, photos and notes in one place. Trello can also be an effective content planning calendar as seen here: Creating Content Management Calendars in Trello.

3. Feedly


Speaking of content planning, Feedly is a great tool for discovering and curating content. The tool integrates with many social media management platforms and is an efficient way of sourcing valuable, industry-specific content for your audience. 

4. Oktopost


Oktopost is my go-to social media management platform. I love it, because it’s specifically geared towards B2B marketers and lets you track and manage your leads through social media. It also integrates with Feedly, making it a match made in content marketing heaven. 

5. RescueTime

Rescue Time

Being scattered and distracted is something we can all relate to. RescueTime is a plug in that aims to help you understand your daily habits. It tracks where and when your distractions occur, so you can be more productive. You can also ban those distracting websites and have an accurate glimpse of exactly how much time you spent on emails or in meetings.



Short for “If This Then That”, IFTTT allows you to automate actions in one app as a response to actions within another. Think about all of the repetitive task you do in a day. Now, think about how great it would be to automate those. Choose from a list of recipes or create your own. IFTTT integrates with a ton of apps and services you use daily – it’s a time saver for sure.

7. Mixmax


Emails are the bane of our work existence. They can be a huge time suck. Mix Max cleans up your inbox by allowing you to track, organize, and automate your emails. It also has productivity features such as templates, mail merging, and scheduling.

8. Slack


If you haven’t already heard of Slack, it’s a messaging app for teams that makes it easy to categorize and track conversations about projects or clients across multiple teams. You can drag and drop to share files, as well as set reminders and notifications. Slack claims to decrease your email up to 48% – woah!

9. Thoughtboxes

Thought Boxes

As an alternative to drowning in Post-it notes, Thoughtboxes are a simple way of keeping all of your notes in one, visually organized page. Categorize and colour code your lists by task, project, or client. You can also use Thoughtboxes to jot down ideas on the fly without leaving a cluster of crumpled stickies in your wake. 

10. 1Password


It seems like everything requires a password these days, and our list of passwords to remember is constantly growing. 1Password is an amazing tool that securely stores and auto-fills your passwords whenever you need them, saving you on time and frustrations. 



Fill Up Your B2B Content Calendar With This Great Resource Mon, 09 May 2016 18:00:44 +0000 Fill Your B2B Content Calendar

Planning, creating and scaling content can be a challenge. A lot of time and hard work can go into content production, and we’re all looking for ways to maximize our content and increase our productivity as B2B marketers.

This week, I wanted to share a great resource that I came across that can help you diversify your content creation. Check it out: 105 Types of Content to Fill Up Your Editorial Calendar

Now that you have so many choices, what types of content will help you attract the most leads and turn them into customers? Have a look at these five winning B2B content marketing tactics: The Top Dogs Of B2B Content Marketing [Infographic]

If you’re looking for more productivity tools, be sure to check out my blog post this Wednesday, where I will dive deeper into 10 productivity tools for B2B marketers.


7 Questions to Ask When You Create a B2B Content Marketing Strategy Wed, 27 Apr 2016 05:18:05 +0000 Cartoon chess pieces to represent content marketing strategy.

Content marketing has gone mainstream. Most B2B companies now use content to raise brand awareness and stand out from their competitors. However, new research from the Content Marketing Institute and MarketingProfs has some surprising statistics. According to the B2B Content Marketing 2016 Benchmarks, Budgets and Trends report, only 30% of enterprise B2B marketers think their content marketing is effective.

Why is this?

Many factors could be at play, but another statistic in the report sheds some light on this. According to the report, only 32% of enterprise B2B marketers have a documented content marketing strategy. A strategy shapes every aspect of your content marketing. It tells you where you are today, describes where you want to go in the future and gives you a roadmap to get there. If you don’t have a content marketing strategy, it’s like you are driving to a new location without a GPS. Chances are you will get lost along the way and waste money on gas. 

Cartoon illustration of cars driving on a highway

Here are seven questions to ask when you develop a content marketing strategy:

1. How will you get key stakeholders on board?

It will be hard to get results from your content marketing if you’re the only one committed to the initiative. You’ll need to show others in your enterprise the value of content marketing and why it is necessary. If they don’t see the need, you won’t get buy-in. You should also address their concerns and discuss potential risks. For more information on getting content marketing buy-in, check out this article.

2. Why are you using content marketing?

Before you publish another piece of content, think about why you are doing content marketing. Is it to raise brand awareness, attract more high-quality leads or improve your customer service? Your content marketing strategy should support your larger business and marketing goals. The better you can align each piece of content with a larger business goal, the better your results will be.

Illustration of chess pieces and business icons

3. Who are your target audiences for your content?

You can produce tons of content – even great content – but if it’s not relevant to your target audience, you are wasting your resources. In the latest B2B Content Marketing 2016 Benchmarks, Budgets and Trends B2B technology buyers stated that “media is only effective if the information that it features is relevant to their research”. If your content isn’t relevant, your buyers will search elsewhere to find what they are looking for. 

You can create targeted content for each audience based on their role, needs or stage in the sales cycle. However, don’t try to create content for every buyer and influencer right away. Start by focusing on one or two of your key audiences. Spend time getting to know them. What are their needs? What is their typical day like? How do they consume content? It’s better to gain a deep understanding of one key audience than it is to do a half-assed job creating content for lots of audiences.

4. Where are you at today?

Before you leave for your destination, you must know from where you are leaving. Perform a content audit to determine what content you already have and where you need to fill the gaps. For example, are you missing content that speaks to a key audience? Do you need content to support an upcoming product launch? Do you need to publish to your blog on a more regular basis?

Laptop and mobile screens showing data illustrations

When you conduct your content audit, you should refer to your analytics to see how your current content is performing. This will let you know what topics your audience finds the most valuable. You can then create similar content to bring more targeted leads to your website.   

5. What topics are you going to cover?

After you identify your gaps, think about what you want to be the “go-to” resource for. Then, create an editorial calendar with lots of content about these topics. Your editorial calendar doesn’t need to be complex. It can be as simple as an Excel sheet with columns for the following:

  • The content’s title
  • Format (i.e. blog post, webinar)
  • Author
  • Publication date
  • Status (i.e. in development, published)
  • Target audience
  • Keywords
  • Call to action
  • Related campaign

6. What channels will you use?

Before you get excited about the latest social network, find out if your target audience hangs out there. If not, you should focus your efforts on the places where you can interact with your target audience.

Illustration of hands connecting to content on a computer

Also think about how your target audience prefers to consume content during each stage of the buying cycle. Do they rely on white papers to educate themselves about your type of product or service? Do they prefer to view content on desktops or mobile devices? Are they likely to attend webinars or watch videos? Be sure that you create content for all their preferred channels.

7. What resources do you have?

One of the biggest B2B content marketing challenges is finding the resources to produce content.

Creating a content marketing strategy can put you on the road towards marketing success. The most important thing to do is put your audience first. When you create content that resonates with them, you’ll improve your results.

3 Ways to Apply This Information Now

  1. Download 15 Marketing Questions That Won’t Make Your B2B Customers Die of Boredom for some great conversation starters.
  2. Read “Why IT Buyers Aren’t Responding to Your Content” to learn how to make your marketing less robotic.
  3. Share this article on Linkedin. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.

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15 Marketing Questions
That Won’t Make Your B2B Customers Die of Boredom


7 Productivity Hacks for Smart B2B Content Marketers Wed, 23 Mar 2016 12:00:49 +0000 Title Image and illustration: Productivity Hacks for B2B Marketers

It seems like our marketing “to do” list gets longer every day. The more projects and meetings on your list, the harder it is to get everything done. Here are seven tips that will boost your content marketing productivity …

Every day, I speak with B2B marketing professionals who struggle with their workload.

It’s no surprise …

According to research from the Content Marketing Institute and MarketingProfs, B2B marketers are producing more content than ever. In fact, 76% of B2B marketers are creating more content than they did last year. They now use an average of 13 content marketing tactics – from blogging to white papers to webinars.

Many B2B marketers produce record-breaking amounts of content without a large enough team to support them.

And they’re doing it on top of meetings, phone calls, and their other daily tasks.

One of my clients told me that he spends all day in meetings and has to give up time with his family at night, so he can finally get his work done.

This is a sad reality for many B2B marketers.

However, there are a few things you can do to keep the content machine rolling while you free up some of your valuable time.

Here are my top seven productivity tips for B2B content marketers:

1. Block out the first hour of your workday for your most important project.

Block out the first hour of your workday for important projects: Image of a watch

One of my clients recently used my online calendar to schedule a call with me. He joked that he didn’t see any appointments before 10 AM, so I must not start work until mid-morning.

I do start work earlier, but I just don’t take calls before 10 AM. This gives me time to get some copywriting done before calls and emails interrupt my train of thought.

Doing this sets me up for a productive day, because I get important work done first thing in the morning.

If you can manage it, cut out all of your early morning distractions. Say no to meetings. Turn off your ringer. Don’t check your email.

Your co-workers will initially try to distract you in the morning, but over time, they will learn not to interrupt you during your productivity hour.

Try this for a week and see if you notice any improvements in your productivity – as well as a reduction in your stress levels.

2. Ban distracting websites.

Ban Distracting Websites: Image of Computer and Facebook

I recently had to take drastic measures with Facebook.

I was spending too much time on the site, scrolling through my feed and checking out links that my friends posted. Soon, a “quick look” at my messages would turn into 15 minutes of reading articles and commenting on posts.

Plus, a lot of the content that I see on Facebook is very political. While it’s important to know what’s happening in the world, I felt like I was being bombarded with heavy issues all the time. This affected my mood and productivity.

So, I started to block myself out of Facebook during my workday. As soon as I sit down in the morning, I open the Self Control app and set a timer for how long I want to block myself out of Facebook and other distracting websites.

Since I’ve started doing this, I’ve noticed an improvement in my mood and my productivity. I even check Facebook much less during the evenings and weekends, when I don’t limit my access to the site.

3. Roll up your email subscriptions.

Roll up your email subscriptions: Illustration of email inbox

Email is a huge time suck.

According to an Atlassian infographic, employees check their email an average of 36 times per hour. Then, it takes them 16 minutes to refocus after responding to emails.

At this rate, it’s impossible to focus on producing great content. 

I’ve been using to manage my inbox. The app takes all of my email subscriptions and rolls them into one daily email. So, instead of getting promotional messages in my inbox every minute, I now get them once a day.

Whenever a new subscription appears in my inbox, gives me the option to add it to my daily roll up, keep it in my inbox, or unsubscribe from it.

Since I’ve started using this service, my inbox has been clean. It’s easier for me to see important emails since my inbox is no longer full of clutter. I spend much less time managing my emails.

4. Play.

Play can make you more creative: Image of a cafe setting

At Content Marketing World, John Cleese talked about the importance of play. He recommended that content marketers take time out to play. For example, go to a park. Paint. Build a fort. Have fun.

Playing makes you more creative, which in turn can positively impact your content marketing.

5. Meditate.

Meditation increases focus: image of man meditating

We live in a world with a million distractions – from email to social media to click bait.

All of these distractions make it hard to stay focused.

This is where meditation can help.

As marketers, it can be hard for us to sit still and calm our minds. However, studies have shown that just 10-20 minutes of daily meditation can help us stay focused and perform better when faced with tight deadlines.

A University of Washington and University of Arizona study found that employees who practiced meditation had lower levels of stress and better memory when multitasking. They also switched tasks less often and remained focused on tasks longer.

6. Break your content development into chunks.

Break your content development into chunks: Image of graph

It never fails …

I’m writing a piece of content, and the ideas are flowing. Then, my typing slows, and it takes me twenty minutes to write a sentence.

This is when I know that I need to take a break.

Stepping away from your content – whether it’s to play, exercise, or work on something else – is key to improving your productivity.

When you return to your content at a later time, your mind will be fresh, and your ideas will flow.

I’ve accounted for the ups and downs in my creativity by breaking my content development into stages:

a. Planning: Get together with your team and plan your editorial calendar for the next month or quarter.

During this time, you can also plan how you will repurpose your new content. For example, what other pieces of content do you need to support your white paper? What other channels do you want to target? Should you put a different spin on your blog post and publish it on LinkedIn? Will you create a content upgrade or opt-in offer to go with your next blog post?

b. Research: Select a topic and research it. Gather background info and statistics on the topic. Interview your subject matter experts.

c. Outline: Make an outline of your content, as this will help you organize your thoughts, so your content development process goes faster.

d. Development: Draft your content – including the design and writing.

e. Editing: Share your content with others on your team and make any necessary edits.

f. Upload: Queue your content for publication. Also, queue your related posts on your social networks.

g. Promote: Promote your content.

Having a repeatable process in place will allow you to produce more high-quality content. Plus, you’ll avoid sitting at your laptop wondering what you should publish next.

7. Don’t Do it All Yourself.

Outsource you content creation: Image of computer and web communications

Outsourcing your content creation can free up a lot of your time while allowing you to produce more high-quality content.

Look for partners who have the skills that you are missing in-house. For example, your product team may have amazing technical knowledge. But do they have the time to put their expertise on paper in your blog posts and white papers? You might benefit from working with a freelance copywriter who can translate their technical knowledge into compelling content.

Try some of these tips to improve your content marketing productivity. Just putting a few of these in place can help you save your sanity, free up your evenings and weekends, and allow you to focus on the big marketing picture.


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1. Download The B2B Content Marketer’s Guide to Getting It Done: How to Have Your Most Productive Day … Every Day!

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