Copywriter Toronto – B2B Technology and Software Copywriter Copywriter Toronto - B2B Technology and Software Copywriter Thu, 17 Nov 2016 19:21:08 +0000 en-US hourly 1 5 Steps to Creating a B2B Brand Voice that Resonates with Your Customers Thu, 17 Nov 2016 12:00:27 +0000 5-steps-create-b2b-brand-voice

Finding your brand voice isn’t something that you do once and then forget about. As new competitors and products come into the market, it’s crucial to stay aware of how your voice comes across to customers.

For example, many B2B companies create new voices for new products. But they don’t update their overall corporate voice to match where they want to go in the future.

Over time, inconsistencies in your brand voice can add up to a host of mixed messages, as Marketing and Sales are unsure of how to talk about your products and services. This lack of a consistent voice ultimately leaves customers confused about how you can help them.

You need to evolve your voice over time to keep pace with customer, industry and product changes.

Evolve your brand voice

Here are nine actionable steps that will help you rediscover your B2B brand voice:

Step 1: Review Your Brand Persona

Reach out to key stakeholders such as customers, subject matter experts, partners and employees to find out how they view your brand. Ask questions such as:

  • If our company was a person, who would they be? Tell me about their personality traits.
  • What is the tone you feel our company communicates?
  • What do you think is the purpose of our company’s communications?
  • What do you like about our company’s personality? Why?
  • What do you dislike about our company’s personality? Why?

Take these answers and look for ways your brand is either resonating or  miscommunicating with your audience. To do this, you can review a cross section of your content with a critical eye.

Compare your findings with current trends and dialogue in your industry. Also look at conversations between your competitors and potential customers to gain further insights.

Step 2. Establish the Defining Elements of Your Brand Voice

Now that you have the findings from your outreach, it’s time to answer some important questions that will help develop your brand’s voice:

  1. What are our company values?
  2. Why do we do what we do?
  3. What personality traits best define our company?
  4. Who is our target market?
  5. How do we want them to feel when they interact with us?
  6. How do we make our customers feel like heroes?
  7. What first impression do we want to make?
  8. What message are we communicating?
  9. What pain do we solve?
  10. How do we demonstrate our value and results?
  11. What status quo do we break?
  12. What makes us different?
  13. What unique story do we have to tell?
  14. What are we passionate about?
  15. What other brands resonate with us?
  16. What words do we like?
  17. What words do we dislike?
  18. What words describe the tone we will use?
  19. Do we speak formally or conversationally?
  20. If we could summarize our brand in one word what would it be?

Step 3. Create a Comparison of What Your Voice Is and Isn’t

Mailchimp has a fantastic style guide that is worth reading. One standout takeaway is their example of comparing what their voice is and what isn’t.

Mailchimp Style Guide Questions

This is a valuable exercise to go through before developing your brand voice guide.


Create a brand voice that resonates with your buyers and sets you apart from the pack.



Step 4. Create Your Brand Voice Guide

Summarize all of your answers in a concise guide for distribution throughout your organization. Whether you decide to add your voice guide to your brand bible or have it stand alone, create a document that is informative and engaging.

Create and distribute a brand style guide

A style guide is a valuable tool that helps your writers, designers, and other content team members align your content with your brand. Your style guide can include:

  • A description of your target audience and key personas
  • Information on your content goals
  • A description of your brand voice
  • Notes on spelling and punctuation
  • The name of the style manual that you follow, such as AP or Globe and Mail
  • A list of items to include in your blog posts – such as author bios and pull quotes
  • Links to your logo and other key design elements

Some great examples of Style Guides include:


Skype Sample of Style Guide


Adobe Sample of Style Guide

University of Leeds

University of Leeds Brand Voice Sample

Step 5. Just Because It’s B2B Doesn’t Mean It Has to Be Boring

B2B buyers are still people. They want to be informed, engaged and entertained. When you define your brand’s voice, make sure your communications:

  • Are genuine
  • Are concise – don’t overwhelm people with too many details or too much information
  • Drop meaningless adjectives
  • Use your customers’ language and tell their stories
  • Have unique visuals – avoid stock photography whenever possible

With your revised brand voice in mind, go through your existing content and look for pieces that no longer serve your company. What do you need to revamp with your new tone?

Also be sure to give your new brand guide to your content creators so that they can incorporate your changes into future content.  

3 Easy Ways to Apply This Information Now

1. Download The Ultimate B2B Brand Voice Guide and create a brand voice that resonates with your buyers and sets you apart from the pack.

2. Read How to Scale Your B2B Content – Without Sacrificing Its Quality for more tips that will help you get 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.

8 Steps to a Winning B2B Lead Generation Program Tue, 15 Nov 2016 12:00:21 +0000 copywritertoronto-com_winning_lead_generation_strategy

A targeted, tailored and relevant lead gen program is a vital part of any B2B marketing strategy. And although there is no one-size-fits-all solution, there are proven ways to ensure that prospects find your business, engage with you and turn into customers.

This week I received an email from a student who, as part of completing her fall semester, is required to share resources that encourage growth for local businesses. She sent through an article from that I’m happy to share here, as it outlines the 8 Most Effective B2B Lead Generation Methods. Take a look and see if there are any ways you can strengthen your lead generation efforts. Thanks, Katie!

These 23 Questions Will Save You From Any B2B Content Creation Rut Tue, 08 Nov 2016 12:00:35 +0000 questions_b2b_content_creation

Creating killer content takes a lot of time and hard work.

If you’re part of the 76% of B2B marketers who are producing more content this year than last, you might be struggling to stay ahead. After all, you only have so many hours in the day.

You may also wonder how to make the best use of your time and create content that resonates with your customers.  

This week, I want to share 23 questions put together by The American Marketing Association that will be invaluable when it come to establishing where to start and what you should write about to engage customers. Check out Ask These 23 Questions to Create Better Content to get the ideas flowing.

How to Boost Brand Engagement with Your B2B Content Tue, 25 Oct 2016 11:00:41 +0000   34 East 12th Avenue Vancouver (between Ontario & Quebec)

With 72% of B2B content marketers saying that they struggle to create engaging content, it can sometimes seem like an uphill battle to generate and maintain engagement.

This week, I’m sharing some expert advice put together by Uberflip. They have reached out to marketing experts to identify what makes a top-notch content strategy. Cassandra Jowett from Influitive says, “Most B2B marketers struggle to create engaging content because their customers are not involved in the content creation process.”

For more tips, check out 8 Expert Tips to Generate More Engagement From Your B2B Content in 2016.

The Top 5 Ways to Promote Your Premium Content Thu, 20 Oct 2016 11:00:34 +0000 The Top 5 Ways to Promote Your Premium Content

Getting your premium content in front of your target audience requires a solid strategy. Many B2B marketers create killer content and then let it waste away on their websites, where no one finds it.

To get noticed by the right buyers, you need to spend even more time promoting your content than you do creating your content. This week I’m happy to share’s The 5 Best Strategies to Promote Your Lead Magnet. I’m a fan of number four: Using LinkedIn Pulse to author an article with a direct link to your lead magnet. You can see this strategy in action here: 5 Reasons Why B2B Websites Fail.

Now go and kick your lead magnet promotion into high gear!

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?