Copywriter Toronto – B2B Technology and Software Copywriter Copywriter Toronto - B2B Technology and Software Copywriter Wed, 20 Jul 2016 11:00:51 +0000 en-US hourly 1 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.


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.