Copywriter Toronto – B2B Technology and Software Copywriter Copywriter Toronto - B2B Technology and Software Copywriter Thu, 19 May 2016 09:00:51 +0000 en-US hourly 1 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.

Get Instant Access to the FREE Resource 

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.


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.


How B2B Buyers Are Engaging With Your Content [Data] Wed, 16 Mar 2016 12:00:34 +0000 Title Image: The Numbers on How Your Content is Engaging B2B Buyers Magnifying Glass and Chart

Let’s face it …  

Your content marketing efforts don’t mean anything unless your ideal customers engage with your content and take action.  

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.

Drumroll, please!

The B2B Buyer Journey

B2B buying is a team sport.

According to TechTarget, the majority of B2B buying teams have between two and seven members. A significant number of these teams have 10 or more members.

Google matters.

When business buyers are ready to research a purchase, the first thing they do is conduct a web search. According to the Demand Gen Report 2014 B2B Buyer Behavior Survey, 46% of business buyers start their research with a web search. Meanwhile 18% of buyers start by visiting a vendor’s website and 17% seek a peer recommendation.

B2B buyers require multiple pieces of content.

Eccolo Media found that 48% of B2B buyers consume two to five pieces of content before making a purchase decision.  

Meanwhile, TechTarget found that 65% of IT buyers require at least four pieces of content to make a vendor shortlist.  

Vendor with the best content wins.

61% of buyers select vendors based on content.

The vendor with the best content wins.

In Demand Gen Report’s 2014 B2B Buyer Behavior Survey, 61% of respondents said they selected vendors who delivered a mix of content that was appropriate for each stage of their buying process.


The Most Influential B2B Content

White papers still rule.

The three types of content that B2B technology buyers are most likely to consume are:  

  1. White papers
  2. Product brochures/data sheets
  3. Case studies/success stories tied with detailed technology guides/implementation scenarios

 TechTarget’s findings were similar. The following chart shows the types of content that IT buyers prefer during different stages of the sales cycle:


Source: 2014 TechTarget Media Consumption Research Brief

B2B buyers rely on case studies.

A hawkeye study found that case studies and testimonials are important throughout the B2B buying process. Seventy-one 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.  

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. 

Peer recommendations are becoming more important.

The Demand Gen Report 2014 B2B Buyer Behavior Survey found that more business buyers (53%) are relying on peer recommendations when they make a purchase. This number has increased from 19% in 2012.

Marketers aren’t giving technology buyers the right content.

According to Spiceworks, there’s a huge gap between the information that technology buyers want and what information marketers are providing. For example, 92% of IT pros use targeted forums and communities to research products, although only 61% of technology marketers invest in these channels. Meanwhile, 95% of technology marketers invest in social media, while only 23% of IT buyers use it to engage with brands.    

Source: Spiceworks, How to Win Friends and Influence IT Professionals

How B2B Buyers Use Social Media When Making a Purchase

Yes, your buyers use 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.

LinkedIn is the top B2B social network.

Demand Gen Report found that LinkedIn is the No. 1 network for senior executives who want to connect via social media, whereas blogs are the top social medium for non-executives.  

Recommendations from peers rule on social.

According to hawkeye, the most influential type of social content is relevant posts from peers and colleagues, followed by information about new products and solutions.  

Screen Shot 2015-02-16 at 7.11.33 PM

Source: hawkeye, “3 keys to B2B success”

How B2B Buyers Use Mobile

B2B buyers consume all types of content on mobile devices.

According to Eccolo Media, 71% of B2B technology buyers check out vendor content on mobile devices. They’re using mobile devices to consume at least 16 different types of marketing content.  

Optimizing your website for mobile is a must.

IDG found that the top three things that business buyers do when researching products on their mobile devices are:  

  1. Visit vendor websites for product information.
  2. Compare prices and products.
  3. Read feature articles about trends and strategies.

3 Ways to Apply This Information Now

  1. Download a PDF of these statistics, so you can refer to them later.
  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.
How to Use Content to Improve Your Customer Experience Wed, 27 Jan 2016 13:00:53 +0000 B2B buyers are spending more time looking at content online and less time interacting with sales and customers service reps. Here’s how to use content to attract leads, turn them into customers, and keep them coming back …

Here’s a sobering statistic from Gartner …

By 2020, customers will manage 85% of their relationships with enterprises without interacting with a human.


Happy customer with thumbs up and header How to Use Content to Improve Your Customer Experience

If this comes true, your sales reps will have less power to sway customers face-to-face or on the phone. Meanwhile, your customer success team won’t have as many opportunities to deliver an amazing experience.

So, how are B2B buyers interacting with enterprises and getting the information they need to make informed buying decisions?

According to Earnest Agency, 81% of B2B purchases start with a web search. When customers are ready to buy, they’ll find you.

This means that your online content will need to do the heavy lifting.

Here are five ways you can use content to improve your customer experience:

1. Focus your content strategy on your customers.

Cartoon man looking through a binocular to represent being focused on the customer.

Avoid boring customers by creating content that focuses on them, rather than your sales pitch.

Today’s customers can smell a sales pitch a mile away. If you constantly push your products, you’ll bore customers and cause them to tune out.

Instead of creating product-focused content, create customer-focused. Keeping your customers top of mind will help engage them throughout your sales cycle.

2. Personalize your content.

Picture of Charlie looking at a sign with his name on it.

My husband, Charlie, finds personalized content.

Gone are the days of one-size-fits-all content. Customers won’t respond unless your content speaks directly to their needs, challenges, and goals.

The demand for personalized content stemmed from the consumer world, where buyers can do everything from view customized Amazon recommendations to pick produce for their organic delivery box.

In the B2B space, content personalization can include giving customers relevant white papers, case studies, and email content. And you don’t necessarily need to recreate the wheel to personalize all of your content.

For example, you can take one of your white papers and change parts of it – such as the case studies and introduction – to speak to a different audience.

Then, you can give leads the option to select their role, industry, or biggest challenge when they download a white paper. This gets them more involved in the process. If they know that they are getting a piece of custom content, they will be more likely to read it. They will also get something that speaks directly to their needs.

3. Make your content accessible.

Different devices that have people connected through them.

People like to consume content in different ways, make sure you have offer a variety of mediums across different channels.

Providing a great customer experience means creating content that customers can view on any device.

Make sure that your content is accessible on all popular devices and that it automatically resizes to look good on different screens.

Another way to make your content accessible is to share it across different channels. For example, not all of your customers will want to read a long blog post. Try turning some of your blog posts into videos, podcasts, or SlideShare presentations, so you can reach customers who prefer different mediums.

Be honest.

4. Honesty is the new black.

Woman taking a lie detector test.

Be honest about mistakes and flaws. People will trust you more.

Addressing your weaknesses makes your brand more human. Instead of hiding your product’s flaws, put them out in the open. Customers will appreciate your honesty and be more likely to trust you.

I recently attended a content marketing event where the panelists discussed honesty. They said that their most successful blog posts and videos were about their mistakes.

5. Make it easy for customers to take the next step.

Ripped treasure map.

Don’t force customers to go where you want them to, make it easy for them to find the information they need.

Think of your content like a trail. Put up “signs” that lead customers to the next piece of content and further into your sales cycle.

To do this, find out what customers in different stages of the sales cycle are asking. Then, build a trail of content that addresses each question in the order that they ask them. Your trail shouldn’t be about forcing customers to go where you want them to go but about making it easy for them to find the information that they need.

Your content has a huge impact on your customer experience. The more your content helps customers achieve their goals, the more they will sing your praises and recommend you to others.

3 Ways to Apply This Information Now

  1. Download the editorial calendar template to start planning your customer-focused content.
  2. Check out the Top Dogs of B2B Content Marketing infographic to learn what types of content will help you stand out from the pack.
  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.

Thanks to Jess at Upwork for suggesting that I write about this great topic. If you have any topics that you would like me to cover in a future blog post, please email me at  

How to Scale Your B2B Content – Without Sacrificing Its Quality Wed, 06 Jan 2016 13:00:23 +0000 It’s no longer enough to produce high-quality content. B2B marketers also must produce high volumes of content to raise brand awareness and engage customers. Here’s how to scale your content production without sacrificing its quality.

How to Scale Your B2B Content – Without Sacrificing Its Quality

I was always a big believer in producing high-quality content over a high quantity of content.

As content marketers, we’re under pressure to publish lots of content to meet deadlines and keep our social feeds full of fresh posts. According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends report, 76% of B2B marketers will produce more content this year than they produced last year.

But you don’t want to publish poorly thought-out content just for the sake of meeting deadlines. The only way you’ll engage customers is if you produce high-quality content that speaks to their needs.

However, quantity also matters. At Content Marketing World, several of the speakers talked about the importance of both quality and quantity in B2B content marketing. The more content you produce, the more you’ll raise brand awareness. Each new piece of content also gives you a new reason to connect with customers.

So, how can you increase your content’s quantity without sacrificing its quality?

Here are three tricks that can help:

1. Pick a theme

Pick a Theme For Your Content

Themes are help make planning content easier.

Picking content themes for the quarter can keep your content marketing on track. When you plan a few themes in advance, you will always have something to talk about.

It’s a good idea to select several broad themes for the quarter – such as cloud security or event marketing. Then, you’ll have lots of interesting sub-topics that you can dive into.

Here are some ideas for picking themes:

  • Base your weekly, monthly or quarterly content around a product launch.
  • Find out if customers are asking related questions. Turn these questions into a theme and write a series of blog posts that answer them.
  • Address one of your customers’ top concerns in a white paper and its related content.
  • Make “customer success stories” one of your themes. Share their stories in case studies, videos, blog posts, webinars, social posts, etc.
  • Base your theme on a trending topic in your industry. You can use Google Trends to find out what your customers are searching for. Social Mention is another cool tool that shows you how your keywords are trending on social media.

2. Start big

After you select a quarterly theme, create a major piece of content about it. For example, you may have exciting research that you want to share in a report. Or you may want to publish a white paper or ebook to support a new product.

Creating a major piece of content takes a bit of planning up front. But once you have this content, you can easily repurpose it into other formats for your other channels – saving time in the long run. The Content Pillar Approach shows you how you can get 269 pieces of content from a single ebook.


The Content Pillar Approach by Oracle shows you how to make 269 pieces of content from a single ebook.

When you use the Content Pillar Approach, filling your editorial calendar doesn’t seem so daunting. It will also help you reach a wider audience across more channels.

3. Create a style guide

Create A Style Guide

Style guides help your team align content with your brand.

To produce a lot of high-quality content, you must get your team on the same page. 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

Successful content marketing is as much about planning as it is about producing. The techniques outlined in this article will help you better plan your content, so you can produce more of it without sacrificing its quality. 


Get Instant Access to the B2B Content Planning Checklist

10 Steps to Creating Content That Attracts Leads, Shortens Sales Cycles, and Drives Revenue.


3 Ways to Apply This Information Now

  1. Download the B2B Content Planning Checklist: 10 Steps to Creating Content That Attracts Leads, Shortens Sales Cycles, and Drives Revenue
  2. Check out the Top Dogs of B2B Content Marketing infographic to learn what types of content will help you stand out from the pack.
  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 Top 10 B2B Marketing Posts in 2015 Wed, 23 Dec 2015 13:00:18 +0000 Here’s what B2B marketers were talking about in 2015 … along with a look ahead at 2016 content marketing trends.

TOP 10 B2B Marketing Posts

As you’re preparing your 2016 marketing, now is a good time to look back on what mattered the most in 2015. I rounded up my top posts of the year to find out what B2B marketers were talking about.

The topics range from 2016 content marketing predictions to a post that I wrote in 2013 on how to improve your email subject lines. Without further ado, here are my top 10 posts from 2015:

 1. 5 B2B Content Marketing Trends to Watch in 2016 [Insights From Content Marketing World]

5 B2B Content Marketing Trends to Watch in 2016

In September, I attended Content Marketing World in Cleveland.

It was great to get out of the office and meet so many amazing content marketers. I also learned about some key trends that will impact B2B marketers in 2016. You’ll want to check these out.

 2. How to Write B2B Email Subject Lines that Get Your Messages Opened

Email subject lines are often an afterthought.

After preparing your email’s content, you might only have a few seconds to dash off a quick subject line and send out your email. However, since the best B2B customers often come from in-house email lists, you should spend more time crafting subject lines that get readers to open your emails. Here are five ways you can improve your B2B email subject lines to increase your open rates …

3. How to Create a B2B Content Marketing Strategy

10 Ways to Create a b2b Content Marketing Strategy

Research has shown that B2B marketers who have a content marketing strategy get better results from all of their content. To help you step up your content marketing game, I’ve put together An Essential Guide to Creating a B2B Content Marketing Strategy. This curated ebook contains 10 resources that walk you through the key steps of creating an effective strategy

4. How to Create B2B Data Sheets that Drive Sales

How to Create B2B Data Sheets that Drive Sales

Data sheets … sell sheets … technical specifications …

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

Here are five data sheet dos and don’ts that will help you turn more leads into customers …

5. How to Get Your Blog Picked Up by Google News

how to get your blog picked up by Google News

Have you ever wondered why the same sites appear over and over again in Google News and how you can get your blog some Google love? This post explains what Google is looking for and offers advice on what to do if your blog doesn’t meet its requirements …

6. 7 Keys to Successful Content Marketing

7 Keys to Successful Content Marketing

The Canadian Association of Marketing Professionals (CAMP) held a panel on how to get better results from your content marketing efforts. Here are seven things that every B2B content marketer must know

7. 5 Ways Small B2B Marketing Teams Can Win at Content Marketing

5 Ways Small B2B Marketing Teams Can Win at Content Marketing

Ask any B2B marketer about their top content marketing challenges, and they’ll likely say, “finding the time and resources to get it done”.

This problem can be even harder if you have a small, in-house marketing team – or if you’re a marketing department of one. Here are five things that will help your small team win at content marketing

 8. 7 Big Mistakes That Sabotage Your B2B Blog’s Success 

7 Big Mistakes that Sabotage Your B2B Blog’s Success

A blog can be one of your most valuable marketing assets, as it can introduce targeted leads to your content and engage them throughout every stage of your sales cycle. Here’s how to avoid common B2B blogging mistakes – along with a checklist that will help keep you on track …

9. 5 Overlooked Opportunities for B2B Marketers

5 Overlooked Opportunities for b2b marketers

Life is hectic when you’re a B2B marketer.  

In the day-to-day rush, you may miss out on chances to engage more leads and turn them into customers. Here are five big opportunities that many B2B marketers are overlooking …

 10. Reasons Why B2B Websites Fail

5 Reasons Why b2b Websites Fail

Forrester recently identified 10 criteria for effective B2B websites and scored 30 companies against its criteria. According to the “B-to-B Content Fails the Customer Engagement Test” report, only four companies passed the test.

Here’s why most B2B websites are failing

The Top Dogs Of B2B Content Marketing [Infographic] Wed, 09 Dec 2015 13:00:29 +0000 B2B marketers use an average of 13 content marketing tactics – from blogging to webinars. But with so many choices, what types of content will help you attract the most leads and turn them into customers? Here are five winning B2B content marketing tactics …

Top Dogs of B2B Content Marketing

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