The Best of the Fresh Marketing Blog in 2013

Before we look ahead to 2014, I want to take a look back at the blog posts that have generated the most interest on the Fresh Marketing Blog in 2013. And without further ado, here they are:  1.    What IT Buyers Really Think of Your Marketing I wasn’t surprised that this post made it to […]

15 Questions You Must Ask Before Writing a B2B Blog Post

Many bloggers take a casual approach to blogging – they’ll write about whatever is on their minds as ideas come to them. However, this approach typically doesn’t work if you’re blogging for a mid- to large-sized B2B organization and need to align content with your creative and marketing goals. Here are 15 questions to ask […]

7 Ways to Tell if Your B2B Technology Content Is Trying Too Hard

I recently attended a movie, and the theatre showed a commercial for a new smartphone. The ad featured the phone’s developers (or at least actors playing developers) talking about one of the phone’s new features. I can’t recall what the feature was, but my friend commented that it was something only a developer would care […]

Is It Time to Kill the List Post?

One of my friends recently posted this on Facebook: Dear Internet, I am really getting tired of roundups and top ## lists. What happened to good content and well-written copy? Personally, I am going to try and not click on any roundups or top ## lists for at least a month. It’s like a diet, […]

5 B2B Technology Companies that Are Doing Content Marketing Right – Highlights from “Epic Content Marketing”

Epic fails … epic cat videos … epic grilled cheese and bacon sandwiches … Today, everything is ‘epic’. However, Joe Pulizzi’s new book, “Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less”, is deserving of its title. First, the book’s scope actually is epic, […]

5 Keys for Creating a Call to Action that Boosts B2B Conversions

The strength of your calls to action directly impacts your conversions. However, many B2B marketers treat the call to action like an afterthought. They may devote hours – or even days – to developing a piece of content only to spend just a few minutes writing its call to action. One of the biggest mistakes […]

How to Promote Your White Papers

If you’ve been following along with my No More Boring White Papers! e-course, then you know how much time and thought goes into developing a compelling white paper. That’s why you want to make sure you get your white paper in front of as many qualified leads as possible. Unfortunately, waiting for customers to stumble […]

Why You Must Create an Outline of Your B2B White Paper, Report or Ebook

Here’s a scenario you may come across when you develop a white paper or other substantial piece of B2B content for your company … You get your team to complete a creative brief, conduct interviews with subject matter experts, find compelling research to support your argument and you think you have a decent draft. However, […]

20 Places to Find Credible Research, Data and Statistics for Your Next White Paper

One of the most time-consuming parts of writing a B2B white paper, report, e-book or blog post is conducting background research and finding credible sources to quote. While you may rely on Google for your day-to-day searches, you’ll want to get past the paid advertisements and unsubstantiated claims in this stage of your research. That’s […]

How to Draw Readers into Your White Paper

One of my clients believes that most B2B marketers just “throw shit against the wall” and hope that it sticks. This may keep you busy, but it won’t bring you great results. When you’re putting a ton of time and effort into creating a white paper, you don’t want to throw random content out there […]

How to Interview Subject Matter Experts for Your White Papers and Other B2B Marketing Content

Obtaining quotes and facts from subject matter experts is a crucial part of writing an authoritative white paper. I like to conduct interviews as early as possible in the white paper writing process, as it can be hard for subject matter experts to find room in their schedules to talk to you. When you’re writing […]

What IT Buyers Really Think of Your Marketing

What if you could listen to a panel of IT buyers tell you exactly what they think about your marketing? I recently attended Spiceworks Unplugged, where a room of IT marketers had the opportunity to do just that. The panellists represented a variety of organizations – from a government agency to a family-owned business. And […]

The B2B White Paper Checklist

Congratulations! You’ve finished a draft of your white paper and are ready to move it into production. But before you email the file to your designer and head out for a celebratory beer, review this checklist to confirm that your white paper contains all of the pieces that you need to engage readers and increase […]

The 5 Best B2B Email Marketing Articles That You Might Have Missed

I share a lot of great B2B marketing content with my social networks. However, much of this content gets lost in my fast-moving streams. That’s why I’ve decided to round up some of my favourite articles (this time on the subject of email marketing) and share them with you below. Without further ado, here they […]

The 4 Things You Must Include in Your White Papers to Engage, Persuade and Convert Leads

One of my freelance projects involves finding interesting technology resources and recommending them on a client’s blog. I read a lot of technology white papers and often pass over quite a few duds before I find one that is valuable enough to share. The main reason that I will refuse to promote a technology company’s white […]

The 5 Biggest B2B Case Study Mistakes

According to the B2B Content Marketing 2013 Benchmarks, Budgets and Trends-North America Report, 71% of B2B marketers are using case studies as part of their content marketing strategy. This is because case studies can be a powerful tool that educates prospects on how to solve their challenges while proving that your services are valuable. However, many B2B marketers make mistakes that diminish the value of their case studies and turn what can be a compelling story into just another sales pitch that nobody wants to read. Here are the five biggest case study mistakes …

Boost Your Content Marketing ROI With These 5 Discovery Tips

“This article was originally published by the Content Marketing Institute.” Ask 10 marketers what “content discovery” is, and you’ll most likely get 10 different answers. With all this variation, it can be hard to determine if content discovery is just a buzzword or something that can add significant ROI to your marketing. Content discovery has […]

How to Drive Customers to Your B2B Content: Lessons from the Juicer Guy

Over the holidays, I bought myself a gift – a juicer. For me, deciding on the right kitchen appliance involves more research than I care to admit. I probably spent more time picking a juicer than I did picking a university! I spent hours on the Internet, comparing models and brands and figuring out which […]

How to Use Tweet Old Post to Bring More Visitors to Your Blog

I’d like to share a content marketing tool that can bring more people to your blog and help you get the most traction from your posts. It’s a free WordPress plugin called Tweet Old Post. The plugin does exactly what it says – automatically tweets older posts from your blog. Here’s a quick demo that […]

How to Get Your Blog Picked Up by Google News

Every day, I receive a slew of Google Alerts in my inbox. These alerts show the latest headlines for keywords related to the topics that I write about. The same blogs appear over and over again in these alerts, which means that they are probably getting a ton of traffic from people who subscribe to […]