5 Steps to Creating a B2B Brand Voice that Resonates with Your Customers
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 […]
8 Steps to a Winning B2B Lead Generation Program
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 […]
These 23 Questions Will Save You From Any B2B Content Creation Rut
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 […]
How to Boost Brand Engagement with Your B2B Content
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 […]
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 […]
How to Get Your Sales Team to Actually Use Your 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 […]
[Infographic] Do You Have Revenue-Leaking Gaps in Your B2B 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 B2BMarketing.net: 5 worrying truths about the state of B2B customer experience. […]
How to Make B2B Buyers Believe You (Even When You Don’t Have Any 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 […]
5 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 […]
10 B2B Content Marketing Planning Mistakes That Are Stifling Your Success
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 […]
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. […]
The Top 10 B2B Marketing Posts in 2015
Here’s what B2B marketers were talking about in 2015 … along with a look ahead at 2016 content marketing trends. 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 […]
How to Scale Your Content Across Regions – Lessons from “Global Content Marketing”
Much has been written on content marketing. However, there’s not a lot of information for marketers who need to scale their content across regions. Pam Didner’s new book, “Global Content Marketing,” fills this gap. The book defines global content marketing as “the process of developing and sharing relevant, valuable and engaging content with target audiences […]
How to Create B2B Content That Engages CIOs, End Users and Other IT Buyers
[slideshare id=27984388&doc=howtocreateb2bcontentthatengagesitbuyers-131106193723-phpapp01] One of the keys to successful B2B technology marketing is customizing your content for all of your audiences. While many technology companies now create content for early-, mid- and late-stage leads, many are still missing opportunities to engage all of their buyers and purchase influencers. According to a study by TechTarget, “corporate IT […]
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 […]
The Dos and Don’ts of Creating Compelling White Paper Titles
A compelling title sells your white paper to prospective readers. That’s why you want to play around with a lot of different options until you find one that’s right. Here are some dos and don’ts of creating white paper titles: Don’t Be Generic Before: Technical White Paper: Cloud Security This title gives you a general […]
How to Write a White Paper
If you’ve been following along with my No More Boring White Papers! e-course, then you should be well on your way to completing your white paper. You’ve probably developed a creative brief, interviewed subject matter experts, found compelling research to support your argument and drafted an outline of your white paper. Now, it’s time to […]
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 […]
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 […]