How Not to Get Your B2B Content Blocked by Your Ideal Customers

Celebrity gossip … game requests … Rob Ford news … We all have posts that we wish we could block on Facebook. When I complained that I was sick of seeing endless “news” about the Kardashians, a friend recommended that I install F.B. Purity. It’s a browser extension that lets you block game requests, ads […]

What Types of B2B Content Do You Need to Convert Leads?

Here’s a hard truth about marketing … You can produce tons of B2B content – even great content – but if it’s not relevant to your target audience, you’re wasting your time and resources. In the latest TechTarget Media Consumption Research Brief, B2B technology buyers stated that “media is only effective if the information that […]

How to Create B2B Lead Nurturing Content That Wins You Customers

Blogging … social media … webinars … According to MarketingProfs, 71% of B2B marketers now use content marketing tactics such as these to generate leads. In fact, many recent studies have shown that the tide is turning. B2B marketers are moving away from “me-focused” marketing to attract new leads with helpful content. However, what often […]

3 Powerful Apps That Will Help You Write B2B Copy That Converts

A few small changes to your copy can lead to big increases in your conversions. As a B2B copywriter, I’m always looking for ways to improve my writing and help my clients get better results. I recently found a few apps that make this process easier. Without further ado, here they are: 1. We We Monitor […]

How to Tell a Consistent Story Across All of Your B2B Marketing Channels

Multimedia is big in B2B. According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends – North America report, B2B marketers are using a variety of media types. The top 10 B2B content marketing tactics include online presentations, white papers, videos, case studies, social media, blog posts and more. If you are experimenting with […]

How to Find the Time for Content Marketing

Ask any B2B marketer what their biggest content marketing challenge is, and they will likely say, “finding the time to get it done”. In fact, the 2014 B2B Content Marketing Benchmarks, Budgets and Trends – North America report stated that 69% of B2B marketers cited “lack of time” as their biggest content marketing challenge. However, […]

Should You Remove the Comments Feature From Your B2B Blog?

My name is Rachel and I just removed the comments feature from my blog. When I made the decision, I wasn’t thinking about blocking opinions that differ from my own or dealing with trolls. I simply wasn’t getting enough comments to make keeping the feature worthwhile. The empty comment boxes made my blog look sad.  […]

How Original Research Can Help Your B2B Technology Company Stand Out

When I write blog posts for myself or for my clients, I look for compelling statistics to back up what I’m saying. However, it is often hard to find new sources that have published research on my topics, so I end up citing the same sources over and over again. This means that there’s an […]

How to Build a B2B Blog that Attracts Leads and Increases Your Conversions

According to InsideView, B2B marketers who blog generate 67% more leads than those who don’t blog. However, many B2B marketers struggle to engage their target audience and increase their conversions through their blogs. Check out the webcast below, where I discuss how to build a B2B blog that attracts high-quality leads and motivates them to […]

5 Ways to Get Your Internal Team to Write for Your B2B Blog

Growing your B2B blog is a group effort. However, it can be challenging to get your internal subject matter experts to share their knowledge on your company’s blog. After all, blogging is likely not part of their job description, and they may not place writing posts high on their list of priorities. If you want […]

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 […]

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 […]

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 […]

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 Say You’re the Best Without Boring Your Customers

If you’re like many of today’s savvy B2B marketers, you probably spend a lot of time creating educational content for your customers – such as blog posts, videos and e-books. However, there comes a time when you must move beyond giving out advice to talk about your company. This can include anything from your “About […]

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 […]

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 […]

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 […]