How to Build Credibility with B2B Technology Buyers

I recently attended a Spiceworks event where a panel of IT buyers told a room of technology marketers exactly what they like and don’t like about IT marketing. One of the most surprising things the panelists said is that all marketing content – even customer testimonials and case studies – can’t be trusted, as it’s filtered […]

Will Your B2B Website Matter in Two Years?

With the rise of social networks, earned media (e.g. social shares and positive online reviews) is becoming more valuable in the eyes of customers. Because many customers now base their buying decisions on social proof, the chat questioned whether paid media (e.g. ads) and owned media (e.g. your website) are still valuable marketing tactics. In two years, will your corporate website still be important?

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 […]

7 B2B Twitter Best Practices

If you’ve been questioning whether Twitter is a worthwhile marketing investment, check out these statistics… According to the “Tweets in Action: Mobile/Tech” survey, 59% of people who have seen a tweet from a B2B technology company have visited the company’s website, as compared to 40% of Internet users who have not seen a tweet. When […]

5 Reasons Why You Should Add Ebooks to Your B2B Marketing Mix

Last week, I ran an article on white paper best practices. Although white papers can be powerful tools for attracting B2B leads, especially if you sell technology products or services, sometimes you may not want to work within a traditional white paper format. This can be because: You want to do something more fun and less […]

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 …

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 […]

The 2012 Best of the Fresh Marketing Blog

Before we look ahead to 2013, I wanted to take a look back at the blog posts that have generated the most interest on the Fresh Marketing Blog in 2012. And without further ado, here they are: 1.     7 Keys to a Successful Retweet This article explains the basics of how to retweet and shows […]

5 Easy and Low-Cost Ways to Get More Bang From Your B2B Blog Posts

It’s that time of the year again … the Content Marketing Institute has released its annual B2B Content Marketing: 2013 Benchmarks, Budgets and Trends – North America report. Last year, the biggest B2B content marketing challenge was producing engaging content. However, this year, 64% of respondents say they are having trouble keeping the content machine […]

Where to Find Content for Your Blog, White Papers, Webinars and Other B2B Marketing Initiatives

“I would like to publish a blog, update my company’s online resource center or try another form of content marketing, but I don’t have anything interesting to share. Nothing new and exciting is happening right now.” Have thoughts like this ever held you back from launching a new marketing initiative? If so, you’re not alone. […]

How to Create B2B Content that Converts and Shortens Sales Cycles

Highlights from my session at Content Marketing World 2012 I had the pleasure of speaking at Content Marketing World 2012 on the topic of using content to generate leads and shorten the B2B sales cycle. One of the big issues that I wanted to address in my presentation was how B2B companies, particularly technology companies, […]

The Top 10 B2B Marketing Insights from Content Marketing World

  It’s that time of the year again … marketing professionals are returning to the office from summer vacations and trading long lunches on a patio for a quick bite in front of the computer. Since it can be hard to make the transition from relaxation to a regular work schedule, I was lucky to […]

Will Your Competitors Steal All of Your Content?

A few years ago, I came across one of my articles online. Only, I no longer wanted to claim it as my own. Some mass article website had taken one of my articles – something I put a lot of time into researching, writing and proofing – put it into a blender, spit it out […]

The Biggest B2B Content Marketing Fear

Wow – it’s less than one week until Content Marketing World 2012  – the world’s largest gathering of content marketing professionals. I’m thrilled to be speaking at this event. My presentation will explore how B2B companies can use content marketing to generate leads and shorten their sales cycles. In preparation for Content Marketing World, I […]

15 Ways to Get to Know Your Target Audience

One of the biggest factors impacting the success of your marketing is how well your audience relates to your content.  If your audience feels that you understand their needs and can help them, they will be more likely to respond to your calls to action. If your content isn’t relevant, they will tune your messages […]

How to Prioritize Your B2B Lead Generation and Content Marketing Efforts

  Whether you’re starting out with content marketing, changing your marketing strategy to focus more on your customers or planning your next lead generation campaigns, it can be easy to get overwhelmed. You’ll probably have a mile-long list of projects that you would like to tackle, such as new white papers, launching a blog or […]

How to Create Google-Friendly Content that Increases Your Conversions

By Rachel Foster   If you’re using SEO as a marketing strategy, you’ve probably heard about Google’s recent algorithm changes. The updates are designed to penalize websites that are engaged in shady content practices, such as keyword stuffing and publishing bad content just to get traffic. I recently received an email from Outbrain stating that […]

3 Keys to Increasing Your Content Conversions

By Rachel Foster Do you know how well your content is working for you? Although a growing number of marketers are turning to content marketing to increase their conversions, many have a hard time determining how well their efforts are paying off. I recently interviewed Scott Armstrong, general manager of Brainrider, a Toronto B2B content […]