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 […]

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 […]

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 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 […]

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 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 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 […]

5 Ways to Get More Leads from Your B2B Blog

“My company has a blog, but none of our readers are turning into leads. What gives?”

If you have asked this question, then you’re not alone. A growing number of B2B marketers are launching blogs to connect with potential customers. In fact, the 2013 B2B Content Marketing Benchmarks, Budgets and Trends North America report stated that 77% of B2B content marketers are now using blogs. However, many struggle to get the most ROI from this platform. The same report states that only 59% of B2B content marketers think that blogging is effective.

To improve the ROI from your blog, you may want to increase the number of qualified leads that come from your blog and move them into your sales funnel. To do this, you need to motivate your blog’s visitors to subscribe to your e-list. Here are five ways to make your B2B blog more lead-friendly …

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 […]

Does Building Relationships with Customers Really Help Drive Sales?

It seems as though everyone who works in sales is discussing The Challenger Sale: Taking Control of the Customer Conversation. The book outlines the five types of sales professionals and cites research showing that the ones who focus on building relationships with customers actually perform worse than all of the other types of salespeople, with only […]

How to Take the ‘Boring’ Out of Your B2B Research Reports

Social media … mobile content … online video … Although these marketing channels are getting a lot of attention, another tool has surpassed them in terms of increased usage. And that tool is … research reports. According to the B2B Content Marketing: 2013 Benchmarks, Budgets and Trends – North America report, research reports jumped in […]

B2B Content Marketing Excuses Be Gone!

“I would like to publish a new white paper, create fun videos or start a blog that will attract customers but …” Chances are at least one concern is holding you back from launching a new content marketing project. These concerns usually manifest themselves in the form of excuses that can hold you back from […]

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 […]