41 Fantastic Places to Promote Your B2B White Papers 

It takes a lot of time and effort to create an engaging white paper. Here’s how to maximize your investment, get your content in front of the widest possible audience, and attract more leads …  White papers, ebooks, and guides are among the most time-intensive content marketing projects. But the time spent on these marketing […]

Copywriters or Content Writers: Who Can Best Help You Achieve Your B2B Marketing Goals?

White papers … ghost blogging … sell sheets … Different marketing tactics require different writing skills. If you have limited resources, will a copywriter or a content writer help you achieve the best results? As a B2B marketer, you’re likely tasked with producing a ton of content. According to the 2015 B2B Content Marketing Benchmarks, […]

7 Ways to Promote Your White Papers to Get More Downloads, Leads and Shares

White papers, guides and ebooks are time-intensive content marketing projects. It’s surprising that many B2B marketers put lots of time and resources into developing white papers and then simply post them on their websites and hope leads will pour in. Unfortunately, it’s not this easy. Here are seven ways you can promote your white papers […]

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 […]

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 […]

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 […]

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 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 Mistake That Technology Companies Make with Their White Papers (A Rant)

One of my current projects involves helping a client develop content for their blog. As part of their content curation strategy, I scour the web for resources that the blog’s readers – technology professionals – will find valuable. Then I write short positive reviews of these resources and post links to their landing pages. I […]

The 3 Biggest Shifts Needed for Successful B2B Content Marketing

Content marketing is a fairly new concept that many marketers are struggling to figure out. To achieve benefits from content marketing – such as increased brand awareness, web traffic, leads and sales – many technology marketers have to rethink most of what they were taught about marketing. Here are 3 shifts in thinking that will help you compete with your content marketing-savvy competitors and increase your ROI …