The Agile B2B Copywriter

K’s Top Five for the Week – March 13

K’s Top Five for the Week – March 13

This week my top five picks focus on content marketing.

First there’s content creation. The first three picks show you how to properly prepare for content creation, how to write excellent copy, and how to create SMART emails.

But content creation is only part of the battle. You need to properly promote your content and have a good content marketing program to begin with. The last two picks focus on these two areas.


Discovery Process: The Do-Not Neglect First Step to Creating Fabulous Content by @diannahuff via @Savvy_B2B As a content creator, you can never have too much information. Many times what we call writer’s block is actually lack of enough information. If you’ve ever found yourself feeling like you (or your writer) isn’t getting it, it might be because the best information isn’t always in a brief.

The Apple Guide to Copywriting Magic by @pushingsocial I normally ...


K’s Top Five for the Week – March 6

K’s Top Five for the Week – March 6

This week’s top five list focuses on two elements of your marketing mix.

First, email marketing. It’s far from dead, but the results you get can change dramatically depending on your approach. This week’s first two picks show how email marketing is about more than the email and whether it’s considered to be interruption or welcome is all in the list.

The other three posts talk about content marketing. What to create. How far to explore it. And where the content creation opportunities lie.


Email Marketing: Improve conversions with better landing pages via @MktgExperiments Do you think email marketing is just the email? Many things determine the success of an email campaign and the email is only one. Of course the quality of your list is a big one. And the other? The landing page the email points to. Check out this case study on how a team raised ...


K’s Top Five for the Week – February 27

K’s Top Five for the Week – February 27


This week’s top five list features a post discussing an announcement from Google on changes to their algorithm to deal with the problem of high-ranking content farms.

The other four picks have some gems to help you with your content marketing program. Whether you’re looking to bust some myths, integrating social media, wondering about the importance of good design, or trying to figure out what’s going wrong (or right) with your content marketing program, there’s a post to help you out.


Google Changes Algorithm to Punish Content Farms via @hubspot As someone who is a big advocate of creating good content, it was wonderful to hear about Google’s algorithm change to reduce the rank of content farms. Hubspot has a great post which summarizes what the changes can mean for you and your content marketing program.

The 3 Big Myths of B2B Content Marketing via @junta42 With over ...


K’s Top Five for the Week – February 20

This week has been another busy one in the world of marketing. Of course, you’ve probably seen the big SEO story about JC Penney engaging in black hat tactics.

But all of the posts around that story weren’t the only interesting things happening.

This week’s roundup includes an article about qualifying online leads, contagious content, and how to make your company blog connect like a personal blog.

There’s also advice on how to know when your marketing needs a makeover and how build a great sales-win story.


How Do You Qualify Leads Generated by B2B Marketing Online via @b2cmktginsider How do you engage with your prospects online? Do you make it easy to qualify them as leads? Here’s a hint: if you’re only asking for a name and email address the answer is no. This article has some advice about the right questions to ask if you’re going to ...


SEO or Gaming the System?

Wow. This week has been a crazy one for SEO news. By now, you’ve probably heard the news that JC Penney was outed by the NY Times for engaging in black hat SEO techniques to improve their rankings prior to the all-important Christmas buying season.

Marketing blogs picked up the news and have been discussing it all week. I’ve read several different articles and after mulling things over here’s my take.

First, shame on JC Penney.

I’ve heard all the “but we didn’t know” arguments and seen how the firm involved was promptly fired. But I’ve never been a fan of plausible deniability.

The fact is they turned over one of their most important assets to someone else and then either stopped paying attention or turned a blind eye. Anyone who has worked with search for more than five minutes should be surprised to achieve sustained number one rankings for ...


K’s Top Five for the Week – February 13

Hope your week was a good one! Mine was certainly busy. I attended a couple of excellent webinars that kind of reinvigorated me and gave me some food for thought.

This week my top five picks hit everything from mobile marketing to marketing mix to why your customers are avoiding you when you try to reach them.

Take a look and let me know which pick you like the best.

Essential Mobile Marketing Resources via @TopRank If you’ve been watching what’s happening with the convergence between marketing and smartphone usage, you know that mobile is big. Phones aren’t just for calls and texting anymore. Find out some great resources for keeping up with what’s happening in mobile.

5 Steps to Creating an Effective Content Mix via @junta42 With all of the demand to create “fresh” and “remarkable” content it’s no wonder that planning content can get overwhelming. Not to mention ...


The Science of Email Marketing

While I don’t deny that marketing has an element of art to it, I’ve come to believe it is more a science than an art. I’ve also come to believe if more marketers practiced marketing as a science they (and their companies and bosses) would come out farther ahead.


Because it’s not like the old days when the only thing you could measure was direct mail (which is one of its enduring charms.) With the advent of the Internet, everything is measurable..and where there is data, there is the foundation for science.

I find data very interesting. And so yesterday, in my search for more information on email marketing, I attended Hubspot’s webinar on The Science of Email Marketing. And I loved it. In fact, there was so much great information I had to write a quick post to share with you some of the insights I gained and ...


K’s Top Five for the Week – February 6

Hi everyone,

As you can see I’m back to posting again this week. Sorry it’s been so long. I’ve rounded up five articles that I think you’ll find helpful for this week’s top five. Two handle social media, while the others focus on some email marketing science, website performance, and how to test your value proposition.

Do you find these weekly roundups helpful? Please let me know either via email or in the comments below. My goal is to provide you content you look forward to and enjoy.

Thanks! 5 Tips on Better Facebook Marketing for B2B Companies via @TopRank Think Facebook doesn’t matter for B2B? You may want to reconsider. Surveys show customers that follow companies via social media are more likely to buy, and social search is changing the game. This article has great tips on how to make your Facebook fan page excellent.

21 Real Blog Metrics ...


Three Tips for Easy Editorial Calendars

We’ve all heard it. I see the reminders practically every week in one form or another. And they all say the same thing.

Get an editorial calendar.

Now if your first thought was “editorial, schmeditorial,” you’re not alone. Whether it’s because planning content is overwhelming or because it’s viewed as administration, many marketers skip this step. And I have to admit, it’s tempting.

But it’s also a mistake.

Using editorial calendars in B2B content marketing has lots of benefits. It helps you:

  • Ensure you have content for each part of the buying cycle
  • Plan content focused on each of your buyers and influencers
  • Create  content in a variety of formats
  • Build a structure to help you manage freelancers and in-house content creators
  • See how to calendar your social media marketing content
  • Visualize and plan how your year is going to unfold

Those benefits are hardly administrative. And by ...


K’s Top Five for the Week – December 23

I’m getting ready to take a week off for the holidays. Hope you are able to do the same! It’s a great time of year to be with family and remember the things in life that are truly important.

Before you rush off to eggnog and mistletoe, I wanted to share with you my top five picks for this week. It’s been an exciting 2010 and I’m sure 2011 will bring much more to learn and share. These five picks highlight some amazing content every B2B marketer should have on their Christmas list.

The Top 10 B2B Marketing Mistakes – And How to Avoid Them by @diannahuff A great crowdsourced ebook compiled by Dianna Huff. It came from a simple question asked on Twitter. “What are the top B2B marketing mistakes you see other marketers make?” This book has the answers…as well as some good solutions.

Top 10 Inbound Marketing ...