The Agile B2B Copywriter

K’s Top Five for the Week – December 10

This week’s top five list features an article about the importance of writing as a marketing skill, a nice blogging ebook, and how to develop a social media content strategy.

There’s also a nice post that talks about how much marketing has changed over the last few years. It’s a change driven by content marketing and shifting the focus from push to pull. If you’re in any doubt about that, check out MarketingSherpa’s announcement that they’re changing the name of their Great Minds newsletter to Inbound Marketing.

Enjoy!

Writing is a Critical B2B Marketing Skill by @ardath421 There’s no doubt about it. Marketing is driven by content. Do you have the critical skills needed to be a player in the new world of B2B marketing?

The New Marketing World: Conversations not Campaigns by @brianjcarroll We’re all in the midst of a radical transformation in how B2B marketing works. Check out ...

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2 Parts of a Case Study You Should Never Skip

You already know case studies are marketing gold. In fact, Eccolo’s recent survey of technology buyers and influencers showed nearly 80 percent of respondents said case studies were moderately to extremely influential in their buying decision.

Now you’re ready to start preparing for next year by getting some new case studies for your company.

That’s great!

But before you schedule those client interviews, make sure your questions cover these two critical components of any good case study.

The Problem Solving Process All case studies talk about the problems a client had before the hero of the story swoops in to make life easier and more profitable.

And that’s good.

It’s the part of the story where you hope the reader starts to see themselves so they’ll identify with the client and wonder if your company can do similar things for them.

Unfortunately, too many case studies stop with ...

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K’s Top Five for the Week – December 3

This week’s list of picks features articles and posts with a heavy emphasis on content marketing. As you’ll see in the article from eMarketer, content marketing isn’t really an option anymore.

It’s a must-have.

And whether you’re an old content marketing pro or just getting started, this week’s top five list will have something that will help you stand out.

Enjoy!

2011 Trends: Content Marketing is Critical via @emarketer The title says it all. Interruption marketing just doesn’t work as well as it used to. Engaging content is the wave of the future.

B2B Lead Nurturing and Social Media by @ardath421 Great article from Ardath Albee. Social media is not some stand alone method. It is integrated into your overall content marketing (and marketing efforts). Read on to see just how much.

The Three Rules of Content Marketing by @juntajoe Companies are publishers. It’s time to face up to that ...

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6 Keys for Creating Compelling White Papers

In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects.

What was at the top of the list?

White papers.

Of course not all white papers are created equally. Done well, white papers can mean the difference between a prospect engaging in the sales process with you, rather than the competition. Done poorly, white papers can do more to make you look bad than influence your prospects to buy.

So whether you call them white papers, executive briefings, or special reports it’s important to take the time to make them the best they can be.

Here’s my list of six things that will help you make your next white paper as compelling and effective as it can be.

#1 – Write to a single ideal prospect

I know many of you may bristle at this one, ...

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K’s Top Five for the Week – November 19

This week my top five picks feature three articles about how to improve your website. Whether its calls to action, landing pages, or making your site mobile-friendly, you'll find something to help your web marketing efforts.

The last couple of picks feature information that can help improve your B2B marketing processes. In both cases it can be small changes that make big differences in how well things are working.

Hope you find something you find helpful. Leave a comment if you’ve found an especially helpful tidbit this week. I’d love to hear about it.

Until next week!

Finding the Right Calls-to-Action for Your B2B Website via @sengineland

If MarketingSherpa research is any indication, most B2B marketers aren’t thrilled with the calls to action on their website. This article gives some good ideas on how to figure out if yours are working and how to improve them.

How to Make ...

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K’s Top Five for the Week – November 12

It’s been an amazing week of indian summer here. It doesn’t feel at all like November, but that’s all about to change…

While enjoying the amazing warm weather, I’ve read some great case studies this week. I put those at the top of the list because it’s always fun to see the real results someone got from changing their approach. Also have some posts that show how you can improve marketing copy and results. Hope you find something you like.

Until next week!

Why Companies Need to F-R-E-E Their Case Studies by @casey_hibbard

Great article on what happened for one company when they released their case studies from registration. I’ve always felt case studies are more “first date” content anyway. You don’t want to ask for a ton of information to read them. You want to point readers to more in-depth information through them.

Lead Generation: Real-time, Data-Driven B2B ...

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K’s Top Five for the Week – November 5

Sorry for the long absence! As most of you know, I’ve been working on moving my website both to WordPress and to a new domain. I’m happy to report I’m finally finished, and the new site is working beautifully. Plus it’s a dream to maintain and update. Gotta love that!

I’ve really missed blogging over the last couple of weeks, but I’ve still been out checking out the great information other folks are putting out there. So this week I’m back on track with a top five post and next week I’ll be back with some fresh new content as well.

This week’s posts focus on web development myths and maximizing the results your website generates. Hope you find them useful.

Until next week!

5 Web Development Myths Debunked by @HelenaBouchez via @MarketingProfs

Great article on the myths of web development and what really makes it difficult. (It’s not ...

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Moving Location…

Just a quick note to let you all know that I won't be posting again until late next week.

I'm in the process of moving my website and integrating it into WordPress so for simplicity's sake I'm not going to add any new content until that process is complete.

Thanks for your patience and I'll be back next week! Kristina

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3 Ways to Get the Most from Case Studies

What’s one of the most valuable pieces of collateral you can have in your B2B marketing toolkit?

Case studies. Customer stories. Success stories.

Whatever you like to call them, they’re marketing gold. And survey after survey shows customers value them. Take Eccolo’s recent survey of technology buyers and influencers. Nearly 80 percent of respondents said case studies were moderately to extremely influential in their decision.

And getting your customers to talk about their experience with you not only influences prospects to do business with you, it can even trim the sales cycle.

Since case studies are so valuable, you want to make sure and get the most impact you can. Here’s three ideas on how to do exactly that.

#1: Be Strategic

In the excitement of getting a customer who’s interested in doing a case study, it’s easy to forget to be strategic. But just like any ...

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K’s Top Five for the Week – October 1

Boy the weather has turned here in Ohio over the last week. Talk about going from the dog days of summer to fall-time breezes! But I was ready for the change.

If you want to change some thinking and turn assumptions on their head, I’ve got a couple of posts for you. Check out the first two on the pick list.

This week’s other choices give some good data about who’s on your targeted social media site, how to avoid direct mail mistakes and discuss what “engaging” content means. All are great reads.

Enjoy this week’s picks and let me know which ones you found to be most helpful.

Until next week!

Are B2B Marketers Shooting for the Wrong Target? by @jeremyvictor via @B2Bbloggers

If you ask marketers what their biggest challenge is, chance are you’ll hear “getting more high-quality leads.” But is that really the best way to ...

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