B2B Copywriting

K’s Top Five for the Week – April 17

K’s Top Five for the Week – April 17

This week’s list of picks has some good tips for helping you make the most of your content marketing program. There’s tips on how to choose the right content for your business and how to keep that content in tip-top shape.

I’ve also got some posts on how to improve your B2B social media effort, and the impact some good stories can have on making your content more engaging. And last, but not least, there’s a post on how good data can make your marketing program shine.

Hope you enjoy this week’s picks!

 

How to Find the Right Type of Content for Your Business by @tpisello via @junta42 If you want to improve the performance of your content, it’s important to match it with both your goals and what your prospects expect. This post breaks down what types of content will work best for your business, ...

Read more...

K’s Top Five for the Week – March 27

K’s Top Five for the Week – March 27

This week, my list of top five picks focuses on how to help you improve your content.

The first pick is a link to an excellent webinar which showcases how a B2B telecom company used content marketing strategy to dramatically improve their lead generation and lead nurturing campaign results.

Whether you need to identify more than one ideal customer profile, use more numbers in your writing, or simply make sure your content doesn’t get screwed up there’s some tips here to help you. And the post on improving your website is a nice little checklist you can hang right next to your computer.

Let me know what you think, and if you have some other great content to share leave it in the comments. Enjoy!

 

How Content Strategy is Transforming an Entire Marketing and Sales Organization via @b2bleadblog Ever have to run a campaign promoting a solution ...

Read more...

K’s Top Five for the Week – March 20

K’s Top Five for the Week – March 20

This week’s list of top five picks talks a lot about content. Let’s face it, content creation, curation, and management is a big part of B2B marketing these days. But to get results you have to do content right. And that’s what this week’s picks will help you do.

Match your content to your goals and to your customer’s interests. Make sure your content is giving fuel to your social media efforts, rather than killing them. And see what a practicing B2B marketing manager considers to be best practices.

Finally, content creation isn’t easy. It isn’t quick. And it absolutely can max out your resources. But that’s just one reason why you may need to call in some help. My last pick talks about some others.

Hope you find this week’s picks to be helpful and informative. Have a great week!

 

Does Your Marketing Content Match Your Goals ...

Read more...

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.

Enjoy!

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 ...

Read more...

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.

Enjoy!

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 ...

Read more...

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.

Enjoy!

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 ...

Read more...

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.

Enjoy!

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 ...

Read more...

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 ...

Read more...

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 ...

Read more...

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 ...

Read more...