It’s time to attract leads with another top-of-the-funnel gem. You need a compelling, thought-leadership-filled B2B ebook or white paper that people will leap to download. And that asset must enhance your brand and further your core message—which calls for more than a pretty cover, good landing page, and clickbait title. So, you look to your […]
If you sell B2B products through partner channels, a sales playbook just might become the most effective marketing asset in your arsenal. That’s because a good playbook gets partners talking about your products directly with their customers. Some playbooks are massive tomes focused on product details and corresponding messaging. Chances are, your partners will find […]
What’s the ideal word count for a blog post that supports your company’s B2B content marketing program? Search the web and you’ll find plenty of advice about word counts. I just did a quick search and found reasonable recommendations for everything from 500 words to 1,600-2,000 words. That’s pretty broad. There is no one ideal, […]
Does PPM design really matter? Absolutely. Read this post to learn the basics of good design for this vital document, plus a few other strategies to help make your PPM stand out.
Writing a venture capital or private equity PPM? Embrace the formality of the process. Learn how doing so can help you create a better private placement memorandum and save you time.
B2B eBooks are in vogue–and starting to replace longer B2B marketing white papers. (I haven’t written a white paper of more than eight pages in ages.) Are marketers just calling “white papers” eBooks? Maybe. Is there anything wrong with that? Yes and no. Readers may have more patience with an eBook than a white paper. […]
No matter what type of B2B marketing article you need—an executive byline, a thought leadership blog post, or a customer case study article for a newsletter—you want to attract readers and keep them reading to the end. Of course, your article should convey your message, but what good is it if no one reads more […]
You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, […]
Starting (or reviving) a B2B customer case study program is often easier than keeping one going. You know two or three perfect customers, and they’re eager to help. You and your case study writing team breeze through the interview, drafts, and approval process. It’s awesome. The boss is thrilled. Your new BFFs in the field […]
No question about it: video and animations are hotter than ever. You can post them on your site to highlight a product or service—or use them on YouTube and other social sites to connect with customers. And with the advent of smart phones with decent video cameras, it’s never been easier to make a quick […]