Category: How to Write a Great…

Content Bureau teammates share their secrets for writing top-quality marcomm and other practical missives.

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How to Write Award-Winning Copy

Tuesday, December 6th, 2016 by Laurel Sutton

Part two of a three-part series. As I mentioned in my previous post, I was recently invited to join the judges of the Verbal Identity panel of the 2016 LIA Awards. Now that the LIA winners for Verbal Identity have been announced, we can examine why those Gold and Silver winners took the honors. I […]

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How to Create All Your Marketing Program Content At the Same Time (Quickly, Cost-Effectively, and with No Drama)

Tuesday, November 1st, 2016 by Stacy Crinks

Yes! This is possible! It’s all about bundling. Our clients—ambitious marketers at large B2B technology and financial services companies—tend to use us for the “hard stuff.” These days, the “hard stuff” isn’t just the long stuff, it’s a bundle of marketing program assets that work together to nurture our clients’ customers along the buyer’s journey. […]

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How to Design a Co-Branded Data Sheet

Thursday, September 15th, 2016 by Todd Nocera

Co-branded data sheets are exceptionally popular marketing assets, and it’s easy to see why. These one-pagers not only make it super easy for partners to sell your products, they also make for a great leave-behind with prospective customers. But it can be tricky to co-brand a piece that conveys your core messages—summarizing your product’s features […]

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How to Create a Co-Branded Case Study

Tuesday, September 6th, 2016 by Lisa Stonestreet

You’d love your partners to put their all into marketing your shared offering, but the truth is that they’re as busy as you are. Add to that the possibility that they’re less than well equipped to produce professional marketing collateral—and your path is clear. To help partners sell your products, we suggest creating co-branded case […]

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How to Create a Partner-Facing PowerPoint Pitch Deck

Wednesday, August 24th, 2016 by Allison Hayase

To make it ultra easy for partners to sell your products, we suggest giving them a ready-to-use, co-branded sales deck. This asset includes logos from both of your companies, as well as customized information about how your products work together to benefit your target customers. Objective: Generate interest in your joint solution, and spark a […]

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Play Nice: Write the Perfect B2B Sales Playbook for Partners

Wednesday, August 17th, 2016 by Lauren Gudath

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 […]

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How to Create Great Partner Marketing Messaging

Wednesday, August 3rd, 2016 by Ruth Burk

You’ve got partners eager to sell your latest offering. Before they head out the door to talk to their customers on your behalf, make sure you arm them with the foundation to speak intelligently (and on message!) about your solution. The best way to accomplish this? Give your partner some purpose-built, clear, and concise partner […]

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Throwback Thursday—How to Create a Great Customer Video, Part I: The Case Study Interview

Thursday, July 7th, 2016 by Dan Ahern

Compelling customer video testimonials are an important part of any modern marketing campaign. Yet superior case study video interviews require equal parts planning and magic. In a YouTube world, how do you capture the best customer sound bites on camera? Before I learned to interview customers on camera, I hired experts. I watched and learned. After working […]

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Digital Storytelling as a Way to Build Corporate Communities

Wednesday, June 29th, 2016 by Reka Pigniczky

Have you heard of the International Day for Sharing Life Stories? It’s May 16th, the day that Pulitzer Prize-winning Studs Terkel—known best for his oral histories of everyday Americans—was born. It’s a day to celebrate the power of telling personal stories as a way to build community—any community, from rural to corporate. Personal stories—first-person stories […]

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When It’s Not Super to Use Superlatives

Tuesday, June 21st, 2016 by Laurel Sutton

So you’re supposed to be all casual and authentic when blogging. You might feel comfortable throwing around a few superlatives, like “our product is just the best,” or it’s “best in class,” which you’d never do in more buttoned-up content like eBooks or white papers. You’ve been told that headlines containing superlatives get better results. […]

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