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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

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.

Bundles typically include:

  1. A long asset (white paper or eBook).
  2. An infographic that guides the reader through the white paper/eBook, and may also be pulled out and used—with a helpful, keyword-rich caption—as a standalone lead gen asset.
  3. A couple of blog posts and/or bylined articles, written in a more casual style than the long piece and sharing a point of view on a hot topic related to the white paper / eBook.
  4. Emails and social media posts that will drive eyeballs to the blog posts and/or long asset.

So, how do you create a bundle of high-quality program content quickly, cost-effectively, with no drama? Here’s the what/who/when:

What: Your program assets work together as a system. They should be complementary but not redundant, since some of your readers might see all of this content.

Who: It’s therefore critical to use a coordinated team (in our case: a writer, editor, and graphic designer) to create all of this content. At the Content Bureau, a senior writer will lead #1–3 with behind-the-scenes support from an editor and a graphic designer. The editor—typically skilled in short-form copy, and already intimate with the content—can write #4 very quickly and cost-effectively. Our clients (some of whom used to ask their junior social media writer to bang out some tweets during the program launch) say that their social copy gets better results when it’s written by the same team that wrote the long-form assets. And they also have fewer people to manage during the content creation process.

When: We prefer to write the long pieces first, because that’s the best way to dig deep into the topic and really understand the customer. Then we write all the short pieces. All the assets are ready to go when the program launches. Easy, cost-effective, low-drama.

Call us if we can help!

 

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That would be fantastic!! Or: Why our emails have become so effusive

Thursday, October 20th, 2016 by Lisa S.

It starts innocently enough:           Thanks so much for sending.           I’d love to set up a call for later this week!           Wow—that would be great! But then we find ourselves writing lines like this:           I’m really […]

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Beyond the Style Guide

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Throwback Thursday: Changing Seasons, Changing Playlists—Music to Inspire Marketing Communications Magic in the Months Ahead

Thursday, September 29th, 2016 by Eric

Depending on where you live, it’s now either the end of summer, the prelude to the end of summer, or the buildup to the prelude to the end of summer. We hear the pitter-pat of little feet returning to school. We’ll soon see the changing of the leaves. We have a vague sense that it’s […]

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Off Hours, Throwback Thursday

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Building Brand Loyalty with Content Marketing

Tuesday, September 20th, 2016 by Eric

Amazon. Apple. Facebook. The brands with the most loyal customers are, more often than not, the most successful in their market. And it’s no wonder: loyal customers are repeat customers. They’re easier to upsell and cross-sell, and they’re less price-sensitive. They drive down the cost of selling and have higher customer lifetime values. Often, they’re […]

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How to Design a Co-Branded Data Sheet

Thursday, September 15th, 2016 by Todd

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 S.

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

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

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

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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The Five Most Useful Partner Marketing Assets

Thursday, July 28th, 2016 by Allison

Partner marketing is smart. Selling products through distributors allows you to reach many more customers, and grow your business exponentially. But partners need the right tools—different tools than those you’d share with your customers—to successfully sell your services and maintain the integrity of your brand. The Content Bureau has helped numerous clients develop core partner […]

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