Resources
HOW TO CREATE
GREAT CONTENT
Responsible for creating a large volume of outstanding B2B marketing content each year? Read the Content Bureau’s tips and tricks for developing high‑quality B2B marketing assets.
Featured Resources
How You Should Actually be Using AI for B2B Content Development
How to Write a Great Thought Leadership Blog Post
The Five Most Useful Partner Marketing Assets
More Resources
3 Reasons to Create Long-Form Digital Marketing Content
Digital content should be short and sweet, no? Actually, your target audience may crave something more substantial. This post offers four reasons to “go long” with digital marketing content.
How to Create a Great Customer Video, Part I: The Case Study Interview
Superior case study video interviews require equal parts planning and magic. Read these tips for making your customer video testimonials compelling.
Brain Hurting Yet? How to Simplify Complex Content.
Faced with trying to communicate a complex topic to your B2B customers? Read these tips to learn how to keep things simple, but engaging, so your audience will be inspired to learn more.
How to Write a Great Copy Block: An Essential Piece of Your B2B Marketing Wardrobe
Copy blocks are versatile B2B marketing essentials that can complement any wardrobe of assets. Learn the process for creating great copy blocks in this post.
Customer Reference Program Management: Using a Case Study Matrix to Secure More Strategic Stories
Starting a new customer reference program? Refreshing your site’s portfolio of customer stories? Find out how a simple matrix can help ensure your case studies meet your marketing objectives.
Establishing Brand Guidelines: 5 Tips for Success
Brand guidelines help you control how your audience perceives your brand. Find out how to create a friendly guidebook that will help everyone who works with your brand to become passionate “brand ambassadors.”
“Feeding the Machine”: Preparing Content for Your Marketing Automation System
What should you feed your marketing automation system? High-quality content, of course. Read these content “meal planning” tips.
What Is an eBook?
eBooks are hot, hot, hot in B2B marketing right now. But what IS an eBook? The definition is broad, for sure. Here’s what we’ve seen, and what we think works best—from content to format.
5 Tips for Creating B2B Data Sheets That Can Deliver on Their Mission
Data sheets are vital B2B marketing assets. To help ensure your data sheets deliver on their mission, read these five tips from the Content Bureau.
B2B Website Best Practices, Part III: Writing Headlines
The Content Bureau’s new website is live! Check out the final installment of our B2B Website Best Practices blog post series and find out why writing headlines for B2B sites can be a (huge!) challenge, and learn about some strategies for success our team discovered along the way.
Forget the Shovel: Four Secrets of Strong Content
Do we have content for the data sheet? Could you recommend a good content provider? We post new content every day! Sometimes, at the end of a long week, talk like this can make my cynicism flare. How dare they devalue the hard work that writers do, or demean the power...
Demystifying Content Marketing
Content marketing. The phrase is omnipresent these days. But what does it mean, exactly? Is it really all that new? Print ads, radio ads, TV ads, advertorials, catalogues, direct mail: Past generations of marketers created plenty of content, after all, even if they...
How to Create a Great B2B eBook
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...
B2B Website Best Practices, Part II: Facebook for B2B
Updating a few webpages today, are you? Of course you are. The content on today’s B2B sites needs to change weekly, if not daily. And every so often, your company decides to re-do its website completely—or at least massive sections of it. If you’re in the midst of...
Make Me Laugh! The Power of Humor in Marketing Communications
Laughter feels good—and in marketing, it can provide a kind of cognitive jolt. It not only gives marketers an opportunity to shift consumers’ attention to whatever it is they want to show or tell them, but also help them to remember it. As the father of a...
Flip-Book vs. iPDF: Which Format Is Best for Your eBook?
You have great content to share, but don’t know whether to publish your eBook in interactive PDF (iPDF) or flip-book format? Consider the pros and cons of each: iPDF Pro As we shared in our recent post “The Beauty of an iPDF,” this format is interactive, sharable,...
How to Write a Great Thought Leadership Blog Post
Thought leadership can take many forms—byline articles, white papers, keynote PowerPoint presentations, and more. One of the biggest trends in thought leadership is the blog post. Blog posts can highlight a point of view in a brief, easy-to-absorb format, using links...
Lessons Learned from Obama’s Fundraising Emails
Email marketing campaigns live or die based on their ability to lure recipients into reading beyond the subject line—instead of hitting the delete key. In the wake of the election, President Obama’s digital analytics and email fundraising teams have revealed the...
Marketing Content and the Power of Storytelling
Once upon a time, it was a Mad Men world. Marketers worked by instinct, making enormous up-front investments with no clue whether campaigns would succeed or fail. Agencies grew more based on the thickness of their Rolodexes and their persuasiveness in pitch meetings...
How to Write Great Marketing Messaging
You’re tasked with creating solid and rich marketing messaging. Suddenly, everyone around you wants to weigh in on content—and the “messaging madness” ensues. Whether you’re developing the foundation for a multiproduct campaign or creating detailed product...
How to Run a Great Corporate Blog
Blogging is fun! Running a high-quality corporate blog, however, is a huge pain in the a$$ (and expensive, too). It should be. Your corporate blog may be your single most important marketing asset, after your search-engine-optimized website. Chances are, your posts...
How to Write a Concise and Complete (aka Great) 25-Word Product Description
What can you do with 25 words? Write a note to your kids about how to reheat dinner. Make a grocery list. How about tell a complete, compelling story? It’s possible to finesse about two dozen words into a product description that’s not so high-level it glosses over...
The Beauty of an iPDF
Looking to pack a big content punch into a small file? Need to convey complex or detailed information, but don’t think your audience can stomach another 20-page white paper? Want your document to be visually interesting and interactive, too? Look no further than an...
Four Simple New Year’s Resolutions for Marcommers
Blech. It’s already late-mid-January and you still haven’t made a New Year’s resolution. I think I know why: if you’re older than, say, 25, it’s probably impossible to think of a single personal flaw you haven’t already overcome by way of a previous New Year’s...
How to Write a Great Voiceover
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,...
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