Blog

The Top 10 Content Marketing Blog Posts from 2016

A lot happened on this blog in 2016. I wrote a lot of content marketing blog posts, ranging from segmentation to hiring freelance writers. Along the way, I talked about strategy and specific pieces of content that boost content marketing campaigns. Here are the...

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7 Ways to Slice Your Leftover White Paper Material

Happy Thanksgiving! One of the things I've heard a lot in content marketing is that no piece of content exists by itself, much like a Thanksgiving turkey. Sure, you have the tasty white paper (meal), but then, what do you do with it? If you're stuck with leftover...

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The 10 Best Pieces of Content Marketing Advice from MPB2B

I spent the better part of last week in Southie (South Boston) at the MPB2B - MarketingProfs 2016 B2B Marketing Forum getting content marketing advice from the experts. I rubbed elbows with Joe Pulizzi, Michael Brenner, and Matt Heinz. Heidi Cohen asked me if I liked...

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3 Critical Things You Need to Work with Freelancers

Once you’ve found a freelance copywriter you want to work with, what you do at the beginning will set the tone for the entire relationship. The best way to do that is to have documents in place to make sure you're both on the same page. Here are the three critical...

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The Not-So-Hidden Places to Find a Freelance Copywriter

As a marketing manager or marketing director, you probably already know how hard it is to find a good freelance copywriter. But as budgets are cut or remain stagnant, you're left with more work than you and your department can handle, so you try to find someone who...

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A Behind the Scenes Look at the Case Study Process

As a case study writer, I do have a case study process. I write dozens of case studies per year, mostly for B2B technology companies. The more I do it, the more I've managed to refine my process. If you're working with me, here's what usually happens: We have a...

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3 Sites to Help You Become an Expert in Content Marketing

I'm always blown away when I think about how much the Web has changed since I was in college (in the deep, dark 1990s). Back then, there were just a few sites with any authority, so finding the information you needed was pretty easy. Now, there are so many great sites...

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I’m Speaking at the ASBPE 2016 National Conference

If you've been to the ASBPE site recently, you know that the organization is gearing up for its annual meeting, which includes a conference and awards banquet. In fact, yesterday I got an email from ASBPE announcing all the national awards finalists. The conference...

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The Big Reason Your “Storytelling” Falls Flat

Content marketing and storytelling get bundled together. But there's something that will leave your storytelling dead in the water. Can you spot the holes in your content ships? Tell me if what I heard last week sounds familiar. Last week, I attended a conference for...

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How My Manufacturing Client Increased Pageviews by 91%

I have a diverse bunch of clients, primarily B2B technology clients, but I do get the occasional manufacturing client (or fitness client, or [insert industry here] client). I love variety. Recently, my manufacturing client sent me an email with this clipping attached,...

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