Blog

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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10 Undeniable Reasons People Hate White Papers

It's the moment you're dreading in the marketing department: a product launch is on the horizon. It's great for the company, but you know what comes next: the collateral associated with it, including at least one white paper. And despite your love for marketing,...

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4 Books About Content Marketing You Should Read

Content marketing reminds me a lot of cross-stitching. (Really.) It starts off with a logical strategy, a pattern that can be translated into art. Along the way, it can get ugly, and threads can get snagged. But at the end, you've stitched something that can become...

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10 Excuses to Hate Content Marketing

Content marketing is a contentious subject in some circles. A quick Google search turned up all sorts of hatred toward a marketing method that is surprisingly effective. While, in the words of Taylor Swift, the haters are gonna hate, hate, hate - and make excuses, I'm...

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