Blog
Six Questions to ask Before You Commission a White Paper
White papers still matter. They may not be called white papers anymore, and they may take different formats. However, they're still white papers: a problem that your ideal customer has, how they've historically solved it (and struggled), where the technology landscape...
5 Ways to Have Fun with B2B Content Marketing
B2B content marketing has an undeserved bad reputation. Too many people, including content marketers, think it’s boring. Marginally interesting case studies, sleep-inducing white papers, blog posts written for SEO purposes – yawn. They couldn’t be further from the...
How Yoga Improves Content Marketing Strategy
Karoun Charkoudian, a former yoga studio owner, once was the featured speaker at a breakfast meeting I attended. And as I learned that morning, yoga and content marketing strategy - yes, even B2B content marketing strategy - have a lot in common. (Maybe that's why...
Is Your Content Marketing Ready for Returning to the Office?
During COVID-19 shutdowns, companies had to pivot on their content marketing strategies. B2B marketers seized the opportunity to create content and reach more customers. They created guides to working from home, ramped up webinars, and hosted virtual events. But as...
Why B2B Writing Experience Matters
Whether you manage projects for a content marketing agency or your in-house marketing team, you've likely battled a massive wave of content that threatens to crest over you. If you're crunched for time, you might hire a writer – any writer – that can string together...
Content Marketing vs. Copywriting: What’s the Difference?
There’s a definite difference between content marketing writing and copywriting, although it may not seem obvious at first. Both are written with the end goal of selling something in mind. Both content marketing writing and copywriting can be short-form copy or...
Top 5 Reasons to Work Directly with Freelance Writers or Reputable Agencies
It’s pop quiz time! You’re in charge of content marketing for your company, and you need a freelance writer – fast. Writing that white paper, case study, or series of blog posts yourself or using someone in-house is not an option. What do you do? Find a freelance...
B2B Technology Marketing Challenges Revealed in CMI Study
The B2B technology buyer’s journey can best be described as a windy, twisting road up a steep mountain, and B2B technology marketing organizations see a lot of unique challenges as a result. The B2B buyer isn’t just one person; often, it’s a conglomeration of end...
6 Reasons to Love Long-Form Content Again
Lately, it seems like short-form and interactive content gets all the love. White papers, case studies, and long-form blog posts get pushed to the side in favor of infographics, video snippets, and social media posts. That's not to say these aren't important pieces of...
The Best Content Marketing Conferences for 2019
Content marketing seems like it's constantly evolving. Just a few short years ago, we were all about white papers in the most standard format. Now we're using a holistic strategy that encompasses multimedia, interactive content, and more to augment our written...
How to Choose a Content Marketing Agency
So you've decided to outsource your content to a content marketing agency. You've narrowed it down to a few likely candidates, and they're all whispering sweet nothings into your ear. We know your niche, Acme Agency whispers. Our prices fit your budget, Bravo Agency...
Book Review: Master Content Strategy Offers Practical Content Creation Advice
Last week, Pamela Wilson of BIG Brand System released Master Content Strategy: How to Maximize Your Reach and Boost Your Bottom Line Every Time You Hit Publish. Ms. Wilson got her start as a graphic designer, then went on to create BIG Brand System to educate online...