Uncategorized, White Papers
As content marketers, we hear that we should be using white papers all the time. In B2B content marketing, it may seem like all we’re doing is writing white papers (particularly in enterprise software). But sometimes, white papers aren’t the answer to all...
Content Marketing, Uncategorized
Content marketing initiatives often start in the marketing department, but the CMO is just as invested as the marketing directors. It’s the CMO’s title on the line. She has to go to the C-suite to get budget, show them what’s happening in the...
Content Marketing, Uncategorized
Every marketer has experienced content marketing setbacks. Maybe it’s a budget cut that results in a loss of staff, or a legal department that drags its feet approving freelancer contracts. It could be that content isn’t attracting leads as planned. Any...
Case Studies, Content Marketing, Hiring a Writer, Uncategorized, White Papers
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...
Blogging, Content Marketing, Uncategorized, White Papers
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...
Content Marketing, Hiring a Writer, Uncategorized
At last month’s MarketingProfs B2B Marketing Forum last month, I visited exhibitors. There were the usual ones: software to make marketing easier, or video easier, for example. And there was one that made my blood boil: the cheap freelance writer vendor. I...
