Blog Posts

Looking for new ideas, strategies, and best practices on white papers, case studies, and content marketing? Look no further. 


White Papers

Case Studies

Content Marketing/Marketing 101

Social Media


White Papers++++++++++++++++++

Prospects DO Judge Your White Paper by its Cover

Not convinced your white paper covers influence whether or not your white papers get read and passed along? Read on


9 Reasons Why White Papers Still Matter

B2B marketers – particularly those selling IT products or services – need look no further than the research results to see why white papers are still an important part of the mix.  Read More


How Buyer Personas Shape White Papers 

The more you know about your audience, the better your white paper will hit the mark.  Read More


How to Get Your White Papers Read by Thousands

If you want to quickly expand your audience reach, consider white paper syndication.  Read More


Survey Says...Tech Buyers Read and Forward White Papers

Here's all the evidence you need to prove the value of including white papers in your content marketing strategy.  Read More


Are You Reaching the Right CIO?

Think all CIOs are created equal? Think again. Read More


Are You Forging a Connection or Burning a Bridge?

Make sure you deliver informative white papers that resonate with prospects -- not glorified brochures that turn them off. Read More


3 Ways to Make Sure Prospects Find Your White Papers 

Follow these proven steps to maximize the visibility of your white papers. Read More


How Your White Papers Can Become Weapons of Influence

Find out how to produce more persuasive white papers by tapping into the principles of reciprocity, authority, likability, scarcity, social proof, and commitment. Read More


Seize a Golden Opportunity to Connect with Prospects

Gain insight into how to connect with prospects early in the buying cycle. Read More


How to Craft White Papers that Stick in Readers' Minds

Applying Chip and Dan Heath's Made to Stick principles to raise the effectiveness of white papers. Read More

Q&A with Marilou Barsam of TechTarget, a Top B2B Advertising Venue

Find out how to attract and engage IT buyers; discover how tech marketers can succeed with content syndication; and learn how to keep pace with marketing best practices and promote white papers via TechTarget. Read More



Case Studies ++++++++++++++++++++++++


Case Studies: What's In Them for Your Customers? 

Identifying promising stories and getting customers to participate are two major challenges for marketers. Find out how SAS does a fantastic job of promoting and “selling” its customer reference program online. Read More


B2B Marketers: When NOT to Pursue a Case Study

Four instances when it's best to put a case-study opportunity on the back burner. Read More


Making a Case for Consistency in B2B Case Studies

Suggestions for leaving prospects feeling at ease with your brand, while strengthening your stories at the same time. Read More


Toot Your Horn Every Chance You Get

Discover how to make sure prospects see your case studies at every turn. Read More


Ho-Hum...Another Sound-Alike Case Study

Find out how to make sure each of your B2B case studies tells a unique and compelling story. Read More


Using Case Studies to Overcome Objectives

How to help your sales team overcome objections early in the sales cycle. Read More


What Do Technical Evaluators Get from Your Case Studies?

Find out why the standard "problem-solution-results" case-study formula doesn't resonate with IT evaluators and decision makers - and how to reach them. Read More



Content Marketing/Marketing 101 +++



Answers to Your Most Pressing B2B Content Marketing Questions

Find out how SEO fits into the content marketing equation, why and how to repurpose content, the value of sharing compelling content, and best practices and tips for white papers.

Thought Leadership: The Most Misused Term in B2B Marketing?

This post offers various perspectives on what is and isn't thought leadership, along with guidance for companies trying to establish themselves as visionaries. Read More


B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience? 

Your buyers are holding you to the same high standards they apply in their personal lives as consumers. Here's what you need to do to satisfy their demands.


B2B Videos: Go Beyond Humdrum to Engage & Enthrall

Video is more popular than ever but many B2B videos fail to connect because, well frankly, they're boring. Here's how to break the mold and stand out.


Beyond Personas: Connecting with Today's B2B Buyers

Tony Zambito -- who originated the development of buyer personas in 2002 -- explains why personas are no longer sufficient and describes a new model for understanding target buyers. Read More


Make the Short List by Connecting with Content

Find out how to overcome the challenge of producing the kind of content that engages prospects and customers. Read More


How to Fascinate -- and Better Connect With -- Your Audience

Find out about the seven triggers you can tap into for deeper engagement with prospects and customers. Read More


How to Gain Real Traction with Thought Leadership

Effective thought leadership takes planning and discipline from development to dissemination. Read More


Analyzing the Competition Where it Counts

To get a true sense of just how well your organization stacks up, it should assess how competitors fare in three key areas. Read More


Why Design Matters in Content Marketing

Think the design of your content isn't that important? This post will shift your perspective. Read More


How B2B Marketers Can Raise the Effectiveness of Their Content  

In January 2011, I authored the B2B Content Marketing 2010: Computing/Software Industry Report on behalf of the Content Marketing Institute. Learn why marketers in 121 computing/software firms expressed dissatisfaction with the results of their content marketing efforts -- and suggestions for better connecting with prospects.


B2B Marketers: Have You Localised Your Content Plan? 

IT professionals search online for information to support their buying decisions. But it’s a mistake to think their online preferences and habits are transferable across geographies. Read More


B2B Marketers: Are Your Glasses Half Empty or Half Full

Instead of being overwhelmed by everything you're responsible for, seize the opportunity to set yourself apart. Read More


One Tech Marketer's Approach to Lead Nurturing: Interview with Pete Marino of D-Link

Learn firsthand how D-Link is nurturing its leads with great success. Read More


How to Engage Hyperactive Tech Buyers: Insights from TechTarget

The way tech buyers conduct research may surprise you -- and change the way you create and promote your content. Read More


How Tech Buyers Consume Content: New Findings from TechTarget

Learn about the content consumption habits of TechTarget's most active users. Read More


Sales and Marketing Alignment: Key to Connecting with Prospects

IT buyers care how they're sold to, and sales and marketing alignment is critical to satisfying their expectations. Read More


B2B Technology Buyers Share Their Content Preferences

In its third annual B2B Technology Collateral Survey Report, Eccolo Media reveals how white papers and case studies play into the research and decision process, how prospects find content, and when during the buying cycle they consume it. Read More


Can't Sales and Marketing Just Get Along?

The classic gap between sales and marketing still exists -- but B2B organizations can no longer afford to ignore it. Read More


B2B Search and Content Marketing: Getting Found by Prospects

Why it's important to produce and make easily accessible a range of content that guides prospects through the buying cycle -- and 8 steps you can take to boost visibility. Read More


Creating "The Content Grid": Eloqua and JESS3 Share insights into the Why and How

Joe Chernov, Director of Content for Eloqua, and Leslie Bradshaw, President of JESS3, share insights into the catalyst and process for developing the Social Media Playbook and "Content Grid" infographic. Read More


Use Stories to Reel in B2B Customers, Partners, & Employees

Here are a few ways that B2B companies can use stories to draw people in and influence their decision to purchase, participate, or partner. Read More


Nailing Interviews for B2B Content Creation: 7 Tips

Conducting an effective interview is critical to getting the information you need to develop your content. Here are 7 ways to do just that. Read More


How Much B2B Content is Enough? 

Here's how to create content that answers prospects' questions at each stage of the buying cycle. Read More


How to Create Remarkable B2B Content 

Ideas to get you started producing the type of content your prospects and customers are looking for. Read More


Buyer Personas: How to Deliver Relevant Content to B2B Buyers

Here I share all kinds of research highlighting the need to develop buyer personas in order to connect with prospects. Read More


Getting Back to the Roots of Buyer Personas: An Interview with Tony Zambito of Goal Centric

Tony and I discuss the concept of and misperceptions about buyer personas, and what it takes to extract full value from them. Read More


A Platform for Syndicating B2B Content to Partners

Patrick van Boom – Director of Worldwide Sales and Marketing with TIE KINETIX – discusses a syndication option that enables B2B marketers to easily distribute content to their partners. Read More


Better B2B Content: Applying Presentation Best Practices

Put these valuable tips to use and immediately improve your content. Read More


Do You Have Any Idea Who You're Talking To?

It's a no brainer - you can't connect with your audience unless you know who you're trying to reach. Read More


Not Every B2B Company Can Be a Thought Leader -- and That's Okay

Thought leadership has it's place. But it may not be best serving you or your prospects and customers. Read More


What to Consider Before Your Web Site Launch or Redesign

David Crouch of ten24 shares trends, best practices, and common mistakes that B2B marketers make with site launches. Read More


Lessons from the Roller Derby Rink

What B2B marketers can learn from my experience trying out for roller derby. Read More


Another Sales and Marketing Gap: Marketing Automation vs CRM

Thoughts on the marketing automation-CRM divide. Read More


How to Squeeze the Most Life from Your Content

Jump-start your initiatives to create content that attracts, engages, and converts prospects. Read More


How to Lay a Solid Foundation for Marketing Success

Tips and resources for assessing the market and competition, and understanding your customers. Read More


You're Asking Too Much of Our Relationship!

When you interact with prospects, you need to get in the dating mindset and take things slowly. Read More


What Marketers Can Learn from Top-Performing Sales Reps

Here's how you can improve your processes for connecting with prospects and guiding them down the path to purchase. Read More


5 Ways to Wow Your Prospects

Sure-fire ways to impress your prospects -- and stay top of mind. Read More


How Do You Compare to the Best Content Marketers?

Find out how you stack up against industry leaders when it comes to lead management and demand generation. Read More


How Web 2.0 Impacts B2B Marketing: An Interview with C. Edward Brice of Lumension

The Senior VIce President of Worldwide Marketing at Lumension shares thoughts on the impact Web 2.0 has had -- and will have -- in the B2B marketing realm. Read More


Adding eBooks to the B2B Marketing Mix: An Interview with Cindy Kim of Lumension

Find out how and why B2B marketers should produce and promote their own eBooks. Read More


Brand Communications & Storytelling: Interview with Janet Jordan of Keynote Communications

Find out how to strengthen your messages with storytelling. Read More



Social Media ++++++++++++++++++


Social Media Stats Tech Marketers Can't Afford to Ignore

Here's proof that if you're not engaging via social media, you're missing out on big opportunities. Read More


The 7 Cs to Twitter Success

Employ these best practices to establish a solid foundation for your Twitter engagement. Read More


How to Fit Social Media into Your Marketing Strategy

See what it takes to successfully integrate social media into your broader marketing strategies -- and make it stick. Read More



Ready to produce a powerful case study, white paper, or eBook? Contact Stephanie today for a free consultation.  

Sign up to be notified about new best-practice marketing articles, eBooks, and blog posts.


Stephanie's best-practice marketing articles have appeared in productmarketing.com magazine, and on sites such as the Content Marketing Institute, American Marketing Association, BNET, eZineArticles, and SalesVantage.


Follow me on Twitter




I'm a MarketingProfs member!