Blog Posts
Looking for new ideas, strategies, and best practices on white papers, case studies, and content marketing? Look no further.
White Papers
Content Marketing/Marketing 101
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
How to Engage Hyperactive Tech Buyers: Insights from TechTarget
How Tech Buyers Consume Content: New Findings from TechTarget
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
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
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.
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.
