Writing a Content-First Website That Your Target Audiences Will Love

writing content-first website

Writing content-first websites will save you a lot of headaches, especially when it comes to time and resources. Letting design take precedence is inefficient and can cost more money than letting content drive the process. Developing a website without a content-first approach is like buying materials to build a house without a blueprint. You don’t […]

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The Truth About Statistics and Trust

Statistics closeup

As a marketer, I’m always on the hunt for relevant statistics that support my content. As a former journalist, I make sure the information comes from original, credible sources and that I attribute it to them. Unfortunately, not everyone is as careful. Here’s why that’s bad: People want to know they can trust your brand. […]

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How to write B2B case studies that win business

B2B case studies

Customer success stories – also known as case studies – are powerful tools for your B2B content toolbox. They build trust with your prospective customers and help you earn their business. If you don’t have any, now is the time to change that. Fifty-four percent of B2B buyers use case studies to inform their purchasing […]

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How to Protect Your Brand from ‘Typosquatting’

Typosquatting

As if a global pandemic and an economic downturn weren’t enough to manage, companies also have to worry about “typosquatting.” That’s when scammers, hackers and other exploiters hijack website domain names. Fraudsters buy variants of domain names that feature common misspellings or typographical errors in company names, such as “Gooogle” and “Verizan.” The practice is […]

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Large In-Person Events Are Dead (For Now)

In-person events - empty conference room

Anyone who’s planning a conference, trade show or other large event knows all too well that in-person isn’t realistic until a COVID-19 vaccine becomes available. Recent virus spikes in many states, public health warnings, reopening rollbacks and ongoing fears of crowds and tight spaces are forcing cancellations of face-to-face events. A June MarTech Today survey […]

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How to Market Your B2B Business in Scary Times

B2B business COVID

Early in the COVID-19 crisis, some U.S. B2B brands turned off the marketing spigot temporarily, while others kept marching forward with adjustments in campaigns and messaging. Even B2B businesses that survived the aftermath of 9/11 in 2001 and the 2008-2009 financial crisis didn’t have a marketing playbook for a global pandemic. As COVID-19 continues to […]

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The Truth About B2B Sales Right Now

Salesperson on Zoom Meeting

The past two months have been challenging for many business-to-business (B2B) companies’ sales. B2B buyers have primarily taken a wait-and-see approach to signing contracts, starting new projects and budgeting for the long term. The next few months likely won’t be easier, necessitating doubling down on targeted, problem-solving sales instead of transactional “spraying and praying” pitches. […]

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In a crisis, put on your oxygen mask first

Crisis - Leadership series header image Andrew Bartlow

It’s more important than ever for companies to inform, support and connect with employees and customers during a crisis and uncertain times. The only thing that’s certain during COVID-19 is that circumstances and facts are changing at a dizzying pace. How are business leaders staying connected with internal and external audiences in the crisis era […]

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