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 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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Interviewing experts (get tips that really work)

Interviewing subject matter expert

Interviewing subject experts isn’t scary – if you’re prepared. If you don’t set yourself up for success, welp … No one wants to see that happen. That’s why you need to lay the groundwork before you contact anyone. Interviewing: Why Would I Do That? Interviewing experts adds depth, credibility and trustworthiness to your marketing content. […]

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14 ways to find expert sources for interviews

We all want to create valuable, relevant content. Conducting and sharing original research or taking a unique spin on a topic are two ways that can help you stand out. But what if you don’t have the resources for original research or you’re struggling to find a new twist on a topic? Expert interviews are […]

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The Beginner’s Guide to B2B Content Marketing

Featured Image

The business-to-business (B2B) content marketing game is hard. Having to consistently publish valuable, relevant and high-quality content over the long haul, finding the perfect managing editor who is equal parts project manager and keeper of your brand’s voice, scaling a team of writers, designers and video editors to communicate your stories, and getting your stories in […]

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Should your SEO be primary or secondary? (HINT: Both)

I’m working with one of our creative/techie teams to imagine a new brand for a software client. This is from-the-ground-up work that keeps our creative minds happy – branding, identity and digital marketing with a big splash of SEO. We recently started to develop the company’s website – the future beating heart of its digital […]

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Decode your ideal customers with buyer personas that ignite sales and marketing

Selling to everyone is easy street. You cast your net wide and reel in as many fish as possible. That strategy might work for a while, but it won’t hook your ideal customers. Sooner or later, you’ll struggle to keep your business afloat. Doing the hard work of figuring out who your ideal customers are […]

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The ultimate guide to email newsletters

Email newsletters remain a popular marketing tool, but if you’re still doing them like everyone did in 2006, it’s time for a reboot. Typically, that meant full-length stories that required significant scrolling, self-promotional content that provided minimal value, no way to track the most popular articles and other analytics, and little reason for anyone to […]

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