Author Archives: john

The Anatomy of a Responsive Email

August 12, 2016 by Leave a comment

Rather than my usual article, I’ve decided to feature some “guest” content this month. But before I do, I’d like to tell you the story about how I decided to share this content with you.

In November 2014, I wrote the first of a pair of articles for Technical Response on ...

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13 Powerful Tips for Promoting a White Paper – Part 3

July 2, 2016 by Leave a comment

In survey after survey, technology buyers have named white papers the form of marketing content that influences them the most when they’re making purchasing decisions.[i] So, it’s not surprising that technology companies produce thousands of white papers each year.

But that abundance creates a problem for technology marketers: How do ...

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13 Powerful Tips for Promoting a White Paper – Part 2

June 7, 2016 by Leave a comment

Even though white papers consistently rate as the most influential type of marketing content among technology buyers, technology marketers are frequently disappointed by the results they achieve with them.

Often, the reason is this: they didn't treat their white paper like a product. They failed to market it effectively.

In this ...

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13 Powerful Tips for Promoting a White Paper – Part 1

May 17, 2016 by 3 comments

Technology buyers consistently rank white papers as the most influential type of marketing content when it comes to making purchasing decisions. Yet B2B marketers often fail to realize the returns they'd hoped to achieve from white paper campaigns. In one survey, for example, only 30% of IT marketers rated white ...

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Use Pull Quotes to Pull Readers into Your White Paper

April 18, 2016 by Leave a comment

It’s common knowledge – and if you’re a longtime reader of this publication, you’ve read it here many times – that most business readers will scan a white paper or other marketing content, before they'll commit to reading it.

Scanning – or skimming, as it's also called – is a ...

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The Two Types of White Paper Executive Summary

March 15, 2016 by Leave a comment

There’s a long-running debate in the content marketing community on the wisdom of using an executive summary at the beginning of a white paper.

Some say an executive summary is essential. Busy executives, they claim, are unlikely to invest their limited reading time in a white paper without some assurance ...

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How to Hold Your Prospects’ Attention By Shrouding Your Message in Mystery

February 17, 2016 by Leave a comment

In my last essay, we saw how we can use surprise to focus our audience's attention on our message, and thus make our message "stickier," or more memorable.

A surprise lasts only a brief instant, however. What if our message is too complicated to be delivered in a just that ...

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Abandon Common Sense

December 15, 2015 by 1 comment

In B2B marketing, things are pretty straightforward. We don't have to coax or cajole or look cute and clever, like the folks over in B2C. We're selling to prospects who need and want to buy what we're offering. B2B buyers aren't really interested in cute and clever.

So B2B marketing can feel like it's ...

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Keep it Simple: Smart

November 10, 2015 by 1 comment

All of us, I'm sure, have heard of the KISS Principle.

KISS, of course, stands for "Keep it simple, stupid" – an admonition frequently used in engineering as a reminder that "most systems work best if they are kept simple rather than made complicated." [1]

But the KISS principal applies ...

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7 Questions to Ask Before Pursuing a Case Study

September 15, 2015 by Leave a comment

Technology buyers have consistently rated case studies among the top three most effective types of marketing content* when it comes to helping them make purchasing decisions.

But that doesn't mean every case study is going to be effective.

Besides providing unbiased, third-party evidence of your solution's effectiveness, a major part ...

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