Case studies are one of my specialties. I write a lot of them for my clients. Recently, though, I had a couple of case study projects that, through no fault of my own, didn't go so smoothly.
Both were for a client ...
White papers—as I’ve written many times before—are among the most effective forms of content for marketing technology. They’re highly sought after by tech buyers.
Compared to most other content forms, however, they’re expensive to create. And they won't do their best work if they just sit on your resources page ...
The global economic crisis caused by this year's COVID-19 pandemic has affected companies and workers in all sectors.
Workers with less money to spend are more hesitant about spending it. The same is true of businesses. But just like workers need to be paid, businesses need revenue if they’re going ...
Let me begin by saying this: there is no such thing as the perfect case study. Every piece of content is going to have its flaws. Besides, a case study doesn’t have to be perfect to be effective.
What I mean by a “perfect” case study is one that fully ...
White papers are among the most effective[i] and valuable[ii] forms of marketing content. Unfortunately, they’re also among the more expensive forms to create.
To squeeze more return from their white paper investment, successful marketers frequently repurpose a white paper’s content in other forms.
You can too.
Colin Kaepernick had seen enough.
That is to say, he had seen too much.
It was August 2016. America was reeling from the recent deaths of Alton Sterling, Philando Castile, Korryn Gaines, and other black Americans killed by police—their deaths captured on eyewitness videos. Black Lives Matter street demonstrations ...
"What's your biggest challenge when creating compelling content?"
When Brian Clark, founder of Copyblogger, asked that question on social media, the most frequent response he received was, “Keeping it original and interesting.”
As a freelance writer and blogger, I can tell you; that's a serious challenge. And it’s not just ...
In my previous essay, we discussed why the traditional sales funnel is no longer a good model for customer acquisition. We then looked at an alternative model called The Circles of Belief (Figure 1)—a representation of customer acquisition that accounts for modern practices like search, social, email, and content marketing.
...
I have a problem with the traditional sales funnel.
Actually, I have two, but I guess you could call this first one a personal problem: I’ve never liked the funnel analogy.
For me, the funnel creates a negative mental image. I see hapless business buyers caught in a whirlpool, or ...
This is the last of three articles on marketing to engineers that will soon be released together as a new CopyEngineer white paper.
In this final installment, we'll provide some tips on how to better engage engineers with your content—and on how to avoid annoying them—as they travel along their ...
10 Common Mistakes
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