7 Tips for Building a “Perfect” Case Study

October 11, 2020 by Leave a comment
7 Tips for Building a “Perfect” Case Study

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 ...

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How to Repurpose a White Paper as a Trade Journal Article

September 5, 2020 by Leave a comment
How to Repurpose a White Paper as a Trade Journal Article

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.

Getting maximum return ...

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What Colin Kaepernick Can Teach Content Marketers About Building an Online Audience

July 12, 2020 by Leave a comment
What Colin Kaepernick Can Teach Content Marketers About Building an Online Audience

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 ...

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Published in Content Marketing

The Two “Secret Ingredients” of Compelling B2B Content

June 9, 2020 by 1 comment
The Two “Secret Ingredients” of Compelling B2B Content

"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 ...

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How to Gently Convert Prospects into Customers—and Recurring Customers—Using “Circles of Belief”

May 16, 2020 by Leave a comment
How to Gently Convert Prospects into Customers—and Recurring Customers—Using “Circles of Belief”

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.

...

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Flatten Your Sales Funnel: A Better Way to Convert More Prospects to Customers in 2020

April 13, 2020 by 2 comments
Flatten Your Sales Funnel: A Better Way to Convert More Prospects to Customers in 2020

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 ...

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The Final 3 Essential Truths to Bear in Mind When Marketing to Engineers

March 5, 2020 by Leave a comment
The Final 3 Essential Truths to Bear in Mind When Marketing to Engineers

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 ...

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3 More Essential Truths to Keep in Mind When Marketing to Engineers

February 18, 2020 by Leave a comment
3 More Essential Truths to Keep in Mind When Marketing to Engineers

This is the second of a three-part series drawn from a new CopyEngineer white paper on marketing to engineers. You can click here to read Part 1.

In this installment, we'll look at the two things engineers want most from marketing content and why, as well as an effective method ...

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3 Essential Truths You Must Keep in Mind when Marketing to Engineers

January 6, 2020 by Leave a comment
3 Essential Truths You Must Keep in Mind when Marketing to Engineers

Marketing to engineers is different. If you market B2B technology, you probably don’t need to be told that.

But coming up with effective strategies for reaching these technical influencers can be a challenge. To help you with that, CopyEngineer has drawn on recent industry studies, personal experience as both ...

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5 Ideas for Adding Video to White Papers

December 7, 2019 by Leave a comment
5 Ideas for Adding Video to White Papers

When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.

One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...

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