General B2B copywriting tips.
In my three previous posts, we looked at the various species of white papers and when to use them. Specifically, we examined the three principal white paper archetypes, the best hybrid combinations of the same, and why the numbered list is your best choice when you need a white paper ...
Case studies are among the easiest types of marketing content to write.
They can also be among the most difficult.
Writing cases studies is easy because they all follow the same, simple formula. It's a formula case study readers are very familiar with, namely: background -> problem -> solution -> ...
One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects.
Here are 13 ways to generate leads for your company with this sturdy, time-tested technique.
Case studies are powerful B2B marketing tools, but they need to be carefully constructed to capture and hold your readers' attention.
So, I didn’t want to stop with the five tips for case studies I presented in my previous essay; I came up with five more! I hope you'll ...
Are you taking full advantage of the power of case studies?
Case studies are among the most read and most shared of all marketing content. Surveys of technology buyers by Eccolo Media, for example, ranked case studies third in consumption behind brochures and white papers, and second only to white ...
Case studies have long been one of the most popular and influential forms of marketing content.
In Eccolo Media's annual B2B Technology Collateral Survey Reports (2008 to 2014), for example, technology buyers ranked case studies the second most influential content type – trailing only white papers – seven years in ...
When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?
If you're like most tech industry executives, I'll bet your list includes:
As B2B marketers, we're all familiar with the classic structure of a case study:
But is that really all there is to it?
Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...
Are you using customer case studies in your marketing mix?
If so, let me ask you this: Are your website visitors reading them?
I ask because I find a lot of technology company websites don't make it easy for visitors to find and download case studies.
Why make it difficult ...
If I were to ask you to define the term “white paper,” could you give me a clear definition?
Would it be roughly the same as your prospect’s definition?
These are important questions for technology marketers, because technology buyers attach great importance to white papers. When Eccolo Media was publishing ...
10 Common Mistakes
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White Paper ROI
How to Avoid Them And
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