B2B Copywriting

General B2B copywriting tips.

5 Compelling Alternatives to the Traditional Case Study Format

August 11, 2021 by Leave a comment
5 Compelling Alternatives to the Traditional Case Study Format

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 ...

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The Implementation: Another Crucial, Ingredient for Case Study Success

June 21, 2021 by Leave a comment
The Implementation: Another Crucial,  Ingredient for Case Study Success

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:

  • What will it take to implement your solution?
  • How long will it take to get it up and running?
  • What problems might we ...
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The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

June 13, 2021 by 3 comments
The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

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 ...

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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

May 10, 2021 by 1 comment
5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

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 ...

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What is a White Paper? (And what is NOT?)

February 8, 2021 by Leave a comment
What is a White Paper? (And what is NOT?)

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 ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

January 7, 2021 by 7 comments
3 Copywriting Rules You Must Break When Marketing to Engineers

If you’ve spent any time around engineers, you’ve probably realized they're different from normal human beings.

If you've marketed to them, you know their differences make them a tough sell.

Being an engineer myself and having worked daily with other engineers for over 20 years, I’m sensitive to those differences. ...

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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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Over 70% of White Papers Lack This Essential Marketing Tool

February 4, 2019 by Leave a comment
Over 70% of White Papers Lack This Essential Marketing Tool

Let’s say you’re putting together a white paper to generate leads for your latest offering. You’ve laid out the nagging problem your target market. You’ve pointed out the drawbacks of the well-known solutions. You’ve introduced your new solution and shown how it overcomes those drawbacks and really solves your prospect’s ...

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The Elements of Classic White Paper Design

December 3, 2018 by Leave a comment

In recent articles in this space, I’ve been examining factors that are important to a white paper’s success, and common mistakes that often sabotage that success. Another of those important factors is the effectiveness of the white paper’s presentation.

Seventy-one percent of technology buyers surveyed by KnowledgeStorm and MarketingSherpa said ...

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Quality Writing Makes White Papers More Influential

November 5, 2018 by Leave a comment

Do you think the quality of the writing in white papers and other marketing content doesn’t affect purchasing decisions?

Think again.

In a recent study by Eccolo Media, 86% of respondents considered high-quality writing in marketing collateral to be at least moderately influential in their purchasing decisions. And 51% rated ...

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