by John Cole | Feb 8, 2021 | B2B Copywriting, Collateral, Lead Generation, Technology Marketing, White Papers
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...
by John Cole | Dec 7, 2019 | Collateral, Content Marketing, Lead Generation, Online Video, 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...
by John Cole | Oct 23, 2019 | Case Studies, Collateral, Lead Generation
When I first posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager: “One item I would add to your list: Industry-specific publications...
by John Cole | Sep 16, 2019 | Collateral, Content Marketing, Marketing to engineers, Technology Marketing
If you’re marketing to engineers, you should already know this. Engineers crave efficiency. They want things to work better. They want to work better themselves. And faster. That’s their mindset. So naturally, engineers are tool users. They love good tools, and...
by John Cole | Apr 3, 2019 | Collateral, Content Marketing, Landing Pages, White Papers
In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities. If you want your white...
by John Cole | Jan 2, 2019 | Collateral, Content Marketing, White Papers
As white paper readership has shifted in the past 15 years or so – from almost exclusively engineers to primarily executives – white papers have shrunk to meet the needs of a more time-pressed audience. Gone are the days when white papers might run 30 to 50 pages or...