Content Marketing

The Two “Secret Ingredients” of Compelling B2B Content

June 9, 2020 by Leave a 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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Four uncommon content ideas for marketing to engineers

September 16, 2019 by Leave a comment
Four uncommon content ideas for marketing to engineers

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 they’re always looking for better ones. If you offer ...

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How Post and Pray Syndrome Kills White Paper ROI

May 28, 2019 by Leave a comment
How Post and Pray Syndrome Kills White Paper ROI

A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...

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What Tech Buyers Want Before They Register for a White Paper

May 5, 2019 by Leave a comment
What Tech Buyers Want Before They Register for a White Paper

In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.

Prospects want detail before they register for a white paper

When asked ...

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