by John Cole | Jun 24, 2023 | Trade Shows, Email newsletters and e-zines, SEO Copywriting, Email Marketing, Direct Mail, Case Studies, Lead Generation, Online Mktg. and Copywriting, Direct Marketing, Collateral, B2B Copywriting
For years, technology buyers have consistently ranked case studies among the most consumed and influential forms of marketing content.1 And they remain highly influential today. Recent research by the Content Marketing Institute found that two-thirds of the marketers...
by John Cole | Sep 26, 2022 | Lead Generation, White Papers
For years, technology buyers have consistently named white papers among the content they find most helpful and influential when researching a purchasing decision. And while the technology marketer’s content arsenal has expanded significantly over the last...
by John Cole | Aug 21, 2022 | White Papers, Lead Generation, Collateral
When writing a problem/solution white paper, you always want to start with the problem your prospect has—the problem your product or service was designed to solve. You work toward your solution from there, rather than starting from the solution itself. Beginning your...
by John Cole | May 17, 2022 | Content Marketing, White Papers, Lead Generation, Collateral
In my previous article, we looked at the three types of white papers identified by Gordon Graham in his book, White Papers for Dummies. In case you missed it, the three archetypes are (1) the backgrounder, (2) the numbered list, and (3) the problem/solution.1 Graham...
by John Cole | Apr 23, 2022 | Content Marketing, Technology Marketing, White Papers, Lead Generation, Collateral
A few years ago, I read a book that made a huge impact on my writing business. It helped me establish myself as a white paper expert, and it helped me convince clients to hire me. I’d like to share with you something very useful I found in it. The book is White...
by John Cole | Nov 8, 2021 | Case Studies, Lead Generation, Collateral, B2B Copywriting
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...