by John Cole | May 28, 2019 | Content Marketing, Landing Pages, Lead Generation, White Papers
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...
by John Cole | May 5, 2019 | Content Marketing, Landing Pages, Lead Generation, White Papers
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...
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 | Oct 24, 2017 | B2B Copywriting, Case Studies, Content Marketing, Email Marketing, Email newsletters and e-zines, Landing Pages
Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before. It’s a great technique for quickly generating effective lead-nurturing messages of many...
by John Cole | Jun 13, 2012 | Landing Pages, Online Mktg. and Copywriting
When you’re trying to generate leads with a white paper or other free information offer, you need a landing page that works hard. To get your prospect to make the decision and register, all the elements of that landing page have to work well together. And that...
by John Cole | May 16, 2012 | Direct Marketing, Landing Pages, Lead Generation, Online Mktg. and Copywriting
Landing pages are terrific tools for generating leads online. The great thing about landing pages, compared to your company website, is that you know so much more about your visitors. You not only know who they are – their beliefs, their fears, their desires – you...