This is a follow-up to my last article titled, How to Use Content Marketing to Establish B2B Thought Leadership. In that article I started with the basic and critical question: Can you be an industry thought leader? I then covered some ideas on how to find quality subjects to talk about and create marketing content that […]
As a marketing or sales professional, you have a choice in how you message your company and its offerings, with the goal of driving favorable responses (e.g. opt-ins) and purchases. And while many permutations are possible, there are two primary motivators of human behavior: gain and pain. Gain. People take action because they want a […]
This post is short and sweet, but it also highly important to your success as a B2B marketer. As someone who writes lots of marketing content for clients as well as our own needs, I (and my more talented teammates) produce lots of copy on subjects like product features, benefits, positioning, FAQs, etc. But all […]
I just read an interesting newsletter article titled “Copywriters: should you guarantee your clients results?” written by noted copywriter Bob Bly. I enjoy reading Bob’s writing because he usually offers opinions that are both practical and frank. This article was no exception because it brought up a delicate and important subject. Bly’s main point was […]