Want More Comments in Your Blogs? Stop Sounding Like an Authority
Many technology marketers today are publishing high-value content marketing pieces aimed at educating customers and generating sales leads. To demonstrate thought leadership and subjective matter...
View ArticleHow to Create Persuasive Messages in Your Content Marketing Pieces
If marketers hope to influence the product selection criteria with our content marketing pieces and make it onto the short-list of solution providers that buyers evaluate, we need to do more than...
View ArticleYou’ve Hooked Buyers with Your Content, But Will They Remember Your Message?
Creating content that grabs and holds the attention of B2B buyers and C-level executives is challenging enough. Factor in the average retention rate of information and it becomes evident that a new...
View Article10 Steps to Crafting a Customer-Focused, B2B Value Proposition
An effective B2B value proposition gradually transitions from a discussion about your prospective customer’s needs to how your solution or service fulfills those needs using a natural and...
View ArticleHow to Establish Your Thought Leadership Position on a Topic
One of the goals of content marketing is to build trust among B2B buyers and C-level executives by positioning your company as a thought leader. The first step is to identify your area of expertise and...
View ArticleHow to Tell an Engaging and Entertaining B2B Customer Story
Telling an engaging and entertaining customer success story is easier than you think – especially if you tell the story from your customer’s perspective. The infographic below provides a practical...
View ArticleExample of Storytelling in a Customer Case Study
Here is an example of a customer case study that I wrote for Silanis Technology that uses many of the storytelling techniques discussed in my previous post. It was originally used to guide Bob Catlin,...
View ArticleReducing the Time, Cost and Effort of Producing Quality Content
As marketers increasingly solicit the help of internal and external content contributors to craft content that aligns with the customer journey, it’s becoming more challenging to manage the production...
View ArticleThe 7 Attributes of Quality B2B Content: A Vendor’s vs. a Buyer’s Perspective
Producing the kind of content that engages buyers remains marketers’ top challenge – both for enterprises and small businesses alike. According to the latest study from the Content Marketing...
View ArticleThe Compelling Case for Content (ROI Included)
This SlideShare presentation explains the critical role content plays in the B2B buying process. It also contains some impressive ROI figures that can help persuade senior management to invest in a...
View ArticleHow to Capture Deep Insights About Your Buyers and Gain a Competitive Advantage
Delivering the right information, to the right people, at the right time in the B2B buying process is critical for persuading buyers to purchase your solution. But what if your marketing and sales...
View ArticleFrequently Asked Questions About Buyer Personas (E-Book)
Understanding how B2B buyers search for solution options, short-list and evaluate vendors, and make their final purchasing decision is critical for developing persuasive messages that capture buyers’...
View ArticleWhy Supporting the Customer Buying Journey in Your Content Marketing Isn’t...
For years, B2B vendors have relied on solution sales and marketing tactics to get ahead of the RFP and influence the criteria buyers use to evaluate and select a solution. Today, that’s not enough....
View ArticleThe 6 Most Important (And Surprising) Things I Learned Doing B2B Buyer Personas.
Last year I decided to learn how to develop buyer personas so that I could become a better content marketer. Having practiced the craft for over a decade, I was no stranger at producing content that...
View ArticleBridging the Gap Between What Buyers Care About and Your Content
I recently completed another buyer persona project for a company where I interviewed business executives about their purchasing decision around a mature and highly competitive, solution category. My...
View ArticleINFOGRAPHIC: How To Create Insightful and Actionable, Buyer Personas
This infographic compares the pros and the cons of the three popular methodologies for creating buyer personas, and explains why interviewing your buyers is the most powerful method for capturing new...
View Article5 Things You Need to Know About Your Buyers That Will Give You a Competitive...
Knowing your buyers is essential for building a persuasive case to purchase your solution instead of your competitor’s. But if your understanding of buyers is based solely on information gathered from...
View Article8 Powerful Ways to Use Buyer Personas to Build Your Content Arsenal
Insights to action! This e-book explains how buyer personas created using the 5 Rings of Buying Insight methodology can be used to to support your B2B marketing strategy and sales enablement and...
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