Tips for marketing tech-related articles, Web copy, white papers, case studies and other content
Over the past month or so Forrester Analyst Daniel Klein blogged about five guiding principles for tech marketers. These principles offer insights into the buying process based on extensive Forrester research. With answers to key questions like how much content and what kind of content, these principles can help make your content marketing strategy more [...]
White papers and case studies are popular lead generation tools, but they certainly aren’t the be-all and end-all of content marketing. A little bit of creativity can go a long way to differentiating your company and engaging prospects. Consider this marketing comic e-book produced by Metier, a project portfolio management (PPM) vendor. By the looks [...]
I started a new LinkedIn Group. I know, I know. There are already hundreds — if not thousands — of groups. Do we really need another? I think so. There are a lot of groups for B2B technology marketers, but I was pressed to find one for B2B technology writers. So I launched B2B Technology [...]
In her article The Power of Monotony in Content Marketing on The Customer Collective, Ardath Albee talks about the importance of being consistent with marketing messages. She advises B2B technology marketers to avoid giving up on messages and changing campaigns too soon. Her reasoning is simple: It’s doubtful in a B2B complex purchase that only [...]
A lot of page views have been coming in via Google searches on lead generation techniques for information technology companies, so I thought I’d address the topic directly. Where my specialty is content development, I’d like to share some thoughts on content marketing as a lead generation technique for IT vendors, service providers and the [...]
Over the past month or so Forrester Analyst Daniel Klein blogged about five guiding principles for tech marketers. These principles offer insights into the buying process based on extensive Forrester research. With answers to key questions like how much content and what kind of content, these principles can help make your content marketing strategy more [...]
White papers and case studies are popular lead generation tools, but they certainly aren’t the be-all and end-all of content marketing. A little bit of creativity can go a long way to differentiating your company and engaging prospects. Consider this marketing comic e-book produced by Metier, a project portfolio management (PPM) vendor. By the looks [...]
I started a new LinkedIn Group. I know, I know. There are already hundreds — if not thousands — of groups. Do we really need another? I think so. There are a lot of groups for B2B technology marketers, but I was pressed to find one for B2B technology writers. So I launched B2B Technology [...]
In her article The Power of Monotony in Content Marketing on The Customer Collective, Ardath Albee talks about the importance of being consistent with marketing messages. She advises B2B technology marketers to avoid giving up on messages and changing campaigns too soon. Her reasoning is simple: It’s doubtful in a B2B complex purchase that only [...]