B2B marketing succeeds when it appeals to your buyers. And your buyers want content.

They crave relevant, useful information that helps them do their jobs and make winning buying decisions.

How does a marketing team get started creating and maintaining the content buyers will find, download, read, and trust? Develop these two things:

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1. Please generally describe your role at the company. How long have you been there? Where were you before?
2. In general, what does the company make or do?

What are case studies?

Case studies are “proof points.”  They demonstrate to prospective customers that other organizations have derived value from your product or service. Case studies validate your marketing and sales claims through the voices of your customers.

What are they not?

An opportunity to repeat or recast every selling message or product feature in your arsenal.

How are case studies best used?

What makes the best white paper?

Business white papers are essentially “deep dives” into a specific issue that your readers, customers or prospects are interested in. The best white papers are targeted at a specific buyer early in the research phase of the buying cycle. They help educate the customer or prospect and offer a solution that is supported with research and well crafted with a logical and sequential presentation of the material. 

What constitutes a poor white paper?

Whether they are buying or searching, visitors to your website want information; that’s why it’s called the information superhighway. So, give them as much as possible. Experts will tell you that compelling and comprehensive website copywriting is the best way for you to qualify visitors and for your visitors to “self-select” themselves as your prospects.

Website Copywriting is a Big Challenge for Most Organizations

We get calls all the time from Web development firms: “The project is stalled because the client doesn’t have the content. Can you help?”

With years of PR experience under our collective belts, the writers at The Content Factor have written thousands of press releases. Most have found prominence in industry-leading trade publications and websites.  Many of these releases have also garnered front-page coverage in publications such as The Wall Street Journal and Business Week and in the broadcast media.

A wise person once said, “Blogs are like golf; each year a million people take up golf, and each year a million people quit golf.” As we see clients struggle with corporate blogs, we agree.

Many blogs that were started with good intentions gradually die on the vine. Companies, executives and corporate blog writers struggle with what to say in a blog, how to say it and how frequently to say it.

Email marketing has become the workhorse of corporate marketing. Why not? It’s easy, fast and inexpensive. Maybe that is why it drives everything from automated marketing campaigns to digital lead generation and partner communication.

But does it work?

What’s more important:

• Driving traffic to your site by properly optimizing for specific keyword phrases? Or...
• Converting that traffic with compelling writing that helps visitors self select themselves as prospects for your product or service?

The simple answer is that they are both important. How do we know?