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Content Marketers: Your “Why” Makes the “What” Matter

I have never seen a video that shows the importance of “why” better than this one. The video isn’t aimed at content marketers, but I personally found this example amazing. The video is 3:48 and is from Michael Jr*. If you’re a writer or creator of any kind, you should watch it. Seriously. Watch it [...]

If All Your Content Marketing Disappeared Today, Would Anyone Care?

Is your content any different from the content already out there? If all the content marketing on your website disappeared today, would anyone care? Lately, I’ve asked myself those two questions, prompted by this Joe Pulizzi article. As a content marketer, I write my own business content and the content marketing for many other businesses. [...]

How to Write a Killer Case Study for Your B2B

A case study is what happens when a testimonial and product demo have a baby. This perfect combo shows how your product or service works in the real world using actual customers to tell the story. The case study pairs up a great client with a common problem and then describes how your service or [...]

6 Storytelling Mistakes You Must Not Make In your Marketing

Business writers and marketers use the words “story” and “storytelling” to describe what they do. Sometimes this confuses our clients. Here’s what I mean when I say “story” and how it relates to sales and content marketing writing. A story narrates something — true or made up — using a standard narrative structure. That structure [...]

5 Surprising Ways to Simplify Your Writing and the #1 Reason Why You Should

I write and ghostwrite for some brainy folks. Many of my clients hold advanced degrees. They are doctors, scientists, engineers, and tech gurus. In other words, they’re a bright bunch. Their smarts show up every time they open their mouths or put fingers to keyboards. They are brilliant and write like they think. Complex sentences. [...]

The Power of Storytelling: Why Stories Matter in Your Marketing

The Power of Storytelling in 6 Short Words “For sale: baby shoes, never worn.” That brief sentence displays the power of storytelling. Legend says (probably falsely) that Ernest Hemingway wrote that six-word story. True or not, those six words contain power. Humans are so wired for story that we fill in the blanks without prompting. [...]

9 Highly Avoidable B2B Content Marketing Catastrophes

Content catastrophes—that's what I call the missteps I see over and over in B2B content marketing. As a B2B content marketing writer, this stuff makes me cringe. But many businesses are on their own when it comes to content creation and simply don't know the pitfalls to look for. As the saying goes, "How do [...]

7 Warning Signs that Your B2B Content Marketing Has Gone Off the Rails

What do you do when your B2B content marketing goes off the rails, hits the skids, jumps the shark? If your B2B content marketing focus has faded—along with your audience—here are a few ways to renew the fire in your fans. 1. You Don't Know What Your Audience Wants Sometimes the best way to get [...]

No Time for B2B Content Marketing? 9 Easy Ways to Keep Your B2B Content Flowing

In the just-released B2B Content Marketing Report, 51% of respondents listed "not enough time or bandwidth to create content"  as their number one challenge. If you oversee the B2B content marketing at your organization, that probably sounds familiar. Here are 9 simple ways you can fix that problem: 1. Overfill your pipeline. Do you draw [...]