Writing B2B Content
Recommended books on white papers (and everything else)
Here are the books I highly recommend for any B2B writer or marketer. My favorite books have given me so much: A quick reference as I worked Wise guidance on thorny issues of style or form A shot of inspiration when I needed it most I keep all these titles within easy reach on my bookshelves. And I…Read More
White papers and… George Carlin?
George Carlin was the last person you’d expect to have anything to say about white papers. The trail-blazing American comic was better known for his profane and cutting social criticism. But I’ve discovered a strong link between one of the comic’s lifelong preoccupations and B2B content writing. Who was George Carlin? Any Baby Boomer likely…Read More
Will chatbots replace white papers?
You’ve seen them. You’ve used them. Chatbots are everywhere now. And a whole new industry is springing up to write, code, and integrate chatbots into websites. That means loads of opportunities for writers who learn this new format. Nick Usborne, a co-founder of marketing agency Chatbot Forge, is a pioneer in this field who points…Read More
You asked: How do I write in a crisp, clear, conversational style?
The best white papers are written in a crisp, clear, sparkling style. Those papers stand out like a refreshing drink of pure water in a sea of dreck. Some people ask how to achieve that level of clarity. —”How do you write briefly in a friendly and conversational way?” —”What if you were taught to…Read More
8 reasons to hire a white paper writer who knows your industry
Some say the best white paper writers are generalists who can write about any topic under the sun. They’ll say they can sift through what’s important and what’s not and explain things in a reader-friendly way. That White Paper Guy (Gordon Graham) is a generalist who has written on dozens of topics. But someone with…Read More
Marketing Managers: 5 ways to boost content marketing results in the dog days of summer
If you’re like many B2B marketing people, not much happens during the dog days of summer. In North America and Europe, that’s from mid-July to early August… the most coveted weeks for summer vacations. In Australia, school holidays encompass Christmas and New Years, so many people take vacations in December and January. With so many…Read More
5 questions about branded original research white papers
Ever heard of branded original research? It’s an up-and-coming type of content marketing. To create it, a brand surveys their audience to develop content for prospective customers. And, unlike some space trip to Mars, it’s not far-fetched fiction. Branded original research is a hot format that’s becoming increasingly popular for marketing managers across industries. What…Read More
Is it bigger than a breadbox?
Have you ever interviewed a someone who says they have “no metrics” for your case study? Perhaps your source never had to justify their purchase, so they didn’t keep any formal metrics. That means they have no numbers to show how much your offering helped with their business problems… and no numbers you can use in…Read More
10 tips on writing bo-o-oring content
This guest post from B2B copywriter Steve Maurer turns the normal advice we hear about writing content on its head. We got a good chuckle out of this and we hope you do too. You work in an interesting industry. And you have an amazing product. If other companies buy it, they’ll get a great…Read More
Metadata: the best-kept secret in white paper SEO
Did you know: Three simple habits can instantly boost the SEO of your white papers? A client from a huge firm confided that their white paper downloads increased 16X after she started doing what I’m about to share with you. Read on to learn some exciting but little-known secrets about SEO and white papers. To…Read More