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Writing B2B Content

When NOT to use a white paper

I believe white papers are the most powerful form of content any B2B company can produce. But there are times when using a white paper may not be the best choice to reach an audience.  Whether you’re a white paper copywriter or a B2B marketer, remember that a white paper may not work well in any of these situations:…

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7 habits of highly effective white paper writers

  The 7 Habits of Highly Effective People is an acknowledged self-help masterpiece. Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies. And it’s been translated into 38 (?!) languages. These seven habits make a lot of sense to me. And I’ve been thinking about how well Covey’s…

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Moving from copywriter to B2B content writer

Have you ever worked as a copywriter? Then, as a copywriter, you understand more about marketing than writers from any other career path. And you’ve probably got some wonderful skills. So why not cash in on the biggest writing boom in years: B2B content? What is B2B content? As you know, B2B content includes blog posts, case…

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Moving from journalist to B2B content writer

Have you ever worked as a journalist? Then you’ve got what it takes to move into the lucrative field of B2B content writing. After all, you know how to write fast and tell a compelling story to your audience. Your interview skills are top-notch. And, you’ve likely scanned through mountains of reports to find the perfect nugget for a story.…

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Moving from tech writer to B2B writer

Have you ever worked as a tech writer? Then you’ve likely seen B2B content like white papers and slide decks. You may even have written some yourself. You already know how to write precisely and explain how things work. So why not take advantage of the biggest boom in writing that’s come along in years? It’s…

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Journalists, consider writing B2B content

Journalism today is a classic “red ocean.” That means too many fish and not enough food. There’s blood in the water from all that competition, and all those kills. How did it get that way? According to this article in The Atlantic, U.S. print advertisers spent $45 billion in 2003. Ten years later, they spent only $19 billion.…

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Tech writers, consider writing B2B content

Technical writing today is a sea of uncertainty. For tech writers fighting for jobs, it’s like trying to stay afloat in a turbulent sea. And there’s blood in the water, with too many fish fighting over too little food. That’s called a “red ocean.” How did tech writing get this way? All this uncertainty flows from a…

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To get clients, learn how to call a moose

“Where do you find clients?” I get the same question almost every week. But I don’t have a ready answer. That’s like asking a hunter where he got that moose he just bagged. What are you going to do? Run off to the very same spot in the woods, and expect to get another moose?…

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Writers: Five strategies for finding white paper clients

Are you a writer looking for white paper clients? Here are five high-level strategies for finding them when you’re just starting out.  Some of these efforts can take days or weeks to implement, but the payoff is worth it. Of course, you already know the three big questions that show whether any company needs white papers. Right?…

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