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If you’re involved in content marketing, chances are good that content creation is one of your biggest challenges. It’s not just about trying to find enough ideas to sustain an acceptable level of output. You also need tactics and techniques that will help you writer faster and produce more in order to speed your wayRead more

For the past several years, the question of the continuing value of the press release has popped up in articles, blogs, and online forums like clockwork. Here’s one that states that the press release is dying, here’s another that argues that it hasn’t outlived its purposes, and I rather like the title of this otherRead more

Photo by Fauxels According to the 13th Annual B2B Content Marketing Report, case studies are one of B2B marketers’ three most popular content assets. That definitely has been my experience. I usually receive at least one case study writing assignment a month. Most of the time, I’ve seen those case studies placed on the companyRead more

Lately, there’s been a lot of focus on encouraging innovation or creativity in all types of workplaces across the United States. Of course, if you have anything to do with PR or content marketing, the pressure to be creative is nothing new. It’s what we do. The thing is, even though we have to beRead more

A business truism is that prospects usually opt to do buy with those they know, like, and trust. People don’t want to feel as if they are hearing from a faceless brand; they want a flesh-and-blood feel to communications. So, you should consider the overall personality or “voice” that your business should put forward inRead more

Years ago, B2B customers were determining exactly what they needed to fulfill a need, improve a process, etc., they used to talk to a sales person in order to figure out the best option. Nowadays, customers are going online to do the research themselves online. That means you have to create content that gives themRead more

One of the challenges professional communicators face is making their content stand out in a sea of words, written and spoken. One way is through rhetorical devices or wordplay, that is, word choices or arrangements that create a rhythm or tone. In turn, that rhythm grabs the attention of your audience, and the tone invokesRead more

The mystery of what causes people to change their minds, make a particular decision, or take certain actions is one that marketers and communicators constantly face. People don’t always do the things they do for a logical or obvious reason. So, to help you out, I’m sharing some of my favorite articles on the psychologicalRead more

According to MarketingProfs, case studies are considered one of the top five most effective B2B content marketing tactics. It’s not surprising. Since case studies quote third parties and describe their experiences, your prospects are likely to consider them more credible than other promotional materials. Also, case studies are essentially stories of conflict and resolution, whichRead more

If you want to be really successful at selling something (product, service or idea) you have to draw attention to the benefits that most interest the prospective customer. That means that you need to address customer pain points. Customer pain points are the problems or issues that are preventing your customers (and prospective customers) fromRead more