Every B2B Should Hire a Writer

Feb 17th, 2014 | By

Every B2B should hire a writer. I’ve been saying this for almost 10 years. Throughout that time, precious few B2Bs have done so. Today, B2Bs that fail to build an internal writing team fall into one of two categories: Some B2Bs fail to see that virtually all marketing involves writing. Marketing is communication. To outsource
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How to Make Link Love

Feb 13th, 2014 | By

The world of search rankings and link values changes often, but one thing remains true: High quality, relevant links are important. When your website links to another leader in your industry, either by way of reference or in a feature-style post, you add value for your readers, build a sense of rapport with that other
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How Experts Confront the Content Challenges of B2B Websites

Dec 30th, 2013 | By

Whenever B2B businesses set out to create lead-generating websites there’s a less than delicate dance that occurs over how much and what style of content to include on the site. B2B websites generally have simple, well-defined goals that all end up in the same place: to drive leads and convert them to sales. Some sites
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The 12 Clients of Christmas

Dec 16th, 2013 | By

Ever wonder what would happen if Clark Griswold contacted your agency inquiring about a new website to market his house with a “grand total of 25,000 imported Italian twinkle lights?” How about if Rudolph wanted a website to sell the best LED light bulbs for those Chicago Winter storms? Client interactions for any marketing B2B
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5 Top B2B Internet Marketing FAQs

Dec 3rd, 2013 | By

Roughly in order of popularity, here are five marketing FAQs I hear at Straight North in my role as Director of B2B Marketing. (In terms of importance, I’d probably rank them the other way around.) 1. How can we use social media? This is a tough question, because the answer varies depending on a wide
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How to Use Infographics in B2B

Oct 23rd, 2013 | By

What Is an Infographic? Infographics are one of the hottest online content forms going. What is an infographic? According to Techopedia: An information graphic (infographic) is a visual representation of a data set or instructive material. An infographic takes a large amount of information in text or numerical form and then condenses it into a
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17 Ideas for B2B Newsletter Content

Oct 9th, 2013 | By
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Email marketing works extremely well in B2B, but many companies struggle to create enough content to sustain a monthly campaign. Here are content ideas to keep your presses rolling and make subscribers eager to read every new email. Show photos of your product being used in common applications. Show photos of your product being used
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Email Marketing Wins Over Social Media for B2B

Sep 9th, 2013 | By

B2B companies see a lot of encouragement to turn to social media marketing – and with good reason! That being said, it’s important not to abandon more traditional email marketing in favor of social media. Why? Email marketing continues to drive new client acquisition far beyond what social media can do. If you’ve been considering
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How to Lose Words and Gain Clients

Aug 26th, 2013 | By
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It may seem counterintuitive, but the quickest way to make the most out of content marketing might be to write fewer words. Many B2B companies spend a considerable amount of time, not to mention budget, on outfitting their websites with extensive blogs, guides, and sundry other texts. And while canning your content writing strategy entirely
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Understanding the 3 Stages of Content Marketing in the B2B Conversion Cycle

Aug 19th, 2013 | By

Higher conversion rates – it’s the Holy Grail of any B2B operation. While most business owners know that content marketing is a key to conversion success, very few understand exactly how it works. By familiarizing yourself with the 3 ways content marketing warms-up prospective clients for the eventual sale, you’ll be able to maximize this
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