Category Archives: Content marketing

5 Best Practices You Can Borrow From This Email Campaign

January 13, 2012 – 11:28 am

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft, a maker of sales and marketing automation software for small businesses. It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best [...]

By Howard Sewell | Also posted in B2B Marketing, email design, email marketing, Graphic Design, Interactive Design, Landing Pages, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)

How to Optimize Your Website’s Resource Library for Lead Generation

January 6, 2012 – 7:24 am

A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Conversely, a poorly designed resource library is where old white papers go to die. At worst, resource centers can be tough to navigate and difficult to search, leaving visitors frustrated and only too happy to seek their [...]

By Howard Sewell | Also posted in Ad Agencies, B2B Marketing, Graphic Design, Interactive Design, Landing Pages, Marketing Automation | Tagged , , , , , , | Comments (0)

Information Kits: Packaging Offer Content for Higher Response

December 23, 2011 – 10:05 am

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, Demand Generation, Offer Strategy | Tagged , , , , | Comments (0)

Radian6 Email Campaign Hits the Mark

October 20, 2011 – 6:28 am

There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. The headline: “Strategically Social: 5 [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Social Media | Tagged , , , , , , , , | Comments (1)

Why Salespeople Hate Most White Paper Leads

September 16, 2011 – 7:08 am

How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will [...]

By Howard Sewell | Also posted in B2B Marketing, Content Syndication, Demand Generation, lead generation, White Paper Syndication, White Papers | Tagged , , , | Comments (1)