Category Archives: Content marketing

How Much Copy Do I Need On My Landing Page?

May 8, 2012 – 11:27 am

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, Demand Generation, Landing Pages | Tagged , , , , , , | Comments (0)

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Graphic Design, lead generation, Offer Strategy | Tagged , , , , , , , | Comments (0)

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)