Category Archives: Content marketing

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)

Should I Remove Offer Content from My Website if It’s Part of a Campaign?

August 18, 2011 – 7:16 am

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?” As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of [...]

By Howard Sewell | Also posted in B2B Marketing, Demand Generation, direct marketing, Landing Pages, lead generation | Tagged , , , , | Comments (0)

Sample Outline for a Lead Generation White Paper

July 18, 2011 – 11:15 am

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as [...]

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

5 Creative Ways to Make Your White Paper Irresistible

June 28, 2011 – 8:43 am

“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it [...]

By Howard Sewell | Also posted in Demand Generation, direct marketing, Inbound marketing, Landing Pages, White Paper Syndication, White Papers | Tagged , , , , , , | Comments (1)