Tag Archives: Content marketing

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 | Posted in B2B Marketing, Content marketing, Content Syndication, Demand Generation, lead generation, Offer Strategy, White Paper Syndication, White Papers | Also 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 | Posted in Content marketing, Demand Generation, direct marketing, Inbound marketing, Landing Pages, White Paper Syndication, White Papers | Also tagged , , , , , | Comments (1)

Content that Works: A Conversation with Michael Cannon

May 18, 2011 – 12:03 pm

What defines great marketing content? Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? Or is it enough that the material simply generates response? To answer these questions, I sat down recently with messaging expert Michael Cannon to [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, Lead Nurturing, Offer Strategy | Also tagged , , , | Comments (0)

4 Reasons to Fulfill Offer Content via Email

May 10, 2011 – 6:39 am

Congratulations. A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. 2. Send the reader the content [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Lead Management, Lead Nurturing, Offer Strategy | Also tagged , , , | Comments (0)

Podcast (Part 4): Offer Strategy & Pipeline Acceleration

April 22, 2011 – 10:55 am

In the final part of my podcast with Steve Farnsworth of Jolt Social Media, we discuss offer strategy for social media, lead generation, and lead nurturing, and the role of marketing automation in converting raw inquiries to qualified prospects and opportunities. In just 9 minutes, you’ll learn: • how to know when to serve up [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Demand Generation, Lead Management, Marketing Automation, Offer Strategy, Social Media | Also tagged , , , , , | Comments (0)