The Three Key Ingredients for Whitepaper Success

There are three key ingredients for whitepaper success: a dedicated team, the right resources and strong editorial and design skills. You also need to set realistic expectations — these need to align with what content marketing does best, which is getting the word out about your product or company and helping prospects get to know, like and trust you.

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Content Marketing: Got Strategy?

In the past decade or so, content marketing has gone from the fringes to the mainstream of the marketing world. Or to use a baseball analogy — since America’s Pastime finally got started last month — it has been promoted from the minor to the major leagues. Given this, it’s…

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8 Ways to Improve Your Email Copywriting

Last month I shared some copywriting tips from freelance copywriter and SEO marketer Jacob McMillan. They must have been pretty good because the open rate for last month’s newsletter was the highest open rate for any issue I’ve ever sent out — and I’ve been sending out this newsletter since…

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Seven Top Tips to Improve Your Copywriting

I’ve been at this copywriting thing for awhile now, coming up on 35 years. During this time, I’ve read countless books and articles and attended more seminars and workshops about how to improve your copywriting than I can count. But I don’t think I have come across a more clear…

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Is There Still a Place for Print Newsletters in Your Marketing Quiver?

This year marks 35 years since I walked across the stage at the University of Florida in Gainesville to receive my college diploma. Ironically, this is also the year that my daughter Natalie will walk across the stage to receive her college diploma from Georgia College University. Natalie has a…

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10 Tips for Writing Better B2B Marketing Copy

In the world of marketing, all customers and prospects can be divided into one of two broad categories: retail and business. Similarly, all marketing efforts fall into one of two categories: business-to-consumer — or what marketers cleverly call B2C marketing — and business-to-business, or B2B marketing. During my career, I’ve…

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