Why MSU’ing (Making Stuff Up) is Sinking Your Marketing

Buyer Research, Content Marketing, Sales Cycles

In my opinion, one of the biggest challenges tech marketers struggle with is really understanding what content is most helpful to their buyers. In a vacuum, most resort to MSU’ing or Making Stuff Up, and it’s one of the...Read More

How Iceland is using horses to inject humor into its content

Content Marketing, Content Strategy

Is visiting Iceland on your bucket list? I recently crossed it off mine when my husband and I visited that beautiful country last month. I highly recommend traveling to the land of waterfalls, volcanos, glaciers, and adorable horses when...Read More

How to crush your next content plan

Content Marketing, Content Strategy

I have started a new habit: tracking all the food I eat. I HATE food tracking and had lots of excuses in the past: It takes too long I can’t remember to do it consistently I don’t have a...Read More

8 things I’ve learned after writing 100+ case studies…

Case Studies

1) Be prepared ahead of time with written interview questions. Send them to the interviewee in advance. 2) Listen far more than you talk when interviewing. 3) Give the interviewee your full attention and ask probing (yet gentle) follow-up...Read More

Polishing up Your Content Plan

Content Marketing, Content Strategy

My husband and I are remodeling a 2004 RV. We tore out old, smelly carpet and donated ugly blue valances and furniture. We spent three weeks painting to make the small space look bigger and laid laminate floors. I...Read More

What B2B Marketers can Learn from “Beautifully Obnoxious” Marketing

B2B Sales, Content Marketing, Product Marketing

My 18-year-old just dyed her hair blue and pink. I dug the hair color boxes out of the wastebasket and was struck by how well this company targets their market. “Beautifully Obnoxious” and “GoodDyeYoung” are brilliant terms to use...Read More

6 Tips for Interviewing Brilliant Technical SMEs

Original Research

I’m often asked to interview SMEs (subject matter experts) to gather information to write a client’s content. The SME might be a quiet software engineer or a very technical product manager. Some are easy to talk with; others not...Read More

3 Great Examples of Original Research That Work

Content Strategy, Original Research

If you’re looking for a content idea that’s newsworthy, engages readers, and establishes you as an expert in your industry, consider original research. But you might be wondering, how do you share your original research in a way that’s...Read More

Creating Content for Each Stage of the Buyer’s Journey

B2B Sales, Sales Cycles

When selling to technology buyers, content is key. Contacting the buyers directly and pitching a sale isn’t going to win them over. Instead, effective content marketing will guide them through the buying cycle to arrive at your solution. Why...Read More

Kickoff Your 2021 Content Calendar with Original Research (with infographic)

Content Strategy, Original Research

If you’re not using original research in your content marketing, make 2021 the year you start. Original research is survey-based research that’s designed to uncover captivating storylines and themes to create unique content that stands out. Original research is...Read More