Copywriting and Content Marketing for Technology Companies
SaaS Marketers: Are You Wasting Your Trialware Leads?
Totango, a customer engagement company, recently conducted an informal study where they signed up for 10 software companies’ trial offers and sat back to see how well each company followed up with them. (See the entire article: “Software Trials Abound, But Marketing...
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Top Mistakes Tech Marketers Make with Content
Source: http://marketing.techweb.com/infographics/
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5 Tech Companies with Great Blogs
These are all SaaS companies - some have a consumer audience; other focus on business to business. Check them out. You might get some great ideas for your own blog. (From Sivan Cohen's post at Mashable) 1. KISSmetrics KISSmetrics has an online analytics platform...
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How to Pull Goodies out of your Content Treasure Chest
But keeping up with content creation is tough and time-consuming. So here are some specific ideas on how you can re-use common types of content you may already have. Think of it as going through a treasure chest, dusting off the goodies, and giving them new life...
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Source: MarketingProfs & Content Marketing Institute Go here to download the entire report
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Using Custom Research to Create Thought-Provoking Content
Design Your Research In a recent article, UBM Tech Research Director, Amy Doherty, provides a few best practices for content marketing research campaigns: Focus on research that addresses your prospects' needs. Think about your prospects' problems and possible...
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Demand Gen Marketers: Your Peers’ Take on 2013 Lead Generation Trends
What is the Biggest Lead Generation Challenge? I doubt this one is a surprise - the biggest challenge marketers report, by far, is generating high-quality leads followed by converting them into customers. Analysis: Getting quality leads vs. quantity, which I wrote...
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11-Point Checklist for Hiring a B2B High-Tech Copywriter
High-Tech Industry Experience Do they quickly “get” your technology and understand how it benefits your buyers?Do they understand how to market and sell to technology buyers?Do they understand the typical technology sales process, including selling via direct sales,...
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Why Your Copywriter Needs to be a Great Interviewer
Unlocking Brilliant Insights from Subject Matter Experts During my time in high-tech corporate marketing, I often needed to interview product managers or engineers in order to create messaging documents, white papers, and more. What I quickly realized was these...
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Buyers Use 5x More Information Sources When Making Complex IT Purchases
If you guess the complex purchase for both questions, you're right. This information comes from Mindwave Research’s “Technology Advertising Planner” study. Although the findings are pretty intuitive, it’s helpful to technology marketers as it gives concrete advice...
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An Event Just for High Tech Content Marketers
I attended Content Marketing World last year and it was great. This year, though, they've added an additional one day event just for technology marketers called the Content Marketing World Technology Summit. Consider going as all the big names in tech will be...
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“How to Tame the Content Beast” webinar for MarketingProfs
MarketingProfs, the famous organization that offers superb training for marketers, recently asked me to create a version of my "Taming the Content Beast" webinar for their audience. I added some more content, updated tips and tricks, and presented it to a very...
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Software Developers a Key Part of the Selling Process?
It's an interesting wrinkle to the selling process – your prospects’ software developers will start taking a key role in the buying process says "Vendors Must Cater to Developers or Die" on UBM Tech. The general premise is that since software is moving to the...
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Is Your Website Helping (or Hindering) B2B Sales?
Here’s a great report – The 2014 B2B Web Usability Report: What B2B Buyers Want from Vendor Websites by Diana Huff and KoMarketing Associates. It answers many of those nagging questions you’ve probably always wondered about including what pieces of information buyers...
read more![6 Steps to Building a Successful Email Nurture Campaign [Case Study]](https://kimgusta.com/wp-content/uploads/2019/03/6-Steps-to-Building-a-Successful-Email-Nurture-Campaign-Case-Study-Lady_and_email_at_sign.jpg)
6 Steps to Building a Successful Email Nurture Campaign [Case Study]
1. DEFINED PERSONAS FOR THEIR MAIN BUYERS. Michelle Burrows, former Vice President of Demand Generation and Marina Antestenis, Senior Director of Demand Generation, and their team worked hard to define their buyers and build in-depth personas for each one. That was...
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How Technology Marketers can Tame the Content Beast (Part 1)
This post is the first of a three-part series describing five steps to help you tame the content beast with consistency and purpose. I’ll begin with steps 1 and 2 by focusing on your buyer’s perspective and your organization’s existing content arsenal. Step 1: Find...
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Taming the Content Beast and Avoiding Content Overwhelm (Part 2)
This month, I shift my focus to the topic of thoughtful planning with Steps 3 and 4. By building an editorial calendar and maximizing the scalability of new or existing content, you will save time and optimize buyer impact with steady precision. Step 3: Create an...
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Getting a Handle on Content Overwhelm (Part 3)
To meet deadlines and creativity challenges, it’s imperative to leverage existing expertise and to work back from sales and buying cycles. In Step 5, I discuss content ideas to save time and maximize customer impact. Step 5: Borrow/Ask/Steal for Content Ideas The...
read more![6 Steps to Creating “Snackable” Content [Case Study]](https://kimgusta.com/wp-content/uploads/2019/03/6-Steps-to-Creating-_Snackable_-Content-Case-Study-baby_apple-566x675.jpg)
6 Steps to Creating “Snackable” Content [Case Study]
Many of my clients ask me to take long papers and research reports and turn them into something more “bite-size” for demand generation purposes. The challenge with longer reports is that, although they’re filled with loads of interesting information and data points,...
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Banning “Frankenspeak” from Technology Marketing
Our industry’s marketing is littered with squishy terms like “robust”, “revolutionary”, “next generation”... I’m sure you can add to this list, and perhaps you’re shifting uncomfortably because you (along with me) are guilty of using these stilted and...
read more![How to Implement Effective Global Content Marketing [Book Review]](https://kimgusta.com/wp-content/uploads/2019/03/How-to-Implement-Effective-Global-Content-Marketing-Book-Review-Global-Content_marketing_book.jpg)
How to Implement Effective Global Content Marketing [Book Review]
With good processes in place, everyone has appropriate expectations and understands who’s doing what by when. This is critical when you’re working across multiple time zones with different countries. But creating these processes can be a challenge, especially if...
read more![5 Steps to Preventing Content Creation Overwhelm [Free Quick Reference Guide]](https://kimgusta.com/wp-content/uploads/2019/03/5-Steps-to-Preventing-Content-Creation-Overwhelm-Free-Quick-Reference-Guide-5_Steps_to_Preventing_Content_Overwhelm_thumbnail.jpg)
5 Steps to Preventing Content Creation Overwhelm [Free Quick Reference Guide]
It’s necessary, to a large degree, in order to explain their complex solutions and what they can do for their customers. But for marketers, it can be overwhelming to create loads of high-quality content. Especially when it’s piled on top of an already very long to-do...
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5 Things the Best Technology Marketers Do Differently with Content
There aren’t a lot of resources out there specifically aimed at technology marketing. If you browse content marketing websites you’ll probably find a lot of helpful advice – but it’s often for other industries. So I’m always excited to come across a meaty resource...
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3 Content Blunders that Technology Marketers Often Make
Mistake #1: You don’t really know your audience. It doesn’t matter how great the writing, flashy the images, or clever the headline if the content you’re creating doesn’t resonate with your audience. Case in point: I often get calls from technology companies with...
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RECENT POSTS
SaaS Marketers: Are You Wasting Your Trialware Leads?
Totango, a customer engagement company, recently conducted an informal study where they signed up for 10 software companies’ trial offers and sat back to see how well each company followed up with them. (See the entire article: “Software Trials Abound, But Marketing...
Top Mistakes Tech Marketers Make with Content
Source: http://marketing.techweb.com/infographics/