Archive Monthly Archives: October 2016

3 ways to warm up your chilly b2b content

b2b case studies, white papers, and success stories

Ever wonder if your web content, white papers, and case studies even get read?

I’ve been browsing through some technical and mechanical white papers and case studies from a variety of companies lately. Surprisingly, sometimes it’s like chewing on that dried up corn you see in my photo. Unsalted. Bland. Hurts the teeth.

Even an engineer might get bored stiff reading some of this cold, dry material.

Now companies need to offer content about detailed technology systems. You offer expensive and specialized equipment.  Your buyers want and need to read this content to make their informed decisions for the good of their company.

So if you offer a great solution, you need to grab their attention, and make your solution shine!

What makes for downloadable, readable content? Here are three tips for readable case studies and white papers.

  1. Add bold headings. Simple, really.

    The company’s decision makers will want the details in a format they can skim. They are super busy people! What are the key features or benefits for the buyer? Make them pop! Then the readers can home in on the details that truly matter to them.

  2. Leave white space. Crowded pages with all the same font size is hypnotizing. Boring!

  3. Use infographics and pictures. Show off that shiny piece of equipment. Give close-ups of the bells and whistles.

    Investing in some graphic design is sure to net you more business. More content read, more buyers move into your sales funnel. Infographics are eye candy to an educated reader. Put your data to good use and dress it up to sell!

Here’s an extra tip for good measure. Insert a mini case study into your white paper.

Use client quotes in bold print highlighted. A “pull quote”!

Highlight their remarks about the problems they were facing. Then bring out the rest of the story. Here’s where your solution can soft sell your client.

No sales pitch. Just a satisfied, happy client story. Don’t make bury it so deep you have to be a super sleuth to find the solution, though.

Keep the detailed, quality content, but highlight the goodies.

Make your content warm and tasty.

You’ll have readers coming in to cozy up in front of your ten page white paper in no time.

What B2B marketing shares with Eddie the Eagle

eddie-the-eagle-screening-header

When you need marketing inspiration, watching a great movie is just the ticket. #RayEdwards

Who doesn’t love a great underdog story? Spoiler alert! In case you haven’t yet watched Eddie the Eagle — you may want to pause here and go watch the movie first. There’s some inspiration for all ages here.

So what I did find for marketers? Let’s jump off a cliff together with some Eddie pointers.

  • Eddie set a firm goal. He wanted to be an Olympian. Clearly-defined goals remind me of the acronym FOCUS: Follow One Course Until Success. 

  • When Eddie narrowly missed qualifying for downhill skiing, he pivoted his focus. Successful businesses will find themselves pivoting their marketing strategies. 

  • Eddie found an untapped niche. Britain in the 1980’s had no one competing in ski-jumping.  Focus on an unmet need and dominate your market.

  • Eddie was refused funding by the British Ski Federation. He resourcefully found a way to fund his dreams with an old camper van, used equipment, and whatever he could cobble together to make things work until success! Resourcefulness is key to success.

  • Inertia did not hold Eddie back! I cringed as I watched him take the 40m jump with NO proper training. Bruised and battered, he was not beaten. But he did get a mentor. Sometimes the most valuable lessons are learned by jumping in with both feet and getting out of the comfort zone. 

  • His celebrated his personal success. Never mind that he came in last. He did his personal best. Everyone around was attracted to his joy! Celebrate the business stepping stones! Positive client? Highlight that.

  • Eddie called a press conference. He knew how to leverage his moment of success. Seize the opportunities. No regrets, right?

Which marketing cliff should you attempt  today?