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It can be easy to write an effective landing page—but just as easy to get carried away. This short checklist will keep you from doing the wrong work on the wrong pieces. Does your landing page have a single purpose? If you’re trying to offer a white paper and invite someone to a webinar, you …

Use this checklist before you publish your landing page Read »

Congratulations—you’ve created a lead magnet. Now it’s time to give it away on the web and watch the sign-ups pour in. Right? Well, no—in my experience, most lead magnets sit there… Thanks to bad landing pages. To increase the chances of starting a client relationship with the lead magnet you worked so hard on, use …

How to improve your lead magnet landing page Read »

You’ve created some content and posted it to your site. Congratulations! But your job isn’t done yet. Content doesn’t get an audience just because it exists. You need to make potential clients aware that it’s there and—more importantly—convince them that it’s worth reading. This isn’t like that baseball movie, Field of Dreams. There’s no “If …

5 places to promote your content Read »

Your content marketing needs to move buyers through different levels of awareness about your leads’ problems and their solutions. At first, your leads may not even know they have a problem—so you need to make them aware that they might. Eventually, they’ll come to know enough—and feel comfortable enough—to make a purchase. (Hopefully from you!) …

The five phases of a B2B sale Read »

Content marketing is the process of strategically creating, publishing, and promoting useful and engaging content. It’s strategic. You’re thinking about what you’re doing and when you’re doing it, and why. You’re creating, publishing, and promoting—in other words, writing content and then telling people it exists. And because the content is useful and engaging, you don’t …

Why content marketing works for B2B Read »

Visitors are coming to your website with a job to do. Maybe it’s to learn about something or buy something—but they’re not merely looking at your pretty design. Which means your site—and, by extension, your content—need to empower them to get that job done. To do that, start by remembering that your ideal client doesn’t …

How to define your ideal client Read »