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Selected archives

Here’s a selection of the latest editions of the newsletter. (They look better in your inbox, trust me.) 

Lately, I’ve been diving into the intersection of sales & marketing as I work on a few client projects. Specifically, how marketing can help sales (or “sales enablement,” as the in-crowd calls it.) As I’m all for more collaboration, I like the idea of working with sales to develop content and assets they can use to close more sales. They’re the experts at what they do, and I’m the expert wordsmith, right? (haha) Beyond that, I was interested in finding out how marketing can support sales at B2B companies…
I recently wanted to check if an online tool I used to use had added a feature I’d been looking for. So I hopped on their website and searched. And got no where. Then, a chatbot window popped up asking if it could help. My experience with them in the past hasn’t been that great, but I know the tech has evolved a lot, and brands are getting better at how they use them, so I gave it a shot. And I was pleasantly surprised! This chatbot was helpful, gave me the answer I was looking for, and even sent me a link to the company’s online roadmap so I could keep tabs on things myself. Which got me thinking about chatbots and B2B tech brands… Do you use chatbots? How effective are they? Chatbots take some work to “do” properly. It’s easy to just load up the chatbot with your customer support scripts and marketing content and hope 🤞 your software can pull up the right info to people’s questions. To be truly effective, your chatbot has to sound more human. Otherwise, you might as well just copy + paste it on an FAQ page of your website…
A tech marketer reached out to me a few weeks ago looking for some help on a client project. (It was a marketing agency, one of the three main types of clients I serve.)

In our discussion, she commented how her clients struggle to gather their information, thoughts, and ideas to craft their marketing content. Information is spread everywhere, with many different people, so they take a long time to get it together.

And they’re not the only ones. FINITE, global B2B technology marketing community, did a survey recently and found that 35% of B2B marketers found it a challenge to produce enough content.

(h/t to digital marketing agency 93x, sponsor of the study and creators of the amazing infographic.)

It also explains why only 26% of B2B marketers called their campaigns “successful” this year, according to Content Marketing Institute. You struggle to produce content in-house, but even when you outsource to someone like me, nearly 70% of you can’t find writing partners with adequate topic expertise for your B2B tech market.

So, what’s a busy B2B tech marketer to do? One thing to try is to get really focused on what you want to achieve with your content marketing. Look at your business goals and see how you can support your tech business to achieve them.

Here’s a quick 3-step plan you can use to do that:

  1. What content topics can you cover next that’ll help your customers right now? How about topics that’ll help them in the long-term?
  2. What’s the best content asset to create for this? Is it a checklist or infographic? Perhaps a short eBook or blog post?
  3. What resources do you already have that can create this content for you? A developer that’s a decent writer or a freelance copywriter you’ve used in the past?

Your next piece of valuable and engaging content doesn’t have to break the bank or take a long time to produce. Use these three steps to identify one idea that you can produce in the next 30 days. Then, do it again next month. And the one after that.

Pretty soon, you’ll have a small library of content you can continue to use. Repurpose each one into another 2 or 3 pieces that your readers, prospects, and customers will find useful and shareable.

Have any other content production obstacles you’d like help with? Hit REPLY and let me know. I see every one of your emails and would love to give you some suggestions or maybe even help out myself. You won’t know till you ask.