Writing Resources

CONTENT TYPE: Article | TOPIC: Writing | ELEMENT: Create

Creating content that engages readers isn't easy, especially today. In our haste to create fresh, useful content, we make mistakes. But our audiences don't want to waste time on substandard writing. Avoid these nine common writing and content mistakes.

CONTENT TYPE: Article | TOPIC: Email | ELEMENT: Create

Your welcome emails set the tone for the relationship with your subscribers. If recipients come to know, like, and trust you, they're more likely to open, click, and buy from your future emails. Here are five elements of a welcome email series that'll tip the scales in your favor when you're ready to promote your offers.

CONTENT TYPE: Article | TOPIC: Email | ELEMENT: Create

Revisit the emails you sent to your B2B audience recently. How many ideas, emotions, and benefits did each message contain or refer to? How many possible responses could it have elicited? Chances are... too many! For high-converting emails, follow this rule instead.

CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Plan

When writing for marketing, you need to connect with your audience. But first you have to understand who they are and what they care about. To understand what will motivate your potential customers, use empathy mapping. Here's how.

CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Create

Most B2B newsletters seem confused as to why they exist. A study of 100 of them over three months found most of them difficult to read, visually confusing, and lacking utility. But the top 10 were different. Some people behind a few of those top newsletters answer the question, What's your secret?

CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Create

If you want your B2B marketing content to gain readers, the first thing you must do is think like a journalist so you can quickly grab your readers' attention with the key points you want them to take away. Read on for more, including four other surefire ways to engage your readership.

CONTENT TYPE: Article | TOPIC: Writing | ELEMENT: Create

Could you create effective marketing copy by imposing limits on how you write? How about using some tricks and tactics that poets—and Dr. Seuss—use! To craft unforgettable, memorable marketing copy, take a page or two from Dr. Seuss.

CONTENT TYPE: Article | TOPIC: Branding | ELEMENT: Communicate

How can we marketers map our messages and voice to ensure our audiences are comfortable with both, and create a neat fit between message, product, and medium? Watch the video to find out.

CONTENT TYPE: Article | TOPIC: Writing | ELEMENT: Communicate

A lot of marketing directors are constantly tweaking their messaging—because it just isn't doing what they want it to do. And it's not easy to fix... with so many moving parts. But here are five of the most common issues that show up in marketing messaging of all kinds. Let's straighten them out, shall we?

CONTENT TYPE: Article | TOPIC: Writing | ELEMENT: Create

If you aspire to lean and confident writing in your marketing content, you'll avoid populating your prose with superfluous words. Simply put, the most effective writing and communication makes every word... communicate. Here's how to write less but say more.

CONTENT TYPE: Article | TOPIC: Writing | ELEMENT: Strategy

The beloved American children's classic Rudolph the Red-Nosed Reindeer was published in 1939 by the Montgomery Ward department store. So it's tempting to think of it as yet another lasting piece of seasonal content marketing. Except Rudolph is so much more than that. It's also a handy framework for telling our own brand stories.