Marketing Content That Won't Be Ignored
+1 (416) 433-1153
When you're looking for
marketing content that builds, nurtures, & strengthens your business relationships
I can help!
I love words. Just not for their own sake. Taken together, they must add something to the relationships you want to build and support. Words that don't contribute have no place in really good content.
This is particularly important when communicating with a busy business-to-business audience.
What's your tolerance for unclear or irrelevant?
Pretty low, right?
How many times have you clicked away from a website you don't get... bypassed an ad that’s too creative for its own good…. relegated a whitepaper to a “maybe later” folder… given up on an email that doesn’t come right to the point… or trashed a newsletter that doesn’t add value to your day.
Clarity is essential
When you’re multitasking and working at light speed (as many of us are these days), you haven’t got time to search for the hidden message or wade through uninteresting or irrelevant content.
Neither do your clients!
Assuring high-quality content
Everything I write must survive five, tough questions:
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Is the final product interesting, engaging, informative, and (as much as possible) jargon-free?
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Do the heads and subheads grab attention and allow the reader to skim?
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Does it help position you as an expert in your field?
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Does it suggest or imply a solution to a real problem?
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Does it leave readers looking forward to more?
This filter is your assurance of copy that's clear, concise, and focused on building strong relationships.
Let's create & document a thoughtful content marketing strategy.
Having a documented content marketing strategy can be a significant competitive advantage. Why?
Over half of all the companies that use content to build their business are playing it by ear! That is, they do not have a documented strategy. For many, this means that the content they use will not be fully aligned with their goals and objectives. Nor will it be as focused and effective as it could be.
Creating your content marketing strategy does not have to be an expensive or time-consuming job.
Together, we’ll look at your target audience, their interests and pain points. If any research is required, we'll look at the least expensive and fastest way of generating the information you need
We’ll get specific about what you want your content marketing efforts to accomplish, and the types of content that will work best given your goals and the nature of your audience. We’ll develop a content calendar, decide how best to promote your content, and select appropriate metrics for measuring success on an ongoing basis. And, of critical importance, we'll consider how best to optimize your content for Google and other search engines.
From whitepapers and eBooks to websites and newsletters, we'd be delighted to collaborate on content that will make a difference to your success.
Websites
Everyone’s in a hurry. Particularly online. So a website must be easy to use. It must feature informative and compelling content and have clear calls to action. Colours and bold text along with explanatory heads and subheads save time by making a site scannable. By driving home the benefits of taking action, and making it easy to connect, a website plays a major role in establishing authority, developing qualified leads, and building community. Let's talk about your website.
Whitepapers
Whitepapers are designed to inform and educate, not sell – at least not directly! By providing in-depth coverage of a specific topic, they can engage readers with content that’s both interesting and informative. Accordingly, they have to be well-researched, and able to speak to an audience in language they understand. Along with ebooks, webinars, and other tools, whitepapers are a valuable component of an effective thought leadership strategy. Let's talk about a whitepaper.
eBooks
Created specifically for use online, eBooks are very useful for providing an overview of a broad topic. They can be interactive with links to videos, websites, and other marketing tools. As eBooks are prescriptive, the title will often begin with “How to…”. They are typically longer than whitepapers, often entertaining, and a useful forum in which to make a compelling offer. Whitepaper or eBook? Let's talk about what will work best for you.
Blogs
A blog helps establish and build a community and build relationships with members of key target audiences. They are a wonderful forum for sharing experiences and connecting in a meaningful way with people who are interested and enthusiastic about a topic. When published regularly, a blog provides an excellent opportunity to showcase expertise, and build authority. Blogs help improve your search engine rankings by providing new content to index. I'd love to talk about your blog.
Newsletters
Newsletters have been around forever, yet they still have an important place in a content marketing strategy. Paper or online, they are a relatively low cost way of staying in touch and building relationships. Many organizations use a newsletter to keep stakeholders posted on developments in their business or industry. And as with blogs, they must educate, inform, entertain, or in some other way justify the time people are asked to invest in them. Let's talk about a newsletter program.
Brochures, Sell Sheets & Other Collateral
Many other pieces are necessary to support your sales and marketing efforts. My job is to ensure each delivers your message in a clear and compelling way. This is an area in which I excel having created so many different pieces for my own and other businesses. Contact me to talk about your requirements.
Why should I do what you want me to do, what’s in it for me?”
It's single biggest question that every marketer has to answer. It's a factor in decisions to buy, try, or join. It's even a factor in decisions to donate!
This question is all about value. If I buy your service – do what you are asking me to do – what value will you be providing in return for the money I spend or the action I take?
I've played a lead role in developing dozens of brand and corporate strategies. In every case, understanding what matters to the organization's customers — what they value — was a primary determinant of success.
I believe value should be at the heart of every conversation you have with buyers, employees, and other stakeholders. That’s why I make it my business to understand what matters to members of your target audience, how they will benefit from what you're offering. These answers are woven into every writing project.
Examples of my work
These pieces (and this website!) will give you an idea of my writing style. One thing I pride myself on is clarity... writing to be understood. How have I done?
White Paper
Website
Website
Blog Post
One-Pager
Sell Sheet
Sell Sheet
Brochure
My process has evolved over hundreds of projects. IT WORKS!
Decide
We'll spend time at the outset getting to know each other. I’ll tell you a bit about B2B Content Advisors and how we like to work with clients. You'll let me know about your marketing contents and the help you're looking for. It will be our mutual goal to ensure I’m a good fit for the project you have in mind.
Discover
Once you give me the go-ahead, I'll ask you questions about your market, products, services, USP, competition, brand, audience, and what you expect the project to deliver. You’ll be able to provide some of this information online. We’ll meet by phone or Zoom to fill in any missing pieces.
Investigate
For some projects, it’s necessary to speak with stakeholders – clients, members, employees, etc. Or to undertake competitive or industry research. This is an area in which I’ve got tons of experience having conducted more than 1,200 one-on-one interviews with C-level executives and managers and undertaken dozens of online surveys and focus groups
Confirm
I will prepare a creative brief for you to sign off on. It will be based on the information uncovered during the discovery and investigation phases. This brief will confirm my understanding of the project and what you want it to accomplish as well as the target audience, your organization’s brand personality, and creative considerations
Create
I’ll provide a first draft for your comments. Usually, two or three drafts are all it takes. For most projects, I will include a thumbnail layout that demonstrates how the copy and design could work together. And I’ll happily collaborate with your designer to ensure the final product is exactly what you are looking for. Don't have someone for design and layout? Don't worry, we'll handle the whole project from concept to delivery.