Three Favorite B2B Content Marketing Follows
There are a ton of resources on B2B marketing. But usually they’re selling (expensive) marcomm tools or consulting packages and it can be tough to find the practical advice amidst the survey data, trend analysis, and sales pitches.
On the flip side there are a lot of great marketers out there creating fun content for B2C brands that just doesn’t work for B2B.
So, I pulled together a few favorite follows for those times when your content needs a bit more inspiration:
Emma Stratton of Punchy.co
Expertise: B2B messaging
Emma has a new book out that I absolutely cannot wait to read. You know the nagging sense that your website copy is too vague. Too wordy. Too lofty? Emma won’t let you get away with that. Her newsletter and LinkedIn posts give real concrete examples to help you see the error of your wordy ways.
April Dunford
Expertise: Positioning for B2B Tech
April’s past career at IBM informed her model for positioning. Her writing is clear and crisp, her examples easy to follow, and her emphasis on the importance of proper positioning is enlightening.
Ann Handley
Expertise: Writing clear copy that people want to read
I’ve yet to meet a content marketer or copywriter who doesn’t adore Ann and all of the contributions she’s made to the field of content marketing, especially in the B2B space. Start by picking up a copy of Everybody Writes.
Bonus podcast alert: Exitfive
Exitfive is an online community for B2B marketers. I’m not in it, so I can’t vouch for it, but I can recommend their podcast. I first heard about it from the Sr. Brand Director at my company and now I look forward to fresh episodes dropping. While host Dave Gerhardt covers a wide range of topics within B2B marketing, a good share of them involve content.
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What’s great about these folks is that you can implement their advice regardless of which CRM you’re using or what attribution model you have. No matter your role within marketing, you’re creating content. And as long as you’re writing, why not write really powerful content that helps sell (or pre-sell, for those of you saying we don’t sell, sales does that!) your products and services.