Category Archives: Uncategorized

Content Strategy to Retain and Sell to Existing Customers

Abridged with the author’s permission from Marketing Interactions. I’m starting to see customer retention, up-sell and cross-sell getting a bit more attention from B2B marketers these days. The challenge is that marketing to existing customers is a very different animal from marketing to new companies. A few reasons why: Their status quo is different They [...]

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A Different Option for Presentations

As meeting coverage experts, we have seen more than our share of PowerPoint presentations, and as writers, editors, and designers we have created them and helped clients make them look as good as possible. We have also written in the past here about the limitations PowerPoint imposes and about some simple guidelines for using its [...]

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Why Ebooks Are Great Content Marketing

Reprinted with the author’s permission from the Big Star Copywriting blog, part of a series on content marketing. It’s a lot easier than you might think to add an ebook to your content marketing plan. I can practically hear you thinking: “Whoa there, hang on! An ebook? I’m not an author.” You don’t need to [...]

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B2B E-News Must Achieve Higher Quality Standard

The writer received a Lifetime Achievement Award from the American Society of Business Publications Editors (ASBPE). The following is based on an original post updated by the author for “The Editorial Advantage.” For many B2B websites, e-news content has yet to reach a suitable quality level.  Maybe the heavy workload placed on editors to deliver [...]

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