For the past four months, I’ve been posting most business days. These posts have been fairly short in the interest of consistently posting to the blog. Part of the reason I decided to use frequent short posts was to see whether they move the SEO needle. After four months of … Continue reading
What is a case study for? We hear about them all the time. Case studies, and their cousin the white paper, are documents used mainly in the business to business sphere. Where a white paper comes in three varieties—backgrounder, numbered list, and problem-solution—the case study really only has one flavor. … Continue reading
Do you know when to use a problem-solution white paper? White papers come in a number of formats. There are three major formats, according to Gordon Graham, aka That White Paper Guy. 1. Backgrounders 2. Numbered Lists 3. Problem-Solution The problem-solution white paper is the type most engineers usually think … Continue reading
Are you using a blogging SEO strategy? Many people blog without a strategy. Blogs are the easiest way to continuously add new content to your website, which is important for Google rankings. Google wants new and original content, ideally every time the spiders crawl your site. But it isn’t enough … Continue reading
Writing for engineers can be a challenge. If you’re with a tech company, chances are pretty good you are also in a business to business space. If your customers buy technical products, an engineer will evaluate them and give that evaluation to the decision maker. If this applies to you, … Continue reading
A powerful but sometimes misunderstood marketing document is the case study. This document is intended for customers near the end of the buyer’s journey. A case study will often be read by a customer when they’re trying to convince themselves your solution is appropriate for their situation. They want to … Continue reading
Did you know there are basically three kinds of white papers? According to Gordon Graham, the “White Paper Guy,” there really isn’t any standardization, but white papers can be categorized into three major categories. Problem and Solution White Papers This is the type of white paper that’s attractive to engineers. … Continue reading
Writing for Twitter isn’t always easy. Sure, the content is short—only 140 characters—but that only makes it imperative to think through what you’re putting down. The 140 character limit means you have little room for fluff. Every word you type must make an impact. That doesn’t mean every tweet has … Continue reading
It all starts with blogging. With all the social media options out there, don’t overlook the obvious. Your Blog is still one of the most important places to stay active. Done properly, a blog can help with inbound marketing, and not just because people follow the blog. Your blog should … Continue reading
A few words on white papers. White papers are one of the best ways to market to engineering professionals. Engineers are shopping in a business to business environment, and their objective is to solve a problem. Whether they want to find a vendor to stuff printed circuit boards, perform injection … Continue reading