It takes a lot of time and effort to create an engaging white paper. Here’s how to maximize your investment, get your content in front of the widest possible audience, and attract more leads … 

White papers, ebooks, and guides are among the most time-intensive content marketing projects. But the time spent on these marketing powerhouses often pays off. A well-crafted white paper can help you attract high-quality leads and convert them into customers. 

B2B buyers – especially technology buyers – rely on the in-depth information in white papers to make informed purchasing decisions. According to Eccolo Media, white papers are the #2 type of content that B2B technology buyers use during their purchasing process – behind only data sheets/brochures.

But creating your white paper is only half the battle. Many B2B marketers put lots of time and resources into producing a white paper and then bury it deep within their website where no one will ever find it.

The key to avoiding content black holes is to create a promotion plan while your white paper is still in development. A promotion plan will help you get your white paper in front of a wider audience, attract leads, and raise brand awareness.

Here are 41 ways to promote your white paper to get more downloads and shares. Many of these suggestions work equally well for guides, ebooks, and reports.

Drive Leads from Your Website

1. Create a high-conversion landing page.

The first thing you need is a landing page that converts. It should clearly explain the benefits of downloading your white paper and make it easy for people to opt in. Making it easy means not asking for someone’s life story in exchange for a white paper. The shorter your opt-in form, the more people will download your white paper.

2. Run Google AdWords campaigns. 

Research keywords that your target audience use to find answers to problems related to your white paper. Then, run Google ads on these keywords that point to your white paper’s landing page.

3. Place ads on your website.

Advertise your white paper on related web pages. For example, if your white paper is about cloud security, you can promote it in the cloud section of your blog and in related pages on your website.

Increase Your Social Share and Leads

4. Promote your white paper on LinkedIn.

LinkedIn is the top B2B social network and a “must” for getting your white paper in front of your target audience. Post a link to your white paper on your company page. Mention it in your personal status update, and ask some of your employees to do the same.

You can also use LinkedIn’s advertising tools to get your white paper in front of your ideal customers. For example, you can target your audience by company size, job function, title, and location. You can buy both ads and sponsored updates to drive readers to your white paper.

5. Upload parts of your white paper to LinkedIn Publisher.

Write an article based on your white paper’s content and upload it to LinkedIn Publisher. Using LinkedIn Publisher is a great way to expand your reach on the top B2B social network. Link to your white paper at the end of the article, so readers can download it if they want to learn more.

6. Share your white paper with LinkedIn groups.

Mention key statistics from your white paper in a few related LinkedIn groups. Just be sure that you’re an active member of these groups and aren’t spamming them with your white paper.

7. Collect leads on SlideShare.

Convert your white paper into a presentation and upload it to SlideShare. You can even embed a lead form in your presentation, so people can request the white paper directly from SlideShare.

8. Schedule a tweet series.

Create a Twitter promotion schedule for your white paper. Instead of just tweeting your white paper’s title, write a series of tweets that tells your white paper’s story.

For example, the first tweet can discuss a key problem that your audience is facing. The next few tweets can discuss some of the market drivers that make the issue important. Then, send out some tweets that discuss the risks and opportunities. Finish with tweets about the tips you offer in your white paper.

You can number these tweets, so your followers know that they are part of a series. Each tweet should link to your white paper’s landing page and include relevant hashtags.

9. Host a Twitter chat.

Host a Twitter chat and invite an analyst that you interviewed in your white paper to be your featured guest. Use the chat to discuss your white paper’s key points and answer audience questions.

10. Use Twitter advertising.

Twitter offers a number of ways to promote your white papers. For example, you can include images to make your tweets stand out and encourage people to visit your landing page. You can also pay for sponsored tweets or use Lead Generation Cards to get leads directly from Twitter.

11. Share your white paper on your Facebook company page.

Start a discussion about your white paper on your Facebook page. You can also create a landing page for your white paper in Facebook to encourage downloads.

12. Use Facebook ads.

Facebook offers a robust advertising platform that allows you to set some pretty incredible targeting options. Add a Facebook tracking pixel to your site, so you can create custom audiences that you can retarget with Facebook ads with content you know they will like.

13. Share an article based on your white paper on Facebook Instant Articles.

Reach a mobile audience through Facebook Instant Articles. Since this platform is designed for mobile, it can lead to 70% less abandonment and 20% more clicks from people on mobile devices. You can also add a sign-up form for your white paper directly within the article.

14. Host a Facebook Live video.

Give your network a sneak peak of your white paper by interviewing one of your subject matter expert’s or talking about a topic related to your white paper. Live streaming on Facebook also gives you an opportunity to answer questions. After your live stream ends, you can continue to promote your video through your social networks and email marketing.

15. Share a native video on your Facebook page.

Since 84% of Facebook’s ad revenue comes from video, their algorithms favour video content. Create a short video that people can watch and understand when the sound is off.

16. Create a Facebook event.

If you are hosting a live video, webinar, or other event that promotes your white paper, create a Facebook event to promote it through your page. You can even use Facebook ads to get more reach on your event.

17. Share a video on YouTube.

Create a video teaser for your white paper. Then, upload it to YouTube, your website, your blog and your social networks. Since YouTube is a powerful search engine, make sure that you optimize the video with keywords to help people easily find it. With YouTube, you can engage a new audience and drive more downloads.

18. Answer questions on Quora.

Use points and statistics from your white paper to answer questions on high-traffic topics on Quora. The higher quality your answer, the better chance it will be featured. Be succinct and use images to draw attention to your answers. Also, add a link to your blog for more information. Just watch that you’re not promotional, or people will vote your answer down.

19. Try an Instagram ad.

Instagram has a powerful ad platform. If your target audience is on Instagram, you can create a video or photo story ad that includes a call to action button.

20. Pin on Pinterest.

If you have created any videos or infographics, pin them on Pinterest. Pinterest is a powerful search engine itself but also ranks well in Google.

21. Get active in industry-specific social networks.

Industry-specific social networks are a great way to reach your target audience. Share information from the white paper in these forums and social networks. When you share this information, be sure to ask an engaging question to get people talking about the white paper’s topic.

Blog Your Way to More Leads

22. Drive downloads from your blog.

When you publish a new white paper, write a series of related articles for your blog. Encourage opt-ins by running ads for your white paper throughout these posts. For example, you can use LeadPages or OptinMonster to increase your downloads.

23. Submit a guest post to a popular industry blog.

Guest posting is a great way to build your credibility and get noticed. Write a guest post for a leading industry blog on your white paper’s topic. Ask if the publication will let you include a link to your white paper at the end of your post.

Engage Customers Via Email

24. Announce your white paper to your list.

Send your list a stand-alone message when you publish a new white paper. If possible, your list should get access to the white paper before you announce it to the general public. Encourage your current subscribers to share your white paper with others, so they can help you reach a wider audience.

25. Mention your white paper in your email signature.

Your email signature is an overlooked marketing opportunity. Add a P.S. to your outgoing messages that invites your contacts to download your white paper. Also, ask some of your employees to promote the white paper in their email signatures.

26. Promote your white paper to third-party email lists. 

Find an online publication in your niche with strong readership. Sponsor an ad in their next email for your white paper.

Help Your Sales Team Convert Leads Into Customers

27. Create a ‘cheat sheet’ for sales.

If your sales team thinks that no one wants to read a 10-page white paper, give them an abbreviated ‘cheat sheet’. A ‘cheat sheet’ – or ‘light paper’ – is a two-page version of a white paper that can easily be printed and handed to leads at sales meetings.

28. Empower your sales team.

Of course, your sales team should also have the full version of the white paper. A new white paper gives your sales reps a reason to reach out to prospects. They can work highlights from the white paper into their sales conversations, emails, and voicemails.

Engage Customers at Events

29. Host a webinar.

Here are three ways you can tie your white paper to your next webinar:

• Include the white paper with resources that you email attendees after the webinar.
• Give the white paper out as a bonus immediately after someone registers for the webinar.
• Make the webinar a next step that leads can take after they read your white paper.

30. Present at a conference.

Conference organizers are always looking for the latest research, best practices, and success stories. If your white paper contains this information, apply to present it at a conference. At the end of your talk, you can ask the audience to download the white paper to learn more.

31. Share your white paper at trade shows.

Hand out your white paper to potential customers at trade shows. If you don’t want to give the white paper away, you can email attendees a link to its landing page.

32. Host or present in a virtual conference.

Boost your company’s thought leadership and promote your white paper by hosting a virtual conference. Invite other industry leaders to present and promote the conference.

Expand Your Audience Via Partnerships

33. Build relationships with industry thought leaders and bloggers.

Getting your industry’s thought leaders to blog about your white paper can bring lots of leads your way. But if you send them a press release, they’ll probably ignore it.

Instead, build relationships with thought leaders before you ask them to do something for you. Comment on their blog posts and share their content. Once you have a relationship, they might be willing to read and discuss your white paper. Send them a personal email explaining why their readers will find your white paper valuable.

34. Send your white paper to your partners.

Form partnerships with others who have the same target audience. You can agree to share each other’s content. Getting the seal of approval from a partner can enhance your credibility and help you reach a wider audience.

35. Leverage industry associations.

Find out if your industry associations share third-party content in their publications. If so, ask if they will add your white paper as a resource. 

36. Add your white paper to resource lists.

Search for resource lists that are relevant to your white paper. Email the owners to ask if they will add your white paper to their lists. 

37. Use a white paper syndication service.

Attract more leads by uploading your white paper to a syndication service. These services will promote your white paper to their lists, and you typically pay per lead. Just be sure that the syndication service will get your white paper in front of your target audience and that you’re not paying for bad leads.

Try These Tips!

38. Record a podcast.

Record a podcast where you discuss your white paper’s topic and interview an analyst. Tell listeners how they can download the white paper.

39. Create an infographic.

Infographics are a great way to get links to your website, especially if they contain new data that drives search traffic. Include a call to action in the bottom of the infographic that asks readers to download your whitepaper. Share your infographic with your partners, on your social networks, and through your email list.

40. Issue a press release.

Your latest research can become big news. Every time you create a white paper, write a press release to drive journalists, bloggers, and potential customers to your website.

Most distribution services will submit your press release to major search engines and social networks, which helps to improve your SEO. These services also allow you to target your distribution, so your press release goes to the exact audience you want to reach.

41. Encourage opt-ins via direct mail.

A direct mail piece can stand out among a sea of email. Try sending out a letter or postcard that promotes your white paper.

Key Takeaways

Creating a white paper promotional plan can help you reach a wider audience, attract more leads, and convert them into customers. Try using a few of the suggestions above to expand your reach the next time you publish a white paper.

Also, remember to build excitement for your white paper in advance. Many B2B marketers don’t promote their white paper until after it’s published. But you can create more interest by doing some pre-promotion. For example, send teasers to your list and build anticipation in your social networks.

Next Steps 

1. Download The 41 Fantastic Places to Promote Your B2B White Papers Cheat Sheet.
2. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.
3. Subscribe to the Fresh Marketing Blog to receive weekly B2B marketing tips, trends and best practices.

Last week, the Content Marketing Institute published their annual report on technology content marketing. The survey took the pulse of 2,562 technology marketers and offers a number of valuable insights.

Here are some key findings:

• 95% of technology marketers use content marketing.
• 64% of respondents said that compared with one year ago, their organizations are much more or somewhat more successful with content marketing.
• The three types of content that are the most critical to their success are blogs, white papers/ebooks, and webinars.
• Email, LinkedIn, and Twitter are the most important channels for distributing content.
• 74% of respondents said that their organization always or frequently prioritizes delivering high-quality content over a high quantity of content.

How are your current practices and strategies measuring up? Check out the full report on SlideShare.

Case studies are one of the most powerful weapons in your B2B marketing arsenal.

According to the CMO Council, nine out of ten B2B buyers say that online customer success content has a major effect on their purchasing decisions.

Meanwhile, a hawkeye study found that 71% of B2B buyers in the awareness stage and 77% in the evaluation stage cited testimonials and case studies as the most influential types of content.

However, many B2B marketers don’t get the most value from their success stories. They put lots of effort into interviewing customers, writing their stories, and getting approvals … but then they bury the content on their websites and hope leads will find it.

The sad truth is that if you don’t have amazing SEO, no one will find your case studies.

B2B Buyers Don’t Trust You

Another problem with only posting your case studies on your website is that B2B buyers don’t trust what companies say about themselves. They are bombarded with sales messages and simply don’t believe what you say in your marketing.

Instead of going to your website to learn about your products, buyers turn to their peers for referrals. They often turn to third-party, peer recommendation sites at the end of their buying process – when they want validation that a product or service delivers results.

One B2B marketer says, “We have 50 pieces of customer success content on our website, but buyers don’t want to view them on our site. They want to see them on a third-party site.”

To connect with today’s ad-wary customers, you must get in their inner circles. This means promoting your case studies not just on your website, but on other trusted channels.

The Problem With Third-Party Review Sites

Many B2B marketers ask their customers to post reviews on third-party review sites.

While good reviews can help you stand out from the pack, you can’t ensure that all of your reviews are positive. Just one bad review can turn off potential customers – even if you have 20 amazing reviews.

And, reviewers on third-party sites tend to speak of software from their personal, user experience perspective. They don’t tell the whole story about how your technology helped them solve a business challenge.

A New Way to Get Your Case Studies In Front of the Right Leads at the Right Time

Posting case studies on your website and seeking user-generated reviews can benefit your marketing.

But, you should also consider uploading your customer success stories and testimonials to a third-party case study directory. These sites serve as a neutral third party who validates your content. They give you a platform that goes beyond your website – helping you reach a wider audience and close late-stage sales leads.

When a case study directory has great SEO, sales-ready leads will find you. Most buyers who visit these directories are late-stage leads who search for terms such as, “Company XYZ + case studies, customer success stories, or testimonials.”

And, third-party case study directories let you showcase your best side. You control exactly which content you post, and you don’t need to worry about a bad review killing a sale.

How to Get the Most Value From a Third-Party Case Study Directory

To get noticed in a third-party case study directory, you must keep your content fresh. Google likes new content, so you can improve your search results by posting customer success stories, videos, and testimonials on a regular basis.

Also be sure to upload case studies about customers in different industries and roles. This will make it easy for sales-ready leads to find stories that align with their needs.

Next Steps

Turbocharge your ROI from your customer success content by sharing it on FeaturedCustomers.com, the largest customer success reference directory for testimonials, case studies, and customer videos. Sign up today and gain access to qualified software leads who are ready to buy!

*This post was originally published on FeaturedCustomers.com.

More than 85% of marketers use content marketing – and for good reason!

Content marketing is a proven way to boost customer engagement and increase sales. Studies have shown that the average buyer now interacts with 11.4 pieces of content before making a purchasing decision. It’s not surprising that every year, businesses dedicate more of their marketing budget to content creation.

This week, I wanted to share an infographic put together by Skilled.co that outlines 55 ways to help your business with content marketing. It clearly illustrates which types of content attract the most customers, the best ways to promote your content, and actionable tips to drive more traffic.

Click here to check it out.

Life is hectic when you’re a B2B marketer.  

Between attending meetings, planning campaigns, and publishing endless content, you might have trouble keeping up. You barely have time to analyze your own activities – let alone find out what other marketers are doing to succeed.  

In the day-to-day rush, you may miss out on chances to engage leads and turn them into customers. Here are seven big opportunities that many B2B marketers overlook:

1. Arming Your Sales Team With The Content They Need To Close Deals

A recent Seismic and MarketingProfs survey found that only 18% of B2B content marketers provide their sales teams with content in an effective manner, as well as ensure that their materials remain updated and on-brand.

Adding to Sales’ frustrations, a CSO Insights survey revealed that only 12% of reps can bring up critical sales material up on their smartphones.

If you don’t have a process to provide reps with the content they need to close deals, your sales cycles will grow longer. The more time reps spend searching for and creating content, the less time they will have to do what they do best – sell.  

Equip your reps with content that supports buyers who are in the later stages of the sales process. For example, they may need case studies that provide proof that your products or services deliver results. They may also want content that contains detailed information on your offerings, such as brochures or competitive comparisons. 

2. Documenting Your Content Marketing Strategy

According to the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends report, only 37% of B2B companies have a documented content marketing strategy. If you’re not getting the results you want, it might be because you haven’t built your content foundation.  

Publishing without a strategy is like taking a road trip without a map. You’re likely to take wrong turns along the way. 

In addition to a map, you’ll also need a GPS that warns you of upcoming roadblocks and detours. This is because the most successful B2B marketers quickly adjust their content marketing strategy – and get on a better route – when things change.  

3. Personalizing Your Existing Content

Gone are the days of one-size-fits-all content. Customers won’t respond unless your content speaks directly to their needs, challenges, and goals.

The demand for personalized content stemmed from the consumer world, where buyers can do everything from view customized Amazon recommendations to pick the exact produce in their organic delivery box.

Eccolo Media found that 48% of B2B buyers consume two-to-five pieces of content before they make a purchasing decision. Meanwhile, TechTarget found that 65% of IT buyers require at least four pieces of content to make a vendor shortlist.

In the B2B space, content personalization can include giving customers relevant white papers, case studies, and email content. And you don’t necessarily need to recreate the wheel to personalize all of your content.

For example, you can take one of your white papers and change parts of it – such as the case studies and introduction – to speak to a different audience.

Then, you can give leads the option to select their role, industry, or biggest challenge when they download a white paper. This gets them more involved in the process. If they know that they are downloading a piece of custom content, they will be more likely to read it. They will also get more value from your content, as it speaks directly to their needs.

4. Cooking Once And Eating All Week By Repurposing Your Content

The more content you produce, the more customers you will attract. However, you may not have the time or resources to create a large volume of original content.

Repurposing your content is a great way to do more with less, so you can:  

• Get your message in front of a wider audience (such as different personas or leads who are in different stages of the sales cycle)
• Attract more leads from different channels
• Improve your SEO
• Get more value from your content investments
• Publish new content quickly

5. Showing Your Company’s Human Side

Customers buy from people. They want honesty. They want stories.

Stories help you connect with customers on an emotional level so that you can show your value and stand out from the competition.

The most effective content marketers apply elements of journalism and storytelling to their content. Here are three keys to creating compelling stories: 

• Focus your stories on your audience’s key pains and opportunities – not on your products or services.

• Combine words and visuals to paint a picture. Use strong visuals to illustrate the emotion in your story.

• Address your weaknesses to make your brand more human. Instead of hiding your product’s flaws, put them out in the open. Customers will appreciate your honesty and be more likely to trust you.

When you bring these key elements into your content, you’ll connect with members of your audience and motivate them to take action. 

6. Engaging Leads With Case Studies 

The B2B Technology Marketing Group surveyed more than 600 tech marketers to find out the latest content trends and best practices. The results revealed that the most effective B2B content marketing tactic is case studies, with 44% of respondents saying that it helps them achieve their lead generation goals.

Here is the rest of the survey’s top 10 list:

1. Case studies
2. Blogging
3. Social media
4. Customer testimonials
5. In-person events
6. White papers
7. Webinars
8. Videos
9. Online articles
10. Infographics

7. Using More Than Words

Multimedia can make your content more engaging and help you connect with auditory and visual learners. For example: 

• Articles with images receive 94% more views than those without images
• Videos in emails lead to a 200%+ increase in click-through rates 

Here are some ways you can use media to connect with customers and motivate them to take action: 

• Add photos and charts to punch up your content
• Film video case studies and use them throughout your marketing
• Turn your content into SlideShare presentations and upload them to LinkedIn
• Interview your customers about their successes in your webinars and podcasts
• Create fun and informative infographics

Can you take advantage of any of these opportunities?

Check for holes in your content strategy. For example, did you launch a new product but don’t have case studies to support it? Can you make your blog posts more shareable by adding images and videos to them? 

Next Steps 

1. Download The Ultimate Content Library Checklist: 9 Items You Need to Share with Your Team to Create Better, Faster and More Effective Content. 

2. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.

3. Subscribe to the Fresh Marketing Blog to receive weekly B2B marketing tips, trends, and best practices.

Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers.

According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies the most effective type of content.

Meanwhile, nine out of ten B2B buyers said that online customer success content has a major impact on their purchasing decisions.

Although case studies are effective, you may struggle to get them produced. Many B2B marketers have a hard time finding customers who are willing to share their stories.

Why Customers Say “No” to Success Stories

You’ve probably heard many reasons why customers won’t participate in a case study.

One of the most common reasons is that it’s against their company policies. They may need to adhere to regulations that make it impossible for them to discuss their challenges and successes publicly. Or their legal teams might say veto all case study requests, as they don’t like to disclose their third-party vendors.   

Some companies say “no” to success stories because they want to keep their internal processes, technologies, and best practices private. They fear that their competitors will read about what they are doing and then steal their ideas.

Other customers may believe that they are too busy to take part in a case study. They often think that the process is long, complicated, and too much work.   

In some of these instances, your customers might agree to a case study if you don’t name their company. But a case study without names and direct quotes can appear phony. It’s better to put your “nameless” customers on hold and find others who are happy to share their experiences.  

How to Find Happy Customers Who Will Say “Yes” to Case Studies  

You don’t need to go far to find your most satisfied customers. Here are five places to look:

1. Ask your sales and customer service reps for the names of the people who are the most excited to work with you.
2. Find out who is raving about you on social media.
3. Search your email for messages from customers who love your software.
4. Check third-party review sites to see who gives you the highest ratings.
5. Make a list of customers who give you referrals and references.

The ideal time to ask a customer for a success story, case study, or testimonial is right after they recommend you. If they are sharing the love in public forums, such as on social media or third-party review sites, they will be more likely to say, “yes” to a feature story.  

3 Keys to Getting Your Customers Excited About Sharing Their Successes  

Many B2B marketers approach case studies from a “what’s in it for me” perspective. They want great content that will fill their editorial calendars and drive sales.

But you also must consider what’s in it for your customers.

Here are three secrets to getting customers to say “yes” to your case studies:

1. Show them the benefits of helping you. 

Let your customers know that you will do everything you can to make them look good. For example, you can help them:

• Display their thought leadership. A case study can highlight a customer’s expertise. They can share it on their blog and on social media to show how they have successfully overcome common challenges in their industry.
• Gain recognition within their companies. They can show their boss the case study as proof of the great things they are doing for the business.
• Build their personal brands. They can post the case study to their LinkedIn profile and receive recognition from their peers and future employers.

2. Address their concerns. 

Your customers will want to know how you will use their success stories. Be sure to send them a release form that describes all of the details. Also, send them samples of your other case studies so that they can visualize their final story.  

3. Make it easy for customers to take part. 

Let your customers know that they won’t need to devote tons of time to your case study. Aim to keep their interview around 45 minutes. Also let them know that your copywriter will create a draft, so they won’t need to do any time-consuming writing. After the interview, the only thing your customer will need to do is review the story and get final approval.

Be sure to send them their interview questions in advance. Some customers are comfortable speaking off-the-cuff but others will want to prepare answers.

Also, let your customers know that you will ask for numbers related to their return on investment during the interview. That way, they can look up the data in advance and won’t need to dig around for additional information after the interview. This will also help you complete your case studies faster, as you won’t need to wait for vital ROI statistics.

Finding customers for your case studies doesn’t have to be a headache. Start with your most vocal advocates and make it easy for them to take part.

It won’t be long before you have a catalogue of case studies that helps you turn leads into customers.

Next Steps

Turbocharge your ROI from your customer success content by sharing it on FeaturedCustomers.com, the largest directory of software testimonials, case studies, and customer videos. Sign up today and gain access to qualified software leads who are ready to buy!

*This post was originally published on FeaturedCustomers.com.

Email is a major part of a savvy marketers’ strategy.

According to McKinsey, email is 40 times more effective for acquiring new customers than Facebook or Twitter. Forrester also found that email marketing is the most effective tactic for lead nurturing among top B2B marketers.

The folks over at websitebuilder.org have put together a great infographic with 119 email marketing statistics that offer insight into what works and what doesn’t.

Check out 119 Facts You Don’t Know About Email Marketing for tips on how to create successful campaigns.

Case studies are one of the most powerful items in your B2B marketing toolbox.

According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies their most effective content.

Meanwhile, Dimensional Research found that 90% of buyers who read positive customer success content claimed that it influenced their purchasing decision.

But if you’re part of a small marketing team, you might not have the time to develop all of the case studies you need to turn prospects into customers.

According to the latest B2B Content Marketing Benchmarks, Budgets, and Trends report, the biggest barrier to content marketing success is not devoting enough time to it.

Here are five keys to publishing a steady stream of customer success content – even if you don’t have the time:

1. Work with the right customers

Finding a customer who will to agree to a case study – and then getting their story approved – can take a long time.

If you’re in a hurry to fill your content calendar, you must reach out to the right customers. Look for someone who is already raving about you on social media, in online reviews, or via email. Chances are, this customer will be more than happy to help you.  

For more tips on getting your customers involved with your content, be sure to read, 3 Proven Ways to Get Customers to Say, “Yes!” to a Success Story.

2. Use video testimonials

Ask your customers to share their stories on camera. A short interview will require minimal editing and allow you to quickly publish new content.

3. Send your customer interviews out for transcription

Most marketers record their customer interviews. Recordings are helpful, as they give you something to refer to when you write a case study and need to insert compelling quotes.

But it takes a long time to listen to a recording and find an ideal sound bite – especially if you spent an hour on the phone with your customer. When you transcribe your interviews, you can quickly search them for key phrases. Then, you can copy and paste your customer’s exact words into your case study. You may still need to do some editing, but working from a transcription will save you a lot of time.    

4. Develop a case study formula

Creating great content is 50 percent about your writing abilities and 50 percent about your process.

When you have a proven, repeatable process, you can quickly produce case studies. You’ll also deal with fewer revisions and get approvals faster.

I recommend that you create a list of questions that you will ask all of your customers during case study interviews. That way, you won’t need to spend a lot of time preparing for an interview.

Also develop a template for your case studies. What information would you like to include? Strong case studies usually contain the following sections:

The customer: Include a sentence or two about the company. I often pull this information from the boilerplate at the end of a customer’s press release.

• The challenge: What challenges did your customer try to solve before they started to use your products or services? How were these challenges negatively impacting their business?
• The discovery: How did your customer find out about you? Why did they choose you over your competitors?
• The implementation: How did they implement your product or service? Did you help them overcome any challenges during this phase of the project? If so, how?
• The results: What ROI did your customer achieve? Insert as many numbers related to their success as possible.

Be sure to include these sections, or some variation on them, in your case study template.

5. Get someone else to write your case studies for you

If you are swamped, you might benefit from hiring a freelance copywriter to write your case studies. They can handle everything from interviewing your customer to the final edits. The only thing you’ll need to do is get approvals.

Try some of these techniques when you need to create customer success content but are short on time.

After you complete a case study, be sure to share it across a number of channels. Don’t just bury it on your website and hope leads will find it. When you take your message beyond your website, you increase your chances of connecting with customers as they are getting ready to buy and want proof that your products deliver results.  

Learn how my case study writing services can help you build your arsenal of customer success stories, so you can influence more prospects, shorten your sales cycles and boost revenue.

Next Steps

Turbocharge your ROI from your customer success content by sharing it on FeaturedCustomers.com, the largest directory of software testimonials, case studies, and customer videos. Sign up today and gain access to qualified software leads who are ready to buy!

*This post was originally published on FeaturedCustomers.com.

Creating a major piece of content – such as an ebook, guide, or white paper – can be a daunting task.

Although these in-depth resources are ideal for educating leads, they are also time-intensive. Many B2B marketing teams are overworked and don’t have the capacity to get these projects off the ground.

According to a study by Ascend2, the biggest content marketing challenge is the lack of internal resources to get it done.

If you invest in a major content project, you don’t want to waste all of your effort on something that falls flat.

Before you commit to your next ebook, guide, or white paper, you’ll want to be sure that it will help you achieve your marketing goals.

To do this, you must start by picking a topic that resonates with your audience.

Here are four keys to ensuring that your next ebook, guide, or white paper topic will attract leads: 

Test before you invest

If you’re not sure if your audience is interested in a particular topic, you can run a test.

For example, write a blog post about your topic and see how it performs. Are your ideal readers commenting on the post and sharing it on social media? How is it performing, compared to other posts on your blog?

Find the top-performing content for your keywords

One of my favourite content marketing tools is BuzzSumo. After you enter your keywords, the tool will show you the most-shared content for those phrases. Using BuzzSumo helps you learn which topics are trending and which headlines draw in the most readers.

Here’s a screenshot of a search that I did for “content marketing”:

It shows you shares across the top social channels. If you upgrade, you can also see the number of links for each post.

According to BuzzSumo, one of the most popular types of B2B content is in-vogue and trending topics. For example, content about artificial intelligence is currently getting a lot of shares.

An ebook about a trending topic can help you increase your opt-ins. However, trending content won’t have as long of a lifespan as your evergreen content. You may need to update it or replace it with something new when its information grows old.  

Stick with what works

An easy way to find your next ebook topic is to mine your current content for ideas.

Review your metrics to determine which pieces of content perform the best. Check your blog, webinars, case studies, and social content. Which pieces of content get the most views, shares, and downloads from your target audience? Do you have any topics that you can expand into a longer ebook, guide, or white paper?

Once you identify a potential topic, locate all of your related content. How much of this content can you repurpose in your ebook? 

Mind the gap

Another way to pick a topic is to find the gaps in your current marketing.

For example, are you about to launch a new product but don’t have content to support it? Are your competitors talking about things that you also should address? 

Also look at the questions that your customers ask. Do any of these questions fall into a common theme that you can turn into an ebook? For example, are customers in the early or middle stages of your sales funnel asking questions that you haven’t yet answered in your content? What are their most pressing challenges that you need to address? 

Next Steps 

1.Download The Ultimate Content Library Checklist: 9 Items You Need to Share with Your Team to Create Better, Faster and More Effective Content. 

2. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.

3. Subscribe to the Fresh Marketing Blog to receive weekly B2B marketing tips, trends, and best practices.

As a tech marketer, you’ve likely heard the joke that B2B stands for “boring-to-boring.” Here’s how to create a compelling brand voice that helps you avoid this trap, stand out from your competition, and engage customers.

Many B2B companies sound the same.

They talk about their features … not their benefits.

They use corporate jargon … not language that resonates with customers.

They speak to “users” … not to humans.

All of this adds up to a boring, corporate voice that doesn’t differentiate you from your competitors.   

Why Your Brand Voice Matters

You may sell to businesses, but your customers are humans. They respond to content that informs and entertains them. With a unique brand voice, you can grab customers’ attention and make them want to continue the conversation. Here are three reasons why your brand voice matters:

Your brand voice separates you from everyone else.

Many B2B tech companies sound the same. They use the same buzzwords on their websites, which makes it hard for customers to see how they are different from their competitors. A unique brand voice helps you stand out from the pack and shows your audience your advantage.

A consistent brand voice signals trust.

If your teams use different voices when they speak with customers, it will weaken your message. Customers may hear one thing from their sales rep and another thing from your support team. Then, they won’t know whom to trust. An intentional brand voice can help you convey a consistent message and avoid miscommunications with your customers.

Your brand voice makes you relatable.

An approachable brand voice makes customers want to be around you. When your customers feel like you “get” them, they will open your emails, check out your content, and join your community.

7 Keys to a Compelling B2B Brand Voice

Here’s how to create a B2B brand voice that resonates with customers and sets you apart from your competitors:

1.Understand your target audience.

Before you speak, you must know who are speaking to. Re-examine your target audience and get clear on the following questions:

• What are their roles?
• Where are they employed?
• What are their daily responsibilities?
• What are their top struggles?
• What questions do they ask during each stage of your sales cycle?
• Where do they find information about products or services?
• What type of words would they use to describe topics and products related to your brand?

After you answer these questions, you may need to update your buyer personas. Since the tech landscape is constantly changing, your buyers’ needs and challenges may be different from what they were a few years ago.

2. Understand how your target audience perceives you.

Your brand voice isn’t something that you’ll need to develop from scratch. It already exists. Your job is to amplify the voice that you already have and make it more intentional.

The easiest way to do this is to ask your customers who they think you are as a brand. Their responses can clue you in on where you excel and what parts of your persona you should emphasize.

Identify and then survey your most loyal customers. You can ask the following questions:

• What three adjectives would you use to describe our brand?
• What “personality” do you think your company has?
• What makes our brand stand out from other companies you’ve worked with in the past?

You are not limited to surveying only your customers. You can expand the list to include other key stakeholders, such as your employees and partners. Your employees, especially those who work directly with your customers, have the dual advantage of understanding your brand values while also seeing your company through the eyes of your customers. They can provide unique insights about your brand voice that give you new angles to consider.

3. Understand your mission and goals as a brand.

What are your company’s guiding principles?

The answer to this question will help you define your brand voice. For example, if one of your primary values is transparency, you can make your content approachable and honest.

In addition to aligning your vision with your brand voice, it’s also important to define how you want to present yourself as a company. What type of personality would you like to project? How would you like customers to perceive you? What type of lasting impression do you want to leave?

4. Define your brand voice.

Personifying your brand can help you get clear on your voice. If your brand was a person, what type of voice would it have? Would it sound strong and confident? Laidback and knowledgeable? Offbeat and fun?

Oftentimes, it’s easiest to define your voice by comparing and contrasting. Make a list of what your company is compared with what it is not, for example:

Our company is experienced but not stuck in its ways.

Our company is authoritative but not pushy.

If it helps, you can also switch out “company” for “voice” to focus entirely on your brand persona, for example:

Our voice is conversational but not verbose.

Our voice is professional but not stuffy.

If you’re stuck, here’s an exercise that you can do: Look at some of your favorite brands (you don’t need to limit yourself to B2B or tech), and list the reasons why you love its voice or content.

5. Say, “No!” to boring B2B content.

Boring content litters the landscape of the B2B tech industry.

But how can that be? In the ever-changing tech industry, there’s always something new and exciting happening.

The main reason behind boring B2B content is that the writer forgets that they are writing to an actual person. While your customer may be a B2B company, your audience is filled with humans. You’re not writing to an entity, you’re writing to the humans who need to make sense of your information and decide if your solution is the right one for their company. For this reason, your content must be relevant and valuable. Likewise, your brand voice should be relatable, engaging, and helpful. Otherwise, your information can come across as dull.

6. Use language that reflects the knowledge level of your target audience.

How much does your target audience know about your industry in general and your product in particular?

Because you’re familiar with your product and industry, it’s easy to assume that your readers are equally informed. Then, you may load your copy with industry slang that your readers don’t understand.

But at the same time, you don’t want to talk down to a sophisticated audience. So, how much should you assume that they know?

The answer depends on your target audience. If you’re speaking to IT pros who are comfortable with tech jargon, you can use it in your content. However, if you’re speaking to a business audience, they might not understand all of your tech talk. In this case, you can still come across as an expert without relying on jargon.

Here’s a funny, but cautionary, tale about jargon. I once interviewed two subject matter experts in a tech company. One of the experts used an acronym, and the other one thought it meant something completely different. This proves that you can’t take for granted what your audience knows. Even people who work down the hall from each other can have different definitions of the same acronym!

Choose a voice that is empathetic to your audience with respect to their knowledge level.

7. Create a style guide for your brand voice.

After you define your brand voice, it’s important to consolidate your notes into a guide. Share your brand voice guide with all of your internal teams that interact with customers, such as sales, marketing, and customer support. You should also give the guide to anyone who creates content for you, such as freelance copywriters and graphic designers. A style guide will help you keep your messages consistent.

Here are some things you can include in your style guide:

• A detailed description of your brand voice, including what it is and what it isn’t
• The type of language you want to use (e.g. Do you mind the use of coarse language in your content?)
• Your preferred grammar rules and style guide
• A primer on how to refer to your company (e.g. first person vs. third person) and your employees (e.g. staff, team members, employees, representatives)
• A list of audience personas to guide your content creators on who will read/ view the content

A brand voice is a living part of your company. It will evolve over time. As your industry and your customers change, you must ensure that your voice remains relevant. Evaluate your brand voice every year to ensure that it still resonates with your target audience.

Next Steps

• Download The Ultimate B2B Brand Voice Guide: 7 Steps to Finding an Authentic Voice That Resonates With Buyers.
• You can also check out my interview about finding your unique B2B brand voice on the SaaS Content Marketing Podcast.