Marketing/Writing

Cop an Attitude If You Want To Write

Posted by M. Sharon Baker
Cop an Attitude If You Want To Write

Don Murray coverDonald Murray, one of America’s greatest writing teachers, says, to adopt certain attitudes if you want to write.

My favorite out of the several he describes is:

Each contribution is merely that, a contribution to the conversation.

It is not, and does not have to be, the definitive work encompassing everything. Don’t be paralyzed by creating the ultimate truth.

Instead, Murray says:

  • Speculate
  • Question
  • Argue
  • Create a model
  • Take a position
  • Define a problem
  • Make an observation
  • Propose a solution
  • Illuminate a possibility

 

That’s good advice that applies not only to an academic looking to publish, as Murray proposes in the book The Essential Don Murray, but to marketers, freelance writers and others struggling to create blog posts, eBooks, articles or white papers.

 

Please share any great writing advice you’ve learned so I and others can benefit in the comments below.

 

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Content Marketing/Marketing/Writing

Why You Should Hire a Freelance Writer for Content Marketing

Posted by M. Sharon Baker

I have received several calls in the past few days from callers asking why they should hire a freelance writer and what the benefits are of doing so.

After one call, I created a quick proposal for a prospect to help convince her boss that hiring a freelance writer to help with content marketing was the right way to go.colored pencils in can msb

Here are 9 benefits I mentioned:

  1. While you may hate to write, freelance writers are passionate about writing and love it, which means they skip procrastination, fits and starts, and the constant rewriting that comes when you dislike the task.
  2. They free you up to concentrate on business development, strategy and the many marketing tasks you love to do.
  3. They cost less than hiring a full-time marketing writer. The freelancer writer is an independent contractor paying his or her own taxes.
  4. Veteran freelance writers have a system to produce written materials and adhere to a project schedule with little hand holding. Many can also manage your project.
  5. Freelance writers bring a fresh outside perspective, one that helps them think more like your audience. They aren’t steeped in your internal jargon or tied to ingrained marketing approaches.
  6. Freelance writers have an uncanny ability to understand, reach and engage audiences with their writing so they can help you better target your audience.
  7. Because they work with multiple clients, a veteran freelance writer brings knowledge gained at other firms and best practices, which can move your company forward faster. They can suggest ideas, improvements and channels that make your marketing materials stand out and demand attention.
  8. Finding a writer with industry expertise who is also knowledgeable about content marketing gives you a leg up on your competition. You don’t have to spend as much time learning about the new ways of marketing or spend as much time bringing the writer up to speed on your industry.
  9. Freelance Writers help you avoid falling behind. There is a cost when you do nothing: Marketing is changing rapidly. Today, B2B customers are two-thirds through the buying cycle before they engage a salesperson. That means they are doing research and seeking answers to questions before they are on your radar screen. Without fresh, helpful and thought-leadership content, you are falling behind your competition and losing customers.

Here’s a shorter answer: Hiring a freelance writer is a great way to create a steady stream of content on a variety of topics on a timely basis without having to add a full-time employee.

Can you think of other benefits of hiring freelance writers? Please share them in the comments.

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Case Studies/Marketing/Social Media

Case Study Success: Third Year as Top B2B Case on RainToday

Posted by M. Sharon Baker

For the third year in a row, I’ve written the top B2B case study on RainToday.com, based upon traffic the case drew for the top online resource for sales and marketing for professional services.

My case study on Babcock & Jenkins Inc. was honored for 2013, and featured the story of how the Portland, OR Content Marketing Agency competes with global giants.brownie

I interviewed Lauren Goldstein, vice president of Strategic Planning, who told me how the agency created a highly personalized, database driven, multi-touch marketing campaign designed to rise above the messages that typically bombard B2B technology marketers.

The case story included how the firm used gourmet brownies to appeal to their target audience.

Read how the B2B Agency landed six new customers, and increased sales by more than $1.5 million in the RainToday Babcock Jenkins case study.

 

RainToday.com is the leading site professional services firms turn to for marketing and sales advice. With more than  120,000 members, RainToday serves up great content –insights, advice and tools –from top experts such as Jill Konrath, Charles H. Green and its own experts Mike Schultz and John Doerr.

 

Reader’s Choice Award May 1

RainToday Reader's Choice badgeI also earned RainToday’s Reader’s Choice Award on May 1 for another case study, which analyzed how Mahoney Internet Marketing used LinkedIn and content marketing to revamp its sales process.

 

Top Case Study in 2012: Law Firm Rebranding, Content Marketing, New Fees

In 2012, my top case study featured Michelle Bomberger of Equinox Business Law and how she rebranded the firm to appeal to large business clients, and launched a content marketing plan to increase awareness. Bomberger also added unlimited general counsel services for a monthly flat fee, which was a new fee structure. These moves helped her increase revenues nearly 84% in just two years.

Read the RainToday Equinox Case Study to learn exactly what Michelle did.

 

Top Case Study in 2011: Telecom Firm Guarantee, Implementation Fee

In 2011, my top case detailed how Consulting Firm ATC attracted large clients and grew revenue 50% using an implementation fee and a guarantee. Doing so helped Advanced Technology Consulting of Cincinnati take some of the risk out of the equation when large firms started working with them.

It also gave them a significant selling point, said CEO David Goodwin.

Read about the common small business mistakes Goodwin made and how the implementation fee works in the ATC Case Study.

 

Will You Be the Top Case Study in 2014?

I’m always on the lookout for service professionals (technology, marketing, accounting, law, and consulting, etc.) that have quantifiably increased their business through a specific marketing or sales activity or set of marketing activities.

Your company must operate in the B2B realm and have measurable results you are willing to share. Email me if you have an idea you’d like to pitch.

Additionally, I love to help companies sell with case studies. Feel free to contact me if you need help writing stories that sell.

 

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Case Studies/Content/Journalism/Marketing/Writing

Case Studies, Articles, White Papers, Press Releases & Blog Posts: What I’ve Been Writing

Posted by M. Sharon Baker
Case Studies, Articles, White Papers, Press Releases & Blog Posts: What I’ve Been Writing

I profiled Betsy and Warren Talbot of Married with Luggage for Intuit's Small Business Blog

It’s summer and I’ve been so busy creating content for clients and magazines that I have not had time to brainstorm topics for the blog or update my website.

Many times, this content takes a while to show up on the web.

Below is a list and some links to what I’ve published/created so far this year.

In some cases, confidentiality or still in progress work prohibits me from sharing.

 

Writing for Corporate Clients:

I profiled Betsy and Warren Talbot of Married with Luggage for Intuit's Small Business Blog

I’m a member of the blogging team for Intuit’s Small Business Blog. Some posts include:

For Intuit’s Go Payment Blog I’m writing case studies paired with videos:

 

I continue to write case studies for RainToday.com

 

I collaborated with Gail Harker and her students to write a contributed article for a new industry publication called Fiber Art Now.

Developing the Fiber Artist Within at The Gail Harker Creative Studies Center

 

I’ve written several  press releases, including:

I'm helping Carol Tice and David Lester promote their book

 

 

I can’t share details, but I’ve also been working on:

  • 2 White papers, 1 for data center client, another for a high tech firm
  • 4 B2B Lead Nurturing Articles plus emails, three for networking client, one for call center
  • 16B2B Blog posts for networking client partners
  • Press Release and Media Pitching for financial firm

 

 

I also still “commit” Journalism:

 

For Tech Target:

For Nation’s Restaurant News:

 

 

  • Open Kitchens, Diner Involvement: Keys to Cashing in on Chef, Cooking Craze
  • Vegetarian Sausage, Burgers, Other Vegetarian Items Now Mainstream

For Seattle Business:

  • Mothers of Invention: Despite the daunting economy, Washington has plenty of ‘mompreneurs” bravely starting new businesses.
  •  Later this year, another story on Women-owned Seattle Area Businesses

 

By taking stock of what you have accomplished this year, you can see what might be expanded into a case study, additional links for your website or a list of people to survey for testimonials.

 

How do you keep track of what you’ve done so you can use those projects to your advantage? I’d love to hear your best practices in the comment section below.

 

Photos © Warren Talbot, M. Sharon Baker, MOD Pizza

 

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