As a B2B writer, I can’t lie and say that I write about the most exciting stuff for most people. Healthcare policy. Woo hoo! Technology case study! Yeah! While it may be interesting to my clients and me, I’ve got to accept that most people’s eyes glaze over about these subjects. Here are a couple [...]
Free cheat sheet for conducting a case study interview
I write a lot of B2B case studies, which means I conduct a lot of interviews with customers and experts. Here’s a basic set of questions I usually ask, which helps me form a kind of chronological story that I eventually turn into a case study. Feel free to use them, or add your questions [...]
Cooking up a thought leadership article that won’t get tossed
I’ve been writing more thought leadership articles these days, and for many people, this is a tough task to get started. You want to write something that shows your expertise and that customers will truly value. Here’s a few thoughts on how to begin the process. First things first: what is a thought leadership article? A thought [...]
Four tools to help you walk in your customers’ shoes before you write
The best kind of marketing writing helps readers solve problems…it says, “how can I help you?” But what if you’re not quite sure what your customers’ problems are…or what they would dream up if they could describe their ideal product? Some of these answers you know just from being in business. But here’s a couple [...]
How to know when your content gets stale
I was working on my own website the other day, and I got in touch with a producer to see if he had this old video we worked on together so I could include it on my writing samples page. In addition to writing business materials and web content, I also write video scripts and [...]
