Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at or call (973) 263-0562.

Many marketers are using content marketing, but for most that means whitepapers and blog posts, maybe an ebook. Take your content marketing and lead generation program to the next level by taking advantage of the many other ways to engage your audience with content! View this webinar today to learn about some next-level options.

A lot of B-to-B marketing either promotes technical products, sells to a technical audience or both. The technical nature of these marketing campaigns poses a challenge to those who must create them, because the marketers tasked with executing these high-tech marketing campaigns often lack a technical background.

According to a study published by comScore, more than 55 percent of Americans are now smartphone users. There are more mobile phones on the planet than there are TVs. And 70 percent of all mobile searches result in action within an hour. During the past few years, text message marketing, or SMS marketing, has become the most popular advertising channel in some parts of the world. This is because carriers have set guidelines and best practices for the mobile media industry, including mobile advertising.

Which works best for B-to-B lead generation—inbound or outbound marketing? Inbound refers to prospects contacting marketers "out of the blue," because they are actively interested in specific products or services. Conversely, outbound marketing requires marketers to reach out and touch prospects proactively, e.g., with a postcard, telemarketing call, e-mail or magazine advertisement.

Direct mail and e-mail have much in common. As part of the direct response media arsenal, they try to do many of the same things with their efforts. They seek to attract attention, stimulate desire, build credibility, generate involvement and, ultimately, ask for action, says Lee Marc Stein, a Philadelphia–based direct marketing consultant, copywriter and author of “Street Smart Direct Marketing.” How they get there, however, is another matter altogether. “While they require the same understanding of direct marketing principles, there are differences in creative tactics—and e-mail requires even more emphasis on the offer than direct mail,” explains Stein. Maybe you’re about to

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