Michael Stelzner

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 www.bly.com or call (973) 263-0562.

The world of content marketing is full of mystery and intrigue with companies leveraging every possible resource to achieve a competitive advantage. In the fast changing world of digital marketing, no resource is more valued than the coveted “content marketing secret agent.” These covert content operatives perform their customer segmentation, persona development and editorial planning in the dead of night while most marketers are asleep, snug in their beds. ... You can download the e-book pdf file directly here: Content Marketing Secrets eBook.

There’s a lot of misinformation out there about what works in B-to-B marketing—much of it spread by highly paid consultants with new technology or channels to hype and axes to grind.

Whitepapers, and other free B-to-B information-based offerings, identify prospects’ problems and offer data and suggestions to help them decide on a solution. “When people can read in a paper about a problem that they’re having, it builds an affinity between the business and the prospect,” says Michael Stelzner, executive editor of WhitePaperSource.com and author of the book “Writing White Papers: How to Capture Readers and Keep Them Engaged.” In a down economy, more and more companies are offering free content to gain mindshare. “If you are lagging, and your competition is out there providing lots of rich content to the customer base, you’ll probably

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