Use it to make even the most boring B2B tech marketing messages reach deep inside people’s hearts & minds. — I hate buyer personas. There, I said it. Why do I hate them? Because technical marketers cling to them like life rafts in stormy seas. They base everything on QA Maggie or CISO Jonathan, and then wonder why their content marketing campaigns don’t work. The real issue with buyer…

An email newsletter isn’t just for freelancers to sell things. It’s a time saver for clients too. — This is the next post in my series on working with freelance copywriters. Check out the previous post here. When I first started freelancing, 12+ years ago, I created an email list. …

Save your calendar & your freelancer’s. That status meeting isn’t helping anyone. — This is the next post in my series on working with freelance copywriters. Check out the previous post here. My calendar 📅 used to be filled with status meetings when I worked full-time as a writer & manager. …

A regularly paid freelancer is a loyal freelancer, so clear the path for them to get paid! — This is the next post in my series on working with freelance copywriters. Check out the previous post here. “I can’t believe that we’re messing up your payments this badly, Julia. I am SO sorry.” This is what one of my clients, a marketing director at a global consulting firm…

Create an active roster of freelancers you can tap for help any time — This is the first article in a series on working with freelance copywriters. I write for most of my clients regularly. Sometimes it’s every month. Sometimes it’s once or twice a quarter. But it’s regular work. It didn’t always start out that way. When I first started as a freelance…

One of the questions I get from prospective clients is, “What do you need from me to start writing?” Great question. Every project and client is different, so it depends. Some of my clients send me fully-formed outlines with suggested backlinks, wording, and keywords. Others just give me a general…

Freelancers should ask prospective clients just as many questions as clients do before starting to work together. It’s just good business sense. — When prospects reach out to me about collaborating on a project, I have them pass through a quick Q&A before we even speak. They answer a number of questions on my contact form, where I cover questions on project type, budgets, and referral information. …

Speak to people, not accounts. Your B2B tech company will sell more. Really. — (Updated in 2023) I’m always amused when I get an email from someone asking if my “corporation” would like a free trial of some piece of software. That they “read” my blog and thought their product would be a good “fit” to be mentioned in one of my posts. 🤦 …

The B2B buying cycle might be long, but that doesn’t mean your tech content marketing should be. You only need to use the number of words it takes to convince your buyer to keep you on their vendor shortlist. That’s it. Stuffing your content & copy with unhelpful words and…