According to IDG Enterprise, 6 percent of B2B content marketers aren't creating their own content for their content marketing efforts from scratch. They're repurposing content or curating content.Those are the content regurgitators, and they're not known for originality or innovation.

Meanwhile, the other 94 percent are creating their own content: white papers, case studies, infographics, e-newsletters, articles on their websites, and more. They know that effective content marketing is about creating interesting content and sharing it. They also know that effective content is often written: 83 percent use articles on their websites, 78 percent use e-newsletters, 77 percent use blogs, 71 percent use case studies, 70 percent write articles for other sites (establishing themselves as experts), and 61 percent produce white papers.

Since 91 percent of B2B companies are using content marketing tactics, if you're not, you're behind the eight ball. Here's the secret many of the successful ones aren't telling you: while they may have a dedicated content marketing director in their organization, they often hire freelance copywriters, white paper writers, or case study writers to create their content. 

This is the one time where it's okay to be a part of the herd. Find a former journalist who knows your industry, contract with her to start writing white papers, case studies, and contributed articles, and start watching the leads roll in. Your salespeople will thank you for not only getting them leads but providing them with leave-behinds and collateral they can use to explain your offerings and close the deal.

On Saturday, I ran my PR of 27:44 at the Westfield Fast Flat 5K. True to its name, it was a flat course that surely helped my speed. But for me, hitting my PR wasn't just about running fast. It touches upon everything I do, even for my clients.

You see, writing is a solitary pursuit, as is running. Even when I'm running in a crowd, pushing toward a finish line, I'm by myself, listening to my iPod, doing everything I can to beat my last time. (I know that I am not going to beat the wiry elite runners at the front of the pack. It was a point of pride to be a "seeded" runner this time.) 

It's the same with content marketing and copywriting: every white paper, every case study, I'm pushing myself to do better than the last and make my clients even happier, usually as I sit by myself in my office or even work at a cafe - surrounded by people, yet focused on the end goal. I'm competing against myself, striving to exceed expectations and provide even higher quality work than the last assignment.

And just like with running, I surprise myself at times: a wittier phrase than I intended passes through, or I nail a concept neatly. As one client put it, "It's right on the money content-wise and clean as a whistle." 

When I ran Saturday, I surprised myself as I passed the first mile marker in a little over eight minutes. I surprised myself because I had no knee pain (I was diagnosed with Runner's Knee in November) throughout and after the race.

But the end result, whether it's a well-crafted piece of content or a 5K, is the same: I feel exhilarated and ready to take on the next challenge.

In the logical world of B2B technology, stories can transform the way you sell your solutions. Most buyers are used to the logical arguments: they'll save money, they'll be more efficient, they'll go home early. In fact, it's practically a requirement when you're selling B2B technology to include references to increased productivity and decreased costs.

What they don't tell you is that a story can be worth much more than a logical argument. In addition to publishing white papers, providing data sheets, and populating your site with well-written copy, you also need to include case studies in your marketing mix. Case studies tell those critical stories of how a company with a similar challenge got from Point A, total confusion, to Point B, harmonious operations. They illustrate - not tell, but illustrate - how your solution actually made it possible for their company to increase their profits and operate more efficiently.

It's one thing to talk about how amazing the solution is. It's worth a lot more to have a customer who is immensely satisfied singing your praises and offering advice to companies in similar situations. In fact, your prospects may discover that you can help them with a problem they didn't even know existed, just from the way a case study tells another customer's story.

The bottom line is that, whether you're selling systems integration, cloud applications, or software for a specific vertical, prospects want to know that you can solve whatever ails them. If you tell them a story of a company with a similar conundrum and show them how you solved it, you're that much farther ahead of the pack. 

As a B2B marketer, are you being left in the dust? A new study from The Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, indicates B2B marketers realize that content marketing is at the core of their success. It doesn't matter what size or industry you're in - 9 out of 10 organizations now market with content.

In particular, articles on a company's website (83 percent), e-newsletters (78 percent), and blogs (77 percent) are the most popular tactics for B2B marketers. On average, B2B marketers spend 33 percent of their marketing budgets on content marketing, up from 26 percent last year, according to Joe Pulizzi, Executive Director of The Content Marketing Institute. Even more important, 54 percent of B2B marketers plan to increase their content spend over the next year.

Not sure where to start? Don't just hire someone and expect fantastic results. Think about who your audience is, what your goals are, and how you're going to track your content marketing spending. If you start running without knowing where the finish line is - or what the course is, you'll end up wasting time and money and have nothing to show for your efforts. 

Remember that you don't want to burn your budget too quickly, and you don't want to produce too much too quickly if you're new to this. If you're not new and have your pace down, but you're not getting the results you want, re-examine your goals, messaging, and audience. 

And if you don't have the in-house resources to write all this content, don't fret. You can outsource to a content marketing copywriter who can write articles, e-newsletter, blogs, case studies, and white papers that create the warm leads your sales team needs, build thought leadership, or meet the goals you've set for your content marketing program.

Back in April, I really wanted to start running again. So I dug out my running shoes and hit the road (and treadmill, on rainy days). In the process, I discovered some truths that apply to content marketing:

1. Set a goal. For my running, that was to hit 5K without having to stop to walk or rest. For your content marketing, it could be to pull in a certain amount of warm leads with a white paper, or get a certain amount of hits on a new case study.
2. Get the right tools. In running, you really only need one main tool: the right pair of shoes. In content marketing, you need a great white paper writer or case study writer - or a great writer for the type of content you're creating. You'll also need a graphic designer to create charts and lay out your content.
3. Don't try to do everything at once. I consider myself to be in pretty good shape, but I knew that trying to run 5K on my first time out would not end well. It's the same with content marketing: start with smaller goals, like getting two new case studies posted or one really great white paper. It will give you a chance to get accustomed to content marketing, especially if it's new to your organization.
4. Track your progress. I bought a new Nike+ chip for my running shoes and fired up my iPod so I could track my distance and speed. For content marketing, make sure you're tracking through web analytics, social media monitoring, and every other channel you can think of. Track how visitors are entering, where they're exiting, and how they're getting there, as well as how long they spend on your site.
5. Don't give up. There were some mornings that I didn't want to get out of bed and run, but I did. There were times on the road that I wanted to rest, but I pushed on - and I reached my goal. If you're not getting the results you want with your content marketing, don't give up - re-examine your goals and content, evaluate what can be tweaked, and push on. You will reach your goals if you stick with your content marketing strategy.
6. Set more goals. Once you hit your initial goals, strategize on bigger, bolder content marketing goals. When I hit 5K, I didn't stop there. I'm now training for Rugged Maniac. When you hit your downloads or page views or sales goals, what's the next step? The sky's the limit.

One of my clients, Silver Screen Design, sells promotional materials, mainly to college organizations for the many events and awareness activities these organizations promote on campus. About four years ago, Silver Screen Design put out a paper planning calendar for its customers with tips in the sidebar next to the calendar for creating fresh, exciting promotions. The calendar was well-received, and Silver Screen wanted to replicate the success of the calendar for the 2012-2013 school year.

Silver Screen Design contacted me to update the calendar. They wanted a more modern look for the calendar, something that would entice the student leaders to actually open it, hang it by their desks, and refer to it when they were planning events like Homecoming, Orientation, or Senior Week.

Silver Screen Design also wanted short articles - around 200 words each - that would help the student leaders plan their events and promotions. These articles would range from the principles of good graphic design to how to make the most of social media. They had to be bite-size, because Silver Screen Design knows how busy their customers are. 

The first step for Silver Screen Design was to find a graphic designer to create a new layout. Silver Screen Design wanted a clean design that left enough space on the page for the students to not feel overwhelmed. I immediately suggested Allison Biggs | Graphic Designer, my go-to graphic designer on client projects. Silver Screen Design agreed that her designs were modern and fresh, and in June, Allison and I commenced work on the calendar. Since Allison and I were tasked with a lot of the planning, we met to sketch out design and layout, come up with themes, and determine other content for the calendar. (I told you we work well together!) We then held a conference call with Silver Screen Design before we officially started work to get approval.

Allison designed the entire calendar, using Silver Screen Design's product images and stock designs. I suggested a list of topics, like leveraging public relations and ways to utilize guerrilla marketing tactics, then wrote the articles to a college audience, using a slightly informal voice and more conversational voice than I'd use for white papers.

We finished the calendar in early July - Silver Screen Design needed it to go to press as soon as possible. The client loved the way it all came together, from Allison's design to my writing. 

Silver Screen Design will now mail the calendar to its customers, who previously praised the idea of a calendar as a helpful, practical promotion. The company has its designs in front of its target market every day and has given them ideas to promote events and their organizations.

The lesson in all this is that you don't have to be a B2B software or hardware company to harness the power of content marketing. For B2C markets, white papers and case studies may be complementary, but atypical content marketing, like calendars or other useful tools for your customers, may work even better.

What's the number one way to develop killer marketing materials? How do you make your case studies and white papers sticky?

Talk to your clients.

One of the first questions I ask when I'm talking to new copywriting clients is, "Who is your ideal client?" And I don't just mean the basic stats, like occupation and industry. These are valuable pieces of information, but they don't tell me what I really need to know. I need to know what's keeping the ideal customer up at night. So I ask:

These are just a few of the ways I get to know my clients' customers. When you do the same, talk to your customers and get to know them, you can find ways to solve their problems. 

I talk a lot about the psychology of the middle manager: she is being squeezed from both ends. Her higher-ups want her to do more with less, and her direct reports want to be productive but go home at a reasonable hour. She needs something that can please both, without taking a risk that could result in losing her job. And she, too, wants to go home at a reasonable hour, eat dinner with her family, read bedtime stories to her children, and maybe hit the farmer's market or the golf course on the weekend. She's looking for a way to balance that.

When you learn what your decision makers want, not just out of the solution you have but out of life, you're better able to market to them.

So talk to your customers. Find out what they want. Find out their hobbies, their goals, even what they like to eat. (The lunch meeting is not dead.) Not only will you be better prepared in your sales pitches, you'll be better prepared to answer the probing questions that a good copywriter, white paper writer, or case study writer will ask at the beginning of a project.

Content marketing. What do you think of when you hear those words? For some, it's little more than a new toy in the marketing toy box, something to play with a little before moving on to the next. For others, it's a mysterious concept that holds little water in today's seemingly bite-sized world. Here are 5 myths that are preventing you from successfully implementing a content marketing strategy that sells your products and services:

If you haven't already, sign up for my newsletter and download The Content Marketing Cookbook, full of tips on how you can use white papers and case studies in your own marketing mix.

One of the more disturbing trends in writing are content mills for blog posts and other necessary collateral for content marketing. These companies contract with writers around the globe, pay them pennies per word, tack on a fee, and deliver mediocre (at best) and barely SEO-friendly content to their clients.

Companies tempted to cut corners and save a buck gravitate toward these mills, particularly for blog posts or article spinning. But using a content mill can harm them more in the long run. Here's why:

1. The content is not really SEO-friendly. The content mills will say that the writing will help companies with their SEO results, but it may do the opposite. Google is constantly updating Panda, its top-secret search algorithm. With these updates, poor quality content ends up placing sites at the bottom of rankings, not at the top.
2. The content eats away at credibility. If a company is posting poorly written, grammatically incorrect content on their website with no coherent writing style - particularly in their blog - they lose credibility. Most customers may not have the level of sticklerness (yes, I know that's not quite a word) that I do, but they will notice something is just not right. And for companies who are hoping their content marketing strategy, complete with blog posts, will boost their credibility, it has the opposite effect.
3. The content is a waste of time and money. Companies may think that spending $10 for a blog post is a great deal. They're wrong. By the time you get the post revised (and you may have to do a lot of it yourself if the writer's English isn't great), you'll have spent a lot more than $10 on your time and sanity - time that could be spent running your business.

And these are just the perils for blogs! Instead of setting up an account with a content mill, outsource to someone who can also advise you on the best way to blog for your business. Look for someone who:

• Has experience blogging for more than just herself
• Can create an editorial calendar
• Can come up with a unique slant for your posts
• Won't "scrape" content from other websites

Not only will you truly boost your SEO rankings by having fresh content on your site, you'll also transform your blog into a valuable resource that customers and prospects will visit repeatedly. They'll view you as an authority on the subject, whether you're a custom car audio installer or a B2B software company.

The recently-released Content Preferences Survey found that 75 percent of the respondents - who were business executives across a variety of industries - want the sales messaging curbed. They want value from content, which is the first touchpoint for many B2B customers.

What kind of content are you offering your prospects? If it's just brochures and sales materials, it's probably not what the executives want. They want meaty pieces, like white papers and case studies, that explain the value of your product or service offering and apply it to their problems.

Some other takeaways from the survey:

• 75% of respondents encourage solution providers creating content to "curb the sales messaging."
• 55% of respondents advise solution providers to "focus less on product specs and more on value."
• 88% of respondents cited white papers as the top choice of content type to research a business topic or solution.
  

If you don't use white papers as a part of your marketing mix, or you've gotten behind on white paper writing, it's time to step up your efforts. And if your team is too busy to write, consider contracting with a freelance white paper writer who can craft engaging pieces using the techniques of renowed white paper writer Mike Stelzner.