Author: Sarah L. Parker

Sarah L. Parker is a content writer and strategist for B2B Tech and SaaS. She helps companies to drive leads, revenue, and growth so that they can continue to push the boundaries of what is possible. Connect with her on LinkedIn or follow her on Twitter @SarahLParkerUK.

By sarah-l-parker published August 2, 2022

How To Write an Exceptional White Paper for Your B2B Brand [Examples]

Every step of a white paper needs to help your reader to make an informed decision.

It must match your marketing challenges, be structured to generate leads, address your target audience, define the scope, present evidence, offer a conclusion, and contain an effective call to action. Then it needs a proven argument and a logical structure to hold together.

Too many marketers skip some – or all – of these steps. How can you make sure your white paper is one that your prospects will turn to time and time again?Continue Reading

By sarah-l-parker published June 15, 2022

How To Turn Complex Topics Into Content Your Audience Will Understand

Recently, a client in the technology industry wanted to develop clear, easy-to-understand content that their audience could relate to. But it didn’t seem possible.

Without skilled writers to translate technical concepts into business outcomes, this company could not build its content program, which affected its ability to differentiate in a crowded market. The constraints of a difficult reality seemed impossible to overcome.

Yet, their goal really was possible. Let’s explore five ways that you can turn complex ideas into interesting, engaging, and original content.Continue Reading

By sarah-l-parker published June 6, 2022

Do You Make These 4 Common Mistakes With Subject Matter Experts?

You don’t need content creators with deep vertical experience to develop a unique viewpoint that makes your brand compelling to target audiences.

By collaborating with subject matter experts, creators can help transform decades of experience into powerful storytelling. But mistakes in the partnership can lead to poor content and reduce internal support for SME content in the long run.

Here are four common mistakes to avoid so that your SME content connects better with your target audience and you connect better with the subject matter experts.Continue Reading

By sarah-l-parker published May 10, 2022

6 Old-School Techniques To Integrate Into Your Influencer Marketing

While you can use many software tools to help manage and scale influencer marketing programs, don’t forget to look back.

Old-school methods – alongside the tools – can mitigate the common pitfalls of influencer marketing. I asked six experts in the influencer arena for their best technique, and they went retro with their recommendations.

Let’s explore:Continue Reading

By sarah-l-parker published May 3, 2022

Influencer Marketing Experts Pick Their Favorite Tools To Manage Their Programs

An influencer marketing strategy involves more than an influencer and a brand.

“If you want to have robust outcomes, you need to build a relationship with the creator, immerse them in your brand and get their buy-in as a partner. That’s what it takes to produce genuine, trust-driven recommendations their audience will pay attention to,” says Jason Falls, author of Winfluence.

How do you use the tools at your disposal to do that? I asked 16 experts in influencer and content marketing. Let’s look at what they had to share.Continue Reading