Author: Thomas Clifford

Thomas Clifford is a B2B content marketing writer and certified copywriter. He helps companies generate and nurture high quality leads through eNewsletters, blog articles and free special download reports. Tom has 25 years under his belt as an award-winning B2B filmmaker. He's produced hundreds of marketing-branding films and brings his street-level interviewing experience to every project. Tom is featured in the book “Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business." He has also written dozens of articles as an “Expert Blogger” for FastCompany.com. You can follow Tom on Twitter at @ThomasClifford. His blog, "Humanizing Business Communications," is packed with new media business communication tips and writing strategies. His eBook "5 (Ridiculously Simple) Ways to Write Faster, Better, Easier" is free to new subscribers.

By thomas-clifford published February 14, 2012

A Sustainable 6-Step Process for Creating Engaging Blog Posts

CMI’s 2012 B2B content marketing research survey indicates the largest challenge (for 41 percent of respondents) is “producing the kind of content that engages prospects and customers.”

Tied to that challenge is the ability for content marketers to create emotionally compelling content through a sustainable process.

Add to that mix, how does one find the time to accomplish this?

Over time, I’ve developed a six-step process that can help resolve these three challenges, especially when writing blog posts. The process is easy, fast, and can yield enough content for a full-length article that can be repurposed later for even more content.

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By thomas-clifford published October 20, 2011

Hollywood’s Secret Storytelling Sauce: A Template for Marketing Videos

It’s no secret that Hollywood is known for telling some of the world’s greatest stories.

Of course, it’s easy for Hollywood to tell great stories — it has a “secret storytelling sauce.” But Hollywood doesn’t have to be the only one with the formula for telling great stories.

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By thomas-clifford published September 23, 2011

3 Steps to Making Your Content More Credible (Prior to Publication)

Out of 42 different content marketing tactics, the CMI Content Marketing Playbook and CMI community ranked testimonials as one of the top 10 tactics.

Testimonials can definitely give your content that extra boost — and credibility —your audience is looking for.

But here’s the thing: Receiving testimonials after a project is complete is easy enough. But how do you receive testimonials when your content isn’t published yet?

Your content is ready to go. It’s proofed, designed and looking sharp. And, hey, the landing page is looking nifty, too.

What’s missing? Some testimonials to tip the scales in your favor.

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By thomas-clifford published August 17, 2011

5 (Pain-Free) Steps to Publishing Content-Rich eNewsletters

The problem: How do you write content-rich eNewsletters without spending endless hours creating them?

The solution: Develop a repeatable process.

The word count of your eNewsletter doesn’t matter. What matters is that you have a good template and a process you can quickly implement  eNewsletter after eNewsletter.

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By thomas-clifford published July 13, 2011

The ABCs of Working with a Graphic Designer (for the First Time)

If you’ve never worked with a graphic designer before, you might wonder where to start.

Let’s say you’re repurposing your existing articles into an e-book. And let’s also say you’re thinking of having a custom graphic design. Some obvious questions pop up:

  • Will a graphic designer guide you through the unfamiliar world of design?
  • At what point in the content development process should you talk to the designer?
  • How can you tell if you and your designer are a good match before you work together?

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By thomas-clifford published June 14, 2011

4 Steps to Publish an E-Book: Tap into Your Existing Articles

Has this ever happened to you?

You run around looking for your car keys.
You could’ve sworn you just saw them right there on the counter.
But now they’re gone.

Then you hear that familiar jingle.
You slide your hand into your pocket.
Tada!

Your keys were right under your nose the whole time.
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By thomas-clifford published May 16, 2011

5 Reasons Why EVERY Content Marketer Needs a Professional Proofreader

If you’re publishing content these days, you’re, um, a publisher.

And publishers use professional proofreaders to review and correct copy. So as a publisher, you could benefit from having a professional proofreader.

For instance, you may need help editing for logic, structure or flow.

Or your copy may need simple proofreading for grammar, spelling or punctuation mistakes.

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By thomas-clifford published April 28, 2011

How to Create 5 (Content Marketing) Products from 1 Interview

It used to drive me bonkers.

I’d interview someone for a project.

10% of the interview ended up in the project.

90% never even saw the light of day.

 

And you know what made matters even worse? That 90% was valuable and useful content.

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By thomas-clifford published March 28, 2011

Why Video Interview Content Falls Short (And How to Fix It)

Think all video interviews go smoothly? Think again.

If interviews are part of your plan to capture exceptional, engaging video content, you’re counting on someone else to give you what you want. And that can be risky.

What’s the biggest challenge in any video interview?

Capturing content that is interesting, entertaining and believable. Not everyone is comfortable in front of a video camera.Continue Reading

By thomas-clifford published March 1, 2011

5 Engaging Video Ingredients: Deconstructing a TEDTalk Mini-Documentary

It goes by many names.

A marketing video.

A branding documentary.

A corporate video.

Call it what you will, every once in a while, I’ll bump into one of these short videos and I’ll be amazed at what I’m watching.Continue Reading