Best Practices

Writing a Sponsored Article That People Will Actually Read

The Article Itself

  • Articles should be at least 800-1,000 words, but no more than 1,200 or so. Feel free to include images, charts, graphs, and the like—but only if they help convey a point.
  • Write from an objective viewpoint and convey valuable how-to information to the reader. Focus on practical advice, actionable tips, and useful know-how about a specific marketing topic or approach to marketing.
  • Use a fresh, approachable voice. You are a person writing for other people. So, sound like one.
  • Offer clear takeaways for our (and your) audience—mostly B2B marketers, by the way.
  • Remember that little voice Ann Handley talks about in Everybody Writes: "Nobody has to read this." Make us want to read it.
  • Feel free to include links to your site as long as they are relevant to the content.

Other Things to Include

  • Supply at least one title option (more is okay, too).
  • Send us a company boilerplate and a logo that will fit into a square. It should be 100x100 pixels, or we’ll just resize it to that.
  • Feel free to suggest an image to accompany the post. The image shows up in the newsletter and at the top of the article.

And Remember…

  • Make sure all links back to your website are tracked properly.
  • Articles should be unpublished elsewhere.
  • Send your article in an editable format (not as a PDF).
  • We’ll edit your article for clarity and brevity and to conform to the MarketingProfs house style. We’ll run all changes by you for approval before publication.



The 6 Ws of Turning a Blah Blah Blahg into a Rah Rah Blog

Here I sit, using best practices to write a blog about best practices in blogging. How’s that for some meta blogging?

And there you sit, reading this blog because maybe your company writes its own blogs, or maybe you outsource them to a group like our our Made To Order original content services. Either way, below are the 5Ws+H to keep in mind when blogging. (And a side note about my proposal to start spelling “how” with a silent “w.”) Most of these are questions we ask our blogging clients during kickoff, but you can ask them internally as well.

WHO are we?

Since blogs often end up being written by various people, it can be easy to lose your brand’s voice. Make sure your writers have thorough, updated brand guidelines to follow. Of course, they should also inject their own voices because that’s part of the charm of a blog, but if your brand is authoritative yet friendly, that should come through even if Joe Blogger is submissive and kind of a jerk in real life.

WHAT should a blog contain?

A strong start and a strong finish are key. Grab people with a catchy headline—I know, that’s easier said than done—but avoid clickbait (unless that’s your brand’s thing, and to that I say “ugh."). End on a note that encourages the reader to take action, whether that’s a few questions to ask internally or a link to downloadable content or anything else that keeps the conversation going.

In the middle and throughout the post, link to other blog posts or website content. This is good for SEO, and it nudges the reader to other content.

What a nice chart you have.

What a nice chart you have.

And as a bonus, throw in some imagery. Graphs and charts often make sense, a picture of the author is always nice, and even stock imagery has it’s place. Check out how our friends at Quarry took content we wrote and gave it more personality with these silly clown shoes.

As for length, that will vary depending on the topics and your audience. If you have lots to say but want to keep the blogs digestible, split the topic into a short series.

WHERE will people find the blog?

Probably 3 places: 1) The internet. 2) Your website. 3) Any promotions you do.

The third part is easy because you’re pushing content to your readers. But the first two require them to find you, so make sure to include any relevant phrases for SEO, have a prominent link to the blogs throughout your website, and make past posts searchable.

WHEN do we blog?

Blogging, like potty training, takes patience and consistency, and you might have a few misses before finding your groove. Rarely has a blog been considered a success on day one. Some brands find that posting daily (or more) is worth the effort to drive traffic, and some brands focus on more robust posts weekly. Posting less frequently than weekly only makes sense seasonally for some businesses. I’m not really sure where this analogy is going, but the lesson is to post regularly and your blog will get sh*t done.

WHY are we blogging?

Why not? Oh, right, blogging takes lots of time, and it can be difficult to tell if it’s working. So yeah, there’s that. But there are also goals to hit, like driving website traffic, positioning your brand as an industry leader, and eventually selling things. Set your goals, then set up your tracking, and then start writing. Ideally you can track how buyers initially found your brand, and that can give support for the blog a boost.

(W)how do we blog?

You may have in-house content creators, guest bloggers, or third parties—or, most likely, a mix of all those writers. That’s what makes your blog varied and educational. If you’re curious about working with MarketingProfs on your blogs, hit up your Client Hero here. Or if you’d like to learn more about blogging from our team of in-house and guest bloggers, check out more on creating a blog persona, extending the shelf life of your blog posts, and setting content marketing goals.

Happy blogging!


How To Work A Virtual Event (Be Ted! Not Ned.)

Virtual Events—they provide all of the great networking and branding opportunities of in-person events without the hassle of travel or dressing up. In fact, you can still be present in your office without losing a full day of productivity, all while reaping the benefits of a first-class educational and networking event.

We don’t think it gets much better than that.

Throughout the event, you’ll have opportunities to meet attendees, share your expertise, swap contact information, give away educational materials, and participate in post-presentation discussions.

Here are some tips to get the most from your virtual conference sponsorship. By knowing what to expect and taking the time to prepare, you’ll be ready to take full advantage of everything these online events have to offer.

Preparation is Key

Be Ted!


At every conference, there are always one or two booths that win the popularity contest. They have the best and coolest giveaways, most attentive staff, and they just seem to give off an air of awesomeness that attracts visitors in droves. If you want to be a virtual conference rock star, you need to prepare like a conference rock star.

Give some serious thought to the materials you’d like to provide visitors to your virtual booth (check out this post for what your booth could look like). Do you have whitepapers, presentations, or videos to make a great impression? If you’re coming up empty, the time to pull something together is now. Your goal should be to create a rich resource of tools and materials for conference attendees.

The Big Day

Just as you would for an in-person conference, you want to arrive early. Find your booth by clicking on your logo at the top of the intro plaza screen, or by entering the exhibit hall and clicking on your booth. Flexible booth staffing options make virtual events easy for your reps. Can’t man your booth all day? No problem! We have a real-time email feature that allows attendees to contact you even when you are not there. We do suggest being in the booth at various times throughout the day, (because let’s face it, talking to a “real” person trumps email any day!) BUT – now you can come & go as you please without feeling restricted by booth duty!

Greet folks who visit your booth and converse with them about, well, them—their marketing efforts, as well as their current challenges and goals for the future. The public chat feature within your virtual booth is the best way to engage in these conversations. You also have the option of holding private conversations by hovering over someone’s name and selecting the chat option. This is most appropriate when something comes up that you’d like to address privately.

It’s also important that each staff member sets up his or her personal profile prior to the event. Simply select the my profile tab at the bottom of the screen and voilà!

To get the most from your conference experience, consider the following tips:

Be Ted!

Not Ned.

  • DO staff the conference with two or three team members—one to stay in the virtual booth and the other to mingle and participate in networking lounge chats.
  • DO include your company name in your screen name. This will help attendees recognize your brand affiliation and make it easier for them to find you later on.
  • DO be sure to include an avatar or photo of yourself to accompany your profile.
  • DO get creative when it comes to contests and giveaways.
  • DON’T post anything in the public chat that you don’t want everyone to see. Everything entered into the public chat stays in the public chat—good, bad, or ugly.
  • DON'T post sales pitches in public chat areas like the Networking Lounge, or be overly slimy in personal chats. Because...ew.
  • DON'T forget to stock the Resource Center with tasty downloads, especially since they continue to be available for on-demand attendees later on.

The After Party

Now that you've got your list, it's time to start your follow-up plan. Let's be clear; these aren't leads in the traditional sense. These are names of people that may or may not have attended an event that you sponsored. It's possible they stopped by your booth (score!), and it's possible they downloaded one of the aforementioned tasty items you supplied to the resource center (score again!) But it's also possible they didn't do any of these things. Be mindful of that and treat the names as such.

For your post-event marketing, here are some of our suggestions on what to do next:

  • Booth visitors who engaged in conversation:  let the sales rep follow-up directly with a call or      email. Whatever tickles their fancy.
  • Booth visitors & content downloaders who did not chat: flag for warmer follow-up marketing acknowledging their hand-waver status and perhaps being more proactive in asking if they would like sales contact.
  • Attendees who did not interact with sponsor: “Hope you enjoyed the event as much as we did. In case you didn’t get a chance to see our booth, we offered some great free content which you can download here…” (Include a link to access your content.)
  • Registered/did not attend: “Looks like you weren’t able to attend the live event, but hopefully you can catch it on-demand. We were a sponsor and had our own great content available including (INSERT ONE OF THOSE VALUABLE RESOURCES HERE) which you can get directly from us here…”

Patience, grasshopper.

Nurture these leads like a fine wine, or a slab of aging cheese. Be sure to treat them according to what action (or lack of action) they may have taken, and give them time to get to know you and your product.

Your virtually fabulous event liaison,