• Content . . .


    Heavy lifting when other resources aren't reliable enough to manage the load.

    Content . . .


    Keeping your content stream fresh and flowing month after month.

    Content . . .


    Staying focused when the sheer number of options seems overwhelming.

    Content . . .


    Making sure you're always moving your story in the right direction.

    Content . . .


    Critical deadlines met. Period.



    Your Brand?

    Or . . . Only Recommending It?


    Got Energized

    Case Studies?


    Learn about the most powerful ingredient your case studies simply can't live without!

  • Doug Chovan

    B2B Copywriter & Content Marketer

    Specializing in the Material Handling & Supply Chain Industry

    A Rock Solid B2B Background


    Welcome . . . glad you're here!


    You probably wouldn't be unless you've determined that you need some assistance with your B2B copywriting and content marketing. So I'll start with some of my background about me and why I'm here.


    It all begins with more than three decades in journalism, B2B corporate communications and marketing—primarily in the high-tech and industrial manufacturing sectors—as well as several years in commercial bank marketing. That means a lot of need for copywriting in various forms which I really enjoy.


    Then, prior to starting my business in late 2009 and while serving in another marketing communications role, I became immersed in the world of material handling. It's become my primary area of B2B interest ever since.


    All combined, my extensive B2B background has provided me first-hand knowledge about what makes B2B customers tick, including the importance of:

    • shortening the critical B2B sales cycle.
    • influencing buying decisions with the right content at the right time. 
    • building ongoing brand recognition and mind share and not resting on your laurels.

    Your Need for Educational Content


    To remain competitive and even profitable in today's ever-changing business environment, your company needs a consistent flow of fresh, educational and substantive content that effectively generates leads and nurtures your top prospects.


    As a B2B copywriter who understands the often drawn out B2B sales buying process all too well, I specialize in creating compelling content that:

    • produces higher quality leads and then nurtures prospects who may not yet be ready to buy.
    • shortens sales cycles for those prospects who are nearing the bottom of the sales funnel.
    • cultivates credibility no matter what level your prospects are at in the buying process.

    By thoroughly understanding your company's mission, goals and target markets, I'll:

    • identify compelling subject matter that clearly demonstrates how your company solves its customers’ problems.
    • showcase why your customers like doing business with you.
    • clearly convey your company’s unique knowledge and expertise.

    And by leveraging the voice of your most satisfied customers—such as through powerful case studies—I'll ensure your company offers your target audiences engaging and validating assets that both educate AND persuade.


    Strong Partner Relationships


    On average, I save my clients 15 hours or more per project. That's valuable time you can better spend planning and strategizing, versus all the extra hours it takes to produce content via time consuming research, interviewing and copywriting. I primarily partner with :


    Vice Presidents of Marketing or Marketing Directors/Managers

    Have you downsized your marketing communications staff? I'll hit the ground running to ensure that your vital content remains fresh and keeps flowing.


    Marketing Communications Managers or Directors of Content Marketing

    Are you overwhelmed with not enough time to complete all of your projects? I've literally saved my clients hundreds of hours of valuable time that they've been able to devote to other priorities.


    A quick study about complex products and various technologies, I also have a clear understanding about which content approaches will provide you the greatest return on your investment.


    My Focus Five


    That’s why I focus on the following five content areas:

    1. Customer Success Stories (aka case studies) that are crafted in a narrative story format, not just a superficial and formulaic "challenge-solution-results" approach in three short paragraphs devoid of any human interest or compelling quotes from highly satisfied customers. 
    2. White Papers that use facts and logic to help prospective B2B buyers understand an issue, solve a problem, or make a decision. 
    3. Blogs that are timely, informative and helpful to readers. 
    4. eBooks/Special Reports which are a close cousin of traditional white papers, but with a less formal and more graphic approach.
    5. Trade Media Relations that results in well-pitched and timed press releases and articles that tout your company's subject matter expertise and thought leadership.

    ​I look forward to learning more about your company and your B2B content marketing interests. Contact me to start a conversation today!



  • What Makes Me Different

    From Other B2B Copywriters?

    30+ Years of Solid Content Marketing Expertise

    With a diverse background in B2B corporate communications/PR, marketing communications and commercial bank marketing, I've lived several marketing management roles in those areas. I understand your challenges and your company's expectations.


    I also know first-hand what it's like to rely on valued and trusted outside resources to get projects done right. And I also understand the importance of follow-through and quality client service.

    In the Material Handling Trenches

    Having managed the marketing communications efforts for an industry-leading company's material handling business segment, I've produced the content that material handling customers depend on to make intelligent and often high-expense decisions.


    I've also attended the key industry trade shows (ProMat and MODEX) to see first-hand and learn about the latest innovations in material handling.

    Understanding Material Handling Lingo

    A B2B copywriter needs to possess a firm understanding of the topics they're writing about, the associated industry AND the audiences they're writing for.


    In terms of material handling, that means knowing the difference between an AGV and an AS/RS. Or how about the benefits of an air-powered dock leveler? Or how RFID for a warehouse yard management system will integrate with a WMS? In addition, understanding industry trends and developments, such as the important barriers facing the nextgen supply chain, are a major plus.

  • B2B Clients & Business Affiliations

    A Diverse Mix of Material Handling, Industrial Manufacturing & Technology


    Manufacturer of storage, organization and transport products used in a variety of industries ranging from industrial applications to healthcare environments.


    Key Projects

    • All sales support marketing materials, trade media relations, catalog development and trade show support.



    Designer and manufacturer of commercial aluminum full size sectional doors.


    Key Projects

    • Customer case studies on aluminum full view sectional door applications that are targeted to architectural firms.


    Talent management systems software / SAP Sucess Factors Business Education Software Sales Partner.


    Key Projects

    • Corporate overview guide and other marketing support collateral.


    Live event IT support.


    Key Projects

    • Copy development and execution for newly overhauled website along with copy for two email campaigns targeted at live event production owners and managers.



    B2B web design agency & marketing firm.


    Key Projects

    • Copy development and execution for several newly overhauled client B2B websites in various industries including rugged computing, biological research, custom packaging, bio-pharmaceuticals and live event IT support.


    Manufacturer of reusable packaging and bulk material handling systems.


    Key Projects

    • All sales support marketing materials, trade media relations and catalog development and trade show support.


    Computational biology research firm.


    Key Projects

    • Copy development and execution for newly overhauled website.


    Alternative investment IT advisory services and cloud computing solutions.


    Key Projects

    • Copy development and execution for newly overhauled website (not launched yet and currently in development
    • Online hedge fund IT guide and blog posts (still in development)


    Developer of 4SIGHT Logistics Solution yard and dock management supply chain logistics software. Parent company for the Kelley and Serco brands of loading dock equipment and affiliated products as well as industrial and commercial HVLS fans.


    Key Projects

    • Case studies, press releases, trade media relations and articles, white papers, web copy, blog posts, video scripts


    Full-service digital marketing agency.


    Key Projects

    • Case studies for client ASSA ABLOY Entrance Systems U.S. as well as copy development and editing for the new Kelley website.


    Custom packaging design, equipment and fulfillment.


    Key Projects

    • Copy development and execution for newly overhauled website.
    • Blog post copywriting


    Client reference consulting and customer story development for Hewlett Packard Enterprise (HP)Informatica and VMware.


    Key Projects

    • Client reference summaries on successful internal product applications.


    Industry market research consulting firm specializing in the material handling sector.


    Key Projects

    • Exhaustive market analysis reports on a variety of B2B industries (e.g., lift trucks, commercial flooring, commercial roofing, etc.) and white papers.


    Multi-asset, clinical-stage bio-pharmaceuticals.


    Key Projects

    • Copy development and execution for newly overhauled website.


    Rugged deployable computing and visual solutions.


    Key Projects

    • Copy development and execution for newly overhauled website.
  • B2B Copywriting Services


    Portfolio Samples

    Reliable, Trusted & Proven B2B Content Solutions

    My B2B Copywriting Focus

    I focus primarily on the following time-tested approaches that marketers consistently rate in surveys as among their highest performing content strategies:

    • Customer Success Stories (case studies)
    • White Papers
    • eBooks & Special Reports
    • Blogs
    • Trade Media Relations/Press Release Management

    More about my Trade Media Relations services . . .

    Your content assets are too valuable to keep to yourself in a file or even hidden several layers deep on your website.


    I'll work with the appropriate trade media editors to pitch your content to the right readers at the right time. Editors are always searching for substantive product application stories and educational articles from subject matter experts . . . why not yours?

    Customer Success Stories (case studies)

    Maximize the "unique voice" of your customers.

    Customer success stories (case studies) are a field-proven and powerful way to leverage the unique stories of satisfied customers and communicate the important benefits of your company’s products and/or services.


    But they need to be done right to succeed.


    Simply publishing a few short lines of copy under the headings Challenge - Solution - Results is not what I consider a case study. That's simply a formula with no substance or customer evidence/proof to back it up. That's where I come in.


    Every customer story interview is unique. And the key to each customer success story is the story. It's just not the written result, but in the way key information is gleaned through strategically-placed questions during the customer interview.


    I can help you uncover golden nuggets about your most satisfied customers that would otherwise remain hidden under the surface.


    Entrematic Fans - Commercial C-Class & Industrial I-Class

    (Resources - Case Studies page for HLVS fan applications)


    Kelley/Entrematic - Carroll I.S.D Aquatics Center

    (HVLS fans application)


    Preeminent Solutions - The Children's Place

    (email migration project)


    Dassault Systemes - AB SCIEX

    (3DEXPERIENCE Platform - product compliance application)


    White Papers

    Help prospective buyers understand an issue, solve a problem, or make a decision with useful, practical and educational content.

    When your organization has developed a solution to a complex problem, or has a product or service with a high price point, a compelling white paper is an excellent tool to use at various stages of the sales cycle.


    I'll help guide you on which one (or combination) of three key white paper approaches is best for your particular subject matter. ​


    Doing More With Less:

    Yard and Dock Management Systems From an ROI Perspective

    Client: 4SIGHT Logistics Solution


    Exploring The Concept of Virtualization, Its Use

    and the Path to Cloud Services

    - Virtualized ATM Networks -

    Client: Diebold


    Unlock the Power of Patient Satisfaction Surveys:

    A Special Report for Physician Group Management

    Client: Priority Metrics Group

    eBooks & Special Reports

    eBooks and Special Reports have a different style and tone than traditional white papers.

    Although eBooks and Special Reports can run as long as white papers (8-10 pages), or possibly even longer, they're a more casual read and usually have more effort put into their appearance and design. But in the end, eBooks and Special Reports should always address a specific problem or trend that your prospects and customers care about.


    Energize Your Buzz! Generate More Biz!

    10 Poweful Reasons Why Energized Case Studies

    Help B2B Marketers Attract Higher Quality Leads

    Blogs & eNewsletters

    Keep your website and eNewsletter fresh with new and compelling content.

    Blog posts are one of the best ways to ensure that your company's website consistently offers new and compelling content that will keep your target audiences returning again and again.


    And, a consistently published and substantive eNewsletter means that you'll show up on a regular basis in your target audience's inboxes.


    Over time, you'll amass enough content that you can repurpose on a variety of channels as part of your social media program or convert into topics for more in-depth by-lined articles in your industry's trade media.




    4SIGHT Logistics Solution


    Disruptive Drones:

    Automated Mini-Aircraft Offer a World of Commercial Possibilities

    COMPASS – The 3DExperienceMagazine

    Client: Dassault Systemes

    Trade Media Relations

    Not all press releases are created equal.

    Are you introducing a new product or service? Have you made significant changes to your company's website? Do you need to strategically generate more local business or improve coverage in your industry’s trade media publications?


    Crafting a natural-sounding, non-sales-oriented, yet attention-grabbing news release will not only pique the interest of targeted editors, but search engines as well through proper SEO techniques.



    New 4SIGHT Logistics Solution

    Yard Management System (YMS) ROI White Paper

    Client: ASSA ABLOY


    New C-Class Commercial HVLS Fan

    Client: Entrematic


    Trade Media Relations

    Get your story published!

    I offer decades of experience working with trade industry media. And, I've established a great relationship with the editors of key material handling industry trade publications like Material Handling & Logistics, Modern Materials Handling, Material Handling Product News and DC Velocity.


    That means I know how to communicate effectively with editors to pitch story ideas and articles that will generate a high degree of visibility for your company and get your story told.


    I can help you identify compelling editorial ideas as well as write a wide range of articles, including customer success stories, interviews with key executives and new product introduction overviews.


    Impactable Dock Doors​:

    Helping Protect Warehouses and Increasing Worker Safety

    Construction Canada

    Client: TKO Dock Doors


    Not All Fans Are Created Equal:

    Moving a large volume of air at a slow speed

    is an HVLS fan's reason for being

    Aquatics International

    Client: Entrematic

    B2B Content Consulting

    Faced with ever-changing marketing challenges?

    Not sure about the correct path to take?

    How well you communicate with your target markets will determine your company's ability to maintain sustainable growth and remain successful.


    More importantly, selecting the right lead-gen/nurturing B2B content at the right time in the sales cycle is paramount. Deciding which direction to travel is critical.


    I can assist you in selecting the correct time-proven and field-tested content tools that will generate powerful results with minimal effort on your part, lower your cost in the process, all the while producing the maximum amount of impact.


    Marketing your company's products and services will always be a daily challenge. Communicating the right message at the right time is the key to handle the ever-changing needs of your target audiences.


    What about the content you’re not publishing?

    Think about it. Every piece of content I produce for you is content that you might never have found time to produce on your own . . . and that one piece of content could well translate into a multi-million dollar sale if done right and presented at the right time during the sales cycle.

  • B2B Content Central Command

    My Dedicated Home Office:

    Command Center of all

    Client Content Creation

    • Copywriting, editing & proofing
    • Client calls & meetings
    • Customer & SME interviews
    • Background research
    • And more . . . all happen right here (well, most of the time)!

    And no daily commute means more time

    to devote to your all-important projects!

  • Why Outsource Your B2B Copywriting?

    A Firefighting Analogy

    Why it might be to your advantage to outsource your B2B copywriting

    to a seasoned professional who has a fresh perspective.


    Too Many Fires Burning And Not Enough Water!

    Say that your local fire department gets a call to respond to what started out as a smoldering brush fire on an inner city lot. But by the time they arrive, the firemen quickly discover a raging inferno that is quickly spreading to surrounding structures and threatens to engulf multiple city blocks. So what do they do?


    They certainly won't try to handle it on their own. ​They'll call in extra help from other fire departments who can respond quickly to help get the blaze under control and eventually extinguish it.


    Similarly, calling in an independent B2B copywriting professional will provide the help you need to put out big fires—and even a few small ones along the way—especially if you’re short on internal staff or overwhelmed with work.

    And here's a secret you may never have thought of . . . an independent B2B copywriting professional can also be your own personal "Smokey The Bear" by helping you prevent out-of-control "fires" in the first place!

    Priorities . . . Priorities . . . Priorities

    We all occasionally face this challenge: everything we need to accomplish has the same priority at the same time. Realistically, not everything on your plate can be done simultaneously. Priorities change daily, sometimes hourly and even by the minute.

    That's when an outside B2B copywriting resource can help you tackle the priorities that may not be as pressing as those you need to handle yourself.


    How Much Will It REALLY Cost?

    If you’re worried about spending money . . .


    Consider how much it's costing your company not to have that compelling customer success story written for your sales team that just might land you a multi-million dollar deal.

    Consider the impact of not producing that engaging white paper that will educate your prospects and set you apart from your competition.


    Consider why you've neglected your opt-in eNewsletter that your customers have begun to look forward to each month? You know, the one that you've unfortunately missed publishing the last two months. Oops! (Not to mention all of the hard work you put in to build your opt-in list.)

    Those are called "missed opportunities" due to your lack of time and resources. And they DO cost your company money!

    A Truly Fresh Perspective

    Have you ever heard the old saying, "He just can’t see the forest through the trees"?

    From personal experience, I know how isolated you can become within your own company's walls and not realize how you're company is being viewed from the outside by your peers, your customers, your prospects or even your competition.


    An independent B2B copywriter can help you "see the forest through the trees", especially in a business climate when companies aren’t paying as much attention to their online reputations as they should.

    Producing substantive, engaging and thought-provoking content can definitely help with your online reputation. Having an experienced B2B copywriter look at your company from the "outside-in" will give you the fresh perspective you need.

    A Highly Reliable Resource

    Speaking from my own personal management experience, internal staff members deal with any number of interruptions each day—both personal and business related.


    And it's no secret that office politics—from the ever-present gossip or energy stealer, to a disgruntled, cynical staff member who's making everyone's life a nightmare—are a negative impact on your department's workflow and productivity.

    An independent B2B copywriter is totally removed from that unproductive atmosphere and can dedicate 100% of his efforts on providing solutions to your problems without unnecessary interruptions or distractions in your department setting.

    A Trusted Asset

    An outside B2B copywriting resource can become an invaluable member of your marketing team. An investment? Yes. But in a short amount of time, your trusted B2B copywriting professional will become just as important an asset as a long-time employee in your own company.


    He just might even put out—or even prevent—a few fires along the way.

  • Customer Success Story Marketing

    A Powerful Way To Educate, Inspire and Persuade Your
    Community With The Unique “Voice” Of Your Customers

    About Customer Stories

    Proven fact: stories sell

    "For those of us whose business depends on being able to persuade others—which includes all of us in business—the key to survival is being able to cut through the clutter and make the sale.


    "The good news is that the secret to selling is what it has always been, a good story.  It’s that simple ... stories sell."


    From: The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business by Richard Maxwell & Robert Dickman

    Success Story Benefits

    The "why?" behind customer stories

    • Increase and strengthen the credibility of your sales and marketing messages.
    • Leverage customer satisfaction and engage prospects.
    • Provide a close-up look at how your products and services work in the real world.
    • Gain valuable media coverage in trade publications that cover your industry.

    Need More Buyers and Tryers?

    Think of customer stories as rocket fuel for your products and services

    In today’s cost-conscious economy, in-depth, feature story-style customer success stories remain one of the most cost-effective content tools you can use to generate leads.


    They’re also a vital part of your overall content marketing strategy that provides the fuel to reach and influence your target audiences.


    Why?   Because customer success stories:

    • Are highly CREDIBLE in the eyes of your prospects — quotes used in customer success stories serve as the unique “voice” of your customers that no one else can duplicate.
    • EDUCATE about how products and services actually work in real-world environments.
    • VALIDATE by actually demonstrating key results for your key audiences.*
    *Points excerpted from Stories That Sell: Turn Satisfied Customers Into Your Most Powerful Sales and Marketing Asset, AIM Publishers, 2009

    Tremendous Versatility

    Stand out from your competitors with a high-value sales tool that you can repurpose over and over

    There are numerous ways you can use customer success stories. They can be used for just about any marketing, sales, corporate, public relations communication or campaign.


    For example, implementing customer success stories as part of an integrated testimonial advertising campaign for a product or service instills a much higher degree of credibility than running an ad based solely on features and benefits.


    Customer success stories also ensure that your unique message will always stand out from your competitors.


    In addition, by using customer success stories in multiple ways, they can pay for themselves, often many times over the initial cost.

    The Proven "10"

    How to use customer success stories to engage, persuade and educate

    1. As a news release. A customer success story can quickly be abridged and reformatted into a news release. The news release can include a note to editors that a more detailed, expanded customer success story version is available. Trade publication editors are always looking for case studies to feature the successful application of a particular product or service.
    2. Mail or e-mail it to prospects and customers. This is a terrific way to keep in touch, raise awareness about a new product or service, and even convert prospects into customers.
    3. Give it to sales for a prospect leave-behind. Salespeople love customer success stories. They are always looking for ways to get noticed. Salespeople can use customer success stories in presentations, to illustrate key points and as credible testimonials. Place customer success stories on a searchable CD organized by product or industry. This tool makes a great leave-behind during sales calls!
    4. Post it on your website. Want to improve traffic to your website? Adding new, valuable content is a proven strategy. A customer success story is the perfect answer.
    5. A story in your eNewsletter. Customer success stories based on real-world applications get the highest readership in company eNewsletters and printed newsletters.
    6. Great speaking topic. When an executive needs to give a talk at a meeting or conference, a customer success story makes an excellent topic for a presentation. The content can easily be converted into PowerPoint slides. The printed customer success story itself can also be used as a hand-out.
    7. In lead-generation programs. A customer success story makes a terrific “free giveaway” in an ad, email, direct mail or on a website. In direct marketing, this strategy is called an Information Premium . . . and it works!
    8. For testimonials. Testimonials help make benefits believable. The quotes gleaned from happy customers for the customer success story can also be used – with proper permission – in ads, brochures, websites and more!
    9. As a tradeshow handout. Customer success stories are a great way to break through the clutter of flyers and bro-chures that permeate tradeshows. Customer success stories can even be integrated into the graphics of a tradeshow booth design showing the customer and testimonial comments as large graphics!
    10. Integrate them into on-hold messages. While valued customers and prospects are on hold when contacting your business, why not share a sampling from a couple of your customer success stories and provide info on where they can get “the rest of the story.”
  • What Clients Are Saying

    Great Relationships + Quality Work + On-Time Deliverables =

    High Value & No Stress!

    Robin Maylone
    Web Content Director

    Bop Design B2B Marketing Agency

    "Doug is an excellent writer with a strong understanding of how to write for B2B markets. As the content director at a busy marketing agency, I not only need writers with outstanding writing skills, but who are professional, easy to work with and great at interviewing and communicating with clients. Doug fits the bill on all levels."

    Guy Dineen

    GDD Interactive

    "I really appreciate how meticulous and proactive Doug is to work with. He provides not only great writing and editing, but also a journalistic/reporting skill set approach to projects, which is really great for what we want to achieve as storytellers. Also, being able to rely on Doug for extra brainpower and manpower, persistence with tracking down contacts, follow through on phone interviews and copy approvals, and generally putting things into action, is a huge advantage."

    Michael Brittingham

    Market Development Consultant


    "Doug is an exceptionally talented writer and has a natural curiosity and thirst to learn new things that combined with his interviewing skills, research capabilities and technical writing expertise, make him a tremendously valuable addition to any marketing communication team."

    Miriam Rack
    CEO & Founder

    MRM Reference Consulting

    "Doug has been one of our principal writers for several years now. He consistently produces high-quality deliverables. His professional work as a writer is impeccable. Doug also has a great, engaging personality that shines through as well during customer interviews. He's very easy and fun to work with, and we also appreciate his professional demeanor and being able to stick to tight timelines."

    Lisa Marshall
    Division Director, Business Development & Marketing

    Priority Metrics Group

    "Doug and I have been working together now for several years. I am always impressed by his professionalism and the quality of work that he consistently turns out. We have now completed many projects and I look forward to a continued relationship."

    Michelle Etherton
    Communications Manager / Senior Writer at The Partner Marketing Group

    "I had no concerns hiring Doug to write a case study which ended up being a little different than a typical case study, but he adjusted to the changes like a true professional and delivered a case study the client loved. He worked directly with client, researched the materials, wrote a great case study and delivered on time with very little direction. Have already hired him for another case study!


    "Doug is the best case study writer I’ve worked with in a very long time (if not ever!). His interviewing skills, research capabilities and knowledge of how to make a technical document organized and readable is such a welcome addition to our writing team. I highly recommend him!"

    David Harrell
    Marketing Director, TMD

    "Excellent job on multiple press releases about our new website and corporate video, a new East Coast manufacturers' representative relationship and our new business management team. Doug was very responsive and provided all materials ahead of deadline. He was very professional in conducting interviews. Definitely recommend him to everyone!"

    Raphael Keene
    Owner, Marketingdux / Executive Team Partner, Ascendia

    "We engaged Doug on two business copywriting projects. There's no doubt he has a talent for knowing how to position a complex service offering to a business audience. He has a great writing style for business to business marketing; fluid and sophisticated, yet easy to follow. I found him to be very professional, thorough and able to grasp/make sense of complex concepts so they could be communicated in a clear and compelling way.  Doug did an absolutely brilliant job on our Ascendia corporate profile. He is a true professional B2B copywriter who puts a lot of thought and effort into his writing and delivers genuine quality."

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