The Mueller Writing Blog

Blog posts, eBooks and other content marketing resources written by Heather Mueller

Formstack eBook: Stressed Marketer's Guide to Lead Gen with Social Media

It took a lot of work. But you did it. Your company now has an impressive following on social media. Likes are skyrocketing, retweets are happening regularly, and your content is being shared like crazy. Now comes the critical question: How many of those social media conversations are resulting in revenue-boosting conversions? If the answer [...]


Your B2B content marketing team worked hard. There was a content brief. Then research. Perhaps an interview. You outlined, wrote, rewrote, reviewed, revised, edited, tweaked and proofed. Total hours spent: 20. Assuming modest $60/hour average salaries, creating that one blog post likely cost your company $1,200 or more. But by the time you hit “publish”, [...]

Formstack eBook: Using Web Forms for Content Strategy

If you were to ask me the one mistake I see most often when it comes to content marketing, I wouldn’t hesitate to answer: A lack of targeted web forms. Not just web forms. Targeted web forms. Why? Because these are your ticket to capturing leads you can nurture into signups, registrations, sales and other conversions that [...]


How to Build a Blog Editorial Calendar

Blogging for business is a great way to generate leads, engage with customers and feed the search engines high quality content. But, let’s face it: Continually updating your website with posts that are fresh, timely, original, useful and interesting—it’s not an easy feat. Most people start a blog this way: Log into website content management [...]


Ah, the power of the plugin. These handy tools really level the playing field for those of us who don’t have the time (or desire) to learn deep-end code and develop web programming skills. If you’re looking for some tools to improve your WordPress website’s content, try these. Each one has been tested and approved [...]


I’ve been reading PR guru Cheryl Smithem’s Connection Maven blog for years, so when she asked me to write a guest post I jumped at the chance. Cheryl and I talked recently about how most small businesses understand the importance of spending money on a polished website with professional photography, graphics and development. Often, creating [...]


Don’t worry. I’m not going to scare you with this post. The truth is I know very little code myself—I just have a really awesome WordPress developer who fixes all my goofs. I am, however, going to encourage you to step out of your comfort zone, if even just a little. Last month, I offered [...]


Before I became a professional web content writer I worked in traditional journalism and public relations, writing for newspapers and, later, pitching some of America’s highest-circulation publications. In the newsroom, we had assignment desks, niche reporters, editors, proofreaders, fact checkers and photographers. Every story was vetted through every channel. Now that WordPress has made it [...]

Reading Blog Post

Blog Post Checklist

Recently, I put together a quick-reference web launch checklist you can use to help make sure your website shows up in Google, speaks the language of your customers and generates qualified leads. In this post, I’m going to outline a similar checklist you can use before publishing important blog posts. When it comes to getting [...]

review stars

Are You Making the Most of Customer Reviews?

Your best marketers are happy customers. Actually, scratch that. Your best marketers are customers who leave reviews. That’s what I’ve been thinking since I heard this NPR story about the Amazon Vine Program. In it, spokesperson Julie Law said this to a radio reporter: Even a product with negative reviews sells better than a product [...]