When you hire a marketing communications writer, you should expect a description of her method. Ask for it, and be sure it makes sense to you. You’re evaluating a marketing communications writer to do a white paper or a case study for you. “So, how do you do this?” you ask her. “What’s your writing [...]
When you hire a marketing communications writer, you’ll need to put some paperwork in place. Professional writers have these items ready and are prepared to send them promptly. “Send me a contract,” you tell the marketing communications writer, once you’ve decided you like the cut of his jib. It should be a bit more granular [...]
When you meet marketing communications writers in networking situations, here are 5 useful questions for qualifying them. Believe it or not, freelance marketing writers do get out in the wild from time to time, where, if you’re shopping for writers, you can hire them. You may encounter them at chamber of commerce meetings, industry get-togethers [...]
When you hire a marketing communications writer, her responsibilities should include a final, pre-publication look at the piece, just before the train leaves the station. Your responsibilities should should include giving her that opportunity. Marketing writers don’t write; they suggest. You don’t need to apologize for changes you make to drafts, but you owe it [...]
Social media marketing seems like smoke and mirrors, but when the smoke blows away and you take down the mirrors, you still need to hire a writer who can deliver valuable content. Social media marketing is an exercise in riding the tiger. The buzz is that the traditional, prescriptive notions of marketing don’t fit very [...]
In a customer interview, your marketing communications writer can get more out of interviewees or subject matter experts if she can make them think. Years ago, my boss at the time, a VP of marketing, gave me the secret to working with our infuriating, inscrutable, mercurial CEO: You’ve got to make him think. Frankly, I [...]
When you hire a marketing communications writer, do you ever ask for a little commitment along with the content? Sure, this is all work for hire, and a freelance writer won’t have the dedication to your company that a full-time employee will, but what’s wrong with asking for a little commitment? The Marketing Writer’s Commitment [...]
Hire a writer who understands that the social media business story is still warming up, and that it consists of several different channels. How is your business using social media in all its channels? More importantly, how are the people inside your business using them? I hope you are past the notion that this is [...]
“Search engine optimization” is the mantra of the day. You’re nowhere if you’re not on page one of the search engine results for the keywords your customers are using, and an entire cottage industry – SEO copywriting – is growing around optimizing your content for search engines. What about optimizing your content for your Ideal [...]
“We want to position ourselves as a thought leader,” your boss decides. “We need a white paper that will help set us apart from our competitors so that prospects and existing customers will really want to work with us.” It starts with The Event. Maybe you’ve undergone an internal transformation, and you now have a [...]
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