What’s in your content: Marketing writing or corporate cheerleading? A parable for the marketing manager.
A dear friend who does a lot of business writing once remarked,
Compact, compelling copy that doesn’t fall into business jargon is tough. So much of it is fake words strung together with cheerleading.
I’ve mulled that over for a couple of years [...]
The writer did what we told him to do when we hired him.
“Write a series of technical articles to help evangelize the technology,” we said, “two to three pages each. They should introduce developers and customers to the new features they can use in programming on the platform. We need to get the word out [...]
Further to this month’s post on a good turn of phrase, I thought about my son’s eighth-grade teacher, who decries the use of “dead words” and deducts points for them on his essays. I applauded that, though I’d never heard the term “dead words” before. I asked my son for more information.
“Basically,” he said, “Mrs. [...]
…that is the difference between a technical writer and a technical marketing writer.
Figure out which one you want before you award the project.
One of our engineering directors has funded a series of news articles on a technology platform we’re rolling out. (Actually, a marketing manager is funding it, but the engineering director got to pick [...]
We have an ongoing series of news articles for a technology client, and the writer is in this for the long haul. He even signed a one-year contract.
He knows the client and the client knows him, and it’s a good fit. It has taken longer than anticipated to crank out the articles – mostly because [...]
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