Good content should leave your readers wanting more. Really wanting more. What’s the best hook there is? Here’s a new challenge for your marketing communications writer: Come up with a teaser as good as “Did I ever tell you about the time we…” The ultimate hook… Last week I sent e-mail to an old friend, [...]
If the role of marketing is to start a conversation, then the role of the marketing manager is to come up with new answers to a handful of questions from prospects. Consider everything you have your marketing communications writers do for you in light of a few life-or-death questions that your prospects pose: 1. “Who [...]
News item: “Apple finally adds the Beatles music to iTunes.” A post about fantastic content that “just happens” to your writer. Every now and then, you look in awe at something your marketing communications writer has delivered. “This is fantastic,” you say. Your writer doesn’t disagree. She also doesn’t tell you that it took almost [...]
Marketing communications writing involves risk, and your writer works on the edge of it. Your content is the big winner. When you assign a piece to your marketing communications writer – even a writer with whom you’ve worked before – are you certain she can do it? No, I mean really certain? Be honest with [...]
Marketing communication writers need more than features and benefits to write effectively. Ask these three questions early and often in the writing process. It takes 21 days to form a habit. Let’s hope it doesn’t take you 21 clients to remember to ask a few important questions at the beginning of each marketing communications writing [...]
What else does your marketing communication writer write? You can learn plenty from it. Your Content Buffet is the smorgasbord of content you use to tell your organization’s story: case studies, white papers, newsletter content, blog posts, technical overviews, brochures and so forth. Consider that your marketing communication writers have their own Content Buffet. You [...]
Not all content sources are as obvious as your boss’ meeting notes. Smart marketing managers look for content ideas in other places as well. It’s the beginning of the week, and time to round up some meat to feed the content beast in your organization. Do you keep sending your marketing communications writers back to [...]
Have you worked out your company’s messaging yet? How many different messages do you have? Have you shared them with your marketing communication writers? Better get on it. I was at lunch with three execs of a prospective client the other day. They want me to help them tell their story with new content, so [...]
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