Marketing communications copy lives and breathes statistics, the life-blood of persuasion. What if your client doesn’t want anything to do with them? “I’d like to cite some figures in this paper about adoption rates for this technology,” said the marketing communications writer. “Can we find data on how sales are rising from year to year?” [...]
E-mail marketing is hit or miss. Sometimes you miss, and this is what it looks like. Most marketing managers in small and medium-sized companies use an e-mail service provider like Constant Contact, MailChimp, emailr or AWeber. These services offer remarkable power, sometimes for free. But remember: “With great power comes great responsibility.” You’re always treading [...]
Marketing managers don’t always have the time, writing skills or resources for great content. Don’t wait for the ideal; get something decent out there. “But I’m not much of a writer,” you moan. “How am I supposed to get a content marketing campaign going without spending a jillion dollars on great content?” That’s true. Great [...]
Give your marketing communications writers feedback they can use. The more useful your input, the shorter the turnaround. And the smoother the dance. Consider the dance of the review loop. Please. For you, the marketing manager, the review loop is usually just a speed bump on the road to getting the piece published. You build [...]
What are you going to put into that white paper you’re planning? Don’t fill it with garbage or you’ll annoy your readers and lose their trust. It’s easy to confuse “we need to write a white paper” with “we need to tell more people about us.” Wise marketing managers are able to discriminate between these [...]
When it rains, it pours. Freelance writers have peaks and troughs in their workloads, just like you. There’s something about spring that prompts marketing managers in technology companies to generate as much content as possible in as little time as possible. The marcomm writer’s workload spikes wildly. It might have to do with abruptly awaking [...]
Webinars take time and money. Here’s how to get the most of each out of yours, and get search engine clout in the bargain. Webinars, videos, customer interviews, conference proceedings, panel discussions…marketing managers expend a lot of sweat in setting these events up, and they deserve to reap sweat equity from all that effort. How [...]
Use case studies to show prospects that they’re not the only ones who have the problem. And do it with a good story instead of a datasheet. Marketing managers use B2B case studies so that prospects will think, Hmm. If this product can do that for them, maybe we can get it to solve our [...]
Separating a case study project into the outline and the body can help you manage the risk that your customer may not approve it. How many times have you wanted to write up a textbook-perfect case study in your organization? Doesn’t it seem like just the kind of piece to populate your content marketing campaign, [...]
Marketing managers battle a dozen dragons a week. Content often falls to the bottom of that list of dragons. “I’m glad you followed up,” said the VP of marketing, once I’d reached him by phone. “Thanks for keeping me on my toes about our technical content. We’ve decided that we need to spend some more [...]
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