Marketing communication managers shouldn’t worry about hurting their writers’ feelings. This is business. Stop and think: Have you ever said to a marketing communications writer, “I didn’t want to hurt your feelings.” If so, it’s very nice of you, but it shouldn’t be necessary. Marcomm writers don’t have feelings. That’s why they’re writers. A writer [...]
Corporate blogging is not all it’s cracked up to be. Legal review of your marketing content takes some of the fun out of it. But for a good reason. I don’t care what Google’s stock price is. They build an enterprise and reputation their way, and we build it our way. We’re not letting employees [...]
Marketing managers don’t get paid to save money; they get paid to spend it well. In the push to get your content out there, make sure readers can be happy with it. Pamela Wilson published a report called “8 Incredibly Simple Ways to Get More People to Read Your Content.” It’s not about how to [...]
Part 2 in a continuing series of white paper outlines, each with a different structure and focus. Here, an outline for white papers that guide readers through revolutionary change. This white paper outline is about The Revolution that your new ideas and technologies ignite in your customers’ organization. Suppose you want your prospects to: replace [...]
Part 1 in a continuing series of white paper outlines, each with a different structure and focus. Here, an outline for white papers that educate readers on new technologies. If you’re writing a white paper for yourself, you can get away without writing an outline first, but if other people will approve the paper, you [...]
Do you know how powerful customer interviews can be to your content buffet? Have you spent time collecting testimonials and endorsements from your clients? In its report, “Social Media 10 x 10,” Beeline Labs calls these “the one social strategy with 10x the value of any other social media tactic.” An eVoc Insights study found [...]
What kind of criticism do you give your editor-writer? What does he do with it? This paper starts out awful and goes downhill from there. I’ve never said that to a marketing writer, but it has a funny, ironical ring to it. I would chuckle as I clicked on “Send” to deliver news like that, [...]
Do you ever feel this way? Have you ever hired a writer who felt this way? Worse yet, did somebody else in the writing process make this complaint? Sometimes it’s not just you and the writer and the subject matter expert working on your content. Sometimes an outside force like a PR agency or another [...]
Have you ever had a writer say that to you? How did you respond? More to the point: How can you be ruthless in your feedback on a draft? I consider the line a good ice breaker. I’ve used it with marketing managers and engineers who appear uneasy about the process of judging my writing. [...]
A marketing manager told me about a white paper gone awry. How many errors do you see in this chain of events? The VP of Marketing wanted a white paper and told the marketing manager what he wanted the title to be. The marketing manager called his regular copywriter and told him about the project. [...]
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