Drop the Confetti and Pick Up the Razor

Marketers are marketers and engineers are engineers. Maybe never the twain shall meet, but you have to try anyway. If every sentence of your marketing copy isn’t selling me on technical benefits or business benefits, why are you bothering to put it in front of me? Worse yet, if your copy is sprinkled with drivel […]

Sandbagging the Marketing Communications Writer

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 […]

3 Tips for Anonymous Case Studies

Case studies and customer success stories are the dessert of The Content Buffet because of the credibility they lend you. But when you can’t drop names, try these tips. “It’s a solid case study,” said Dan. “Too bad we can’t use it.” “Why not?” I asked. “I sent it to the customer last week, but […]

“Which Problems Do You Solve for Your Customers?”

Marketing communications writers try to tell the story of the company that hires them. We should focus on customer problems instead. Most of the time, I like David Meerman Scott of WebInkNow renown, and agree with what he has to say. I think he has come to “believe his own stuff” and go on a […]

“Let’s Have the Tech Writers Do It”

A chief technology officer and a VP of Engineering were talking about an upcoming product launch. Both agreed that the new features were a big leap forward, worthy of a white paper. “We’ll need a white paper to explain the advantages,” said one. “We need to get existing customers to upgrade, but they won’t do […]