Why Your Copywriter Needs to be a Great Interviewer

Why Your Copywriter Needs to be a Great Interviewer

How to Unlock Brilliant Insights from Subject Matter Experts During my time in high-tech corporate marketing, I often needed to interview product managers or engineers in order to create messaging documents, white papers, and more.  What I quickly realized was...
How Technology Marketers can Tame the Content Beast (Part 1)

How Technology Marketers can Tame the Content Beast (Part 1)

This post is the first of a three-part series describing five steps to help you tame the content beast with consistency and purpose. I’ll begin with steps 1 and 2 by focusing on your buyer’s perspective and your organization’s existing content arsenal. Step 1: Find...
Taming the Content Beast and Avoiding Content Overwhelm (Part 2)

Taming the Content Beast and Avoiding Content Overwhelm (Part 2)

This month, I shift my focus to the topic of thoughtful planning with Steps 3 and 4. By building an editorial calendar and maximizing the scalability of new or existing content, you will save time and optimize buyer impact with steady precision. Step 3: Create an...
Getting a Handle on Content Overwhelm (Part 3)

Getting a Handle on Content Overwhelm (Part 3)

To meet deadlines and creativity challenges, it’s imperative to leverage existing expertise and to work back from sales and buying cycles. In Step 5, I discuss content ideas to save time and maximize customer impact. Step 5: Borrow/Ask/Steal for Content Ideas The...
6 Steps to Creating “Snackable” Content [Case Study]

6 Steps to Creating “Snackable” Content [Case Study]

Many of my clients ask me to take long papers and research reports and turn them into something more “bite-size” for demand generation purposes. The challenge with longer reports is that, although they’re filled with loads of interesting information and data points,...