Why Your Copywriter Needs to be a Great Interviewer

Why Your Copywriter Needs to be a Great Interviewer

Unlocking 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 these...
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...
Banning “Frankenspeak” from Technology Marketing

Banning “Frankenspeak” from Technology Marketing

Our industry’s marketing is littered with squishy terms like “robust”, “revolutionary”, “next generation”…  I’m sure you can add to this list, and perhaps you’re shifting uncomfortably because you (along with me) are guilty of using these stilted and...