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...Read More
Are you using email campaigns to nurture your prospects until they’re ready to buy? Campaigns that are created with thoughtful care can have great results. Here are the six steps a client and I used to devise a very...Read More
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...Read More
(This post is a continuation of Part 1: Taming the Content Beast.) 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...Read More
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...Read More
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 non-descriptive...Read More
It’s necessary, to a large degree, in order to explain their complex solutions and what they can do for their customers. But for marketers, it can be overwhelming to create loads of high-quality content. Especially when it’s piled on...Read More
Mistake #1: You don’t really know your audience. It doesn’t matter how great the writing, flashy the images, or clever the headline if the content you’re creating doesn’t resonate with your audience. Case in point: I often get calls...Read More
