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Tech Marketing Blog

Why Your Copywriter Needs to be a Great Interviewer

Content Marketing, Content Rules

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

6 Steps to Building a Successful Email Nurture Campaign [Case Study]

B2B Sales, Content Marketing, Lead Generation, Lead Nurturing, Qualified Sales

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

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

Content Marketing, Content Rules, Content Strategy, Demand Generation

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

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

Content Marketing, Content Strategy, Technology Marketing,

(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

Getting a Handle on Content Overwhelm (Part 3)

Content Marketing

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...Read More

6 Steps to Creating “Snackable” Content

Case Studies, Content Marketing, Content Strategy, Demand Generation

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

Banning “Frankenspeak” from Technology Marketing

Content Marketing, Content Rules, Demand Generation, Product Marketing, 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 non-descriptive...Read More

5 Steps to Preventing Content Creation Overwhelm [Free Quick Reference Guide]

Content Marketing, Content Strategy

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

3 Content Blunders that Technology Marketers Often Make

Content Marketing, Content Strategy, Technology Marketing,

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

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