Category Archives: Marketing

Content strategy – a revolution?

Posted on 01/23/2012 by betty

I had lunch with my friend Bill Albing, a veteran tech comm and user experience specialist, last week and we caught up on our different interests in the ever-broadening field of business and technical communications.  I find the boundaries are … Continue reading →

Posted in Content strategy, Marketing | 3 Comments

How to inspire buyers to take action

Posted on 01/16/2012 by betty

B2B companies that sell innovative and technical products have an added challenge in selling. It’s not only a potentially sizable investment for the buyer, but potential buyers may not know how your product can benefit them. If it’s something similar … Continue reading →

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Why white papers?

Posted on 12/21/2011 by betty

Why are white papers such an effective marketing tool? White papers convey expert status to companies because of their objective approach. Even small businesses and solo entrepreneurs can leverage the white paper’s cousin – a special report – to accomplish … Continue reading →

Posted in Content strategy, Copywriting, Marketing, White papers | Leave a comment

Truth in storytelling

Posted on 10/20/2010 by betty

No other form of collateral speaks more tangibly and truthfully about the value of your service or company than a customer success story. A customer story, which is a case study in story form, is essentially a before and after … Continue reading →

Posted in Case studies, Marketing | 1 Comment

How to get great quotes for case studies

Posted on 09/15/2010 by betty

Your case studies and success stories need at least one great quote from your client that clearly states the results that you helped them achieve. There’s just one problem though, the testimonial dilemma. Robert Middleton of Action Plan Marketing puts … Continue reading →

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