WriteSpark

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Write a White Paper for Business or Technical Readers?

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I was invited recently to contribute a guest post on the question of writing for business decision-makers versus technical buyers. My conclusion: the answer to this question is shifting, in a way that is important for technology marketers to know. Read my advice for writing technical white papers today. This post appears on the excellent Connect the Docs blog, developed by marketing expert Ambal Balakrishnan.

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Are you still selling after the customer has been sold?

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I was in a committee meeting where a consultant came to help our group with a strategic planning exercise. Of the 90 minutes allocated to this activity, the consultant used the first 30 minutes to talk about all the great work she had done for other clients, the next 30 to show her expertise by expounding upon general trends in our market, and the final 30 minutes leading the group in the actual exercise. the work she had already been hired to do.

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Who Are Your Thought Leaders, Really?

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Standard corporate line: "We are the thought leaders in (fill in topic/technology/industry)." Reader reaction: "Oh yeah? Who is doing the thinking and what makes them so smart?" You can create more credibility for thought leader positioning by showcasing the people behind your content and messages. A few techniques: Give a byline for key content to your technical experts, even if they receive writing help from a copywriter.

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Insist on the Right Copywriter

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If your primary source of outside help for marketing communications and public relations projects is a marketing or advertising agency, you have probably worked with whichever copywriter the agency assigns to your account. But is that writer really the best choice for your projects? You may be better served by bringing in your own freelance writer to work with the agency, especially for certain situations and projects.

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What Does the Content Tell You?

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Many marketing communications departments have a list of standard documents and other content they produce for a new product launch, new version release, and other common marketing activities. These standards are useful for ensuring that essential product information is always created, in a consistent and familiar form. But such a list can mean you overlook opportunities for creating other powerful forms of content.

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How a Freelance Copywriter Can Help You Manage Marketing Projects

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“When is the submission deadline for that new web content?” “Did the team leader send back comments on the new draft?” “Did I remember to send the final text to the designer for layout?” As a marketing communications manager, you know that sales collateral projects involve dozens of details, multiple players, and often rapidly changing information and deadlines.

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Is It "Use It or Lose It" Time For Your Marketing Budget?

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The end of a calendar year is often the time to review marketing budgets. And for many marcom managers, it may be time to use any remaining funds so they aren't taking away during the next budgeting cycle. Whenever you have "use it or lose it" funds to commit, here are a few ideas for spending them effectively: Invest in marketing documents with long-term value, such as an e-book, product selection guide, or product architecture white paper.