How Services Firms Grow with Online Marketing (Guest Post)
MAY 14, 2013
A note from Janice: Professional services for activities such as infrastructure assessments, deployment planning, and outsourced IT operations are a significant revenue stream for many technology companies. However, these services aren''t often the focus of guidance for effective marketing.
Four Tips to Guarantee Freelancer Websites Deliver Great Results (Guest Post)
FEBRUARY 12, 2013
A note from Janice: I know that not every technology company has the budget to hire a freelance technical copywriter with my depth of subject knowledge, writing skill, and marketing savvy. For these companies, the freelance marketplace sites can be a good way to find writers for less-demanding content projects. But using these sites can be overwhelming and nonproductive if not approached carefully.
Justifying the Cost of an Experienced Freelance Writer
AUGUST 14, 2012
"How long have you been freelancing?" is a question I rarely hear when I am discussing my copywriting services with a potential client. But it's a question you will want to ask any freelance copywriter you hire. The reason? A writer who is experienced in running a business and managing projects as a freelancer can save you time, money, and headaches through more effective project activity and relationships.
Do You Need a Long-Form or Short-Form Copywriter?
AUGUST 13, 2013
A typical job ad for a copywriter includes a statement like this: "Must be able to write all types of content, from white papers to webpages to tweets.". Sounds good, right? Indeed, some freelance writers promote themselves as the one person who can take care of all your copywriting needs.
Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy
Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.
Packaging Case Studies to Increase Their Promotional Value
JUNE 11, 2013
Go to the website of many technology companies and find the link for case studies. The page that appears is likely a long, undifferentiated list of all the case studies the company has ever produced. What a lost promotional opportunity!
Your SMEs are tasked with more writing, but should they actually do it?
MARCH 2, 2011
Whether they like it or not, whether they feel capable or not, many technical subject matter experts (SMEs) are now expected to be a white paper writer, a web content writer, and a blog post writer.
Content Marketing Insights for Technology Companies
FEBRUARY 1, 2011
A study conducted by the Content Marketing Institute about content marketing efforts in the computing and software industry presents interesting data on how technology marketers use different promotional techniques and their perceptions of the effectiveness for each.
WriteSpark: Best Blog Posts about White Papers
NOVEMBER 14, 2012
This month's list focuses on my best posts and recommended resources for white papers. If you are a white paper writer or you manage white paper writing projects, you'll want to read these posts: Is your topic worthy of a white paper? Guidance for choosing which topics are really worth the expense and effort of a white paper. Top 10 ways to be a good SME. Tips to pass along to your engineers and product managers for providing helpful input for a white paper project.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
10 Signals That Your Project Needs a Professional Copywriter
MARCH 16, 2010
In an ideal world, you would use a professional writer for every marketing or public relations document produced by your company. But limited budgets likely mean you can assign only the most high-value projects to a freelance copywriter.
White Papers: Refresh or Write Fresh?
APRIL 8, 2014
Your marketing department may produce dozens of new white papers each year, but how often do you refresh an existing one? For many technology marketers, once a white paper is written and posted it''s instantly forgotten.
Are You Abandoning Your Leads after a Webinar?
MARCH 11, 2014
What do you do for viewers after they''ve watched your live webinar? What do you do with those who (gasp!) have left the session early, before they see the slide with your call to action and web link for more information?
Why You Still Need PDFs for Content Marketing
JANUARY 14, 2014
Last month I was on the website of a major technology company, looking for basic information about a product. I entered the product name into the search field and the first page of links to come up were all related to developer''s notes. Not exactly what I was looking for.
Can Your Copywriter Do the Math?
SEPTEMBER 10, 2013
What''s wrong with this statement? 30% of users who rely mostly on voice calls + 40% of users who rely mostly on texting = 70% of users are ready to adopt video calls. It seems pretty simple: The numbers 30+40 add up to 70, so the statement must be correct, right? Well, maybe.
Murphy's Laws of High Tech Copywriting
APRIL 9, 2013
Although April Fool''s Day was last week, its mischievous spirit is active year-round in technology marketing projects. And this mischief often reflects the proverbial Murphy''s Law, that "whatever can go wrong, will.".
Do You Want a Case Study or Just Feedback?
MARCH 12, 2013
A prime customer has just agreed to participate in a case study for your product--great news! But it can be tempting to turn what should be a focused case study interview call into an extended grilling of the customer for every bit of product feedback you can get.
Great Ideas and Resources for Technology Content Marketing
JANUARY 10, 2012
As the new year begins, you likely have plans for a long list of content marketing projects. Or maybe you're not sure about the best types and formats for content that will best fit your marketing challenges, budgets, and needs.
5 Pillars of Marketing Automation Success
Ensure Your B2B Marketing Clients Get the Best Results
What To Do With a "Not Quite Ready" Technology Case Study
APRIL 6, 2011
One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Can we get the writer to do a case study?".
Case Studies: Ask Short, Clear Questions
FEBRUARY 14, 2012
When you ask questions during a case study interview, do you talk too much? If you're getting answers that are lackluster, confusing, or less complete or enthusiastic than you expect, the problem may be how you asked the questions. Common symptoms: Using more than two sentences for a question. Asking for too much information in a single question. Feeling the temptation to explain a topic or share a story of your experience after you state the question, but before you allow the customer to answer.
Good Content Marketing Resources You May Have Missed
DECEMBER 10, 2013
The quiet that comes when work slows for the the holidays is a good time to catch up on the best marketing resources of the past year. Here are three that I recommend: 101 Examples of Effective Calls to Action from Hubspot.
When You Can't Find a Writer Who Knows Your Technology
NOVEMBER 6, 2013
You''ve searched on LinkedIn and Google. You''ve called every trade magazine reporter you''ve ever met to see if they accept freelance gigs. You''ve asked every colleague, ad agency person, friend, relative, neighbor, and dog you know.
Flip My Funnel - Guide To B2B Account Based Marketing
As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.
Maximizing the Content Value of an Interview Call
OCTOBER 8, 2013
Good content is a shame to waste. Especially when it''s right in front of you, ready to be adapted for a document, video, or presentation. So often when I''m working on a content marketing project, I see good stories and information go by the wayside simply because they don''t fit the immediate need.
Refresh Your Best Marketing Content
JANUARY 9, 2013
At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies.
WriteSpark: Best Blog Posts about Content Marketing
DECEMBER 12, 2012
This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies.
Content Tips for E-Books
NOVEMBER 2, 2011
E-books have become a popular form of collateral for technology marketing because they can present complex, dry technical topics in an appealing format. If you haven't considered adding e-books to your sales materials, then learn more about e-book advantages and drawbacks.
Is Your Topic Worthy of a White Paper?
OCTOBER 5, 2011
Because white papers have such high levels of proven marketing value, it's tempting to consider every potential topic about a product to be worthy of a white paper. But of course, not every topic is suitable.or even best presented in a white paper format.
What's Wrong with Saying You're the Best?
SEPTEMBER 7, 2011
You know you've got a good product, one that is much better than the offerings of your competitors. You know that your company has hired very skilled and knowledgeable employees who will do their best to support your customers and make your product fulfill their needs.
PRSA T3PR Conference at a Discounted Rate
SEPTEMBER 1, 2011
The Public Relations Society of America sent this special offer for the PRSA Technology Section’s upcoming annual T3PR Technology Section conference, which will be held in New York on September 16. . Attendees can use the registration code TECHSEPT11 to get a discounted member rate.
The Value of Qualitative Results in a Case Study
AUGUST 3, 2011
There are times when you have what seems to be an ideal case study: a happy, willing, and talkative customer; a prestigious company name; a story for an application or industry that you want to target.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.
How a Freelance Writer Can Help Solve Marcom Project Issues
JULY 6, 2011
As a marketing communications manager, you probably spend much of your workday trying to resolve common issues that arise in your projects such as: Endless debates over the project plan or document outline. Project delays or dissatisfaction with the drafts that have been developed so far.
Get More Value from Your Content
JUNE 1, 2011
"Whew, I'm glad that content project is finally done!". Now, how do you get the most value from all the time, money, and effort you've invested in it?
Good Writers: You Can Never Know Too Many
MAY 4, 2011
You may be perfectly happy with your current in-house and freelance resources for writing. If so, great! But not all writers can write everything well, in spite of their optimistic willingness to try.
Great Tips for White Paper Writers
JANUARY 18, 2011
Connect the Docs is a terrific blog on content marketing, with a special focus on effective strategies and techniques for white papers.
The B2B Demand Gen Marketing Playbook
To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.