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How Services Firms Grow with Online Marketing (Guest Post)

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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.

Four Tips to Guarantee Freelancer Websites Deliver Great Results (Guest Post)

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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. company’s identity (no sense in alerting the competition that you lack in-house. AdWords expertise), you might mention that you are a company “similar to” the.

SME 43

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Content Marketing Insights for Technology Companies

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As a possible reason for this rating, the report concludes that the content produced by tech companies is not matched to the different information needs of buyers at different stages of their decision cycle. Has your company made this analysis?

Justifying the Cost of an Experienced Freelance Writer

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Interact with customers and subject experts, including high-level executives, in a way that maintains a positive perception of your company and the marcom department. "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?

SME 31

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

White Papers: Refresh or Write Fresh?

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Promotes a major product or service that will continue to be sold by your company. The media company UBM Tech found in a survey that 63 percent of IT buyers will only consider information useful if it''s less than 18 months old.*

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Are You Abandoning Your Leads after a Webinar?

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I assumed the companies would send a link to the webinar recording and the slides or other material so I could see what I had missed. After the second webinar ended, I watched my email and waited, and waited.Until the next day when the recording link message came from one company.

Why You Still Need PDFs for Content Marketing

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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.

Murphy's Laws of High Tech Copywriting

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Your company president will suddenly become an expert copywriter, but only when the brochure is already at the printer or posted on the website. A document that you think will appeal only to a very limited audience will turn out to be the most requested material ever produced by your company.

Do You Want a Case Study or Just Feedback?

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It may be harder for the writer to get the big-picture, business-focused story during the interview if the questions continually prompt a customer to discuss details of the product implementation or your company's support activity.

What To Do With a "Not Quite Ready" Technology Case Study

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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.

WriteSpark: Best Blog Posts about Content Marketing

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This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies.

Roundup: Social Media Policies from Technology Companies

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In the spirit of openness that is encouraged by social media, many high-tech companies have posted their policies for employee blogging and social media use as public web pages.

Is Your Topic Worthy of a White Paper?

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For topics that don't meet these criteria, other types of marketing materials may be a good choice: An article on the company website or submitted to online or print publications that covers the relevant technology, industry, or customer base.

What's Wrong with Saying You're the Best?

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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. You know that your product and company is truly the best choice for customers.

The Value of Qualitative Results in a Case Study

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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 a Freelance Writer Can Help Solve Marcom Project Issues

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For example, the writer can: Bring a fresh set of eyes and insights from working with other companies to project plans and outlines.

Justifying the Cost of a Professional Copy Writer

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High-visibility projects that position your company, such as case studies that showcase your success to prospects and support loyalty from current customers. A new year typically means a long list of new marketing communications and public relations projects.

The Value of LTRs with Freelance Copywriters

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Insights into your company’s culture helps the writer work appropriately and effectively with your subject experts and customers. One thing that makes me the most proud about my business as a freelance technology writer is the long-term relationships or LTRs I have developed with many clients.

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

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Identify small, quick-return marcom projects, for example, a series of blog posts or Web articles with the bylines of your company's topic experts. . The end of a calendar year is often the time to review marketing budgets.

WriteSpark: Best Blog Posts about Case Studies

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In this blog, I frequently write about case studies, white papers, and content marketing for technical products and technology companies. And, you'll want to read these excellent books and share them with your team: Bill Lee's The Hidden Wealth of Customers , a thoughtful guide for justifying a full-fledged customer reference program to your company executives.

Insist on the Right Copywriter

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But in a large agency that is handling many complex projects for your company, combining these roles simply will not produce the best work.

Are you still selling after the customer has been sold?

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But this valuable information is buried under flyers, a cover letter, another copy of the product brochure, perhaps even sales materials for other products or companies. I was in a committee meeting where a consultant came to help our group with a strategic planning exercise.

How to Tell When You Have a Good Freelance Copywriter

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These questions can help you gauge service professionalism: Do you feel like you need to participate in all phone calls and be copied on all emails between the freelance writer and your colleagues and customers because you fear embarrassment to you or your company?

Case Studies: Does Your Team Know What Makes a Good Success Story?

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One of your sales reps sends a breathless e-mail: "XYZ company just signed a contract. And in doing so, you may place your company in an awkward position if the customer is unwilling, is contacted too early, or doesn't have the hoped-for positive experience with your product. Example answers: It's a well known company, the customer is in a target industry or market segment or has an interesting product application. If so, can we name the company or must they remain anonymous?

White Papers: Too Much Fat, Not Enough Meat

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Many documents begin with a history review, basic definitions, personal reflections, or company positioning statements. Basic information about your company isn't the place to drone on about your company's mission, historical achievements, information about individual products, commitment to providing outstanding customer support, blah, blah, blah. It's easy to overload technology white papers with content that is irrelevant and poorly structured for the reader's interest.

Interviews Part 2: Are your questions leading or asking?

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However, by creating an opening for whatever the customer tells you, you will likely gain information that has the greatest value to your company and project. I keep a file of interview questions for case studies that I have collected from various client projects over the years.

Tell Your Own Stories

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Does your company produce a product that it uses internally? Some of the largest technology companies are certainly users of their own products. If so, have you written your own case study?

How Marketers Can Help Salespeople Succeed with Large Companies

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B2B Tech Buyers Like Social Media » How Marketers Can Help Salespeople Succeed with Large Companies. Many technology products are sold to large companies or organizations, yet marketers are often insulated from the day-to-day challenges of that sales activity. Jill Konrath's book Selling to Large Companies is an essential read for understanding this environment. Janice King is an award-winning freelance technical copywriter for global technology companies.

Do You Need a Specialty Copywriter?

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Y our company has a particular market focus. It's easy to understand that not every freelance writer is a good match for every marketing project. Yet, how can you recognize when you need a specialty writer and identify what kind of writer to seek? These ideas can help your search. You need a writer with specific technical or subject knowledge.

Do You Need a Freelancer or an Agency?

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Technology companies typically maintain relationships with one or more advertising, marketing, and public relations agencies for services related to sales promotion, including copywriting.

White Papers: Does Your Writer Have an Eye for Detail?

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Given that a white paper is usually a showcase marketing piece for your product and company, you have every right to expect that the writer has done the detail work to create a quality draft. An obvious typo. A usage that shows a clear misunderstanding of the word's meaning or proper use. A statement of quantitative results where the math doesn't add up. A missing or incorrect source citation.

E-books: More Than a New Marcom Fashion

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You can showcase your company's technical experts by naming them as authors of the e-book or featuring them in audio or video clips. Like women's fashion, some marketing documents are trendy for awhile, then considered unhip.only to emerge again a few years later in a new form.

Why NOT to Publish an Audio or Video Transcript

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When heard, these items are easy to ignore, but when read, they don't always reflect well on the presenter or your company. This may be marketing heresy today, but I much prefer to read an online article or transcript than to watch a video or listen to a podcast.

Decision Makers Like Details

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I recently participated in a group to evaluate the effectiveness of sales materials produced by an insurance company. The group included people of diverse professions, ages, and life experience.

Understanding the Concerns of Technology Buyers

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Company reputation; buyers want the assurance of a solid vendor when making a commitment to any technology. In her blog post "Why can't selling be more like buying?" marketing consultant Ardath Albee provides a good list of the concerns that buyers have in mind when considering a purchase.

New FTC Disclosure Guidelines for Testimonials and Endorsements

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Federal Trade Commission (FTC) is expected to issue new guidelines for disclosure about a company's use of the testimonials and endorsements received from both customers and expert reviewers. In October 2009, the U.S.

Conference Focuses on Making the Most of Customer References

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How Marketers Can Help Salespeople Succeed with Large Companies » Conference Focuses on Making the Most of Customer References. A customer who is willing to provide a reference for your product and company is a tremendous asset for your marketing efforts.

Recruiting Customer References on your Website

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Run a Google search on the phrase "customer reference programs" and you'll easily find links to information from many technology companies. Do you know of a high-tech company that has been successful in recruiting customers for its reference program through such a web page?

Buyers Increase Use of New Info Sources

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How are these changes in information sources and use affecting the materials and media produced by your company? . Buyers involved in large purchase decisions are more hungry than ever for information resources, according to an article published by Marketing Sherpa.