WriteSpark

JANUARY 14, 2014

Is this company trying to push prospects away (unlikely) or is it simply caught up in the trend-du-jour of web interfaces and content presentation that view a downloadable PDF document as belonging in the dark ages? Especially for many technical decision-makers, an early question about a product is "what are the specs?"

Paper 120

Paper Content Marketing Case Study Case Studies 120

WriteSpark

JANUARY 10, 2012

The site is full of useful information, templates, and tips--all written and presented clearly and professionally by a broad range of contributors. Whatever your situation, you'll find great ideas and resources for B2B and technical content marketing in the Content Marketing Institute site.

Resources 120

Resources Content Marketing Planning Content 120

WriteSpark

JANUARY 10, 2012

The site is full of useful information, templates, and tips--all written and presented clearly and professionally by a broad range of contributors. Whatever your situation, you'll find great ideas and resources for B2B and technical content marketing in the Content Marketing Institute site.

Resources 120

Resources Content Marketing Planning Content 120

WriteSpark

JANUARY 14, 2014

Is this company trying to push prospects away (unlikely) or is it simply caught up in the trend-du-jour of web interfaces and content presentation that view a downloadable PDF document as belonging in the dark ages? Especially for many technical decision-makers, an early question about a product is "what are the specs?"

Content Marketing 120

Content Marketing Case Study Case Studies Paper 120

WriteSpark

NOVEMBER 14, 2012

This book presents a good overview of writing and. I consider these two books to be essential if you want to learn or improve your white paper writing skills: Writing White Papers by Michael Stelzner. A complete and in-depth guide to writing white papers. Crafting White Paper 2.0 by Jonathan Kantor. documents to attract and engage readers.

Paper 120

Paper SME Best Practices Case Study 120

WriteSpark

NOVEMBER 14, 2012

This book presents a good overview of writing and. I consider these two books to be essential if you want to learn or improve your white paper writing skills: Writing White Papers by Michael Stelzner. A complete and in-depth guide to writing white papers. Crafting White Paper 2.0 by Jonathan Kantor. documents to attract and engage readers.

Paper 120

Paper SME Best Practices Case Study 120

WriteSpark

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. An e-book writer needs to understand how a more visual presentation affects the reader's attention and understanding, particularly for technical content. Find the right writer.

Tips 120

Tips Content Paper Copywriting 120

WriteSpark

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. An e-book writer needs to understand how a more visual presentation affects the reader's attention and understanding, particularly for technical content. Find the right writer.

Tips 120

Tips Content Paper Copywriting 120

WriteSpark

FEBRUARY 18, 2009

Forrester Research is presenting survey results of B2B technology buyers and their use of social media during the buying process. « How Marketers Can Help Salespeople Succeed with Large Companies | Main. | Set the Purchasing Agenda with White Papers » B2B Tech Buyers Like Social Media.

Social Media 120

Social Media Media Forrester Copywriting 120

WriteSpark

JANUARY 19, 2010

When heard, these items are easy to ignore, but when read, they don't always reflect well on the presenter or your company. A Web article, short white paper, a blog post, or a slide deck can present the same information as the media file, often in a more succinct and polished form.

Video Marketing 120

Video Marketing Paper Webinar Metrics Promotion 120

WriteSpark

MARCH 17, 2009

A white paper that presents a product selection guide also can set the purchasing agenda in a prospect's mind. A white paper also can be an advocacy piece that presents your company's viewpoint on industry standards and trends as a subtle way of diminishing a competitor's offerings or messages.

Paper 120

Paper Purchase Sales Cycle Copywriting 120

WriteSpark

JULY 9, 2013

Of course, you could define the criteria in a way that will present your product in its best light. An indirect method is to give prospects an evaluation worksheet or guide that lists only recommended criteria for making their own comparisons. Deep Dive" Technical Content.

Planning 120

Planning Content Marketing Comparison FAQ 120

WriteSpark

JULY 9, 2013

Of course, you could define the criteria in a way that will present your product in its best light. An indirect method is to give prospects an evaluation worksheet or guide that lists only recommended criteria for making their own comparisons. Deep Dive" Technical Content.

Content Marketing 120

Content Marketing Planning Comparison FAQ 120

WriteSpark

AUGUST 3, 2011

How do you handle case studies that present only (or mostly) qualitative results? Then, a good writer will apply both storytelling skill and knowledge of which information and messages will resonate with your prospects to create a case study that delivers value for your product sales activity.

Case Study 120

Case Study Case Studies Studies Storytelling 120

WriteSpark

AUGUST 3, 2011

How do you handle case studies that present only (or mostly) qualitative results? Then, a good writer will apply both storytelling skill and knowledge of which information and messages will resonate with your prospects to create a case study that delivers value for your product sales activity.

Case Study 120

Case Study Case Studies Studies Storytelling 120

WriteSpark

MARCH 26, 2009

The guidelines presented here will help you choose the right materials for typical technology sales and marketing challenges. Prospective customers, sales people, and dealers all expect a document that presents the essential information about the product's features and benefits, specifications, system requirements, and potential uses.

Comparison 120

Comparison Copywriting Banner Ads Press 120

WriteSpark

AUGUST 12, 2009

But they do need to change in length, content, and presentation. Every time I see a long-form, copy-heavy sales document these days, my first reaction is "Why do marketers still think prospects will read this?" Does this mean I think white papers are no longer effective as marketing documents? No, not at all.

Paper 120

Paper Copywriting Marketing Prospects Effectiveness 120

WriteSpark

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.

Paid Search Agency 120

Paid Search Agency Companies Content Marketing Buying Cycle 120

WriteSpark

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.

Paid Search Agency 120

Paid Search Agency Companies Content Marketing Buying Cycle 120

WriteSpark

JULY 21, 2009

Today, the forum sponsors two large professional development conferences yearly, publishes best practices and research reports, and presents insightful articles in a blog and monthly newsletter.

Resources 120

Resources Case Study Case Studies Conference 120

WriteSpark

APRIL 6, 2011

Yet this situation presents a dilemma: you know a technical case study now won't be as strong as it will be in a few months, after the technology solution has been fully implemented. Can we get the writer to do a case study?".

Case Studies 120

Case Studies Case Study Studies Customer Satisfaction 120

WriteSpark

APRIL 6, 2011

Yet this situation presents a dilemma: you know a technical case study now won't be as strong as it will be in a few months, after the technology solution has been fully implemented. Can we get the writer to do a case study?".

Case Studies 120

Case Studies Case Study Studies Customer Satisfaction 120

WriteSpark

SEPTEMBER 16, 2009

These guidelines present a reminder to all marketers, in the United States and elsewhere, about reviewing your practices and disclosures for using case studies, customer quotes, excerpts from analyst reports, and other content that could be considered a testimonial for your product or company.

Guidelines 120

Guidelines Word of Mouth Case Study Case Studies 120

WriteSpark

SEPTEMBER 7, 2011

You might also want to read the in-depth discussion of legal issues that affect copywriting presented in my book, Copywriting That Sells High-Tech. A slight adjustment in wording -- "help to ensure" -- conveys the strength of your product capability or commitment, without creating an implied warranty that your company won't be able to meet.

Copywriting 120

Copywriting Best Practices Fulfillment Paid Search Agency 120

WriteSpark

SEPTEMBER 7, 2011

You might also want to read the in-depth discussion of legal issues that affect copywriting presented in my book, Copywriting That Sells High-Tech. A slight adjustment in wording -- "help to ensure" -- conveys the strength of your product capability or commitment, without creating an implied warranty that your company won't be able to meet.

Copywriting 120

Copywriting Best Practices Fulfillment Paid Search Agency 120

WriteSpark

MARCH 16, 2010

You have a lot of information and aren’t sure how to organize and present it for greatest impact. The project is important for generating sales, attracting publicity, educating analysts and investors, or producing other results for your company. The document is targeted to prospects, customers, resellers, or another external audience.

Copywriting 120

Copywriting Public Relations Education Marketing Prospects 120

WriteSpark

AUGUST 17, 2010

It's fine for a letter or screen display to present a thank you message and to reinforce the customer's purchase decision. Yes, it is fine to use part of a white paper to showcase the expertise of your company or the credentials of the paper's author.

Allocation 120

Allocation Paper Paid Search Agency Display 120

WriteSpark

AUGUST 17, 2010

It's fine for a letter or screen display to present a thank you message and to reinforce the customer's purchase decision. Yes, it is fine to use part of a white paper to showcase the expertise of your company or the credentials of the paper's author.

Allocation 120

Allocation Paper Paid Search Agency Display 120

WriteSpark

APRIL 23, 2009

Instead, the idea is to present key information and messages to consumers or business customers who are beneficiaries -- but not necessarily users -- of your technology. Have you considered that helping your customers market the value of your products to their customers might be way to increase your company's sales?

Paper 120

Paper PR Marketing & Strategy Custom Publishing 120

WriteSpark

MAY 14, 2013

In this guest post, Hinge Marketing, which specializes in professional services firms, presents interesting data about online marketing strategies that can benefit any company offering technology services. However, these services aren't often the focus of guidance for effective marketing. How Services Firms Grow with Online Marketing.

Online Marketing 120

Online Marketing Service Planning Paid Search Agency 120

WriteSpark

MAY 14, 2013

In this guest post, Hinge Marketing, which specializes in professional services firms, presents interesting data about online marketing strategies that can benefit any company offering technology services. However, these services aren''t often the focus of guidance for effective marketing. How Services Firms Grow with Online Marketing.

Online Marketing 120

Online Marketing Service Planning Paid Search Agency 120

WriteSpark

JULY 20, 2010

This factor is especially important for tech marketing, where a technical copywriter can elicit better input from subject experts, then present complex information and concepts with greater clarity and impact. Service professionalism.

Copywriting 120

Copywriting Contact Marketing Course Interactive Marketing 120

WriteSpark

FEBRUARY 2, 2010

Yet an e-book isn't just a new facade that simply presents a book's worth of text in a format suitable for online reading. So it is with e-books, the latest incarnation of short-book projects such as technology primers and guides that I wrote for clients in the 1990s. .

Copywriting 120

Copywriting Paper Planning Custom Publishing 120

WriteSpark

APRIL 11, 2018

Especially when it's right in front of you, ready to be adapted for a document, video, or presentation. See Also: An excellent overview of creating multiple content pieces from a single source is presented in this blog post from Kapost Marketing: One Simple Tip for Filling up Your Editorial Calendar. Good content is a shame to waste.

Case Studies 120

Case Studies Case Study Content Paper 120

WriteSpark

APRIL 11, 2018

Especially when it's right in front of you, ready to be adapted for a document, video, or presentation. Good content is a shame to waste. 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.

Case Studies 120

Case Studies Case Study Content Paper 120

WriteSpark

MARCH 14, 2018

Especially if the comments are vague and directed more to the text's presentation than content, ask the reviewer, "Is this actually an error or your preference?". As the author H.G. Wells dryly noted, "No passion in the world is equal to the passion to alter someone else's draft." Strategy #3: Has something changed?

Copywriting 120

Copywriting Press Work Management Paper 120

WriteSpark

MARCH 14, 2018

Especially if the comments are vague and directed more to the text's presentation than content, ask the reviewer, "Is this actually an error or your preference?". As the author H.G. Wells dryly noted, "No passion in the world is equal to the passion to alter someone else's draft." Strategy #3: Has something changed?

Copywriting 120

Copywriting Press Work Management Paper 120