Who We Are

Veteran IT trade press editors and IT marketers with years of experience understanding the needs of enterprise IT customers, and of the hardware, software and services vendors offer them. Learn more...

What We Do

We not only produce outstanding marketing copy (email newsletters, blog posts, white papers and case studies) but can track its readership to help you identify those prospects who are most ready to buy. Learn more...

How We’re Different

We combine superior writing skills with in-depth knowledge of information technology. We then use our journalism experience to tailor copy to where prospects are in the buying cycle. Contact us to learn more.
case studies thought leadership

Do Case Studies Fit in “Thought Leadership?”

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While developing a thought leadership white paper for a client, they asked whether customer case studies or “use cases” (examples of how a technology or process would be used to help the business) have a place in such “non-sales” content. My answer: You bet, if they’re used right. Yes, “thought leadership” means giving prospects a […]

directory as a service

Would You Trust Your Directory to the Cloud?

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In the mad rush to the cloud we’ve already got SaaS (software, security or storage as a service), PaaS (platform as a service,) IaaS (Infrastructure as a Service), CaaS (communications as a service) NaaS (network as a service), Maas (monitoring as a service) and even “XaaS” (everything and anything as a service.) What’s next? Directories, […]

case study thought leadership

Winning the Content Production War

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  I just finished reading Freedom’s Forge, which describes how American industry produced planes, guns, ships, and everything else in quantities our World War II enemies couldn’t match. What struck me were how much money and time production experts achieved by eliminating bottlenecks. Some were as simple as rearranging work flows so pieces didn’t have […]

Running Out Of Time

Got No Time For Content Marketing? Good!

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If you have no time, money or staff to do content marketing, you’re lucky. So argues Roger C. Parker in this excellent post, reprinted with permission from the Content Management Institute. Scarcity forces you to focus on your core audience and core message, and to work efficiently. Read on for his great tips on everything […]

Content marketing security response sequence

Content Cookbook #2: Selling Security Response

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(One in an ongoing series of sample IT drip content marketing campaigns. Feel free to steal this sequence or, if you’d like help customizing one for your needs, email or call at 781 599-3262.) Antivirus products are “doomed to failure.” So says, of all people, Symantec, even though it gets 40% of its revenue from […]

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Ask too few questions on a qualification form that “gates” your content and you can’t identify and track the best prospects. But probe too deeply about their employer, business function, budget or purchase schedule and they’ll abandon your site for a competitor’s. The answer, of course, is progressive profiling. Don’t ask for their whole identity […]

How to promote advanced certification from a vendor.

Get More Oomph From Your Vendor Certifications

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Congratulations! You just got “premium” or “advanced” or “platinum” or “really hot stuff” certification from a vendor whose products or services you sell. Who cares? You do, because you know how much work it took to get that certification. Your customers should care, too. But how can they if you don’t tell them specifically how […]

sales campaign cloud services

Content Cookbook #1: Selling Cloud Services

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(One in an ongoing series of sample drip content marketing campaigns for IT vendors. Feel free to steal this sequence or, if you’d like help customizing one for your needs, email or call at 781 599-3262.) Despite (or because of) all the hype, many customers are still confused about the different types of cloud services, […]

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Offer 1: Commoditize This! Why good writing isn't dead and when you should pay for it as part of your content marketing strategy.
Offer 2: Got a content marketing challenge or question? Drop a line or call me at (781) 599-3262 for a complimentary brainstorm.