Who We AreArrowVeteran 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. who are most ready to buy.

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Who We AreArrowWe 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.

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Who We AreArrowWe 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. who are most ready to buy.

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when to use video

Stop the Video Madness!

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If I have to sit through another vendor video full of bouncy music, cute special effects and a happy-talk narrator when I’m trying to learn something I’m going to scream. And I’m not (just) speaking selfishly as someone that still gets most of their assignments producing old-fashioned word documents rather than video. I’m speaking as […]

content marketing for IT vendors

Tailoring Content to the IT Buying Cycle

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It’s no surprise that the IT sales cycle is getting longer and more complex, with more and more players involved all the time. The move to “digital” means not only IT, but sales, marketing, operations and finance is and should be involved in everything from setting requirements to agreeing on budgets. But specifically what content […]

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I was recently with a major client and their writing team reviewing content plans for 2016 when the D-word – digital – came up. Everyone agreed it’s a catch-all buzzword that can mean almost anything to anyone. But one of the participants –former Gartner EVP and Head of Research Bruce J. Rogow — had a […]

Hand in sea water asking for help. Failure and rescue concept.

Digital Lessons From a Dying Industry

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Yes, some people still read the print version of newspapers. So when the Boston Globe botched the move to a new delivery provider and left us paperless for the better part of a week, it caused a major disturbance in the force for my significant other. Mistakes do happen, of course, although after 143 years […]

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“List” stories are a staple in journalism and in marketing copy. Think “Five Things You Should Consider When Buying an SDD” (solid state drive,) “Five Things to Know about HIPAA-compliant Cloud Storage” and this five-step list from Dell Inc. on how to secure the Internet of Things. Such “list” stories work well, if they’re done […]

Big Data marketing tips

How Big Data Will Fail. Why That’s Good

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When clients ask for “thought leadership” white papers, they want  ideas that aren’t yet common knowledge and that will grab and keep readers. Here’s some thought leadership about the hot topic of Big Data: It can do massive harm if you use it to ask the wrong questions, overload users with documentation, implement it with […]

product comparisons content marketing

Four Tips for Doing “Buyer’s Guides” Right

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Here’s an ideas for radical “transparency” in product marketing: Do an exhaustive comparison of your products and services vs. your competitors. Get down and dirty in specific areas like platform support, ease of management, need for staff retraining, and overall return on investment. And make this an impartial comparison of the players that will establish […]

Internet of Things marketing

Marketing Tips for Selling the IoT

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Remember all the dumb ideas that crashed and burned in the Internet bubble? Think Pets.com, based on the idea that consumers would rather order heavy packages of pet food online, pay delivery charges and wait for it rather than just pick it up at a local store. It took years for businesses like Amazon to […]

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