Who We Are

ArrowVeteran 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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ArrowWe 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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ArrowWe 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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Content Marketing for Blockchain

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Blockchain – the distributed ledger system meant to handle financial and other transactions without the need for banks or other central authorities – will be huge. Those is, if dozens of players with competing agendas can solve multiple complex technical problems, and convince regulators to overturn centuries of rules in everything from finance to utilities. […]

Stuck in an Editing Rut? Three Ways Out

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Studies show that some of the top content marketing challenges  are not enough time or bandwidth to produce content, producing enough content and producing truly engaging material prospects will care about. In my work with clients, spinning our wheels in editing is a major cause of all three problems. Here’s how confusing, incomplete or inconclusive […]

DevOps marketing

DevOps Hits A “WTF?” Snag

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It’s hard to get where you’re going if you don’t know where you’re going. Consider DevOps, the merger of development and operations processes to speed applications to market. If the buyer and seller have different definitions of what it is, they’ll expect different results. Which is a recipe for wasted time and money, not to […]

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A few months ago I offered some tips for ensuring emailed comments will make it into reporters’ stories. They include making sure your client answered the reporter’s questions (!), explained buzzwords and didn’t cite third-party sources that need further checking. But what does a “good” response to a reporter’s question look like? I just happen […]

selling serverless architectures

Want some serverless BS with your FUD?

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I hadn’t heard of serverless computing until I saw this post by storage maven Greg Schulz. Put simply, “serverless” reduces the need for conventional servers by off-loading functions such as authentication onto other systems, such as those in the cloud. Even though he’s deeply technical, Greg cuts through the hype and provides a great road […]

finding ideas for marketing content

How Tough Questions Drive Compelling Content  

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Are your pitches, blogs, videos, podcasts and white papers rehashes of vague buzzwords like transformation and digital? To avoid pumping out “me-too” messaging, push yourself (and your in-house subject matter experts) to dig deeper and come up with specific, actionable advice for your potential customers. One great example comes from a story about data analytics […]

editorial calendars

Nailing Quotes for Reporters

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Congratulations – a reporter has agreed to interview one of your clients for a story. The bad news: Your client suddenly got too busy for an interview, but will answer emailed questions. You probably review your client’s answers before passing them on to the reporter. But based on my recent experience, some PR pros aren’t […]

content account based marketing

Tuning Content for Account-Based Marketing

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David McGuire from UK-based copywriting agency Radix did a great post recently on account based marketing (ABM.) I won’t repeat his excellent explanation. But suffice it to say it’s all about focusing your marketing efforts on the very specific subset of prospects who have a genuine need (and budget) for what you’re selling. It’s the […]

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