Who We Are Arrow 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. who are most ready to buy.

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Who We Are Arrow 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.

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Who We Are Arrow 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. who are most ready to buy.

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How to Play It Snarky But Safe

There’s a lot of talk about the need to make marketing content funny and edgy enough to rise above a sea of “me-too” blather. Yet too many of my clients continue to play it safe – too safe, to my mind, to accurately describe the real business problems they help their customers solve. If, for […]

selling transformation

Which Transformation Soup Are You Selling?  

With winter coming, it’s time to think about soups. Not as in savory stews, but in the unsavory slop we dish out when we carelessly talk about “transformation.” Blending the various definitions without thinking dilutes the message and leaves prospects confused, rather than wanting to learn more. More than seven years ago (yikes!) I first […]

product positioning

Differentiate This!

Many of my small to medium size clients, such as regional IT service providers, struggle when I ask them what differentiates them from their competitors.  The best they can come up with is often: “We really listen to our customers’ needs.” “Our staff really cares about our customer’s success.” “We take a consultative approach, rather […]

best practices blockchain marketing case studies

Blockchain Blues, Case Study Heartache

Demand for IT marketing content remains as strong as I’ve ever seen it. But not all tech categories are as healthy as others, and in some ways, creating quality content is becoming harder and harder. Among the changes I’m seeing and some tips for coping: Email struggles: Clients are getting more sophisticated in their use of […]

Four Email Marketing Sinkholes to Avoid

I recently finished an email nurture campaign for a major software vendor. It included multiple emails across multiple streams for each step in the buyer’s journey (awareness, education, consideration and qualification.) The writing was the proverbial tip of the iceberg. The 90 percent I didn’t see at first included defining the personas (hypothetical reader groups […]

how to create customer case studies

Pulling Case Studies Out of Customers

One of the more predictable, and sadder, moments in my work with clients comes when I ask for a customer case study to help illustrate all the good things their hardware, software or services can do. Their answer is often an awkward silence, followed by something like “Uh, we’ll have to talk to sales to […]

how story telling goes bad

Five Ways Storytelling Goes Bad

Wherever you go in the content marketing industry, people are talking about brand storytelling.   You have to tell stories to get customers emotionally involved in your brand. The human mind is intrinsically geared to hearing and understanding stories. Hey, I’m all for storytelling. When my clients go on about how they digitally “transform” this or […]

Do You Want Sales or an Audience – or Both?

Walking the halls of my first Content Marketing World I wasn’t surprised to hear lots of agreement that high quality content is essential to effective marketing and sales. But I was surprised at the mixed messages about whether the goal of that content should be to generate short-term benefit in the form of qualified leads […]

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