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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 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 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 […]

One of the best pieces of advice I ever got was “always explain what you’re talking about. Never assume your audience knows the background – even if they’re experts.” I’m especially careful to do that now around blockchain, the distributed database technology that assures the integrity of transactions or data without a central clearing house.* […]

No Robot Overlords at MIT CIO Symposium

The recent 2017 MIT Sloan CIO Symposium in Cambridge, Mass. was full of talk about “digital transformation,” driven by everything from artificial intelligence (AI) to blockchain to the Internet of Things. Among the insights, for me, were the current limits and future potential of AI, and how much a real (rather than hyped up) story […]

blockchain blog topics

15 Ideas to Jump Start a Blockchain Blog  

Let’s say you want to put a marketing stake in the ground around blockchain (networks of encrypted ledgers that automatically assure the accuracy of data and transactions without the need for a central authority.) You’re convinced there’s real potential, but are not sure exactly where you fit in the market and how it will all […]

blockchain thought leadership

Driving Thought Leadership in Blockchain

So you’re convinced of the potential of blockchain (networks of encrypted ledgers in which the nodes automatically and continually assure the accuracy of all the data on the chain without the need for a central authority.) And you think you have some deep thinking that will help you ride the blockchain rocket. If so, what […]

differentiate IT service providers

Get Off the Commodity Bus!

Do you feel like you’re stuck trying to differentiate yourself in a crowded, “me-too” market like, for example, local IT service providers? Take a lesson from Southern New Hampshire University, maybe best known for the bus they send around the country delivering diplomas to graduates of their on-line programs. They escaped a death spiral of […]

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