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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 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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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.

For those of you who follow this blog, sorry for having been out of touch. It’s been an extremely busy summer and fall,  what with time off off touring Iceland and Scotland and then with increasingly strong demand for marketing content. But not all tech categories are as healthy as others, and in some ways, […]

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 […]

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.* […]

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