Who We Are

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. Learn more...

What We Do

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. Learn more...

How We’re Different

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. Contact us to learn more.
how to handle negative comments on Facebook

You’re Being Hated on Facebook. Now What?


Sprint is definitely thinking out of the book with its cheeky, even snarky marketing of wireless services. They’re shaking up other providers with lower rates and new calling plans, even offering to pay early termination fees for customers defecting from their competitors. But when it comes to the many ugly customer complaints on their Facebook […]

When should I create secondary personas

When Are “Secondary Personas” Worth It?


“Secondary” personas are detailed prospect profiles that marketers use to better understand what content to send to various potential customers. For example, in one successful persona-based content marketing campaign, global information vendor IHS used “secondary” personas to create custom content sequences for sub-groups with specific content needs. Unfortunately, these sub-personas aren’t free. They cost time […]

when to fire inbound marketing client

When Should You Fire a Client Gone Bad?


 I recently heard from two colleagues (one a HubSpot partner, the other a user of a leading marketing automation platform) about customer engagements that seem doomed to failure. My question is: When do you decide to cut bait with such clients? Partnership Pain One case involves a start-up with promising technology, but limited budget and […]

Man with black mask in studio

How “Secondary” Personas Boost B2B Sales


Building personas (profiles of the customers you most want to sell to) is like flossing. You know you should do it, but it always seems to be too much time and trouble. Besides, you’re not sure it’s that it’s worthwhile. If that sounds like you, take a lunch break to watch this 30-minute video from […]

Three ways to make old technology cool again.

Three Steps to Make Old Technology Cool


Are you trying to get the media and bloggers interested in what they think is obsolete, duller-than-dirt or just plain irrelevant technology? We’re talking stuff like mainframe management tools, sequential “waterfall” software development, legacy databases or point-to-point middleware to connect applications. All have been around for decades, none are new and cool and all tend […]

using security to sell DevOps

Selling DevOps? Don’t Forget Security


When we think about DevOps (you are thinking about DevOps, aren’t you?) we usually think about speed. By combining what used to be separate application development and operations into one continuous cycle, companies like Facebook and Netflix can instantly  tweak their Web-based offerings based on the latest usage feedback. But in a “DevOps State of […]

How to write a PR pitch

Five Phrases Could Have Saved This Pitch


Every day PR pros ask me to hear their clients describe how they’re unique in the marketplace. But their emails are often full of such meaningless, vague jargon that I can’t tell what, if anything, their client has to say. So I delete their pitches, probably missing some good insights. That’s bad for me, bad […]


Avoid These Three Deadly Case Study Sins


I’m in the middle of a lot of intensive case study work for several clients. Much of it involves reviewing and punching up the “first draft” project descriptions written by their internal experts. These folks are far more expert than I will ever be in everything from Big Data analytics to system administration to banking […]

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