Who We AreArrowVeteran 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.   .............................

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Who We AreArrowWe 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 AreArrowWe 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.            .........................................

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Illustration of a Man with a Rose Admired by Women

Lose Content Flab, Make Buyers Swoon  

Well, maybe not swoon. But with 55 percent of visitors spending fewer than 15 seconds on Web sites, you don’ want to waste their time before they get you r marketing message. Shorter is often better when it comes to marketing content. But all too often, your in-house experts turn in bloated, unclear, jargon-filled bylined […]

Dragging real insights out of subject matter experts (SMEs) for white papers can sometimes seem like pulling teeth. One of the most common excuses I get is some variation on “We don’t want to give too much of our solution away.” In other words, if you share too much of your intellectual property (IP) with […]

how to create detailed case studies

You Want The Case Study That Google Got

In the past, I’ve ranted about what vendors leave out of their case studies, what they need to make them great, and how much of your “secret sauce” you should reveal in them. But rarely do I see a case study that is so good it sets the bar for the industry. It involves Spotify […]

transformation

Selling “Transformation” in Plain English

Many marketers talk “transformation” but fewer can deliver it – or even define it. Look beneath the covers, and what sounds so impressive turns out to be only incremental cost-cutting. But one recent case study I wrote for a global professional services company got me thinking of the “T” word. The reason: The “transformation” we […]

digital health insurance

Making Health Insurance “Digital”  

Spring brings two painful ordeals. One is doing my taxes, where software can at least help ease the agony.  The other is choosing a health insurance plan, from a provider that seems never to have heard of the “digital” revolution. Among the many loose definitions I’ve seen of the “D” word in my work with […]

technology road maps

Lessons From Google’s Disk Drive Wish List

If good content marketing creates conversations with your customers, what better conversation could there be than learning what customers want in your next-generation products? Google recently gave the disk drive industry some free, and detailed, market research in the form of a speech, a blog post and even a detailed white paper. Google’s wish list […]

how boost ROI marketing automation

No Messaging, No Payoff In Marketing Automation?

When I work with clients on white papers, Web sites and other collateral, the hardest part is often getting them to explain what the heck they want to say. Veteran marketer Tom Grubb has found the same thing while implementing marketing automation at companies such as CA Technologies. In this guest post Grubb, chief strategy […]

quality content marketing

When Is Lousy Content Good Enough?

SEO experts keep telling us that customers (and the all-important search engines) pay more attention to quality content than “me-too” jargon stuffed with key words. But I also keep seeing cheap “content mills” On the other hand, I keep hearing about content mills that, as one ex-IT journalist complained the other day, “pay freelancers peanuts […]

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Offer 1: Commoditize This! Why good writing isn't dead and when you should pay for it as part of your content marketing strategy.
Offer 2: Got a content marketing challenge or question? Drop a line or call me at (781) 599-3262 for a complimentary brainstorm.