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. who are most ready to buy.

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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. who are most ready to buy.

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transformation

Selling “Transformation” in Plain English

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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”  

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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

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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?

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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?

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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 […]

when to use video

Stop the Video Madness!

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If I have to sit through another vendor video full of bouncy music, cute special effects and a happy-talk narrator when I’m trying to learn something I’m going to scream. And I’m not (just) speaking selfishly as someone that still gets most of their assignments producing old-fashioned word documents rather than video. I’m speaking as […]

content marketing for IT vendors

Tailoring Content to the IT Buying Cycle

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It’s no surprise that the IT sales cycle is getting longer and more complex, with more and more players involved all the time. The move to “digital” means not only IT, but sales, marketing, operations and finance is and should be involved in everything from setting requirements to agreeing on budgets. But specifically what content […]

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I was recently with a major client and their writing team reviewing content plans for 2016 when the D-word – digital – came up. Everyone agreed it’s a catch-all buzzword that can mean almost anything to anyone. But one of the participants –former Gartner EVP and Head of Research Bruce J. Rogow — had a […]

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