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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hacker

Do We Need An Edward Snowden for Security?

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Some people are grateful to former National Security Agency contractor Edward Snowden for revealing massive detail about our government’s intelligence activities. Others think he’s a traitor who’s harmed our national security. One thing you have to admit: He’s gotten us all thinking about the proper balance between privacy and national security. He’s also changed behavior […]

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By Gretchen Dukowitz Case studies – love ’em or hate ’em – remain a critical part of the content marketing mix for almost every B2B organization. To some, they may seem stodgy (or dare I say boring?), but CMI research shows more companies are using them – 77% in 2015 – and 58% say they’re […]

marketing a platform company

Four Tips for Selling Platforms, Not Widgets

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If you hang around the geekier edges of the tech marketing world, you’ve heard a lot in the past few years about APIs, or application programming interfaces. APIs are what developers use to develop applications or services for an operating system like Windows (in the old days) or for a cloud service like Amazon (in […]

stopwpmadness1

Want Good Writers? Make Onboarding Easy

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Today, I give you an exciting post about how to onboard writers to the content management systems that handle your marketing content. Bored already? So am I, which is the point. When you’re trying to develop a lot of marketing content very quickly for the launch of a major B2B Web site (as a Fortune […]

dont value technology

Does This Pop-Up Make Me Look Fat?

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Or, should say, does this pop-up below try to make the reader look stupid? Or, how about this one: Or (I can’t resist):   It’s Not Me, It’s You. Really. I usually just look for the “X” so I can close pop-up ads as quickly as I can and get on with what I was […]

marketing campaign cloud security

Content Cookbook #5: Cloud Security

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CIOs love the agility, flexibility and lower prices offered by the cloud. But year after year, security breach after security breach, fear keeps them from moving more sensitive data and applications to off-premise data centers. If you’re selling cloud security, either as a cloud service  or in the form of consulting to help clients assure […]

How to sell transformation

Selling the Five Waves of “Transformation”

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 IBM, Dell, Capgemini and Accenture all claim they can deliver it.  McKinsey & Co. claims the entire nation of China is doing it. “It” is  digital transformation. Personally, I don’t get it, because: If “digital” means “computerized,” we’ve all been “digitally transformed” a bunch of times since the 1960s. (Think mainframe, minicomputer, client-server, Web, and […]

speed B2B marketing content

Make Those Pesky SME Interviews Worth It

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You know how hard it is to get time from your subject matter experts (SMEs) to brief the writer who’s creating your marketing content. These SMEs (be they sales engineers, account executives or project managers) are too busy meeting their numbers or keeping clients happy to explain it all to a writer. So doesn’t it […]

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