Who We Are Arrow 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. who are most ready to buy.

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Who We Are Arrow 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.

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Who We Are Arrow 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. who are most ready to buy.

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how to pitch editors and bloggers

When to Stop Nagging and Other PR Questions

What is the best way to pitch a writer – by phone or email? When should I stop calling to ask if you’ve seen my pitch? How much editorial control do vendors exercise over custom content sites? Those were among the questions I got at a recent lunchtime talk at a Boston-area PR firm. I […]

Pokemon Go security

Pokémon Go: Why IT Marketers Should Care

When I was assigned a story on the security risks of Pokémon Go, I groaned. What could be interesting about a game where players chase comic book characters superimposed on the real world on their smart phone? It turns out the enormous popularity of Pokémon Go IS the story. It’s so engrossing players are tumbling […]

how identify target customer content marketing

To Stand Out, Find Your “Micro Niche”

Got a sinking feeling your marketing copy is too “me too?” If so, you’re not alone, according to content marketing guru Joe Pulizzi. He did an excellent post earlier this year arguing that many campaigns fail because the material they offer is too much like everyone else’s. I’m always surprised when I push a client […]

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 […]

How Much IP Should You Share?

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 […]


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 […]

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