You can’t engage and score prospects with content marketing unless that content is clear, improve and specific. One example is the “storage hypervisor” buzzword I uncovered while reporting a recent piece on Storage Orchestration for Computerworld. Calling something a storage hypervisor implies it can deliver the same dramatic cost savings and flexibility as a server Read more...
I always shake my head when, after downloading a vendor white paper as research for a story, someone from sales calls offering more info on the $100,000 storage virtualization platform I was researching. You’d think the fact I clicked “1-5 employees” on the registration form would have told him or her I’m not a systems Read more...
If you think you need to be Cisco or GM to have a profitable content marketing strategy, talk to Margaret Johnson. She’s managing director of marketing for Oakwood Systems Group Inc., a technology consulting and services firm in St. Louis. The 30 year-old, 150-person firm has been using Genoo for marketing automation for about three Read more...
Let’s say you followed my recent advice on how to create, and execute, an editorial calendar for marketing content. Here’s how to use that content for lead generation. If all went well, your subject matter experts have created (or are creating) posts describing: Common problems your customers or prospects should know about; Industry trends that could Read more...
We’ve all read them: The “Five Questions to Ask When Buying XYZ” stories. For trade press editors, they’re a guaranteed draw for readers. They’re easy to digest, practical and, done right, geared to the problems or questions readers are facing right now. This trade press staple is also a great standby for your content marketing Read more...
Days after Computerworld published my most recent story on infrastructure as a service (IaaS) a friend in PR called to thank me for mentioning his client. A nice gesture, and probably standard operating procedure at many PR firms. But it was unnecessary, and represents the kind of thinking that actually makes it harder for PR Read more...
The other day, a prospective client realized he wasn’t ready to hire me – or any — content marketing copywriter. He realized as we spoke that before asking a copywriter to present his message, he and his subject matter experts needed to agree on what their message was. He asked if I had any “documentation” Read more...
“How long should this (white paper, Web page, case study, etc.) be is a question I still get surprisingly often from content marketing clients. The answer an editor would give is: As long as it needs to be, and not a word longer. We all know the conventional wisdom that a case study shouldn’t be Read more...
Offer 1: Commoditize This! Why good writing 
isn't dead and when you should pay for it as part of your content marketing strategy.
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.