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ArrowVeteran 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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ArrowWe 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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ArrowWe 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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Digital Lessons From a Dying Industry

Yes, some people still read the print version of newspapers. So when the Boston Globe botched the move to a new delivery provider and left us paperless for the better part of a week, it caused a major disturbance in the force for my significant other. Mistakes do happen, of course, although after 143 years […]

“List” stories are a staple in journalism and in marketing copy. Think “Five Things You Should Consider When Buying an SDD” (solid state drive,) “Five Things to Know about HIPAA-compliant Cloud Storage” and this five-step list from Dell Inc. on how to secure the Internet of Things. Such “list” stories work well, if they’re done […]

Big Data marketing tips

How Big Data Will Fail. Why That’s Good

When clients ask for “thought leadership” white papers, they want  ideas that aren’t yet common knowledge and that will grab and keep readers. Here’s some thought leadership about the hot topic of Big Data: It can do massive harm if you use it to ask the wrong questions, overload users with documentation, implement it with […]

product comparisons content marketing

Four Tips for Doing “Buyer’s Guides” Right

Here’s an ideas for radical “transparency” in product marketing: Do an exhaustive comparison of your products and services vs. your competitors. Get down and dirty in specific areas like platform support, ease of management, need for staff retraining, and overall return on investment. And make this an impartial comparison of the players that will establish […]

Internet of Things marketing

Marketing Tips for Selling the IoT

Remember all the dumb ideas that crashed and burned in the Internet bubble? Think Pets.com, based on the idea that consumers would rather order heavy packages of pet food online, pay delivery charges and wait for it rather than just pick it up at a local store. It took years for businesses like Amazon to […]

All Alone On LinkedIn? Try These Four Tips

Ever since the days of bulletin boards in the late 1980s, I’ve been involved in efforts to create on-line “communities” of IT professionals. Most have failed, making me wonder what it would take to get IT (or any other professionals) to share useful ideas, comments and suggestions that would draw and keep readers on a […]

Why “Digital” Means Nothing, and Everything

The more enthusiastically people use jargon, the less they understand it. Judging by how often I see “digital” and “digitization” no one has a clue what it means. Digital means, of course, the representation of information as ones” and “zeros.” A 1959 IBM 7000 series mainframe is just as “digital” as a Nest smart thermostat […]

best practices case study

Why This Pitch Worked, In Six Steps

Having recently complained about four sins to avoid while pitching stories, it’s only fair to highlight this recent press release that got it right in six important areas. Here’s the release, along with (in italics) my take on what they did right. (FWIW, neither Sabrina Sanchez of The Ventana Group (who sent this on) or […]

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