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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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transformation marketing

Overusing “Transformation”

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Everywhere from interior decorating to education to healthcare, everyone’s claiming they deliver “transformation.” But when it comes to  selling information technology and services, is the “T” word an effective value promise, or a vague buzzword that sets both the buyer and seller up for trouble? I’m curious to hear from other marketers about how your […]

content sequence containers

Content Cookbook #3: Selling DevOps

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(One in an ongoing series of sample drip content marketing campaigns for IT vendors. Feel free to steal this sequence or, if you’d like help customizing one for your needs, email or call at 508 725-7258.) DevOps is the process of combining historically separate development and operations functions to speed application deployment. This is especially […]

content marketing solution providers

Differentiating Local IT Service Shops

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A lot of local and regional IT “solution” providers I work with have a self-esteem issue. When I ask “What differentiates you from your competitors?” they say “Nothing.” “We just do what everyone else does – install and manage networks, do user support, plan upgrades, execute cloud migrations,” they say. Or, “We try to listen to […]

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Senior IT buyers want the cloud to make them more agile, not just save them money. But they’re also skeptical about whether such Web-based services can meet traditional IT standards for performance, interoperability and security. To succeed, cloud marketers need to address in detail both these hopes and fears. Those are my top takeaways from […]

case studies thought leadership

Should Case Studies Leak Your “Secret Sauce?”

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While developing a thought leadership white paper for a client, they asked whether customer case studies or “use cases” (examples of how a technology or process would be used to help the business) have a place in such “non-sales” content. My answer: You bet, if they’re used right. Yes, “thought leadership” means giving prospects a […]

directory as a service

Would You Trust Your Directory to the Cloud?

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In the mad rush to the cloud we’ve already got SaaS (software, security or storage as a service), PaaS (platform as a service,) IaaS (Infrastructure as a Service), CaaS (communications as a service) NaaS (network as a service), Maas (monitoring as a service) and even “XaaS” (everything and anything as a service.) What’s next? Directories, […]

case study thought leadership

Winning the Content Production War

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  I just finished reading Freedom’s Forge, which describes how American industry produced planes, guns, ships, and everything else in quantities our World War II enemies couldn’t match. What struck me were how much money and time production experts achieved by eliminating bottlenecks. Some were as simple as rearranging work flows so pieces didn’t have […]

Got No Time For Content Marketing? Good!

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If you have no time, money or staff to do content marketing, you’re lucky. So argues Roger C. Parker in this excellent post, reprinted with permission from the Content Management Institute. Scarcity forces you to focus on your core audience and core message, and to work efficiently. Read on for his great tips on everything […]

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