Starting (or reviving) a B2B customer case study program is often easier than keeping one going. You know two or three perfect customers, and they’re eager to help. You and your case study writing team breeze through the interview, drafts, and approval process. It’s awesome. The boss is thrilled. Your new BFFs in the field [...]
Archive for August, 2012
How to Write Great Marketing Messaging
You’re tasked with creating solid and rich marketing messaging. Suddenly, everyone around you wants to weigh in on content—and the “messaging madness” ensues. Whether you’re developing the foundation for a multiproduct campaign or creating detailed product descriptions to support your latest release, the most time-consuming aspect of the process is getting agreement around central themes. [...]
How to Run a Great Corporate Blog
Blogging is fun! Running a high-quality corporate blog, however, is a huge pain in the a$$ (and expensive, too). It should be. Your corporate blog may be your single most important marketing asset, after your search-engine-optimized website. Chances are, your posts land in front of your best customers more frequently than your best salespeople. Your [...]
A Fabulous New Word Can Make My Whole Day
I dare you to say this really fast: “Kardashianization, Kardashianization, Kardashianization.” Ha! Aren’t you now in the greatest mood ever? Being a “wordie” can be an affliction. Just yesterday, I had to admit on a PTA conference call (yes, those do exist) that misplaced apostrophes and missing hyphens in one of our fundraising communications were, [...]
