Category: White papers


Content recycling do’s and don’ts

  by  chrissatchwell  The biggest challenge that many content marketers face is creating enough content to reach prospects and customers at the right places and times.  Re-purposing or recycling content is a critical strategy. When you recycle content, you can amplify your…

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Are you gating your marketing content?

When is it appropriate to put marketing content behind a registration form?  The short answer is “Almost never!” Gating your marketing content with a registration form to tends to turn people away – and undermines the benefits of content marketing….

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Bigger is rarely better in content marketing

  by  abbynormy  Look at this pumpkin. Impressive? Everyone loves a really giant pumpkin. But there’s no way I’m taking it home to make pies with it. It’s too much work, and the pies won’t taste good. The same applies to really…

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Messaging part 2: The messaging review

In my last post (There’s always time for messaging) I talked about a few strategies for selling the ‘messaging’ part of a content marketing project. It’s important to nail down key messaging before writing website content, white papers or other…

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There’s always time for messaging

Sometimes when I face a complex project, I tell the client that I’d like to create a ‘messaging map’ or messaging document to get their approval on key messages before I proceed. I often get the response “We don’t have…

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The true costs of freelance writing projects

In a tight economy, some companies try to save money on writing projects by outsourcing to other countries, or by using sites like Elance to find inexpensive freelancers.  A recent MarketingProfs article discussed the challenges of using sites like Elance….

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Wait, the revolution is over???

photo © 2005 Chris Corwin | more info (via: Wylio) Joe Pulizzi has just published the latest top Content Marketing blogs (see Junta42 Top 42 Content Marketing Blogs).  Clearly there are a lot of blogs I should be following! What…

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Be specific, it’s more interesting

Keeping your options open is a good thing in life. In marketing writing, however, it can be killer. If you try to make sure you communicate everything (oh, and we also do this!) you can losing the reader’s attention before…

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Survey says: Don’t trash those white papers yet

I love it when research comes out to back up my positions. A couple weeks back I posted a blog called Old Marketing Channels Never Die – the premise being that with all of the buzz about social networks, videos,…

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Content templates pit consistency against creativity

Is it a good idea to create content templates for marketing collateral? Or do they stifle creativity and create boring papers and web pages? I’m not talking about Word templates or formatting templates. I’m referring to writer’s guidelines that indicate…

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