Category: White papers


Content marketing: What’s your subtext?

In theater, subtext is the message that the actor is delivering beyond or behind the explicit dialog. It’s an important core of so-called method acting. What does subtext have to do with content marketing? Everything. One of the core tenets…

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How to ask a writer for a white paper

I love it when a client asks me to write a white paper. But I am even happier when we both understand exactly what kind of white paper they want. There are as many different types of white papers as…

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What smart content marketers do at conferences

Despite early reports of its demise, the old fashioned, face-to-face conference or trade show is not dead. Next week the security industry congregates at the RSA Conference in San Francisco. The following week, the healthcare IT industry gathers in Orlando…

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Top 5 reasons to create a product messaging map

I was talking with a client the other day, who told me that he’d gotten some pushback for creating a product messaging document.  Some people didn’t understand why he was spending the time creating an internal messaging document rather than…

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It’s 2011: Your content just got a year older

Guess what? We just flipped from 2010 to 2011, and all of your great marketing content now looks one year older to users scanning the publication dates. It’s not like marketing content has a ‘sell by’ date like a carton…

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Using freelance writers for content marketing: 5 steps for success

If you’re serious about content marketing, then you need to commit  to producing content.  And for many organizations, finding the extra cycles for content creation is a challenge.  Freelancers can be an invaluable part of the content marketing strategy. How…

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Tips for recycling webinar content

In the last blog posting, I sang the praises of recycling the content in your webinars into white papers, eBooks or other printed content. The process is not quite as straightforward as posting the transcript online. Some webinars are easier…

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When is a white paper not a white paper?

Answer: When it’s a lure. Or a filter. Or a score. After years of writing white papers for tech companies, I’ve started looking at them through a different lens. I’ve always thought of white papers as part of the sales…

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