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Pomp, circumstance, and inspiration

I’ve spent a fair amount of time in the last week listening to graduation speakers.  In all honesty, these speakers are probably wasted on many of the graduates, who are already looking ahead to the next thing, without the perspective…

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Content marketing: It’s not all about you

One of the most common mistakes that marketers make, particularly in technology marketing, is assuming that everyone is basically like them: They think about things using the same buzzwords that you use They are interested in the same features that…

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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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What the writer wants from a product messaging document

My last post highlighted the top 5 reasons to create a product messaging document. But I neglected to say what should go into that document. The actual form and scope of a product message document can vary. I’ve seen 100+…

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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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Are you thinking like a media company yet?

It’s ironic that as traditional media companies are floundering to rethink business models in the digital world,  technology companies have to start thinking and behaving more like, well, traditional media companies. Tom Foremski, veteran journalist in the technology and media…

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If you’re not in the band, get off the wagon

People are social creatures, and feel most comfortable going where everyone else already is – something referred to as the ‘bandwagon effect’. In marketing, the bandwagon effect often turns into something darker – the crass exploitation of an event or…

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The view from the Valley

When you’re standing in a valley, you can’t see much beyond the mountains around you. The metaphor is useful for technical marketing professionals in Silicon Valley. We’re surrounded by tech-savvy people. You go to a PTA meeting, and the parents…

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