It’s time to attract leads with another top-of-the-funnel gem. You need a compelling, thought-leadership-filled B2B ebook or white paper that people will leap to download. And that asset must enhance your brand and further your core message—which calls for more than a pretty cover, good landing page, and clickbait title. So, you look to your organization’s subject matter experts (SMEs) for help.
The best SMEs are mind-bogglingly busy. If you’re lucky, an SME will generate a great idea and ask you to help make it happen. But what if you’re the one driving the process and generating the topic? How do you find the right SME and make the best use of her time? Let’s face it. We (your creative team) and you (experienced marketing managers) know that working with SMEs can be awesome—or awful. Here are some simple ways to work with SMEs that can tip the scale toward the former.
At the Content Bureau, we work with SMEs and people like you every day. And we love it—interviewing rock star SMEs is a great privilege. Talk to us about how we can help you capture and convey the insights of the thought leaders in your organization.
To: Content Bureau Editing Team From: Lisa S. Subject: Hyphenation joy Hi, all— I was poking around after renewing my subscription to The Chicago Manual of Style/geeking out on CMS 17, and found this handy cheat sheet. Enjoy! ________________________________________________ To: Content Bureau Editing Team From: Chris Subject: Blog post idea Hey, have we done a blog post with a fight […]
My son sent me this list the other day and it made me laugh. How to Write Good* The passive voice is to be avoided. Prepositions are not words to end sentences with. It is wrong to ever split an infinitive. Eschew ampersands & abbreviations, etc. Don’t be redundant; don’t use more words than necessary; […]
Seriously, Nivea? The times, they are chaotic—to say the least. The importance of social media in our daily lives means that public response to events of all kinds—political, artistic, market-based—is swift and loud. What does this mean for marketers and content creators? Recently, a client asked for my opinion on a marketing campaign they were […]
Like many creative services companies, the Content Bureau works with tech and financial services companies that have corporate marketing departments wielding lots of centralized control; and we also work with companies that are almost completely decentralized—where the individual business units can produce whatever marketing content they want. Which of these organizational structures leads to the […]
It’s August and officially the dog days of summer. Everyone is either leaving for vacation, on vacation, or just back from vacation, and nothing’s really getting done in the office. But instead of waiting till work shifts back into gear, here are three things you can do right now that will help you personally and professionally. […]
With just a few keystrokes and clicks in Google, a world of research, statistics, and studies are available to bolster white papers, bylined articles, and blog posts. Unfortunately, the explosion of online content has made sourcing this research a needle-in-the-haystack exercise. Unless the stat you want to use is in a news article from a […]
We used to say the truth was slippery. If we could never quite grasp it, still we believed it was out there somewhere, swimming the currents of events, perspective, and time. And as slippery as it might have been, getting at the truth mattered. These days, by contrast, truth is not only more difficult than […]
You’re a marketing expert, not a writer. In any case, whatever your job title, odds are good that you don’t exactly look forward to handing your writing over to an editor. Maybe it’s the memory of a particular red-pen-wielding third-grade teacher, or a particularly embarrassing typo in an important presentation. Or maybe you’re just a […]
I was traveling on a train recently and I found myself staring at the station sign at Bay Pointe, the name of a new housing development. Is it pronounced “bay point” or “bay point-ee” or “bay point-ay?” I wondered. Who decided on that spelling? What’s the deal with that Fancy E? Adding that superfluous […]