Year: 2016

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Words to Watch: The Stocking-Size Style Guide

Thursday, December 22nd, 2016 by Dave

We love creating editorial style guides and brand guidelines because they can help a company to produce more effective content for years. These references can be especially helpful for people in your organization who produce content but don’t count writing as a core skill. But not all companies want or need a comprehensive new guide. […]

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How to Write a Great…, The Business of Copywriting

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Copy Blocks: Really, What Can’t They Do?

Tuesday, December 13th, 2016 by Lisa S.

At the Content Bureau, we produce a lot of marketing assets. A few are crucial but short-lived one-offs, for events or other special occasions. Most—like web copy, case studies, and infographics—are designed to serve your business for much longer, in a variety of situations. And then there are copy blocks. As the name implies, they’re […]

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The Business of Copywriting

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How to Write Award-Winning Copy

Tuesday, December 6th, 2016 by Laurel

Part two of a three-part series. As I mentioned in my previous post, I was recently invited to join the judges of the Verbal Identity panel of the 2016 LIA Awards. Now that the LIA winners for Verbal Identity have been announced, we can examine why those Gold and Silver winners took the honors. I […]

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Why the Best Bylined Articles Are a Team Effort

Friday, November 18th, 2016 by Chris

I’ve never liked pure “ghostwriting”—that is, writing all of the words under someone else’s name without any input from the person who’s actually taking the credit. I’m not annoyed that I don’t share the spotlight. I just think that writing falls flat when there’s no authentic input from the “author.” This is especially true when […]

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Beyond the Style Guide, The Business of Copywriting

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How to Enter Your Work in an Industry Contest

Tuesday, November 8th, 2016 by Laurel

Recently, I was honored to be included as a judge on the Verbal Identity Panel of the LIA Awards, held in fabulous Las Vegas, Nevada. Although the LIA has been rewarding excellence in advertising for 20 years, 2016 was the first year that Verbal Identity was added to the judging categories. I learned a lot over the course […]

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Beyond the Style Guide, Off Hours

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How to Create All Your Marketing Program Content At the Same Time (Quickly, Cost-Effectively, and with No Drama)

Tuesday, November 1st, 2016 by Stacy

Yes! This is possible! It’s all about bundling. Our clients—ambitious marketers at large B2B technology and financial services companies—tend to use us for the “hard stuff.” These days, the “hard stuff” isn’t just the long stuff, it’s a bundle of marketing program assets that work together to nurture our clients’ customers along the buyer’s journey. […]

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That would be fantastic!! Or: Why our emails have become so effusive

Thursday, October 20th, 2016 by Lisa S.

It starts innocently enough:           Thanks so much for sending.           I’d love to set up a call for later this week!           Wow—that would be great! But then we find ourselves writing lines like this:           I’m really […]

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Beyond the Style Guide

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Throwback Thursday: Changing Seasons, Changing Playlists—Music to Inspire Marketing Communications Magic in the Months Ahead

Thursday, September 29th, 2016 by Eric

Depending on where you live, it’s now either the end of summer, the prelude to the end of summer, or the buildup to the prelude to the end of summer. We hear the pitter-pat of little feet returning to school. We’ll soon see the changing of the leaves. We have a vague sense that it’s […]

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Off Hours, Throwback Thursday

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Building Brand Loyalty with Content Marketing

Tuesday, September 20th, 2016 by Eric

Amazon. Apple. Facebook. The brands with the most loyal customers are, more often than not, the most successful in their market. And it’s no wonder: loyal customers are repeat customers. They’re easier to upsell and cross-sell, and they’re less price-sensitive. They drive down the cost of selling and have higher customer lifetime values. Often, they’re […]

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Beyond the Style Guide

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How to Design a Co-Branded Data Sheet

Thursday, September 15th, 2016 by Todd

Co-branded data sheets are exceptionally popular marketing assets, and it’s easy to see why. These one-pagers not only make it super easy for partners to sell your products, they also make for a great leave-behind with prospective customers. But it can be tricky to co-brand a piece that conveys your core messages—summarizing your product’s features […]

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