Category: Beyond the Style Guide

Tips to share with your writing team—or use yourself—for more effective writing.

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Purple Throwback Thursday: 5 Things Content Marketers Can Learn from Prince

Thursday, April 27th, 2017 by Kate

The beautiful Purple One is, sadly, gone. His most enduring legacy will be his virtuoso guitar playing followed by fabulous showmanship in a killer wardrobe. But there are other ways Prince left his mark, and content marketers could learn a thing or two from him in our own work. Stories and visual prose are more […]

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Distance Makes the Writer Grow Fonder of Editors—Or, Bringing It Home with the TZ Advantage

Wednesday, April 12th, 2017 by Lucy A.

For millennia, members of families—blood and work—lived mostly in the same area and were impacted considerably when one of their own struck out for distant pastures. But now that we’ve become wedged in the ethereal arms of technology, distance is a snap to negotiate. Electronic devices make it almost too convenient to move all forms […]

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Beyond the Style Guide, The Business of Copywriting

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Give It 20! Or, How to Jump-Start Any Project.

Tuesday, March 7th, 2017 by Lucy A.

February is the month where winter goes to die. Sparkling, soft snow has dwindled into gray, crusty blobs, and weary people trudge through their days with little, personal clouds hovering overhead. Gone is that rush of energy delivered in New Year’s happy grasp. It takes all we have to finish that white paper, let alone […]

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The Best Valentine’s Day Blog Posts of All Time

Tuesday, February 7th, 2017 by Stacy

As you might guess from looking at our website, or my stationery collection, or my closet—freakishly awash in red and pink, with a dash of metallic glitter—Valentine’s Day is my favorite holiday. This giant painting in my home office sets the tone for my entire life. If there is one word I would have tattooed […]

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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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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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Digital Storytelling as a Way to Build Corporate Communities

Wednesday, June 29th, 2016 by Reka

Have you heard of the International Day for Sharing Life Stories? It’s May 16th, the day that Pulitzer Prize-winning Studs Terkel—known best for his oral histories of everyday Americans—was born. It’s a day to celebrate the power of telling personal stories as a way to build community—any community, from rural to corporate. Personal stories—first-person stories […]

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