Category: The Business of Copywriting

The scoop on what we’re reading, writing, and talking about in marcomm.

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Love or Hate Avon’s New Animated Video? Either Way, It’s a Win.

Wednesday, January 29th, 2014 by Stacy Crinks

Whether you love or hate the Avon Foundation’s new “Will You Walk? Or Will You Walk Away?” animated video, I’m calling it a huge win for the breast cancer cause—and a case study on effective viral video. Launched January 13 on prime time TV in major markets where the eight 2014 Avon Walks will take […]

runs the Content Bureau, @contentbureau.

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B2B Website Best Practices, Part II: Facebook for B2B

Wednesday, January 15th, 2014 by Stacy Crinks

Updating a few webpages today, are you? Of course you are. The content on today’s B2B sites needs to change weekly, if not daily. And every so often, your company decides to re-do its website completely—or at least massive sections of it. If you’re in the midst of such an overhaul, as we are here […]

runs the Content Bureau, @contentbureau.

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B2B Website Best Practices, Part I: SEO

Friday, November 1st, 2013 by Stacy Crinks

In my recent post on how to survive long-haul projects, I promised to share some tips that I hope you’ll find useful as you’re creating or updating your company’s B2B website. (Pop quiz: which is harder, “going green” or completely revamping your corporate site? Just buy some divided trash cans, friends—one side for recyclables, one […]

runs the Content Bureau, @contentbureau.

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The Secret to Being 100 Percent “In It” on Long-Haul Projects

Tuesday, October 1st, 2013 by Stacy Crinks

Oweeee. My entire body aches after doing the 39-mile Avon Walk this weekend. Day 1 (10 hours of walking through hilly San Francisco and Marin County) is particularly brutal. And yet, the whole experience—training, fundraising, thinking deep thoughts about how breast cancer continues to affect people that I love (and that they love), then actually […]

runs the Content Bureau, @contentbureau.

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Five Tips from a PowerPoint Script Writer

Monday, August 19th, 2013 by Allison Hayase

PowerPoint slides provide visual support for the facts, figures, and messages that you want to impart to your target audience. But your script is what really helps to tell your story. Developing a compelling script for your PowerPoint presentation takes work and creativity, of course. If scriptwriting is not your strong suit, here are some […]

is a member of the Content Bureau editorial team.

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Flip-Book vs. iPDF: Which Format Is Best for Your eBook?

Wednesday, August 7th, 2013 by Ruth Burk

You have great content to share, but don’t know whether to publish your eBook in interactive PDF (iPDF) or flip-book format? Consider the pros and cons of each: iPDF Pro As we shared in our recent post “The Beauty of an iPDF,” this format is interactive, sharable, content-rich, and visually compelling. iPDFs are great for […]

is a member of the Content Bureau editorial team.

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Newsletter Writing 101: Answering the Crucial Questions

Monday, July 29th, 2013 by Lisa Stonestreet

So at the last staff meeting someone on your team—maybe your boss?—suggested putting out a newsletter. Great idea! Wait, um, you want me to manage it? Edit it? …Write it? [cue crickets chirping] Oh, sure. Of course I can. Yep. Can vs. Should: Three Questions Of course you can. That is, you’re a skilled professional […]

is a member of the Content Bureau editorial team.

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The Content Bureau’s Elevator Pitch—in Words and Infographics

Thursday, June 20th, 2013 by Stacy Crinks

I recently had the pleasure of spending two days in Denver, Colo., with the incredible Ruth Burk, lead writer to many of our Denver-based accounts. During this trip, Ruth and I were shocked and horrified to discover that some of our most beloved clients—including one who has been a regular client for nine years, at […]

runs the Content Bureau, @contentbureau.

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Help! I Need Web Copy—Pronto!

Tuesday, April 30th, 2013 by Stacy Crinks

Last June, in “It’s So Easy to Be a Marketing Rock Star,” I described a “foolproof method for getting incredible value from the Content Bureau on virtually any project.” In this post, I’ll share best practices for web copywriting projects, in particular. Web projects are unique in that our clients often use different resources for […]

runs the Content Bureau, @contentbureau.

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Case Study Approvals—Without the Hassle

Monday, March 18th, 2013 by Lauren Gudath

You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, […]

is a member of the Content Bureau editorial team.

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