Category: The Business of Copywriting

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

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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 […]

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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 […]

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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, […]

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Be Yourself at Work

Monday, March 11th, 2013 by Stacy Crinks

A beloved French boss, Bernard Miquel, gave me the best piece of business advice I have ever received: “If you can’t be yourself at work, change jobs.” When he shared this tidbit of wisdom, I was a twenty-something American in Paris, aspiring (pushing! shoving!) to move from customer service to sales in the shipping container […]

runs the Content Bureau, @contentbureau.

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Content Bureau Credits: to Share, or Not to Share?

Tuesday, December 4th, 2012 by Stacy Crinks

Surprise! You’ve just received an email saying that you have a credit with the Content Bureau. It’s a nice problem to have, n’est-ce pas? Except that you are now wracked by guilt. When you opened the PO for that project that went under budget, and for which you now have a credit, you were in […]

runs the Content Bureau, @contentbureau.

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When TMI Is Absolutely, Perfectly, the Right Amount of Information

Wednesday, November 7th, 2012 by Stacy Crinks

On October 27-28, it was my great honor and pleasure to walk 39.3 miles in the Charlotte, N.C., Avon Walk for Breast Cancer. One might argue that I was a little too excited (nervous) about this activity in the weeks that led up to it, and told too many people that I would be walking. […]

runs the Content Bureau, @contentbureau.

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The Creative Brief: Step #1 in Great Marketing Campaigns

Friday, October 12th, 2012 by Eric Wilinksi

Work in marketing long enough and you’ll feel it: the pit in your stomach when you and your creative team start talking past each other. “The creative team isn’t giving us what we want,” you assert.  “Marketing doesn’t know what it wants,” the creative team counters. There’s an easy way to avoid this too-common marketing […]

is a member of the Content Bureau editorial team.

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Five Ways to Find Great Case Study Prospects

Thursday, August 30th, 2012 by Lauren Gudath

Starting (or reviving) a B2B customer case study program is often easier than keeping one going. You know two or three perfect customers, and they’re eager to help. You and your case study writing team breeze through the interview, drafts, and approval process. It’s awesome. The boss is thrilled. Your new BFFs in the field […]

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