Category: The Business of Copywriting

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

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B2B Website Best Practices, Part III: Writing Headlines

Tuesday, April 1st, 2014 by Stacy Crinks

The Content Bureau’s new website is live! Check out the final installment of our B2B Website Best Practices blog post series and find out why writing headlines for B2B sites can be a (huge!) challenge, and learn about some strategies for success our team discovered along the way.

runs the Content Bureau, @contentbureau.

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What Causes Marcom Projects to Fail

Wednesday, March 5th, 2014 by Stacy Crinks

It’s really hard for me to write in the negative—I’m much more comfortable with “carrot” than “stick”—but will do so to make an important point. Marketing communications projects do fail, often for simple reasons that can be avoided. Failure in my book means that a project stalls or never finishes, greatly exceeds the original budget, […]

runs the Content Bureau, @contentbureau.

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Social Media: The Basics

Friday, February 28th, 2014 by Jenny McCullum

It’s been a decade since the emergence of Facebook, and the advent of social media has forever changed the landscape of corporate marketing strategies. Companies across all industries are increasingly participating in conversations with their consumers via wall posts or tweets, but often are unsure of how to make the first move. Having helped various […]

is a member of the Content Bureau editorial team.

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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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Make Me Laugh! The Power of Humor in Marketing Communications

Friday, October 4th, 2013 by Eric Wilinski

Laughter feels good—and in marketing, it can provide a kind of cognitive jolt. It not only gives marketers an opportunity to shift consumers’ attention to whatever it is they want to show or tell them, but also help them to remember it. As the father of a three-and-a-half-year-old boy (an age at which the “and […]

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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 […]

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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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