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Top Five Must-Have Marcom Assets for Fall ’09

Thursday, September 24th, 2009 by Stacy

Friends,

Certain asset types have been particularly popular this year. Through a skinny budgeting cycle, these projects have remained on the marketing manager’s to-do list—mostly because salespeople continue to clamor for them.

Top Five Must-Have Marcom Assets for Fall ’09:

  1. Playbook. What’s not to love about an easy-to-read guide that helps field and channel partners understand the prospect’s needs, then explains play-by-play how to sell your product? Highly practical and hugely popular.
  2. “Not Your Mom’s Customer Case Study.” We’ve produced more case studies each year for good reason: they describe in the simplest, most compelling way how a specific customer has used—and benefitted—from your products. The two-page story remains the perennial favorite, but we predict a big upswing in carefully crafted “Recommendations” on LinkedIn company pages. Think Yelp for B2B.
  3. Self-Assessment, aka “Cosmo Quiz” or “White Paper Lite.” Customers need a little pick-me-up these days. Starting your white paper with a series of questions draws customers in (and encourages them to think about the business problems only your products can solve). Curiosity and your refreshingly light tone keep them reading. What customer wouldn’t strive to be in the top right quadrant—and welcome her account exec’s advice on how to get there?
  4. Search-Engine Optimized Microsite. It goes without saying that your corporate site should be at the top of Google’s search results for your company’s target key words and phrases. Same goes for your product-, customer segment-, and industry-focused microsites. One client had us write five (smart, targeted, elegantly optimized) microsites simply to bump his product’s competition to page two.
  5. Wiki. Every product type and category needs a wiki. Period. The race is on.

Here at the Content Bureau we recently celebrated our best August in company history. Are we thrilled? Absolutely! Surprised? Not entirely. Our clients are doing more with less these days, but they’re still doing.

Q4 budgets are looking better than they have in months, but prudence is still in fashion. If you’re going to splash out, include at least one high-impact piece from the list above. And let us know when you start receiving love letters from the field.

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Splendora

Thursday, September 17th, 2009 by Stacy

We are a serious technology marcom copywriting agency. That doesn’t prevent us from going gaga over great consumer-focused advertorials authored by the genius girlfriends at Splendora of San Francisco. CEO Gina Pell describes Splendora’s voice: “We’re Cat Deely meets Tim Gunn.” Plus a lot of Gina. Sassy first—to grab your attention. Then informative. You can’t […]

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How Do I Use the Subjunctive?

Thursday, September 3rd, 2009 by Lisa S.

Your Highness: As part of my job in a large corporation, I must communicate in writing with my colleagues and customers. I’m a bit embarrassed to admit this, holding as I do a degree from a fancy business school and all, but here goes: When it comes to grammar, I’ve been faking it for 34 […]

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Ask the Grammar Queen

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Want to See Your Company’s Future? Show Me the Wiki.

Thursday, August 27th, 2009 by Todd

Wikipedia rules the Internet. It’s a more popular information source than CNN and Yahoo News and, with more than three million articles, its pages appear in top-ten search results well over 90% of the time (some reports put the figure as high as 97%). Not bad for a website that’s existed for a mere eight […]

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Techy Designer

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USA Today

Thursday, August 20th, 2009 by Chris

USA Today. McPaper. The newspaper with the cutesy graphics and not much copy. The one you trip over when you leave your hotel room, and the one you take from the flight attendant when they’ve run out of the Times or the Journal.  USA Today gets no respect. Agreed, it’s nowhere near as satisfying a […]

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Welcome to the Content Bureau Blog

Wednesday, August 19th, 2009 by Stacy

Welcome! We hope you’ll enjoy the Content Bureau’s take on the niche, riche world of technology marketing copywriting. Consider us the Scharffenberger Nibby Bar of the B2B marketing blogosphere—slim and elegant, perfectly packaged, and uniquely satisfying in a “smooth and crunchy at the same time” kind of way. Enjoy. And please let us know how […]

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