How do you ensure that your campaign maintains the impact of the original without having to launch new creative in each market? This is where marketing “transcreation” comes into play. Transcreation is a freer form of translation, closer to copywriting. The result is a text that’s linguistically and culturally adapted for specific countries and/or regions, be it for Latin America, Africa, Europe or even local U.S. Hispanic markets.
As we mentioned in a recent post, a little search engine optimization (SEO) goes a long way. Yet many smaller B2B companies pay little or no attention to writing for SEO. If you haven’t given much thought to search optimization in the past, you should. Even basic SEO copywriting can help your company rise to […]
While doing research, I found myself perusing the websites of a number of B2B startups. Some sites were lovely, well written, and easy to navigate. Many weren’t. That didn’t surprise me. Some early stage startups aren’t ready to invest in a slick website and professional copywriting. But what did surprise me was how many startups […]
In previous posts, I wrote about aligning your content with field objectives. But while your sales team should be the voice of your customers, they can’t determine why your target audience might respond better to the nuances in one headline over another, or which images would best evoke the desired response from your campaigns. Likewise, […]
A veteran marketing writer and editor spills the beans on truth in marketing, truth in advertising, and what makes good copy in the non-profit vs. corporate world.
Like cars and movie stars, different types of marcom assets fall into and out of fashion. Really long white papers? They’re so Hummer. Customer case studies? A perennial favorite, like Harrison Ford. Sales playbooks? Very hot at the moment. Why? In a tough economy, it’s only natural that smart marketers are placing more emphasis on […]
Sometimes I’m alarmed by how much business terminology, particularly in sales and marketing, borrows from the brutal lexicon of warfare: words such as strategy, tactics, campaign, and force (as in sales force) each hearken back to Sun Tzu’s The Art of War. The field refers to a battleground, where troops use tactics to attack the […]
Staying late at the office one Friday night, you take a casual look at the list of quarterly deliverables your boss is expecting from you. Produce a new 500-page microsite. Check. (Thanks, Content Bureau!) Update all marketing collateral with screen shots of a yet-to-be-built middleware platform. Check. (Thanks, summer intern!) Write a 400-word review of […]