by Lucy S. | Mar 15, 2011 | How to Create Great Content
Your annual user conference starts in two weeks. You’ve packed glossy brochures in cozy boxes. Printed thousands of badges. Reserved buckets of ice for your nightly foot-soaking. And to chronicle the big event on your company blog, you have your very own ghost eager...
by Chris | Nov 2, 2010 | How to Create Great Content
Your top executives may prefer to express themselves in long, intellectual, stately addresses, but the reality is that the 140-character tweet is today’s version of the boardroom speech. CEOs who do Twitter well (or sometimes, their PR and marketing people behind the...
by Bobbie | Oct 5, 2010 | How to Create Great Content
Most companies’ websites are a lot like closets. Everything’s dumped in them: data sheets, press releases, brochures, webcasts, and podcasts. Sure, a website is a great way to get your message out to your customers and prospects—the problem is that we leave all these...
by Chris | Sep 27, 2010 | How to Create Great Content
The trouble with writing blog posts is you need to unlearn some of the skills for creating polished written communication that have taken you years to hone. A sense of casualness, or a bit of an “I just dashed this off on my way to a meeting” mood, is what readers...
by Client | Sep 21, 2010 | How to Create Great Content
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...
by Lauren | Jul 13, 2010 | How to Create Great Content
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,...
