Tip #1: Provide Answers and Solutions Don’t turn your reader off by focusing on your company’s product or service. A white paper is an educational document – not a sales pitch. People who read white papers are looking for answers and solutions to the challenges and opportunities they are facing. Deliver that information in a […]
Before and After Example People struggle with developing content. It’s important to remember that every communication is marketing. In this ‘before and after’, I present some ideas for engaging an audience based on a networking group email whose organizers want to attract more people. BEFORE Hi Everyone. We had a tremendously successful and content-rich […]
This article can be downloaded as a pdf under “Free”. Case studies are very versatile – they can be used in just about any marketing, sales or public relations communication. But many companies are not using them to their best advantage. Here are some ideas to make full use of your company’s case studies. Develop […]
Measuring the Universe This is a great 4-minute animation video by the Royal Observatory Greenwich that demonstrates how useful metaphors are in communicating complex ideas. The video uses metaphors like lightbulbs and fire engine sirens to explain principles like parallax and redshift. Check out the video on vimeo at: http://vimeo.com/41434123 It may give you some ideas on […]
You sometimes find comments around the web that white papers are no longer the useful content marketing tool they once were. However, research suggests otherwise. Since 2009, Eccolo Media has conducted an annual survey of approximately 500 C-level, execs, vice presidents, managers, directors, developers/ programmers, and technicians about what marketing materials they use in their […]
I may have mentioned before that I am a social media luddite. And, honestly, I’d prefer to keep it that way. But then there’s that whole work scene. So, I listened to part of a webinar by George Kao today. He spoke about making social media both effective for your business and sustainable to accomplish. […]
White paper are really educational documents. They persuade using a soft sell approach by providing information that is helpful to the reader. A good white paper can position a company as a thought leader in their field. White papers set the tone by discussing the problem and its costs. This accomplishes a few things: 1. Focusing on the problem gets […]
I have been singing in the local community choir. It’s been great – an opportunity to grow my abilities in a new area. And there’s something about singing, about making music, that feeds the soul. There are benefits you just can’t put into words. At the end of each session, the choir gives a performance. […]