Success Story Value: Real or Perceived?

Success Story Value: Real or Perceived? In this post, we describe seven points to consider when assessing success story value. In our next post, we will cover our recommendations for how to write a success story. While most enterprises realize the value of effective corporate and product brochures, as well as a compelling Web site, […]

The Power of the Written Word: A Marketer’s Manifesto

The Power of the Written Word: A Marketer’s Manifesto If you’re involved in marketing in today’s fast-moving world, you’re probably wrapped up in a hundred day-to-day decisions and activities. But once in a while, it’s helpful to pull back for a moment, catch your breath, and remember why we do what we do, as marketers. […]

People Like to Be Interactive: Top 2 Case Studies on Interactive Marketing Brochures

People Like to Be Interactive: Top 2 Case Studies on Interactive Marketing Brochures From the day we’re born, we like to interact with stuff.  When we engage with something using multiple senses, we tend to understand it better. That’s the power of interactive marketing communications. But interactive marketing communications can mean different things to different people. […]

Information Security Marketing Communications: Top Five Ideas

Information Security Marketing Communications: Top Five Ideas If you’re a marketing professional charged with marketing communications for an information security solution, your job isn’t easy. Information security is a difficult topic to communicate. The issues are pressing and immediate, the solutions are complex, and it’s a crowded marketplace. As data breach headlines become almost commonplace, […]

Seven Tips to Keep White Paper Projects on Track

Seven Tips to Keep White Paper Projects on Track The goal of this series of posts is to help you plan and execute white paper writing projects from start to finish. In the first post of our two-part series, we described the 11 questions to ask during the kickoff call for a white paper project. In […]

The White Paper Process: The All-Important Kickoff Call

The White Paper Process: The All-Important Kickoff Call In this post, we cover the first part of our two-part series of posts on the white paper process. The goal of this series of posts is to help you plan and execute white paper writing projects from start to finish. For more information on this topic, visit […]

Marketing Communications Style Guide: A Dress Code with Style

Marketing Communications Style Guide: A Dress Code with Style This is part four of a four-part series on marketing communications style. For more information on the subject, please visit parts one, two, and three. It’s time to recap our earlier posts on tone and style and dig into the details of what makes for a great marketing communications […]

Marketing Communications Style: Know Your Audience…and Your Company

Marketing Communications Style: Know Your Audience…and Your Company This is part three of a four-part series on marketing communications style. For more information on the subject, please visit parts one, two, and four. In the post Is Your Marketing Collateral Tone Deaf?, we talked about keeping a consistent corporate tone in your marketing communications. This post picks up where […]

Marketing Communications Word Choice and Voice: Your Corporate Persona’s Inner Khakis or Suit This is part two of a four-part series on marketing communications style. For more information on the subject, please visit parts one, three, and four.  Your marketing communication tone is more than a choice of pronouns or level of formality. Specific word choices (diction) and […]

Marketing Communications Tone: Is Your Marketing Collateral Tone Deaf?

Marketing Communications Tone: Is Your Marketing Collateral Tone Deaf? This is part one of a four-part series on marketing communications style. For more information on the subject, please visit parts two, three, and four. “There are four ways, and only four ways, in which we have contact with the world. We are evaluated and classified by these four contacts: […]