by SimplySteff, Someone asked me recently, “Do people even read white papers anymore?” The question is understandable, especially if you’re not in B2B technology. The trend in content marketing is towards short, “snackable” content that’s easy to share. And I applaud that trend – to a point. Longer papers still have a role to play in lead generation, […]
Minimum Viable Messaging for Startups
Few things make a content developer (aka writer) happier than a complete product messaging roadmap. For details, see What the Writer Wants from a Product Messaging Document. We know that content development and review cycles will be smooth sailing if there’s a well-developed product messaging map at the start. But as with any rule, there’s an exception […]
What’s your True Story? (Book review)
David Meerman Scott’s New Rules of Marketing and PR came out in 2007, which seems like a lifetime ago. Now it’s a “marketing classic.” As the world continues to evolve, marketers need to be lifelong learners to stay current. In the interests of continuous learning, I’ve been reading a wide range of books and want […]
Is your business website a lekker?
No, that’s not a typo – “lekking” is at term in animal behavior that means self-aggrandizing behavior (usually for the purpose of attracting mates). I didn’t know that term before encountering it in Adam Grant’s brilliant book Give and Take: A Revolutionary Approach to Success. (I highly recommend the book, by the way.) by Michael Bentley […]
Empowerment marketing: The next big thing (I hope!)
Looking for the next big thing in marketing? I’d suggest reading Jonah Sach’s Winning the Story Wars. Marketers have been hearing for some time the importance of telling a story. This book considers the broader perspective of how you choose to use those stories. Sachs labels most traditional marketing techniques as inadequacy marketing: you highlight […]
What’s your bicycle pump?
The bicycle shop in my town puts out a bike pump in front of their store on weekends, so passing cyclists can inflate their tires. The bike pump is a great way for the store to contribute something to the local biking community and solve a common problem. The store is just down the street […]
