When maintaining a business blog, it’s really useful to have a few blogs in reserve. Keeping the blog ‘fed’ is by far the biggest challenge for most businesses. Blogs are like firewood — it’s nice to have a stockpile. One strategy is to find a topic that can become a series of blogs. Here are a […]
white papers
The curse of the familiar
Sometimes the greatest value I can offer a client is a fresh, outside perspective. For example, I worked with a client recently that was making a major proposal to a customer. As I talked with them, several things became clear: They were so familiar with their unique value that they assumed everyone knew it. As […]
Messaging part 2: The messaging review
In my last post (There’s always time for messaging) I talked about a few strategies for selling the ‘messaging’ part of a content marketing project. It’s important to nail down key messaging before writing website content, white papers or other content. How do you conduct a review of the messaging, particularly if it’s something that […]
There’s always time for messaging
Sometimes when I face a complex project, I tell the client that I’d like to create a ‘messaging map’ or messaging document to get their approval on key messages before I proceed. I often get the response “We don’t have time for that” or “Just work with what you see on our web page, the […]
The true costs of freelance writing projects
In a tight economy, some companies try to save money on writing projects by outsourcing to other countries, or by using sites like Elance to find inexpensive freelancers. A recent MarketingProfs article discussed the challenges of using sites like Elance. Outsourcing can be a false economy. A friend told me recently that her company was […]
