Copy should always be compelling. But that doesn’t mean all copy will be exciting. At least not all the time. “Compelling” is such a great catch-all description for effective copywriting that I use it in the “Project Description” section of nearly every proposal I create for new clients. Everyone wants their copy to be compelling, [...]
In the B2B tech space, everybody knows what you’re up to. You have a software application. You sell it to other businesses either by license or subscription. You do in-house demos (or WebEx presentations). They buy. You offer support. Wash. Rinse. Repeat. We know how it works, and it’s a solid model. But how can [...]
Most corporate blogs are a mess. No, not some of them. Most of them. More often than not, there’s someone in the marketing department who knows what’s wrong and is working to fix the problem. Other times, however, I’ll stumble across a complete and utter dumpster fire of a corporate blog. In these cases, it’s clear that [...]
Pre-reading note: When I refer to “dynamic” content in this post, I’m thinking of the definition of “dynamic” that Chris Brogan talks about here, not the definition Geoff Livingston discusses in this article. As far as this post is concerned, “dynamic” content is recurring content that appears on a blog. Nothing more. This isn’t just [...]
I don’t write Wikipedia articles for clients. Having a Wikipedia page for your company isn’t always a bad thing, though. Assuming the page is properly deployed, I think it’s fine. Not helpful to you marketing-wise (as we shall see), but fine. That said, I think there are several issues that make hiring a marketing consultant, copywriter, [...]
Let me begin by answering my own question: No. Written content is not becoming obsolete. I suppose it’s safe to stamp “case closed” on this one. But not so fast. Even if written content isn’t fading into obsolescence – and, as anyone in the industry will testify, the numbers clearly that indicate it isn’t – the [...]
After living through my fair share of Web design projects, I’ve witnessed all kinds of things that can go wrong. That doesn’t mean the future won’t surprise me with yet another design-related mishap that I never saw coming, but it would probably have to be something really really wacky. So without further adieu, here are [...]
