White papers are ideal for providing your audience with an abundance of straightforward information without overhyped marketing language and sales pitches. And because there’s no predetermined format — white papers come in all shapes and sizes — you can tailor the document to meet your needs. The challenges of writing a white paper, of course, [...]
We’ve previously discussed ways to ensure that a first draft of copy hits the mark — including hiring the right writers and crafting a thorough creative brief and/or assignment letter. Still, there will always be instances when you need to ask for revisions. And most writers are accustomed to taking feedback on a first draft and [...]
Pillar pages, or web pages that go in-depth on a particular topic, are increasingly common. Not only are they a great way to position your organization as an expert on a subject, but they also provide readers with a lot of information and present numerous opportunities for search engine optimization (SEO). But pillar pages can [...]
We’ve never met a marketing or communications manager who wasn’t looking for ways to save time, money or frustration — and usually all three — when it comes to content creation. Well, what if we told you it’s possible to achieve all three with one simple exercise? If you’ve ever blown your budget on rework, [...]
As marketers, we love a good narrative story or infographic. But sometimes your content or medium calls for a straightforward news article. News stories are an appropriate format for basic information, such as for an executive newsletter or a press release. If you didn’t go to journalism school, here’s your primer on how to write [...]
Sometimes when you’re writing, you have all the time in the world. Ha! Just kidding. In marketing, it’s a privilege to have more than a week to complete any one assignment. Add in meetings, email and other everyday activities, and rush writing assignments are often the norm. And that means being able to write quickly [...]
When deciding how to communicate a message, it’s easy to get stuck in what we like to call a BPR, or blog post rut. Yes, we just made that up, but it really should be a thing. Because all too often, people assume everything can — and should — be communicated through words alone. But [...]
Throw a party, pop the champagne and get ready to celebrate! It’s National Grammar Day! (What? Doesn’t everyone celebrate this glorious holiday? Is that just us word nerds?) OK, maybe we don’t party like it’s 1999 (or ’99 — both are acceptable!). But we do like to spread our love and excitement of grammar [...]
As a marketer, you know how to write a narrative that tells a story. But do you know how to write one that shows a story? When you write a narrative that shows, you describe the benefits of your product less, and instead, let the benefits speak for themselves through the story. And that’s what [...]
Movies and TV would have us believe the creative process only applies to “true artists” — you know, like actors who refuse to break character while filming and sculptors who abstain from eating until their masterpieces are complete. But every type of creative has a creative process. And understanding and nurturing your team members’ creative [...]
