Marketing Content

Thought Leadership  –  White Papers  –   Technical Papers –  Webinars

Editorial Review Guides –   eBooks   – Journal Articles

Case Studies – PowerPoint Presentations – YouTube videos

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Your marketing content should establish your company as a leader in the space, as well as generate high quality leads.   Many companies surprisingly miss this opportunity to establish thought leadership.  The content we write will stake out your expertise and excites prospects about using your products and services.    Part of this process of establishing thought leadership is to write pieces that each play a part in a focused marketing strategy, a strategy that drives leads to your web site or sales staff.   Along with custom content, we will help you design and execute an integrated strategy for using this content ─ whether that means strategies related to search engine optimization, positioning, sequencing or integrated promotion campaigns.

Thought Leadership Papers
Introducing a new technology or service to a market often confuses prospects because the new capabilities require them to change practices, expectations and mind sets. Thought leadership pieces define concepts in the new space, explain how the new technology extends an evolutionary path, and illustrate how organizations will benefit by moving into this new space. Thought leadership papers differ from white papers by their focus: to establish unbiased objectivity, they typically do not directly mention a product, but they set up the context for the product (for example, to be delivered with a white paper). Companies use thought leadership papers when they want expert-credible content that establishes them as a leader in a new-business capability, without an overt sales pitch.

Sample
“The Future of the Voice of the Customer: New Social Media and the Customer Conversation.”   Written for a natural language processing SaaS client.  For a sample, email us and ask for the Thought Leadership Paper.

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White Papers
Complicated business technologies need explaining. What is obvious to product designers is not clear to prospects, and sometimes not even to channel partners. White papers explain how a named technology or service works, the critical business problems it solves, and the tangible benefits organizations will realize by using it. Along the way, a good white paper will create vivid illustrations of value through stories and case studies that compel a prospect to make a call to learn more. Ultimately, the goals of a white paper are to either generate high quality leads, or persuade a prospect to get more excited about your product or service.

Sample

“Inbound Shipping Management: Gaining Control of Inbound Shipping to Significantly Reduce Transportation Costs”.   Written for a shipping management application client. For a sample, email us and ask for the White Paper.

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Editorial Reviewer Guides
Getting a positive review from a trade journal can give lead generation and sales a dramatic boost. Getting that positive review is tricky because respected editors need to do their own reviews, on their own terms. Yet a company naturally wants to highlight the critical strengths of its product or service so that the editor pulls out those features in their review. We design and write editorial review guides that position the product without a hard sell, so that when an editor receives the product, or access to the service, the Guide will frame and focus their review. Editorial Review Guides can include any of the following: installation instructions, test scripts, sample data, recorded sessions, flash animations, verifiable performance statistics, and macros and apps to facilitate the review.

Sample
Editorial Guide for a new application integration appliance.    Written for an application integration appliance client. For a sample, email us and ask for the Editorial Guide.

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Strategic Journal Articles
Trade journals will publish articles about a technology or service if it is written credibly, if it has wide appeal across products in a space, and if it is not a blatant sales job. We can create these articles from either thought leadership papers or white papers, depending on the editorial requirements of the journal. We typically use our byline, and our Ph.D. status, as a way to establish credibility.

Sample
Integration Appliances Best For Choice for SAP Applications. Written for an application integration appliance client. For a sample, email us and ask for the Journal Article.

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Case Studies
You could simply state “Many companies have problems with inbound logistics”, or you could quote a client. Example: a manager at a wine distribution company, laments: “We don’t even know when our shipments are coming in. Some shipments arrive on time, some arrive a day late, some arrive a week late. We just can’t plan with that much uncertainty and so we end up having to stock excess inventory, at high cost, to cover ourselves.”

Stories and case studies bring to life the pain, stress, cost, and dissatisfaction of an existing practice, and the ease, value, and effectiveness of the solution your product or service provides. Stories and case studies can be short, and embedded in a white paper, or other piece, or they can be longer, stand alone pieces. They can also come in audio or visual formats online, further enriching the vividness of the story. We can work with your existing data, or work with your clients and customers directly to gather the most effective information.

Sample
Product Manager Case Study.  Written for a natural language processing SaaS client. For a sample, email us and ask for the Case Study.

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Presentations
Executives and sales/marketing leaders make presentations to customers, prospects, trade groups, trade show audiences, journalists and other members of various media. We develop PowerPoint presentations that get the message across in a quickly using your existing graphics or developing new graphics.

Sample
“Listening Systems: Engaging Your Customer in the New Social Media.”  Presented to a Customer Experience Summit conference. For a sample, email us and ask for the CES Presentation.

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Other Formats
As expert content providers for business technologies, we design and write just about anything and welcome the chance to plan larger, more sophisticated pieces such as webinars,  pamphlets, books, eBooks, and material supporting training practices.