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White papers: writing isn’t even the half of it.
We love getting commissioned for white papers. Smart ideas, strategy, value to customers—what’s not to love? But occasionally we see these beautiful beasts go horribly wrong, and it’s always in the...
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Use Empathy to Personalize Your Marketing Content
This post begins a two-part series on storytelling in marketing. The first looks at empathy as a lens for better understanding and identifying with customer challenges. The second will examine the...
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Holistic Storytelling
This is the second installment of a two-part series on storytelling in marketing. The first post looked at empathy as a lens for better understanding and identifying with customer challenges. This...
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Writing Case Studies: The Narrative Arc
Case studies are true stories, and true stories communicate credibility. They help readers understand how a product or service works in a real setting. Case studies validate solutions by going into...
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Writing Case Studies, Part 2: Ten Tips for Interviewing Customers
This is the second installment of a two-part series on customer case studies. The first post looked at the importance of using detail to tell a compelling and credible customer story. In this second...
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The Writer’s Dilemma: Pursuing Mastery in the Age of Social Media
I started my writing career before the Internet became widely available. It was only during my final year as an undergraduate that the University of Oregon School of Journalism started requiring...
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Six Tips for Working with Content Development Stakeholders
In the content strategy world, experts talk about the tasks involved in creating, delivering, and governing content. What’s rarely discussed is that content experts are usually hired to develop...
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Writing Case Studies: The Hard Part
Writing a case study is kind of like being Santiago, the aging fisherman in Ernest Hemingway’s The Old Man and the Sea. It takes days to catch an 18-foot marlin, and then once you manage it, the...
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CONFAB 2012 Cliff’s Notes: Visual Thinking, Content Down to a Science, and My...
I spent three enlightening days at CONFAB: The Content Strategy Conference 2012 in Minneapolis last week. The sun was shining and folks involved with content and strategy worldwide came to share,...
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Let’s Declare War on Collateral!
Thanks to LinkedIn’s improved functionality, I recently have received multiple endorsements from former and current coworkers for my expertise in marketing communications. Every time I get one, I have...
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