Tips and strategies for writing about technology in articles, white papers, case studies, Web copy, etc
As a white paper writer, I often conduct subject matter expert (SME) interviews to fill any gaps in my knowledge of a topic and ensure that I get the client’s messaging correct. Occasionally the SME, while certainly knowledgeable, is not prepared to provide the information I need to write the white paper the client wants. [...]
I’m writing a guide for product managers, business development folks and others in B2B technology on how to write white papers. There is no shortage of information on the topic, but I still see a lot of forum activity and Google searches on how to write white papers. My plan is to dig a little [...]
A major pet peeve of mine is when companies make up new words for which there is already a word. Even worse, when you ask a company spokesperson, “What is X?” and he/she is unable to simply say, “Oh, we mean Y.” The benefits of trying to make something new again are negated when you [...]
Not sure if you should hire a freelance technical copywriter for your B2B marketing project? Or are you thinking about going to a site like Elance.com and hiring the lowest bidder? After slogging through a poorly written report by the “world’s premier” independent testing lab, I thought it might be worth looking at the reasons [...]
As a follow up to my post on how to prepare for a subject matter expert (SME) interview, I thought I’d write about customer case study interviews. Finding customers who are willing and able to share their deployment story can be a challenge. When you have a customer lined up, you want to take advantage [...]
As a white paper writer, I often conduct subject matter expert (SME) interviews to fill any gaps in my knowledge of a topic and ensure that I get the client’s messaging correct. Occasionally the SME, while certainly knowledgeable, is not prepared to provide the information I need to write the white paper the client wants. [...]
I’m writing a guide for product managers, business development folks and others in B2B technology on how to write white papers. There is no shortage of information on the topic, but I still see a lot of forum activity and Google searches on how to write white papers. My plan is to dig a little [...]
A major pet peeve of mine is when companies make up new words for which there is already a word. Even worse, when you ask a company spokesperson, “What is X?” and he/she is unable to simply say, “Oh, we mean Y.” The benefits of trying to make something new again are negated when you [...]
Not sure if you should hire a freelance technical copywriter for your B2B marketing project? Or are you thinking about going to a site like Elance.com and hiring the lowest bidder? After slogging through a poorly written report by the “world’s premier” independent testing lab, I thought it might be worth looking at the reasons [...]