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 [...]
When writing white papers and case studies on application control software, technical copywriters should educate prospects on advanced persistent threats (APTs) and the need for controls to enforce policies. SearchSecurity.com reported on a survey by whitelisting vendor Bit9 that found IT and security professionals are most concerned about APTs. While companies have policies to help [...]
My recent search for a conference call service got me thinking about B2B FAQs. They can be very effective when well written. In this case, I knew exactly what features I wanted and what I was willing to pay. After getting recommendations from my social networks, I went to each provider’s FAQ. I compared the [...]
Producing content that is engaging and compelling is the biggest content marketing challenge facing B2B technology marketers, according to the B2B Content Marketing Trends survey. That got me thinking, what constitutes engaging, compelling content? And how do you create such content? The answers to these questions are complex in that there isn’t one single thing [...]
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 [...]
When writing white papers and case studies on application control software, technical copywriters should educate prospects on advanced persistent threats (APTs) and the need for controls to enforce policies. SearchSecurity.com reported on a survey by whitelisting vendor Bit9 that found IT and security professionals are most concerned about APTs. While companies have policies to help [...]
My recent search for a conference call service got me thinking about B2B FAQs. They can be very effective when well written. In this case, I knew exactly what features I wanted and what I was willing to pay. After getting recommendations from my social networks, I went to each provider’s FAQ. I compared the [...]
Producing content that is engaging and compelling is the biggest content marketing challenge facing B2B technology marketers, according to the B2B Content Marketing Trends survey. That got me thinking, what constitutes engaging, compelling content? And how do you create such content? The answers to these questions are complex in that there isn’t one single thing [...]