Just a couple days after writing the post about the dangers of using jargon in technical content, I came upon the SearchNetworking.com article Wading through the FCoE and data center network fabric hype. It’s a great article in that it illustrates some of the frustration prospects feel when they are bombarded by hype. As with [...]
According to a TechValidate survey, B2B marketers’ No. 1 challenge when it comes to creating and producing content is time. Unfortunately, the survey also indicates that the types of content that are most effective for lead nurturing and lead generation are the most time consuming to produce. Those content types are white papers and case [...]
Last week I wrote about the benefits of evaluating a body of content, and the first step I recommended was creating a content inventory. Simply going through the exercise of inventorying content will make you aware of older pieces that are worth “dusting off.” Here is content that you can reuse with a little bit [...]
Writers are often told to avoid jargon. This can be difficult when you eat, sleep and breathe your industry. Over time it becomes challenging to discern jargon from plain speech. So it’s important to occasionally re-evaluate the language you use, whether you’re writing marketing collateral or editorial content. Before you begin this evaluation, you must [...]
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 [...]
Just a couple days after writing the post about the dangers of using jargon in technical content, I came upon the SearchNetworking.com article Wading through the FCoE and data center network fabric hype. It’s a great article in that it illustrates some of the frustration prospects feel when they are bombarded by hype. As with [...]
According to a TechValidate survey, B2B marketers’ No. 1 challenge when it comes to creating and producing content is time. Unfortunately, the survey also indicates that the types of content that are most effective for lead nurturing and lead generation are the most time consuming to produce. Those content types are white papers and case [...]
Last week I wrote about the benefits of evaluating a body of content, and the first step I recommended was creating a content inventory. Simply going through the exercise of inventorying content will make you aware of older pieces that are worth “dusting off.” Here is content that you can reuse with a little bit [...]
Writers are often told to avoid jargon. This can be difficult when you eat, sleep and breathe your industry. Over time it becomes challenging to discern jargon from plain speech. So it’s important to occasionally re-evaluate the language you use, whether you’re writing marketing collateral or editorial content. Before you begin this evaluation, you must [...]