If You Want to Hang On, Let Go
I had a progressive roommate in San Francisco (is there any other kind?) who introduced me to the title concept. “The only way to hang on is to let go,” she intoned, in her sharpest new-age accent. Are...
View ArticleWhite Paper Projects That Don’t Go Well – Part III
I’ve described white paper projects that don’t go well due to problems in the process of writing. Even with a flawless paper, the project can falter due to problems in publishing the paper. Let it die...
View ArticleClik here to view.
Q: When is a White Paper Not a White Paper?
A: When you’re clever enough to get leverage from the content in other formats and forums. I was pleased to see that client Xiam Technologies was making excellent (re-)use of their white paper, “Make...
View ArticleClik here to view.
Marketing Communications Content that Makes Friends for You
Facebook’s “friend” metaphor takes on new meaning in marketing communications. Use your marketing content to make friends. My friend and former business partner John Bromhead has often maintained that...
View ArticleClik here to view.
When is a White Paper Not a White Paper? When It’s a Playbook
Marketing communication managers don’t need to call everything a white paper. In fact, they often do better to give that designation a rest. From MarketingProfs comes this post about the YouTube...
View ArticleClik here to view.
Your Email Address Is Not Good Enough for Us.
Low-brow email addressees need not apply? What’s up with that? Some content owners have started getting fussy about the addresses their prospects give. My colleague, Merle Tenney, announced his...
View Article
