By Julee Klein – Senior Manager Production & Account Services The world of social media, mobile marketing and brand journalism is a swiftly tilting planet. Channels and platforms are evolving so quickly that many marketers have accidentally/intentionally blurred the lines between testimonial and endorsement, product review and paid product promotion. Change is coming. For the [...]
While we don’t normally condone cheating, we are big fans of writing engaging marketing copy. In fact, that’s what we do all day long. But, we realize that writing effective copy for various online marketing channels, like Facebook, email, or a website can be quite a challenge. So in this case, we recommend using this [...]
By Warren Lutz – Contributing Writer Collaboration is critical in the marketing business, but it isn’t easy. This is especially true when multiple people are editing the same document, but going about it in completely different ways. For use in creating marketing copy, there are several new document collaboration technologies out there, including Google Docs. [...]
Compiled by the ETMG Production Team Over the years, we’ve had to field a number of questions about page layout and word processing in Word. Here are a few of the most commonly asked questions and our tips for success: “How can I eliminate orphans (the single word left alone at the bottom of a [...]
By Warren Lutz – Contributing Writer The former journalist in me bristles at the notion of “brand journalism.” There’s only one type of journalism – objective, unbiased and unvarnished truth! No spin! Nothing but facts! But journalism is also about telling stories. And telling stories has real marketing benefits, because practically everything has a story [...]
By Kathy Wilson – ETMG Writer/Editor Wake-up call to marketing writers—don’t try to pack too much into each and every sentence. Don’t wear your readers out with run-on sentences and em dash asides. Your message is what’s important, so do everything you can to get your key points across in a way that busy, multitasking [...]
By Neets – ETMG Blogger Good research can make the difference between a quickly dismissed, “junk food” blog and one that your readers bring up in conversation and forward to their colleagues. Sure, research takes time – but it also lends authority and credibility to what you write, thus increasing its value. These research tips [...]
By Kathy Wilson – ETMG Writer/Editor Whether to use assure, ensure, or insure—that is the question. Here are a couple of recently edited examples where the content owner made the wrong choice: “URLs are the top search engine criteria, so it is important to take needed steps to assure [should be ensure] that your business is [...]
By Nancy Langmeyer – ETMG Writer/Editor Case studies are great sales tools because they are written through the eyes and in the voice of the customer. This adds significant credibility in a sales cycle when sales people need a strong differentiator to sway a prospect in their favor. I personally love to write case studies [...]
By Nancy Langmeyer – ETMG Writer/Editor Marketing folks are starting to put budgets together for the upcoming year and they may be asking themselves which sales tools to focus on next year. Case studies and white papers can both contribute significant value within a sales cycle so let’s take a look at the benefits of [...]
