Great marketing depends upon great communication. Some might say, in fact, that marketing is a type of communication. Conversions happen when consumers feel inspired by emails, advertorials, product descriptions and other marketing endeavors. But what are the principles of communication, and how can you use them to improve your marketing content? In this blog post, we’ll explore seven […]

What is an advertorial? To answer that question properly, we have to learn more about the ancient art of storytelling. Everyone loves a good yarn. For thousands of years before the internet, traveling storytellers spread news, illuminating urban and rural communities by firelight. People waited excitedly for them to arrive, and then huddled together to […]

Learning to write is a lot like learning to drive. You have to internalize many rules, some of which seem arbitrary or hard to remember. Formal titles, for example, are like left turns at large intersections: they’re tricky, but you need to get them right or you risk embarrassment. If you accidentally leave a formal […]

When deciding on an important purchase, it’s not just about finding a great product with cool features that make you want to buy it. You also need to see how it fits into your plans and helps you reach your goals. This is where a business case study comes in. Business case studies are unique. […]

There’s content, and then there’s evergreen content. You might be thinking… “What is evergreen content, and why do I need it?” Hint: Evergreen content attracts continuous organic traffic and loyal readers. How does that sound? In this post, you’ll learn what evergreen content is, why it’s important, and how to create it. Let’s get started! […]

The decision to create and publish an eBook can be driven by several factors that have to be weighed against the cost of creating an eBook. Maybe you want to create something valuable to offer your existing audience. Maybe you want to use an eBook as a lead magnet that you promote via social media, […]

We created this post to answer many of the questions our clients had about white paper creation and provide some good white paper examples. Please get in touch if you have any other questions.  Marketers that understand how to create content for every stage of the buyer journey know that leveraging different types of content […]

In many ways, content writing is as much of an art as a skill. Yes, writers with natural talent can succeed, but it’s also possible to learn the ins and outs of content writing and apply skills and knowledge in a way that works. This is especially true as best practices continue to change and […]