Getting the Tech News Out

In most tech sectors, journalists want highly relevant news for their readers, which may be delivered in any number of ways, including the now often-questioned news release. The information just has to be newsworthy . There's nothing at all new about this. Yet many organizations still issue “My Cat Had Kittens” sorts of announcements and…

Creating Singular Customer Value

In the technology sector, we're always looking for what's next. It must be different, disruptive, and truly better, and it must solve a real problem. Obsoleting your product is certainly common in the technology businesses. Intel and others have been doing it since the mid-1970s. How a product is made can differentiate it. Is it…

10 Tips for Effectively Using Whitepapers

Whitepapers are among the most overused and abused promotional tactics short of news releases. The consistently made mistake is they are merely revised sales literature and don't deliver a clean, clear, informative story. Self-publishing is an inexpensive and effective tool for tech marketers but just don't call product promotional stuff a “whitepaper.” However, whitepapers can…

Executing Tech Content Marketing

Marketing strategy grows out of separating your brand from those of competitors. You can't overemphasize your competitive difference. If you don't have a marketing and communications strategy based on clear, competitive differentiation, go back to square one and get that done. I have discussed developing strategy in several earlier posts. (See: Content Is Key to…