Marketing Trenches

Recent Posts

How to Use Research to Take Content From Flimsy to Fabulous
How to Use Research to Take Content From Flimsy to Fabulous

April 23, 2014 •

We’ve all encountered blog posts that lure us in with an enticing headline but fail to deliver anything of substance. These posts aren’t worth the five seconds they take to skim. The same holds true with some eBooks, white papers, case studies, and emails. They can come across as insightful on the outside, but the […] CONTINUE READING

How to Proofread Typos Out of Your Content: 8 Tips
How to Proofread Typos Out of Your Content: 8 Tips

April 10, 2014 •

Proofreading written content before publishing it is no longer a given, as evidenced by the number of careless typos I see everywhere. In the rush to publish, it seems that many writers view proofreading as optional. I have read some great blog posts, and just as I am thinking about how I am going to […] CONTINUE READING

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Marketer Beware
Content Marketing Without a Plan: Marketer Beware

April 4, 2014 •

“Can’t we just plan as we go?” “Why do we need a plan? I can give you some ideas right now.” “Is a plan really going to help?” No. Whatever. Yes. In that order. I hear a lot of objections to doing content marketing planning the right way, and these represent a few of the […] CONTINUE READING

The Content Creator’s Guide to Repairing Troubled Copy
The Content Creator’s Guide to Repairing Troubled Copy

March 27, 2014 •

Every content marketing writer has produced copy that he or she thought was top-notch, and then received disappointing feedback. “I just don’t like it,” or, “Maybe with a little more work it could get there.” Or, “It’s just not what I was thinking it would be.” Really? What were you thinking it would be? Well, […] CONTINUE READING

White Paper
Six Secrets of a Successful White Paper

March 20, 2014 •

For many, the term “white paper” conjures images of tedious government reports bound in, well, white paper. While the original white papers issued by the British government in the early 20th century did, in fact, consist of reports bound by white covers, modern white papers created for marketing purposes look and function little like their […] CONTINUE READING

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