Marketing Trenches Blog

Posts by Right Source

  • 7-Step Editing Checklist
    Right Source | October 9, 2014

    Don’t Fear the Editor: 7 Keys to Editing Success

    Does the word editor conjure an image of the bespectacled newspaper guy, red pen in hand, tearing up the draft you worked so hard to create? If so, you’re not alone. Editors strike fear into the hearts of many. Yet the job of an editor is to make your draft better, not worse, and to […] read more

  • 5 Steps to Engaging Your Target Me(s)
    Right Source | July 25, 2014

    5 Steps to Engaging Your Target Me

    It’s not you, it’s me… So there it is, the future of your content marketing success, defined by the lamest breakup line of the past. Welcome to a new kind of audience relationship building, where your message is less about what your product or campaign does, and more about the way your message is conveyed and how it […] read more

  • How to Use Research to Take Content From Flimsy to Fabulous
    Right Source | April 23, 2014

    How to Use Research to Take Content From Flimsy to Fabulous

    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 […] read more

  • White Paper
    Right Source | March 20, 2014

    Six Secrets of a Successful White Paper

    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 […] read more

  • Right Source | February 21, 2014

    What’s Your Story, Content Marketer?

    We make (and hear) comparisons between content marketing and storytelling all the time. And while it’s easy to think of your overarching company story — your history, mission, boilerplate, and messaging — as the only story you need to tell, you have many stories that make up who you are and why you do what […] read more

  • Right Source | February 6, 2014

    Use Jargon to Educate, Not Obfuscate

    Whether we like it or not, jargon infiltrates nearly every field. Our doctors diagnose us with “pyrosis” (code for “heartburn”), our kid’s preschool teacher says to work on  “spatial reasoning skills” (code for “do more puzzles”), and our neighbor down the street casually mentions the “A&P” (code for “administration and personnel” in the federal government)—and […] read more