Marketing Trenches Blog

  • 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

  • Build Your Content Strategy
    Yvonne Lyons | March 14, 2014

    How to Use Ideas, Messages and Themes to Build Your Content Strategy

    A content marketing plan can be daunting to put together. It is a lot of work, involves hours of research, takes input (at least it should) from various areas of your organization, and requires some deep thinking. Sometimes I have trouble diving into a content marketing plan, and I do lots of them, so it’s no […] read more

  • No Time and No Help? How to Get Your Content Done
    Yvonne Lyons | March 6, 2014

    No Time and No Help? How to Get Your Content Done

    I have heard this more than once from clients or prospective clients: “We know we need to create content, we just don’t have time, and unfortunately, we are the only ones who can really write knowledgeably about our subject matter.” In many cases, both of these statements are valid. It’s clearly very hard to find […] read more

  • birthday candles
    Mike Sweeney | February 27, 2014

    Right Source Turns Five: Past, Present, and Remarkable Future

    Show, don’t tell. Educate, don’t sell. Write for your audience, not for your ego. And by all means, don’t talk about yourself too much. Today, I get to break the rules. After all, it’s Right Source Marketing’s fifth birthday. I asked for a laser tag party. Rejected by Yvonne – too much hand-eye coordination, not […] 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