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Marketing Trenches Blog

  • How to Proofread Typos Out of Your Content: 8 Tips
    Yvonne Lyons | April 10, 2014

    How to Proofread Typos Out of Your Content: 8 Tips

    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 […] read more

  • Marketer Beware
    Mike Sweeney | April 4, 2014

    Content Marketing Without a Plan: Marketer Beware

    “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 […] read more

  • The Content Creator’s Guide to Repairing Troubled Copy
    Yvonne Lyons | March 27, 2014

    The Content Creator’s Guide to Repairing Troubled Copy

    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, […] 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

  • 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