Writing

The Case for the Content Editor: Polish Makes Perfect

By Kathy Wilson, ETMG Writer In today’s world of information overload, most of us are tasked with writing for a broader audience than just our personal journal. Whether you’re writing a blog, a newsletter, web content, a technical document, or a piece of marketing collateral, you need to overcome the challenges that writing for various audiences […]

6 Elements of a Great Email Newsletter

by Warren Lutz – Contributing Writer and PR Professional Because of their low distribution costs, email newsletters can be a marketer’s best friend—yet very few newsletters actually contain “news” or anything else worth looking at. If you want an email newsletter that readers won’t delete, it needs to have these six things: 1. Value. Your […]

Video Storyboarding Secrets

By Warren Lutz – Contributing Writer Video storyboarding is a time-tested method for bringing your video script to life. But what is a storyboard, exactly? And why does it matter? A video storyboard is a series of pictures or boxes that represent, shot by shot, what the finished video will look like from beginning to […]

FTC Takes Aim at Social Media Marketing

By Julee Klein – Senior Manager Production & Account Services The world of social media, mobile marketing, and brand journalism is a swiftly tilting planet. Channels and platforms are evolving so quickly that many marketers have accidentally/intentionally blurred the lines between testimonial and endorsement or product review and paid product promotion. Is it time for social media […]

How to Write for Email vs. Social Media vs. the Web

While we don’t normally condone cheating, we are big fans of writing engaging marketing copy. In fact, that’s what we do all day long. But, we realize that writing effective copy for various online marketing channels, like Facebook, email, or a website can be quite a challenge. So in this case, we recommend using this […]

Ground Rules for Document Review & Collaboration

By Warren Lutz – Contributing Writer Collaboration is critical in the marketing business, but it isn’t easy. This is especially true when multiple people are editing the same document, but going about it in completely different ways. For use in creating marketing copy, there are several new document collaboration technologies out there, including Google Docs. […]

Word Up! Quick Tips on Microsoft Word

Compiled by the ETMG Production Team   Over the years, we’ve had to field a number of questions about page layout and word processing in Word. Here are a few of the most commonly asked questions and our tips for success: “How can I eliminate orphans (the single word left alone at the bottom of […]

Using Brand Journalism to Tell Your Story

By Warren Lutz – Contributing Writer   The former journalist in me bristles at the notion of “brand journalism.” There’s only one type of journalism – objective, unbiased and unvarnished truth! No spin! Nothing but facts! But journalism is also about telling stories. And telling stories has real marketing benefits, because practically everything has a […]

Cut Out The Complex Sentences!

By Kathy Wilson – ETMG Writer/Editor Wake-up call to marketing writers—don’t try to pack too much into each and every sentence. Don’t wear your readers out with run-on sentences and em dash asides. Your message is what’s important, so do everything you can to get your key points across in a way that busy, multitasking […]

Good Research Makes Better Blogs

By ETMG Social Media Team   Good research can make the difference between a quickly dismissed, “junk food” blog and one that your readers bring up in conversation and forward to their colleagues. Sure, research takes time – but it also lends authority and credibility to what you write, thus increasing its value. These research tips […]