Author: ETMG

Collateral vs. white paper: What’s in a name?

It’s a pretty safe assumption that your marketing plan deliverables list includes collateral and, frequently, white papers. But exactly what is a white paper? Lately, we’ve noticed a trend toward conflating the definition of a “white paper” with all kinds of other collateral. Set the proper expectations The truth is, the term white paper has […]

The Art and Science of Typography

Typography. It’s an indispensable part of good design. It’s as important as the colors, images and graphics that you use. And done skillfully, the right typefaces can have a significant impact on how your design is perceived. Both an art and a science, every typeface is unique in its letter shape and forms—that’s the art. […]

Do Your Customers Understand What You’re Talking About?

Technology marketing and sales materials are typically full of complex terms, buzzwords, acronyms, and other insider vocabulary. Internal subject matter experts are often the driving force behind this, wanting to showcase their expertise and demonstrate the company’s technical competency. Unfortunately, most of your customers are not likely conversant with this jargon, resulting in communications that […]

Three Ways to Improve Your PowerPoint

Sometimes, presenters overload slides with too much text. They forget about the built-in visual features that PowerPoint offers to improve design and flow. While both content and design need to capture and keep your audience’s attention, we’d like to highlight a few of PowerPoint’s great visual design features. Used the right way, these visuals can […]

Marketing to Gen Z: Keep It Brief, Tech-Savvy and Real

They’re hard-working, focused and fiscally responsible. They’re also independent, tech-savvy and entrepreneurial. Their social media habits are similar to those of Millennials, the generation before them, but they frequent different sites and care more about their privacy. They tend to be socially conscious, and they want the brands they choose to be the same. Meet […]