Author: ETMG

Case Study or White Paper? Do Both If You Can!

Marketing folks are starting to put budgets together for the upcoming quarter and they may be asking themselves which sales tools to focus on moving forward. Case studies and white papers can both contribute significant value within a sales cycle so let’s take a look at the benefits of each. White papers: The overall value: […]

Editing and Layout: 4 Ground Rules for Better Documents

A piece of writing isn’t finished until it’s been edited and laid out, in that order. We know that now, but it wasn’t always so. In the Beginning: Layout and Corrections The earliest documents were copied by monks, word by word, thousands of times over centuries. Their own handwriting doubled as both layout and print. […]

The Power of EQ: How Emotional Intelligence Can Strengthen Your Marketing

When it comes to your typical marketing meeting, it’s not unusual for people to look to the smartest person in the room to set the direction and tone of their campaigns. But while high intelligence, or IQ, can certainly be an asset in marketing, high emotional intelligence, or EQ, can be even more valuable. What […]

Bring Your Video Message to Life

While video marketing can be fast and economical, a lot more work goes into it than simply picking up a video camera and hitting “record.” In fact, the biggest factor behind whether a video is a hit or not is having a plan. Here are several key steps that will help you create and produce […]

5 Key Elements of Collateral Rebranding

Rebranding means just that: putting a new logo, maybe a new tag line, and a new look and feel on everything: packaging and products, letterhead, ad campaigns, websites, partner portals, company signage, and all communications from press releases to commercials. Nowhere is the rebrand more critical than in marketing communications, where dozens or perhaps hundreds […]

The Case for the Content Editor: Polish Makes Perfect

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 presents. If you are one […]