Cheryl Goldberg's Profile | TypePad

This is Cheryl Goldberg's TypePad Profile.

Join TypePad and start following Cheryl Goldberg's activity

Join Now!

Already a member? Sign In

Cheryl Goldberg

Recent Activity

What I’ve Learned About Social Media from Teenagers

While most B2B businesses today feel they must have a social media presence, many are still working to figure out the best ways to use this new communication channel. Given the trial-and-error nature of this process, it pays to have... Continue reading

Posted May 14, 2013 at High-Tech Communicator

0

Creating Great Videos: 9 Lessons from a Working Actor

Video has become an increasingly popular media for presenting B2B content. Usage of video has jumped from 52% of B2B companies to 70% between 2011 and 2012, according to the 2013 B2B Content Marketing Benchmark. The goal for video is... Continue reading

Posted May 7, 2013 at High-Tech Communicator

0

How to Produce More Content in Less Time

With the majority of the buying cycle taking place online, rather than face to face with a sales rep, B2B companies need to put enough content online. A critical mass of content ensures that potential customers can find it. And... Continue reading

Posted Apr 29, 2013 at High-Tech Communicator

0

5 Ways to Make Your Content Useable

Customers who turn to vendor content for solutions want practical information they can use instantly. The way content marketers present information helps determine how usable the content will be. The following tips can help you make your content easier to... Continue reading

Posted Apr 21, 2013 at High-Tech Communicator

1

8 Tips for Writing Great Content

You need two things to create successful content: a thorough plan based on an understanding of your audience, your message, and your desired result — and excellent execution. When it comes to content, good execution means good writing. Following these... Continue reading

Posted Apr 14, 2013 at High-Tech Communicator

0

Research – Your Key to Leveraging SMEs to Create More Content

After you’ve completed a project plan that details the audience for your content, the messages you want to deliver, and the action you want readers to take, you’re ready to start creating your content. You’ll want to take advantage of... Continue reading

Posted Apr 9, 2013 at High-Tech Communicator

0

For Content Marketing Success, Know Your Customers

Creating content that's useful and compelling starts with getting to know your customers. You need to understand their most pressing challenges, their deepest concerns, and their greatest hopes for a solution. Gaining this insight takes some digging. But the effort... Continue reading

Posted Apr 2, 2013 at High-Tech Communicator

0

Prevent Content Derailment: Follow This Process

As you put together your content projects, you want some assurance that your projects will come in on time and will meet your expectations. Following a content creation-process based on best practices can ensure that your projects proceed as planned.... Continue reading

Posted Mar 25, 2013 at High-Tech Communicator

0

Make a Plan for Content Marketing Success

Once upon a time, a company (who shall remain nameless) took a chaotic product launch approach. Product managers feverishly developed their marketing messages at the same time they worked with writers and designers to create their marketing materials. The marketing... Continue reading

Posted Mar 19, 2013 at High-Tech Communicator

0

9 Ways to Make Your Content More Useful and Compelling

Service journalism offers a model for the engaging and compelling content B2B marketers must create to ensure their content-marketing campaigns are successful. Practiced in publications as diverse as Car and Driver, American Bride and PC Magazine, service journalism delivers useful... Continue reading

Posted Mar 11, 2013 at High-Tech Communicator

0

Want Your Content to be Engaging? Be Useful

As more B2B vendors have started doing content marketing, B2B content marketers have begun turning to “Brand Journalism” to produce content that cuts through the clutter. Hiring a journalist has a number of advantages. Most journalists know how to write.... Continue reading

Posted Mar 5, 2013 at High-Tech Communicator

0

Establish the Right Tone for B2B Advertising

I’ve always felt that a factual, journalistic tone is most effective for B2B marketing materials, and that buyers want a straightforward description of the benefits of purchasing a particular solution. Technology buyers are very smart and very skeptical of anything... Continue reading

Posted Apr 7, 2011 at High-Tech Communicator

4

Facebook for Business

I’ve been skeptical about using Facebook for business. I’ve always thought it creeperish (as my teenage daughters would say) when former colleagues who I don’t know on a personal basis friend me. But I recently encountered a Facebook page that... Continue reading

Posted Apr 5, 2011 at High-Tech Communicator

1

The Difference between a Feature and a Benefit

Twenty years ago, few in the technology industry knew the difference between a feature and a benefit. As a journalist at the time, I was bombarded with vendors who visited the magazine to do product demonstrations that showed all the... Continue reading

Posted Mar 31, 2011 at High-Tech Communicator

5

What’s Your Philosophy of Writing?

The other day, I was talking to a marketing manager at a large technology company about a potential writing project. Usually, in an initial get-to-know-you phone meeting, marketing people will ask what types of projects I do and how I... Continue reading

Posted Mar 29, 2011 at High-Tech Communicator

2

Looking for Ideas for Impactful Content for B2B Marketing?

One of the biggest challenges content marketers face is developing compelling content that will attract B2B buyers. Here’s one suggestion that few B2B content marketers consider. Let me start with a story. Years ago, when I was an editor for... Continue reading

Posted Mar 24, 2011 at High-Tech Communicator

4

What B2B Content Marketers Can Learn from Niche Publications

When the personal computer industry burst onto the scene, so did a raft of new trade publications. And IT buyers scoured their pages for help with their purchase decisions. Today, many of these publications are struggling, not because IT buyers... Continue reading

Posted Mar 22, 2011 at High-Tech Communicator

4

So You Think Your Content is Customer Centric

While many technology marketers continue to create self-promotional, beat-your-chest marketing, many others realize that it’s more effective to create marketing content that addresses issues from the customers’ perspective. But while companies understand the idea of customer centricity in theory, they... Continue reading

Posted Mar 17, 2011 at High-Tech Communicator

4

Why Content Marketers Need a Good Editor

Recently, Joe Pulizzi wrote a post in his Junta42 Content Marketing blog called “10 Reasons Your Content Marketing is Killing You.” Number 9 was editing. As Joe said, “Editing may be the most underrated piece of the content marketing process.... Continue reading

Posted Mar 15, 2011 at High-Tech Communicator

4

White Paper 2.0: Everything Old is New Again

A few months ago, I started getting lots of questions about whether we write “White Paper 2.0.” I quickly figured out that they were referring to the type of pieces Jonathan Kantor describes in his book Crafting White Paper 2.0:... Continue reading

Posted Mar 10, 2011 at High-Tech Communicator

0

Developing a B2B White Paper Strategy

From time to time, someone will call and say, “I need a white paper. We don’t have any and I have nothing to give people.” Unfortunately, simply creating a white paper for the sake of having one isn’t an effective... Continue reading

Posted Mar 8, 2011 at High-Tech Communicator

4

Increase Your White Paper ROI

There’s no doubt about it, white papers take considerable time, effort, and money to produce. Luckily, you can get a significant return on that investment if you know how to make the most of your white papers by repurposing them.... Continue reading

Posted Mar 3, 2011 at High-Tech Communicator

0

How Do You Define Thought Leadership?

Clients ask me to write thought-leadership articles and white papers all the time. The majority of these pieces define a business challenge and talk about a solution to that challenge that’s basically a generic description of the vendors’ current solution.... Continue reading

Posted Mar 1, 2011 at High-Tech Communicator

0

What Makes Content Spread Virally?

B2B marketers increasingly understand that in the early stages of the buying process, customers today find them through internet searches. Vendors realize that they can be found by providing content that addresses customers’ business challenges. And the brass ring for... Continue reading

Posted Feb 24, 2011 at High-Tech Communicator

4

Will Anyone Ever Really Market with “Brutal Transparency”?

Rohit Bhargava, author of the Influential Marketing Blog, recently predicted that what he called “Brutal Transparency” or “Aggressive Honesty” will become one of the top social media marketing strategies in 2011. Bhargava argued that being extremely honest, you can create... Continue reading

Posted Feb 22, 2011 at High-Tech Communicator

1

More...

Subscribe to Cheryl Goldberg’s Recent Activity