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Cheryl Goldberg
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Once you’ve determined that the audience you want to reach is on Twitter and you know you want to use it to educate your customers and build trust, you’re ready to tweet. But how to do it within the 140... Continue reading
Posted Mar 18, 2014 at High-Tech Communicator
All marketing is ultimately about educating potential customers about your product or service, and about building trust in your company’s ability to deliver on its promises. Marketing with Twitter is no exception. Like every social media channel, Twitter has its... Continue reading
Posted Mar 11, 2014 at High-Tech Communicator
For the last several years, marketers have been ramping up their content-marketing efforts and becoming media-production companies. Rather than having to rely on the goodwill of media companies, who function as gatekeepers, content marketing lets you get own messages out... Continue reading
Posted Mar 4, 2014 at High-Tech Communicator
When it comes to purchasing a technology solution, potential customers look to your content for guidance and information. And case studies are a perennial favorite content type. But it’s not enough to produce the type of content users are looking... Continue reading
Posted Jan 27, 2014 at High-Tech Communicator
If you need to communicate with technology buyers over social media, LinkedIn is the place to be. According to the Eccolo Media 2014 B2B Technology Content Survey Report, three quarters of B2B technology buyers rely on LinkedIn while less than... Continue reading
Posted Jan 20, 2014 at High-Tech Communicator
One of my clients recently made a major push to beef up the content on their blog. Like any large technology company, this one had no lack of subject matter experts to provide terrific perspectives. And the company did a... Continue reading
Posted Jan 15, 2014 at High-Tech Communicator
A cool breeze is blowing when it comes to marketing writing for technology companies. Technology companies have long been rightfully known for their impenetrable writing style. It’s a style characterized by ponderous and passive sentences. A lot of dry discussions... Continue reading
Posted Oct 29, 2013 at High-Tech Communicator
Marketing efforts are biased toward acquiring new customers. Yet, according to Bain & Company, repeat customers spend an average of 67% more than new customers and are 6 to 12 times less expensive to sell to. Email marketing is a... Continue reading
Posted Oct 21, 2013 at High-Tech Communicator
In my last two posts, I outlined a recipe for creating customer success stories that meet most technology vendor’s requirements. But it’s possible to create case studies that take storytelling to the next level to make the story even more... Continue reading
Posted Oct 14, 2013 at High-Tech Communicator
In my last post, I talked about what you need to gather as you get ready to create a customer case study. Now I’ll talk about how to combine and cook up the ingredients to prepare a compelling success story.... Continue reading
Posted Oct 7, 2013 at High-Tech Communicator
A potential client recently asked me an interesting question. She had been using freelance writers to create customer success stories, and some of them were missing the mark. The stories didn’t reflect the proper messaging nor did they adequately detail... Continue reading
Posted Oct 1, 2013 at High-Tech Communicator
A potential client recently asked me an interesting question. She had been using freelance writers to create customer success stories, and some of them were missing the mark. The stories didn’t reflect the proper messaging nor did they adequately detail... Continue reading
Posted Oct 1, 2013 at High-Tech Communicator
The Number One factor that separates top B2B sales organizations from their challengers is that they educate buyers with new ideas and perspectives, according to a recent report by the RAIN Group. The report was based on an analysis of... Continue reading
Posted Sep 24, 2013 at High-Tech Communicator
Today’s content marketers strive to create content that will draw customers to their company, brand, or product — and keep them coming back for more. But it’s always a struggle to come up with content on an ongoing basis that... Continue reading
Posted Sep 15, 2013 at High-Tech Communicator
Can the people in your company recognize high-quality copy? There’s a high likelihood they can’t, according to The State of Digital Copywriting, a recent survey of 365 marketers, copywriters, content editors, content strategists, and consultants by Sticky Content. Sixty percent... Continue reading
Posted Sep 8, 2013 at High-Tech Communicator
Whenever I see articles or blog posts about content marketing, it’s almost always discussed as a tool to help marketers generate or nurture leads. That’s all well and good. But there’s one discussion that’s been getting short shrift —content marketing... Continue reading
Posted Aug 27, 2013 at High-Tech Communicator
In my work producing content for technology companies, I’m constantly reading content that they produce. Often, my eyes glaze over. I force myself to read on—because my job is to teach myself the technology as well as to thoroughly understand... Continue reading
Posted Aug 13, 2013 at High-Tech Communicator
Stories are among the most memorable types of content you can produce. Stories are powerful because they provide context missing from abstract prose. They put knowledge into a framework that’s more lifelike and true to day-to-day existence. As someone reads... Continue reading
Posted Aug 5, 2013 at High-Tech Communicator
Virtually every B2B company today does content marketing. A 2013 report by the Content Marketing Institute found that 91% of B2B Marketers use this strategy. But dark clouds are gathering. Buyer persona guru, Tony Zambito, wrote in a recent blog... Continue reading
Posted Jul 29, 2013 at High-Tech Communicator
B2B companies use content to drive or support most steps in a complex buying cycle. One of the last steps in the decision-making process comes when the buyer evaluates a solution’s return on investment (ROI) and total cost of ownership... Continue reading
Posted Jul 22, 2013 at High-Tech Communicator
In my last two posts about writing emails for B2B marketing, I talked about email subject lines and body copy. The third element to consider is the proper way to construct and use calls to action in your emails. When... Continue reading
Posted Jul 15, 2013 at High-Tech Communicator
When it comes to sending permission-based marketing messages, you can’t beat email. According to the 2012 Channel Preference Survey, 77 percent of customers prefer to receive permission-based marketing communications through email. In my last post, I talked about how to... Continue reading
Posted Jul 8, 2013 at High-Tech Communicator
Wendy, Thanks for the tip. Cheryl
Although social media gets all the attention, you can’t beat email when it comes to reaching customers. Email is the medium in which most people choose to receive marketing messages. According to the 2012 Channel Preference Survey, 77 percent of... Continue reading
Posted Jul 1, 2013 at High-Tech Communicator
Producing enough B2B content is one of the biggest problems content marketers face today. In my last post, I talked about how to make the most of your existing content through reuse and repurposing. But there are times when you... Continue reading
Posted Jun 24, 2013 at High-Tech Communicator