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Cheryl Goldberg
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If you’ve ever taken Psychology 101, you probably learned about Abraham Maslow and his famous Hierarchy of Needs model. Maslow believed that people are motivated to fulfill certain needs. When one need is satisfied, a person moves on to the... Continue reading
Posted 5 days ago at High-Tech Communicator
When people talk about good advertising, they often bring up “The Big Idea.” They may dredge up the classic “Think Small” campaign for the Volkswagen Beetle. Or point to the legendary “Big Brother” ad where Apple successfully positioned itself against... Continue reading
Posted Jan 17, 2015 at High-Tech Communicator
The 1914 silent movie serial, “The Perils of Pauline,” was famous for putting Pauline in grave danger, menaced by pirates and Indians, until the dashing hero came to the rescue just as the credits began to roll. Technology companies have... Continue reading
Posted Jan 10, 2015 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 Dec 29, 2014 at High-Tech Communicator
As a marketer, your mission is to tell stories about your brand. And to make sure those stories have a happy ending. After all, you’re Chief Cheerleader for your brand, and your job is to spur your potential customers to... Continue reading
Posted Dec 13, 2014 at High-Tech Communicator
Pity the poor small company marketer. Like their counterparts at large companies, they face all the challenges of reaching their target market over ever more competitive channels. At the same time, they have to outshout competitors with bigger bullhorns while... Continue reading
Posted Dec 7, 2014 at High-Tech Communicator
For today’s marketers, “spray and pray” is the ultimate pejorative. Also known as “spaghetti against the wall,” spray and pray 1.0 was when marketers would buy a huge list of, say, 5,000-10,000 names and send out an email blast hoping... Continue reading
Posted Nov 29, 2014 at High-Tech Communicator
Not long ago, marketers used a monoculture approach to lead generation. Regardless of their audience, they’d all do one thing. They’d buy access to a list, blast out one or more emails with a link to a white paper or... Continue reading
Posted Nov 16, 2014 at High-Tech Communicator
If you’re like me, when you see a Model T driving down the street, you do a double take. You may even grab your companion’s arm, and say, “Wow! Look at that!” Yet if you’d happened upon a Model T... Continue reading
Posted Nov 8, 2014 at High-Tech Communicator
If you drive the winding roads of the Sierra foothills and look for one of the many streams, you can still spot modern-day 49ers prospecting for gold. Decked out in thigh-high waders, these miners dig up vast quantities of sediment... Continue reading
Posted Nov 2, 2014 at High-Tech Communicator
What would you do in this situation? You’re a marketer with a product that’s Number 1 in its category. And the people who know about it rave about it. The trouble is, you’re a startup. Few people are aware of... Continue reading
Posted Oct 26, 2014 at High-Tech Communicator
Red Hat has long been in the vanguard of brand storytelling in the B2B marketing arena. Unlike other software companies, Red Hat does not sell proprietary software. It was one of the earliest proponents of open-source software that anyone can... Continue reading
Posted Oct 19, 2014 at High-Tech Communicator
Marketing automation platforms (MAPs) promise the holy grail of inbound marketing. They allow you to send personalized, highly relevant messages to website visitors based on their online actions—and to measure the results of these marketing activities with precision. Yet, few... Continue reading
Posted Sep 7, 2014 at High-Tech Communicator
There’s an old saying, “Half my advertising dollars are responsible for all my profits. But I have no idea which half.” In other words, organizations have long flown blind when it comes to their marketing efforts. Questions about which audiences... Continue reading
Posted Sep 1, 2014 at High-Tech Communicator
Today’s marketers are producing more content than ever. But creating content requires sizable investments in time, effort, and money. How do you know that your content investment will pay off in terms of interest to your potential customers? Smart marketers... Continue reading
Posted Aug 24, 2014 at High-Tech Communicator
Most marketers are well aware of the value of customer success stories and testimonials to their marketing efforts. Customer endorsements provide “social proof” of the benefits of your solution. This social proof is particularly powerful when the customer has a... Continue reading
Posted Aug 17, 2014 at High-Tech Communicator
“Content, content everywhere, but not a drop to drink.” Today’s B2B content marketing scene can be summed up by this riff on the old saying. What I mean is that there’s a surprising gap between B2B marketers and their customers... Continue reading
Posted Jul 20, 2014 at High-Tech Communicator
Marketers need facts to make the right decisions—especially when taking advantage of less-charted tools such as social media. But I’ve found that while lots of research is available about social media, it’s often not organized in a way that tells... Continue reading
Posted Jul 14, 2014 at High-Tech Communicator
In my blog series on finding the best content tactic for the job, I’ve talked about print, video, as well as eBooks and white papers. Now I’ll talk about two tactics you can use to tell compelling stories about your... Continue reading
Posted Jul 6, 2014 at High-Tech Communicator
Over the past couple of months, I’ve done several eBook projects and longer white papers of 4,000 to 6,000 words. The goals and specifications for these projects were remarkably similar. Both were to be used in the awareness phase of... Continue reading
Posted Jun 22, 2014 at High-Tech Communicator
At a recent discussion sponsored by my local American Marketing Association (AMA) chapter, some of the younger attendees expressed a strong preference for video content rather than text. “Who wants to sit there reading long documents,” one young woman explained.... Continue reading
Posted Jun 16, 2014 at High-Tech Communicator
In my last post, I talked about some of the content-marketing tactics for whom the death knell has tolled—and whose death was highly exaggerated. I concluded by saying that each of these content types remain highly viable if used strategically... Continue reading
Posted Jun 9, 2014 at High-Tech Communicator
A Google search on “Are white papers dead?” brings up a long list of articles and blog posts. The same is true for the printed book. A recent blog post stated that eBooks are overrated for B2B content marketers. Email... Continue reading
Posted Jun 2, 2014 at High-Tech Communicator
While the benefits of your product may be all too obvious to you, few people are good at visualizing how abstract capabilities can solve the concrete problems of their business. Case studies provide real-world examples of how someone just like... Continue reading
Posted May 26, 2014 at High-Tech Communicator
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