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Cheryl Goldberg
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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 4 days ago 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
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