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Preview: How to Hire a Marketing Writer

The Content Buffet – By John White



For Marketing Managers Who Want More from Their Writers and Their Content



Last Build Date: Thu, 04 May 2017 14:10:01 +0000

 



Images as Bricks, Text as Mortar – A New Model for White Papers?

Thu, 04 May 2017 14:10:01 +0000

White papers are meant to persuade and inform. What if you did all of your persuading with images and all of your informing with text? Last week a freelance writer turning her attention to the world of white papers asked: How important are graphics and diagrams to a white paper? I’m not very good at […]

The post Images as Bricks, Text as Mortar – A New Model for White Papers? appeared first on The Content Buffet - By John White.




Before You Start Your White Paper Project, Ask These Questions (Part 4 of 4)

Fri, 07 Apr 2017 23:10:49 +0000

This is part 4 of a series on your internal preparation for a white paper project. Fourth: Who is going to write the white paper? Once you have decided on the message you want your paper to convey, fleshed out your ideal reader, and determined your paper’s call to action, it’s time to find someone […]

The post Before You Start Your White Paper Project, Ask These Questions (Part 4 of 4) appeared first on The Content Buffet - By John White.




Before You Start Your White Paper Project, Ask These Questions (Part 3 of 4)

Sat, 04 Mar 2017 00:09:49 +0000

This is part 3 of a series on your internal preparation for a white paper project. Third: What is your paper’s call to action? A good white paper is like a diving board. You promote and preface it so that your ideal readers see the benefit in getting onto it. You inform AND persuade, so […]

The post Before You Start Your White Paper Project, Ask These Questions (Part 3 of 4) appeared first on The Content Buffet - By John White.




Before You Start Your White Paper Project, Ask These Questions (Part 2 of 4)

Sat, 04 Feb 2017 00:00:58 +0000

This is part 2 of a series on your internal preparation for a white paper project. Second: Who is the ideal reader for this white paper? Get ready to dissect the persona. Too many companies underestimate the importance of this step in the white paper process—determining the ideal reader. When this step is skipped, the […]

The post Before You Start Your White Paper Project, Ask These Questions (Part 2 of 4) appeared first on The Content Buffet - By John White.




Before You Start Your White Paper Project, Ask These Questions (Part 1 of 4)

Sat, 07 Jan 2017 00:05:16 +0000

This post is part 1 of a series on the homework you need to do before you start on a white paper project for your organization. First: What message do we want to convey? Have you ever painted anything: a door, a bedroom, a house? Did you keep track of your time? Did you notice […]

The post Before You Start Your White Paper Project, Ask These Questions (Part 1 of 4) appeared first on The Content Buffet - By John White.




This is why you’re a social media loser

Fri, 16 Dec 2016 01:46:01 +0000

[guest post originally published on Mark Schaefer’s businessesgrow.com blog] This week, I phoned my neighbor and favorite instructional designer, Gail Dana, to tell her about yet another social media presentation (YASMP) I’d seen advertised. “Gail, do you get social media?” I asked her, italicizing the verb. “Sort of,” she replied, “but I think it’s worthless. […]

The post This is why you’re a social media loser appeared first on The Content Buffet - By John White.




Review Loops Made Easier – Part 2

Wed, 18 Dec 2013 00:55:53 +0000

What takes most of the time in getting content out the door? The review loops. Here are a few more ways to make review loops go as smoothly as possible. In my last post, I highlighted three ways to make review loops easier in your organization: Get all reviewers involved from the start. Ask your […]

The post Review Loops Made Easier – Part 2 appeared first on The Content Buffet - By John White.




Review Loops Made Easier – Part 1

Wed, 04 Dec 2013 23:48:46 +0000

Review loops cause most of the delay when you’re trying to get content out the door. Here are few ways to make review loops go more smoothly. On most content projects – white papers, case studies, contributed articles, blog posts, etc. – it’s the marketing manager who ends up getting the squeeze during content reviews. […]

The post Review Loops Made Easier – Part 1 appeared first on The Content Buffet - By John White.




What’s the Difference Between a Blogger and a Cartoonist?

Tue, 26 Nov 2013 16:36:28 +0000

In at least one important way, there is no difference. Both have to come up with something to fill their spot on the page. Every. Blessed. Day. Longest running comic strips Do you read the newspaper any more? I still get it a couple of days a week. I look forward to the comics – […]

The post What’s the Difference Between a Blogger and a Cartoonist? appeared first on The Content Buffet - By John White.




Get My Attention in 20 Seconds. The Motown Way.

Thu, 13 Sep 2012 20:15:19 +0000

Tell your readers what they want to know, and do it fast. Here’s how Motown did it. “Now, if you were hungry and had only one dollar, would you buy this record or a hot dog?” In the early days of Motown Records, Berry Gordy Jr. would pose this question to his employees in their […]

The post Get My Attention in 20 Seconds. The Motown Way. appeared first on The Content Buffet - By John White.