Copywriting That Sells High Tech Blog

Videos, Podcasts, Webcasts -- Don't Forget the Print Documents

I regularly write about advanced technologies, but I will admit what some may consider a hopelessly antiquated bias: I much prefer print materials and rarely watch online videos or listen to podcasts. 

The main reason: Most rich media wastes too much of my time.

I want to find to the information I'm looking for fast, and skip all of the introductory throat-clearing content, company and product promotional hype, empty transitions, and other irrelevant information.

Easy to do when you scan a printed document; much more difficult to find the relevant parts by using the fast forward or reverse functions on a rich media file (if those functions are even available).   

Of course, this assumes that I can actually stream or download the media file easily, and that the file has enough quality to make watching or listening a tolerable experience. 

So, if a site offers content only in video or podcast form, I usually leave and look for a print resource elsewhere.

It turns out that I am not the only one who prefers reading print materials as the first or only way of becoming a sales lead from a Web site. 

In a B2BOnline Webcast, Alexa Wriggins, the director of online marketing for PC World Magazine, discusses the factors and constraints that guide site visitors to choose a traditional print document such as a white paper over rich media content (audio or video).

She notes that site visitors have limited time, and may find reading a document faster and easier. They hesitate about investing the extra effort required to view or listen to rich media files. And, working in a cubicle means that video & audio files may be an annoyance.

Her conclusion: Marketers need to offer communications in a variety of formats to meet visitor needs. 

Although her presentation is brief and high level, it will likely prompt you to consider more carefully the choices you offer site visitors for accessing lead-generation content.

See the slides and link to the Webcast:  Lead Generation Webcast

And a survey from the firm Doremus and the Financial Times newspaper found that C-level executives prefer print materials over online information.  Read the article in BtoB Magazine: Executives Prefer Print 

White Paper Seminar on DVD

If you missed Michael Stelzner's live seminar on writing and marketing white papers, you have another chance ... The full-day seminar is now available on
a 4-disc DVD.

In this seminar you'll learn how to:

• Master all aspects of white paper writing
• Write white papers attract and engage readers
• Develop highly relevant, reader-focused content

You'll also see the many marketing opportunities for white papers ... and gain insight from the real-life lessons of FedEx, Ikea, Yale and more!

The DVD set even includes a special Q&A session about succeeding as a freelance white paper writer.

See the details and order: White Paper Seminar DVD

New professional group for corporate blogging

Marketers who are responsible for blogging at several large, global companies have formed a new professional group: The Blog Council. Among the members are technology companies such as Cisco, Dell, Microsoft, Nokia, and SAP. 

The group is targeted to marketers who want to share best practices for blogging, participate in community discussions and events, and access resources relevant to blogging by major corporations. Several resources are already posted on the group's Web site.

And if you like in-person gatherings, the Blog Council will host an "unconference" in Orlando, Florida on January 22, 2008.

Learn more about the event and the group: Blog Council.

New year, new marketing trends

My favorite holiday is New Year's Day ...  So full of potential, new ideas, and new energy. 

I wish you all of that and more than 2008.

To help you with new ideas for technical copywriting, marketing, and sales,
BtoB Magazine has published the top 10 marketing trends for 2008. The trends relevant to technology marketing include:

• Green marketing. I've seen this trend already, as my writing projects increasingly cover energy consumption, eco-friendly product packaging, and other environment-related  topics.

• Globalization. Technology companies have long known the importance of global markets; expect those opportunities to expand in 2008.

• Shift from print to online channels. BtoB predicts the largest portion of marketing budgets will shift from print and broadcast media to online marketing.

• Marketing operations managers. A new role within marketing departments, this job will seek to improve marketing performance.

What trends do you see for the year ahead?

P.S. Thanks for reading this blog in 2007. And remember, look through the archived posts for other ideas and resources that will continue to be relevant to your work in 2008.