How to Determine When You Need a White Paper

Posted by Kathy Pendergast on March 18, 2021

Writing & Content, Marketing Strategy

A white paper is a great way to share your company’s insights and expertise on an important topic or technology. But, a white paper isn’t always the right content choice. 

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Two Brand Pillars You Should Always Keep Fresh

Posted by Joe Aragona on February 1, 2021

Writing & Content, Marketing Strategy, Design & Creative, Branding

Branding or re-branding a company takes a lot of time and effort. When done properly, it’s a process and journey that shouldn’t have to be repeated unless there is a major change in business or market focus.

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Your Content Marketing Needs a Message House

Posted by Joe Aragona on June 9, 2020

Writing & Content, Marketing Strategy

Content marketing is a major focus for business-to-business marketers everywhere. Articles, blogs, reports, white papers, guides, briefs, e-books, infographics, and even video tutorials are created every day to explain the role of content marketing in an effective marketing strategy. In the process, content marketing has generated its own content marketing program, as can be seen on the Content Marketing Institute website. If nothing else, all this content about content marketing proves that content marketing works.

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Your SEO Strategy Should Be Readable by Machines and Humans

Posted by Trevor Griffith on February 14, 2020

Writing & Content, Marketing Strategy, Digital Marketing

Marketing in a digital world continues to be more complex. Marketers must integrate a number of digital platforms and tools into their strategies to successfully build awareness, develop meaningful connections, and create long-lasting returning customers.

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Why Great Marketing Content Takes so Much More Than Great Writing

Posted by Kathy Pendergast on February 4, 2020

Writing & Content, Marketing Strategy

The thing about writing is that almost everyone can do it to one degree or another. And they’ve been doing it for most of their lives. So, it’s only natural that people expect professional writers to churn out great marketing content very quickly.

But, most people don’t realize that writing is just one of several steps along the path to great marketing content.

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Marketing Data and Tools Are Important, But Content Is Still King

Posted by Joe Aragona on January 13, 2020

Writing & Content, Marketing Strategy, Data & Analytics

Like everything else, marketing has evolved over the last 10 years. In some ways, the marketing process has become a lot more complicated. Social media marketing, content marketing, inbound marketing, and outbound marketing have all become part of the marketing mix, which for many business-to-business marketers still includes the more traditional marketing channels.

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How It Happens: A Q&A With QA

Posted by Aragona Agency on December 2, 2019

Inside The Agency, Writing & Content

Sometimes the inner workings of an agency can seem mysterious. So, we thought, why not change that with a series of blogs about how all the work here actually gets done. For this blog, we sat down with Brynn Deamer to ask her a few questions about her quality assurance responsibilities.

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E-Newsletters Aren't Essays

Posted by Amy Chamberlain on November 5, 2019

Writing & Content, Marketing Strategy

Most B2B companies know the importance of having a properly executed digital marketing strategy that includes email marketing. As we’ve discussed in a previous blog, sending marketing emails to current clients and leads is not a dying or dead marketing tactic. It is a very useful and effective way to communicate with target B2B audiences. In fact, email marketing statistics show that 93% of B2B marketers use email to distribute content[1].

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Beyond the Comma: The Secret to Better Content Reviews

Posted by Kathy Pendergast on November 21, 2018

Writing & Content

You’ve just been given some draft content to review. You start reading.

So far, it sounds great. But suddenly, you stop reading. Something terrible has happened. There’s a comma, and you’re not sure if it’s needed. 

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Turning One Piece of Content Into Six

Posted by Alex Aragona on September 27, 2018

Writing & Content

I was at the wrap-up meeting for a white paper we had just finished for a client.

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