Perspectives on AI, content strategy, and craft — from the humans behind Wordsmithie.
Successful businesses and organizations don’t create content that just talks about them. Sure, it’s important to let customers know about your products and services, company mission and history, news and events, etc. But it’s not all about you. It’s about them. A savvy content-marketing plan covers what customers need and want to know from your […]
Heidi LaFleche·
December 4, 2014·
3 min read
We’ve followed the controversy about native advertising with a lot of interest. The Federal Trade Commission (FTC) has been scrutinizing—and may even attempt to regulate—the way that media and brands use native advertising. But what exactly is native advertising? Amazingly, there’s not a clear answer. Even the Interactive Advertising Bureau, which really ought to know, […]
Laura Bergheim·
November 14, 2014·
3 min read
Creating a strong case study, white paper or website requires a good working relationship between the client and agency. Communication must be honest and open. And, as in any relationship, there are a few things that you as the client absolutely don’t want to say. Utter them at your peril. “I’ll know it when I […]
Jim Leeke·
November 7, 2014·
2 min read
There’s an art to telling the story of your brand. Whether you’re trying to convey your message through a brief slogan or a more in-depth communiqué, finding the right combination of words to drive customers to your door can sometimes feel like throwing darts against a board. What you say might stick. But how do […]
David Bergheim·
October 23, 2014·
3 min read
We write a lot of case studies at Wordsmithie. They’re prime marketing tools for many of our clients, who use them in print, digital and web formats. A good case study is well worth the time, effort and expense you pour into it. Here are the essential elements: A strong story A case study is […]
Jim Leeke·
October 16, 2014·
2 min read
If I cut the length of her web articles in half, a client recently asked, could I write “two stories for the price of one?” I explained that it would actually take longer to tell the same story in 350 versus 700 words. That might sound counterintuitive, but not to writers who’ve struggled to convey […]
Heidi LaFleche·
October 9, 2014·
3 min read
Your plan has a hole in it. It doesn’t matter what sort of plan it is. A launch plan. A marketing plan. A communications plan. Whatever it is, it has a vulnerability that you don’t know about yet. How can you be sure there’s a hole? Because there’s a plan. You might know the old […]
Jim Leeke·
October 2, 2014·
2 min read
Collaborating with a graphic designer on any project can take a leap of faith. Will your creative vision be carried through, your brand standards respected and your deadlines met? Here are a few guidelines from a designer’s perspective to help ensure success. Establish expectations, timeline and budget up front Communicate to your designer exactly what […]
Ryan Bahrke·
September 25, 2014·
3 min read
Whether writing bios for a company website, ghostblogging articles or gathering background info for a case study, writers often don the journalist’s hat and conduct interviews. We interview all kinds of people in marketing communications, from business executives to staff members to consumers. Regular Joes and Janes often make the best interviews, bringing heart and […]
Heidi LaFleche·
September 18, 2014·
3 min read
We know that some agencies keep a wall between you and your copywriter. Everything passes through your account exec, with no direct interaction between you and the person banging out your copy. Some clients probably prefer things that way. That’s not how we work at Wordsmithie, however. Oh, you’ll still have a good deal of […]
Jim Leeke·
September 4, 2014·
2 min read