A directory of resources inthe field of technical communication.

Marketing

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101.
#35055

How to Select a Proper Article Writing Method

Here are two main methods you can use to launch off your article marketing campaign.

How to Write Anything (2007). Articles>Writing>Marketing>Business Communication

102.
#36383

How to use Advertising in User Guides

Putting advertising in user guides may seem rather flaky at first, but it could work. Here’s why.

Standard Operating Procedure Templates (2010). Articles>Documentation>Technical Writing>Marketing

103.
#36225

How to Wreck Your Brand in a Single Weekend

I witnessed a train wreck this weekend. Not a physical one, but an online version involving a social media company, a respected business consultant, an advice video, blog comments and a Twitter battle that led to harassment via direct messages and support tickets being filed. I don’t want to call out the particular players in this incident and add fuel to the fire, but I do want to talk about this because the whole thing was completely avoidable.

Colvin, Kris. Design for Users (2009). Articles>Business Communication>Marketing>Social Networking

104.
#34661

How To Write a White Paper to Attract Clients

Do you have a new idea, business model, product or service? Do you want to get noticed by using a marketing method that might only cost you time? Try writing a white paper to attract people to your door.

Markenson, Ari J. Dumb Little Man (2009). Articles>Business Communication>White Papers>Marketing

105.
#30087

How to Write Successful Direct Marketing Letters    (PDF)

Direct marketing in the form of direct mail is used by almost every company whether it is the local service station or shoe repair shop or a Fortune 500 company. Unlike documentation that instructs or describes a process, marketing materials must persuade as well as inform. Increasingly, technical communicators’ responsibilities are being expanded to include marketing materials such as advertisements and direct mail. Writing successful direct marketing letters or advertisements can be easier by using a 10-point guide that uses the principles of attracting attention, arousing interest. creating desire and asking for action.

Smith, Gem. STC Proceedings (1999). Articles>Business Communication>Correspondence>Marketing

106.
#19097

If You Build It, Will They Come? The Importance of Promoting Technical/Professional Writing Programs   (peer-reviewed)

Although the field of technical/professional writing continues to grow apace with the demand for its graduates, a large number of people, especially students, have never heard of it, or, if they've heard of it, have no idea what it is. Consequently, our program has begun an aggressive promotional campaign.

Patterson, Celia. CPTSC Proceedings (2000). Academic>Education>WPA>Marketing

107.
#37066

The Importance of Google PageRank: A Guide For Small Business Executives

If you’ve spent time (or are simply curious) about online marketing, then the topic of search engine optimization (SEO) usually comes up. And, no discussion of search engine anything is complete these days without some mention of Google. This article provides a brief overview of how Google ranks search results with a look at their PageRank™ algorithm (a key component). I’m not a search engine expert (that’s the bad news). The good news is that I know enough to describe Google PageRank in relatively simple terms (such that you can impress your friends and family with your new-found knowledge).

Shah, Dharmesh. HubSpot (2006). Articles>Web Design>Marketing>Search Engine Optimization

108.
#30277

Imposing Order On The Chaos Of Marketing Materials Development   (PDF)

A good relationship with internal clients, accompanied by well-defined procedures, makes the creative process of developing marketing materials as smooth as possible.

Kruell, Christopher P. STC Proceedings (1994). Articles>Business Communication>Marketing

109.
#29016

Imprecise Frequency Descriptors and the Miscomprehension of Prescription Drug Advertising: Public Policy and Regulatory Implications   (peer-reviewed)   (members only)

Two separate studies, conducted among a total sample of 147 adults, explored the communicative effectiveness of imprecise frequency descriptors within the context of direct to consumer prescription drug advertising. Study One used imprecise frequency descriptors to describe level of side effect occurrence and then asked consumers to numerically estimate the frequency of side effect occurrence. A comparison of consumers estimated to actual level of incidence indicated that they are unable to accurately estimate level of side effect occurrence when those levels are described by an imprecise frequency descriptor. Study Two presented consumers with a list of side effects preceded by an imprecise frequency descriptor. Consumers were then asked to estimate the relative likelihood of side effect occurrence. The results indicated that consumers are unable to accurately estimate the relative likelihood of side effect occurrence when a list of side effects are preceded by an imprecise frequency descriptor. The pattern of consumer response across both studies indicates that when imprecise frequency descriptors are used to describe the incidence of side effects within the context of direct to consumer prescription drug advertising, consumers estimate likelihood of side effect occurrence on the basis of an intuitive judgment of the side effect s commonness/severity within the general population.

Davis, Joel J. Journal of Technical Writing and Communication (1999). Articles>Scientific Communication>Biomedical>Marketing

110.
#31064

In-Text Ads Swap Clutter for Context

The prevalence of online banners and text ads have made all but the most annoying online ads nearly transparent to online users. To stand out from the crowd, some marketers are turning to a simple, relevant and transparent advertising format: the text link.

Janisch, Troy. Icon Interactive (2007). Articles>Web Design>Marketing

111.
#26628

Incompetent Email Marketing = Lost Future Opportunities

Lack of personalization made an email newsletter completely useless to the recipient, damaging long-term customer relationship efforts.

Nielsen, Jakob. Alertbox (2005). Articles>Business Communication>Email>Marketing

112.
#28054

Incompetent Email Marketing = Lost Future Opportunities

Lack of personalization made an email newsletter completely useless to the recipient, damaging long-term customer relationship efforts.

Nielsen, Jakob. Alertbox (2006). Articles>Business Communication>Correspondence>Marketing

113.
#20849

Inconspicuous Consumption: Lessons for Web Design from Mall and Retail Design

While many scour the web for new ideas on web design, others are looking elsewhere.

Carliner, Saul. Boxes and Arrows (2003). Design>Web Design>Marketing

114.
#26126

Increasing Visibility: Building Demand for Technical Communication Services

Good technical communication is critical to the success of products and ultimately to the success of companies. But even the most perfect manuals may go unread, and the most elegant help systems may go unnoticed unless you take the time to promote the quality and necessity of your work. You need to showcase your talents and to encourage people throughout your company--and the community--to value and understand the work that you do. This will ideally lead to more respect, better pay, and more interesting work.

Huettner, Brenda P. TECHWR-L (2005). Articles>TC>Marketing

115.
#31445

The Independent Contract: What's In, What's Out

Many years ago I was asked to develop a marketing package for the environmental practice group of a large, Washington-based law firm. When I submitted the draft I got exclamations of delight and a promise to provide quick feedback from all the principals. It never came, and my phone queries went unanswered. So I waited, and waited, and waited—and then waited some more.

Steigman, Daria. Communication World Bulletin (2005). Careers>Freelance>Marketing>Environmental

116.
#31336

Internal and External Brand: Two Sides of the Same Coin

Internal branding is alive and well, and continues to evolve as more people realize how powerful it is as a business tool. You may hear it called by different names, such as employer branding, employee branding or employee value propositioning, but whatever the term, it is an important and useful concept.

Covill, Simon. Communication World Bulletin (2006). Articles>Business Communication>Marketing>Workplace

117.
#31334

Internal Branding: Communicating and Measuring the Impact

A recent Gallup poll showed that 69 percent of employees are disengaged at work. A survey of human resources managers by PricewaterhouseCoopers in the U.K. found that only 26 percent of employees demonstrated brand values in their day-to-day behavior. These figures suggest that internal branding efforts are perhaps not producing the desired effect. "Living the brand" initiatives cannot work when the majority of employees are not tuned in at work. Great brands are built by consistently delivering on the brand promise, which requires employee engagement with that brand.

Venkat, Ramesh. Communication World Bulletin (2006). Articles>Business Communication>Marketing>Workplace

118.
#31335

Internal Marketing vs. Internal Branding: It's All About Connections

Employee engagement, getting employees to "live the brand," gaining employee buy-in—today's managers are trying to wrap their minds around these critical practices through internal marketing and internal branding. But not everyone understands these concepts. You even hear people use the terms interchangeably, even though there are a number of differences between these concepts.

Stershic, Sybil F. and Debra Semans. Communication World Bulletin (2006). Articles>Business Communication>Marketing>Workplace

119.
#31386

International Marketing for the Internet: The Power of Virtual Shopping

Linda, an American living abroad in a country with limited merchandise, orders online for books, contact lenses, and smoked ham. Her Dutch husband buys from www.amazon.com and www.ebay.com because U.S.-based retail web sites offer a wide range of goods at a cheaper price than their adopted country, including lower import duties and lower shipping costs from U.S.-based cargo carriers.

Lopez, Joselito T. Communication World Bulletin (2005). Articles>Web Design>Marketing>International

120.
#25100

Internet Advertising and the Law

The Internet is a new marketing frontier where the rules and regulations are rapidly evolving. Governments throughout the world aim to redress this imbalance by providing protection to their citizens through laws and regulations which control the use of advertising.

Hudson, Roger. Usability.com.au (1999). Articles>Web Design>Legal>Marketing

121.
#31384

Internet Marketing for 2005: Making Your Web Site Visible to Your Audience

The Internet is a free medium, just like roads and highways. There are those who walk and those who run, some who drive taxis, some Ferraris, and others tractor-trailers. To each his own-the roads are all free. Thank heaven. With such a powerful tool at our command, why is so much of the Internet so underutilized, and why is so much of Internet marketing so increasingly ineffective?

Javed, Naseem. Communication World Bulletin (2005). Articles>Web Design>Marketing

122.
#25946

Internet Marketing: What NOT to Do (And What Not to Fall For)

Do you sell over the Internet? If you do, and if your goal is to develop a long-lasting, trusting relationship with your customers, here are some things to avoid doing. And if you're buying over the Internet, here are some things to watch out for.

Bennaco (2004). Articles>Writing>Marketing>Online

123.
#28860

Introduction to Search Engine Optimization

This introduction to search engine optimization will outline some of the basic principles of SEO and explain how they can be used to improve your web pages' performance in search results.

Mercurytide (2007). Design>Web Design>Marketing>Search Engine Optimization

124.
#34400

Is More Less? Or is Less More? The Quality vs Quantity Debate

Is it better to have 500,000 followers on Twitter? Or is it better to have 100 followers who are engaged and targeted? Is it better to have a website with 5000 pages of content, or a website with 50 pages of well thought out, valuable material? I am not trying to dictate an answer by using value terms in my questions, despite the fact that I am very much of the opinion that less is more and quality trumps quantity, but recent events are arising which may be proving me wrong.

Williams, Nancy. Social Media Today (2009). Articles>Web Design>Social Networking>Marketing

125.
#34298

Is My Brand Right For Twitter?

Marketers are increasingly engaging with consumers on social media platforms and Twitter, in particular, has received, and continues to gain, attention. From shock tactics, to useful value propositions like @amazonmp3 content feed, brands are revealing themselves on Twitter. We are starting to hear of stories about top executives calling meetings about how they should "get on Twitter" and saying, "We need a social media profile." But should they? Do they?

Weisman, Benjamin J. Marketing Daily (2009). Articles>Business Communication>Marketing>Social Networking

 
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