A directory of resources inthe field of technical communication.

Marketing

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76.
#25647

eNewsletter Journal

Covers email newsletters, online marketing, and writing.

Evans, Meryl K. InternetVIZ (2005). Journals>Publishing>Marketing>Blogs

77.
#24885

Enhancing Our Image: Creating Good Public Relations   (PDF)

Effective chapter public relations results in an increase in membership, more interested and active members, and an awareness of technical communication as a valid and an important profession. This workshop teaches general public relation skills, such as how to write effective press releases, how to get your chapter events treated as news, and how to create and then maintain a press list.

Braz, Lisa M., Susan L. Fowler, Alan Korwin, and Nancy Martin. STC Proceedings (1994). Articles>TC>Marketing>Press Releases

78.
#32164

Ethos as Market Maker: The Creative Role of Technical Marketing Communication in an Aviation Start-Up   (peer-reviewed)   (members only)

This study examines how a very light jet start-up, Eclipse Aviation, changed its ethos appeals in order to survive the loss of its principally declared innovation, a jet aircraft engine. Eclipse Aviation’s corporate transformation from a spin-off company to a convergence-of-innovation company hinged on modifying an early marketing strategy. To overcome the loss of the jet engine, employees had to radically modify earlier expert representations and adopt rhetorical appeals that more closely parallel what Miller described as "cyborg discourse." To understand how Eclipse Aviation survived the typically fatal loss of a stated primary innovation and to explore the implications that this particular start-up’s rupture has for technology transfer and technical marketing, this study centers its analysis on a Web site that marketers used to "ventilate" the company and prevent financial collapse. The transformation in the company’s marketing strategy illustrates how cyborg ethos appeals aggregate and discipline distributed stakeholder roles.

Mara, Andrew. Journal of Business and Technical Communication (2008). Articles>TC>Marketing>Case Studies

79.
#27735

Euro 2002 Information Campaign: Analysis and Evaluation of the National Advertising Campaigns   (PDF)

This research is aimed at analysing the mass media information campaigns carried out for the introduction of the Euro.

Valentini, Chiara. Chiara Valentini Communication Management (2003). Books>Language>Marketing>Europe

80.
#36401

The Five Stages of How a Customer Experiences Your Brand

In the beginning your customer will be unaware of your brand. It is through a process of awareness, research, and involvement that you can transform these customers into your best advocates. There are five different stages of customers experiencing your brand, and if you manage to get these right they will begin to trust your brand.

Pro Designer, The (2007). Articles>User Experience>Marketing

81.
#34287

Five Ways to Take Control of Your Personal Brand Today

With a bad economy, more pressure at work and overwhelming competition, investing in yourself and your future is crucial. There are a lot of new trends and tricks that you can take advantage of now. Below are five easy and initial steps you can take to start building your brand today. These will help you control your online identity, protect your future, centralize your digital assets, safeguard your brand from threats and more.

Schawbel, Dan. Mashable (2009). Articles>Collaboration>Marketing>Social Networking

82.
#24165

Flexing Your Marketing Muscles: Tactics for the Reluctant Marketer   (PDF)

I don’t like to market myself. Sometimes I think, 'Heck, I’m good at what I do. I've been doing this for thirty years. Why don’t people come to me?' Then I get over it, consult my marketing plan, and get on with it. (See my previous column, 'Building a Marketing Plan,' in the May 2004 issue of Intercom.) I don't like to market my services, but I like to have marketedmy services. And I keep one thought foremost in the process: 'Marketing is like swimming: If you stop, you sink!'

Frick, Elizabeth G. 'Bette'. Intercom (2004). Articles>Business Communication>Marketing

83.
#20806

For Good Media Relations, Treat Reporters Like Customers

Know their needs, advertise your products, give good service, offer specials, educate and keep in touch.

Writing that Works (2003). Design>Web Design>Marketing

84.
#35728

Forget the Golden Rule

Treat others the way you would want to be treated. It seems ridiculous to think that one of the most common rules taught to children somehow hinders effective business communication when these children become adults. But it’s true. To be effective at communicating with customers (for example, internal audiences who buy into ideas or messages, or external audiences who buy products or services), one must turn away from this standard rule and focus instead on treating others the way they want to be treated.

Parkhurst, Morgan Leu. Communication World Bulletin (2009). Articles>Business Communication>User Centered Design>Marketing

85.
#25051

A Formula for Writing Application Stories: Ingres Corporation's Story Of UC Berkeley's Digital Image Database As Example   (PDF)

An application story is a form of promotional writing that highlights the practical benefits of a new product. The story tells why a client company purchases the product over comparable market offerings to solve a business problem. The story is complete when the writer (1) states the client's problem; (2) gives the solution to the problem; (3) shows how the new product solves the problem; (4) describes the criteria the organization had originally set for a new system; (5) shows the benefits of the new system; and(6) describes future applications of the technology. Using this 6-step formula, promotional writers can produce successful application stories.

Matherne, Beverly M. STC Proceedings (1994). Articles>Business Communication>Marketing

86.
#23567

From Technical Writing To Marketing Communication: Growth From Common Ground   (PDF)

If you think marketing communications are written by an entirely different brand of writer—in a version of the language wholly unlike the one you employ— then think again. Marketing and technical communications do share common ground. And by expanding the horizons of this landscape, you can move into marketing writing. To begin, you must explore what the disciplines share, what attributes are peculiar to marketing communications, and how you can go about developing your skills in this field.

Baker, Dina. STC Proceedings (1994). Articles>Writing>Marketing>Business Communication

87.
#28296

The Future Belongs to the Trusted Few

Find out how to avoid sneaky marketing practices that users can see through. Instead, provide honest and useful content and watch the number of repeat site visitors soar.

Usborne, Nick. Webcredible (2006). Design>Web Design>User Centered Design>Marketing

88.
#28150

Give Your Testimonials More Credibility

I think that the people who give the testimonials do so for the additional exposure they receive for their own names, sites and businesses. I also think they do some mutual back-scratching, and hype each other's products and services. In other words, the testimonials are just additional sales text. They have no credibility as outside, third-party endorsements.

Usborne, Nick. Excess Voice (2006). Articles>Writing>Web Design>Marketing

89.
#20805

Go from Brochureware to E-Care

Online brochures don't attract return visits or serve your customers, so turn your Web site into a customer interaction center.

Writing that Works (2003). Articles>Business Communication>Marketing>Writing

90.
#35609

Going Viral

Our plan was to market Project Dragonfly virally. Going out now meant that we were a little early and many details were still on the to-do list. As a user centered design practitioner working with an Agile Development process, I was comfortable working in an iterative manner to engage users quickly so that we think through details and bring solutions forward. Yet something about this situation seemed different to me. We wanted the world to broadcast about the benefits of Project Dragonfly while our marketing efforts simply facilitated the conversation.

Arnold, Steve. Designing the User Experience at Autodesk (2009). Articles>User Centered Design>Project Management>Marketing

91.
#25366

Hate Selling? Try Helping!

You cannot succeed in any business without selling. Delegating or ignoring selling skills is one of the worst things you can do. How to develop your sales skills, even if you think you hate it. Wendy Peck explains.

Peck, Wendy. Wise-Women (2004). Careers>Business Communication>Marketing

92.
#18761

High Tech Marketing Communication: The Method Behind the Madness   (PDF)

The software is tested, the documentation is written, and the training is in place. Now the product has to be marketed. Potential customers must understand what the product is and why they should buy it. Marketing communication for the high tech product is not just fluff or fiction. To attract attention in today’s competitive marketplace, it must be a unique combination of technical information and compelling creativity. As a technical communicator, you have an opportunity to put your planning, writing, and project management skills to work in the marketing arena. From developing a marketing plan to researching competitors and creating collateral copy or Web site content, you can participate in and even lead the marketing process.

Gallob, Beth M. STC Proceedings (1999). Articles>Writing>Marketing

93.
#34484

How to Attract Links and Increase Web Traffic – The Ultimate Guide

The number of excellent resources that have come out since the beginning of the year on attracting links and building traffic has really mushroomed. Plus there are some timeless classics that are still very relevant today. I think it makes sense to compile the very best in one handy location and share it, so here’s my entire collection. If I missed your link and traffic resource let me know and I’ll take a look.

Clark, Brian. Copyblogger (2006). Resources>Bibliographies>Web Design>Marketing

94.
#35515

How To Bid Profitably On Nonconverting Keywords

Google has a bidding methodology called Budget Optimizer that attempts to maximize the traffic you receive for the keywords in a campaign. This is useful for early buying cycle keywords. However, every keyword should be reaching some goal regardless of where it falls into the buying cycle. It was difficult to track the effectiveness of these campaigns until recently when Google made some changes to Google Analytics. Now you can more effectively bid on early buying cycle keywords, or keywords that you want exposure for, but do not have direct returns by combining the new Google Analytics goals with a budget optimizer campaign.

Geddes, Brad. Search Engine Land (2009). Articles>Web Design>Marketing>E Commerce

95.
#24799

How to Break into Marketing Communications   (PDF)

Many technical writers, editors, illustrators, graphic designers, managers, and others would like to break into technical marketing. But how to do it? This mini-workshop gives technical communicators some practical tips for making the transition without the requisite “experience required”. As an added bonus, it shows that marketing jobs in general pay more than similar ones held by traditional technical communicators.

Vaughan, Caroleen L. STC Proceedings (1995). Careers>Business Communication>Marketing

96.
#37749

How to Choose the Right Domain for You

I’ve had to come up with dozens of domain names over the years, and frankly most of the best ones have come like a bolt from the blue.

The Next Web (2010). Articles>Web Design>Marketing

97.
#37418

How To Create Content that Matters using the Three 'E's

The social web has brought to us some of the most powerful communications tools known any time in history. The potential for the Average Joe to capture the attention of an audience is better and worse than ever before. How can something be better and worse at the same time? It’s simple really; The tools we have today allow us to reach massive audiences, while at the same time fracture the attention spans of the potential consumers of that content. Small businesses, Fortune 500’s, even the individual making a cat video on YouTube are all vying for and fracturing your attention. If you or your business is new to the digital space or a seasoned veteran, what are you to do?

Burtis, Keith. New Marketing Labs (2010). Articles>Social Networking>Marketing

98.
#21261

How to Make Yourself More Marketable in a Small Company   (PDF)

In a time when corporate downsizing is the norm rather than the exception, technical writers must constantly increase and market their skill sets to make themselves more valuable to employers. Based on our experiences as technical writers in a small company, we will define why and how to market yourself:

Holman, Peter M., Susan Gonzalez and Jennifer Privette. STC Proceedings (1997). Careers>Writing>Marketing>Technical Writing

99.
#31714

How to Market a Documentation Department

When you first ventured into the tech writing ranks, marketing the department was likely the furthest thing from your mind. You already had work to do, so marketing was somebody else's job.

King, Robert. Writing Assistance (2006). Careers>Management>Technical Writing>Marketing

100.
#32221

How to Market a Documentation Department

When you first ventured into the tech writing ranks, marketing the department was likely the furthest thing from your mind. You already had work to do, so marketing was somebody else’s job.

King, Robert. TechCom Manager (2004). Articles>Management>Documentation>Marketing

 
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