Smart Marketing Blog

Technical Marketing Writers: Why You Need One When You Already Have an SME

They are questions that arise often at the beginning of marketing planning. You’re in the middle of content calendar creation and ready to start marketing to engineers and assigning subject matter experts (SMEs) and writers to each task. You wonder aloud, “Why should we have a writer handle these content projects? Can’t our engineers write the content?”

5 Web Hero Headers that Capture Technical Buyers' Attention

Whether you’re meeting in-person at a trade show or a customer finds your company via Google search, first impressions are important. Companies were once judged based on their store fronts or conference rooms. Now, buyers are making judgments and gathering information about you based off of your website.

How to Message Meaningful Differentiators

You must know and define your brand if you expect others to follow it. For your brand message to stand out, it has to be distinct, defining you as different than your competitors. 

Branding 101: Make Your Customer’s Life Easier

Many companies will say they want to create a strong brand, but what they really want is strong brand recognition and high sales metrics. However, branding is more than getting people to remember what your logo looks like, and it isn’t a ploy to get people to spend more money on your brand. Instead, brand positioning and messaging is showing potential customers how you solve their biggest problems.

Take Control of Your Company’s Story

Is it time for a new corporate slide deck? Your corporate deck contains a brief story – an overarching presentation about your company. It should include your potential customer’s pain points, the industry challenges, your company overview, your solutions, and results or a testimonial.

5 Ways to Promote Your Brand Message

This is part 3 of a blog series on brand positioning and messaging. Learn more by reading part 1 on developing your brand position and part 2 on brand messaging. Once you have developed your brand position and used the positioning language to develop your brand messaging, you should be ready to use your messaging. But how should you start?

Seven Characteristics of a Great Spokesperson

This week, TREW Marketing is on the road, conducting a press tour with a client who recently introduced a new product. As we prepped, we were reminded of the factors behind a successful technical press meeting, and one of the most important: a great spokesperson.

5 Tips for a Tagline that Sticks

 Brainstorm notes on hotel bar napkins. Conversations that take you so far down tangents you’ve forgotten what your company does. You need something that’s memorable but not too off-the-wall, specific but not excluding, and exciting but accurate … Your tagline.

Live Webinar: Storytelling for Technical Brands

Marketing practices are continually changing and providing new ways to drive awareness and efficiency. With this change, it's easy to get lost in the chaos and forget that at the end of the day people are still people. If they don’t trust you, your company, or your spokespeople, or if they believe you say one thing and then do another, no marketing program will change that.  However, if you have great products or services, a compelling brand story can help solidify and communicate your brand to your audience.

Creating a Killer Corporate Pitch Deck

Once your message is set, you’ll need content to share and deliver the story of your company. A great way to do this is to have a well-designed corporate slide deck. A corporate slide deck can be disseminated through your company so that multiple teams can give presentations that have the same look, feel, and message. I recommend writing a script for the slides and including it in the notes of the slide. Presenters don’t need to use the script verbatim, but an available script allows a presenter to understand the main point for each slide and get a feel for the key related messages. They can then use whatever words and personal stories they need to articulate the corporate message with their own voice.

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