Is the white paper dead?

Just a few years ago, high-tech companies were producing scores of white papers—long documents that could establish thought leadership on a particular topic, suggest best practices for a certain process, or provide in-depth technical information about a unique solution or service. Often stretching from 10

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Define your message—before you start creating content

Does this scenario sound familiar? Two months before a new product launch, you need a lot of content, and you need it fast: a web page, solution brief, blog post, infographic, tweets, and more. But your content creation team has more questions than answers.

Sure, you’ve

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The internal-external agency partnership—finding synergy for success

In the high-tech industry and other fields, companies are increasingly building—and acquiring—internal agencies for content marketing, advertising, video production, and similar functions. Does this indicate the demise of the external agency as we know it?

As someone who works at one of those external agencies, I

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TDA and IBM: Creating a successful rebranding campaign

TDA and IBM: Creating a successful rebranding campaign

Rebranding a product line may seem simple to outsiders, but to those responsible for implementing the strategy, it’s an intense and meticulous process.

In the IT industry, brand loyalty tends to be a cumulative process that occurs over months

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