Category Archives: Uncategorized

AdvoLogix on “9 Ways to Use AI in the Workplace”

Bredemarket occasionally gets pitches from people who want to write for the blog, or to link to something they’ve already written.

Most of these pitches are crap.

But I just received an excellent and relevant pitch from a PR coordinator. I won’t reproduce his pitch, though, because I don’t want to get sued.

Which in this case is a very distinct possibility.

By Elliott & Fry – https://creacionempresamadrid.com/asesoria-gratuita-para-emprendedores-gestoria-para-crear-una-empresa/, No restrictions, https://commons.wikimedia.org/w/index.php?curid=82393914

Who is AdvoLogix?

The PR coordinator represents a company called AdvoLogix, and wanted me to reshare something his company had written.

My first question (of course) is why AdvoLogix exists.

We build and deliver technologies that help legal teams collaborate and grow.

From https://www.advologix.com/about-advologix/

The company provides legal software, resident on Salesforce, that addresses several areas:

Now I am not a lawyer, but I’m sure these terms mean something to lawyers. If you’re looking for these types of solutions, check the links above.

Why did AdvoLogix pitch me?

The PR coordinator had observed Bredemarket’s previous posts on artificial intelligence (excluding the one that I wrote after his pitch), and thought that AdvoLogix’s recent blog post on the same topic would be of interest to Bredemarket’s readers.

What does AdvoLogix say about using AI in the workplace?

AdvoLogix’s post is clear in its intent. It is entitled “9 Ways to Use AI in the Workplace.” The introduction to the post explains AdvoLogix’s position on the use of artificial intelligence.

Rather than replacing human professionals, AI applications take a complementary role in the workplace and improve overall efficiency. Here are nine actionable ways to use artificial intelligence, no matter your industry.

From https://www.advologix.com/ai-applications-business/

I won’t list ALL nine of the ways—I want you to go read the post, after all. But let me highlight one of them—not the first one, but the eighth one.

Individual entrepreneurs can also benefit from AI-driven technologies. Entrepreneurship requires great financial and personal risk, especially when starting a new business. Entrepreneurs must often invest in essential resources and engage with potential customers to build a brand from scratch. With AI tools, entrepreneurs can greatly limit risk by improving their organization and efficiency. 

From https://www.advologix.com/ai-applications-business/

The AdvoLogix post then goes on to recommend specific ways that entrepreneurs can use artificial intelligence, including:

  • AI shopping
  • Use AI Chatbots for Customer Engagement

Regardless of how you feel about the use of AI in these areas, you should at least consider them as possible options.

Why did AdvoLogix write the post?

Obviously the company had a reason for writing the post, and for sharing the post with people like me (and like you).

AdvoLogix provides law firms, legal offices, and public agencies with advanced, cloud-based legal software solutions that address their actual needs. 

Thanks to AI tools like Caster, AdvoLogix can provide your office with effective automation of data entry, invoicing, and other essential but time-consuming processes. Contact AdvoLogix to request a free demo of the industry’s best AI tools for law offices like yours. 

From https://www.advologix.com/ai-applications-business/

So I’m not even going to provide a Bredemarket call to action, since AdvoLogix already provided its own. Good for AdvoLogix.

But what about Steven Schwartz?

The AdvoLogix post did not specifically reference Steven Schwartz, although the company stated that you should control the process yourself and not cede control to your artificial intelligence tool.

Something that Schwartz did not do.

Roberto Mata sued Avianca airlines for injuries he says he sustained from a serving cart while on the airline in 2019, claiming negligence by an employee. Steven Schwartz, an attorney with Levidow, Levidow & Oberman and licensed in New York for over three decades, handled Mata’s representation.

But at least six of the submitted cases by Schwartz as research for a brief “appear to be bogus judicial decisions with bogus quotes and bogus internal citations,” said Judge Kevin Castel of the Southern District of New York in an order….

In late April, Avianca’s lawyers from Condon & Forsyth penned a letter to Castel questioning the authenticity of the cases….

Among the purported cases: Varghese v. China South Airlines, Martinez v. Delta Airlines, Shaboon v. EgyptAir, Petersen v. Iran Air, Miller v. United Airlines, and Estate of Durden v. KLM Royal Dutch Airlines, all of which did not appear to exist to either the judge or defense, the filing said.

Schwartz, in an affidavit, said that he had never used ChatGPT as a legal research source prior to this case and, therefore, “was unaware of the possibility that its content could be false.” He accepted responsibility for not confirming the chatbot’s sources.

Schwartz is now facing a sanctions hearing on June 8.

From https://www.cnn.com/2023/05/27/business/chat-gpt-avianca-mata-lawyers/index.html

On that sanctions hearing date, Schwartz was mercilessly grilled by the judge. Later that month, the judge sanctioned and fined Schwartz and another lawyer.

In the end, you are responsible, not the tool you use.

By the way, Roberto Mata lost the case. Not because of his lawyers’ misuse of AI, but because the case was filed too late.

Should Inland Empire Companies Generate Content with ChatGPT (or other generative AI tools)?

An image of a neural network. By DancingPhilosopher – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=135594693

Inland Empire companies are asking the same question that other companies are asking: “Should my business use ChatGPT (or another generative AI tool) to quickly generate content?”

Bear in mind that I have a vested interest in the answer to this question, because Bredemarket’s business is content generation for other businesses. So I don’t have a natural inclination to tell you not to buy my services and use ChatGPT or Bard or whatever instead.

Nevertheless, I’ll outline the advantages and drawbacks of using automation (in this case generative AI tools) to create written content. Then I’ll look at the three options for your business’ content generation needs. (Surprise! One of those options is to contract with Bredemarket. You’ve been warned that a call to action is coming.)

An “exchange” of questions

As I mentioned in my post about creating and populating Facebook business pages, yesterday afternoon was the first time in years that I had attended a monthly Ontario IDEA Exchange meeting. For those who aren’t familiar with these meetings, they allow small business owners from the Ontario, California area to meet and…um…exchange ideas.

By Mack Male – originally posted to Flickr as Ontario Convention Center, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=9512928

One of the attendees asked me what I thought of ChatGPT.

If you’ve read the Bredemarket blog or the Bredemarket LinkedIn page, you know that I have some thoughts on this. (If you haven’t seen my thoughts, I’ll share them later in this post.)

It turns out that the attendee had a reason for asking the question that went well beyond generative artificial intelligence (generative AI), and touched on automation in general.

  • Should we use ChatGPT, Bard, or another generative AI tool to generate text content, or should we contact a content marketing expert?
  • Similarly, should we use a generative AI tool to generate image content, or should we contact a graphic design expert?
  • Going beyond generative AI, should we use tax preparation software, or should we contact a tax preparation expert?

You can ask this same question about a variety of business services. Should you opt for the (sometimes) cheaper automated solution, or should you get a real person to perform the service?

This can be a loaded question. After all, I can’t tell you that you should always use a person for these tasks when I personally use Freepik and a well-known tax preparation software package.

Designed by Freepik.

So, returning to content, let’s take a (probably non-objective) look at the pros and cons of using generative AI tools for content creation. After all, some of my best friends use generative AI…and they’re still my friends (and obviously not my customers).

Generative AI content advantages

While generative AI isn’t as trendy a topic as it was a few months ago, people are still talking about using generative AI to create text content. And there are clearly some advantages to it.

Fair use, from https://www.racers-behindthehelmet.com/post/first-historic-pole-position-and-podium-for-antonella-bassani-in-porsche-cup-brasil. Photo credits: Porsche Cup Brasil.
  • It’s very fast. No, you won’t create your text in a minute. But with properly written prompts (commands to the generative AI tool) and by using a few iterations, you can probably get generative AI text content in five minutes. You won’t get text content of any length from Bredemarket in five minutes.
  • It’s (usually) free. In most cases, you can obtain your text at no cost to you. Again, Bredemarket doesn’t work for free.
  • It’s easy. You don’t need to know how to write. Sure, you need to know how to write the prompt, but you don’t need to worry about the mechanics of writing the text itself, and when to use “its” or “it’s”. You don’t want to sound like a looser, after all. (That was wrong.)
  • It’s “good enough.” Under most circumstances, the text created by a generative AI tool gets the job done, and is obviously better than no text at all.

Generative AI content drawbacks

Perhaps I’m biased, but I think that we can all agree on the drawbacks that I’ve listed below.

From https://www.nist.gov/programs-projects/evaluating-quality-cell-counting-methods-experimental-design-and-statistical
  • Potential accuracy issues. Generative AI content is sourced from the Internet, and you know how accurate the Internet can be at times. For example, when I was working for my former employer, I asked one popular generative AI tool to tell me the weaknesses of my employer’s product. The tool returned two responses, one of which was plain wrong.
  • More potential accuracy issues. The way generative AI tools work, most of them provide their answers as if they were most certainly true, with no attempt to provide the probability that the response is correct or incorrect. In essence, Mr. Gen AI is an automated know-it-all with complete certainty in its answers, even when they are obviously wrong.
  • Potential relevancy issues. Depending upon your generative AI tool, you may not have access to the latest data and may instead rely on older data that was available when the generative AI tool was trained. At one point, several of the popular generative AI tools were trained on data from 2021 or earlier, which meant that they knew nothing about events that happened last week.
  • Potential privacy issues. When you feed prompts to a generative AI tool, the prompts are stored by the tool. What if you’re using a public tool, and you’re feeding confidential data from your company to the tool? What’s going to happen to your company’s private data? (This is especially critical when the data crosses international borders, something that gave Samsung serious concern.)
  • Potential tone of voice issues. If your company feeds a prompt to a generative AI tool, and your competitor feeds the same prompt to the same tool, you will get similar or identical responses. If both companies use these responses, then the companies will sound like bland “me-too” providers, with no differentiation.

I’ve touched on a number of these issues in more detail in pieces that I’ve written on the Bredemarket blog (and in one case on LinkedIn). These explain when I use generative AI, and when I do not.

So what should YOUR business do?

Depending upon your business needs, your budget, and your marketing direction, you have three choices.

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

  • Use a generative AI tool to write your content. It’s fast, it’s free, it’s easy. It may be good enough.
  • Use a low-cost writer to write your content. If you want to spend a little money, you can find writers who will work for pennies per word. That’s more than a generative AI tool, but you have a better chance of getting the content you want.
  • Use Bredemarket. I cost more than pennies per word (the cost for my standard 400-600 word writing package is in the brochure on my Bredemarket 400 Short Writing Service page), but Bredemarket’s collaborative kickoff process, including the opening six questions that I ask you, helps to ensure that your firm will get the content that you need.

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

Bonus: here’s what Google Bard says on the topic (written by Google, not by me)

Sure, here are three advantages and three drawbacks of using generative AI to create written content:

Advantages:

  • Speed: Generative AI can create content much faster than humans. This can be a major advantage for businesses that need to produce a lot of content quickly, such as content marketing agencies or news organizations.
  • Cost-effectiveness: Generative AI can be a more cost-effective way to create content than hiring human writers. This is especially true for tasks that are repetitive or time-consuming, such as writing product descriptions or blog posts.
  • Accuracy: Generative AI can be very accurate in generating content that is factually correct. This is because it is trained on large datasets of text and code.

Drawbacks:

  • Creativity: Generative AI is not as creative as humans. It can only generate content that is based on the data it has been trained on. This means that it may not be able to come up with new ideas or insights.
  • Bias: Generative AI can be biased, depending on the data it is trained on. This is a concern because it could lead to the creation of content that is inaccurate or harmful.
  • Plagiarism: Generative AI can sometimes plagiarize content from other sources. This is because it is trained on a variety of text data, including some that may not be properly cited.

Overall, generative AI can be a valuable tool for creating written content. However, it is important to be aware of its limitations and to use it responsibly.

Here are some additional things to keep in mind when using generative AI to create written content:

  • Always fact-check the content before publishing it. Generative AI can sometimes make mistakes, so it is important to double-check the information.
  • Be clear about the purpose of the content. Are you trying to inform, persuade, or entertain? The purpose of the content will help you determine the tone and style of the writing.
  • Be aware of the audience. Who are you writing for? What are their interests and needs? Tailor the content to your audience.
  • Use generative AI as a tool, not a replacement for human creativity. Generative AI can be a great way to get started with a writing project, but it is important to put your own unique spin on the content.

Creating a Business Page on Facebook for Your Inland Empire Company

There are Inland Empire companies that have an online presence, and companies that don’t.

Yes, the Ontario Convention Center has an online presence, on the web and elsewhere. Picture by Mack Male – originally posted to Flickr as Ontario Convention Center, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=9512928

If your Inland Empire company doesn’t have an online presence, one quick way to create one is to create a business page on Facebook.

This post outlines the benefits of establishing an online presence via a Facebook business page. It also provides four examples of Facebook business pages. Finally, the post addresses the thorny question of creating content for your Facebook business page.

Why Faceboook may be the best online presence for your business

For the first time in years, I attended an Ontario IDEA Exchange meeting at AmPac Business Capital on Tuesday afternoon. There was a mixture of attendees: some who had established several businesses, some like me who had run one business for some time, and a few who were just starting out in business.

The ones who were starting out were still trying to figure out all the things you need to do to start a business: figuring out why the business exists in the first place, getting the appropriate business licenses (and in some cases professional licenses), printing business cards (or creating the online equivalent), setting up SOME kind of way to track prospects and customers…and establishing an online presence.

Now some businesses choose to establish their online presence by creating a website.

I believe that this is the best way to establish an online presence since you have more control over the content. Plus, there are several alternative ways to create a business website (I use WordPress, but you can use SquareSpace, Wix, or any of several other website builders).

But even the simplest website can involve a lot of complexity—bredemarket.com currently has 57 pages, not counting tag pages and individual blog post pages.

For many small businesses, it may be much easier to create a Facebook business page then to create an entire website.

  • Facebook business pages are free. (Well, unless you run ads.)
  • Facebook business pages are easy to create.
  • Facebook business pages potentially reach billions of people, including your prospects and customers.

Creating a Facebook business page

So how do you create a Facebook business page?

There’s no need for me to document all of that in detail, since many have already done so.

Starting with Facebook itself.

As long as you have a personal Facebook profile, and as long as you can provide basic information about your business (category, address, areas serviced, email, phone number, website, hours, etc.), you can create a Facebook page from your laptop or desktop computer by following these steps:

  1. From the Pages section, click Create new Page.
  2. Add your Page name and category.
  3. Add your Page’s bio and click Create.
  4. (Optional) Add information, such as Contact, Location and Hours, and click Next.
  5. (Optional) Add profile and cover photos, and edit the action button, and click Next.
  6. (Optional) Invite friends to connect with your Page, and click Next.
  7. Click Done.
From https://www.facebook.com/business/help/473994396650734?id=939256796236247

Don’t worry if you don’t have all the optional items, such as a page cover picture. You can add them later. This will get you going.

Other guides to creating Facebook business pages are available from Buffer (with pictures), Hootsuite (with pictures). Sprout Social (with pictures), and a number of other sources.

But before you create YOUR Facebook business page, let me show you four varied examples of EXISTING Facebook business pages.

Four examples of Facebook business pages

Let’s take a look at some pages that already exist. Perhaps one or more of these will give you ideas for your own page.

The artist page (Paso Artis)

Paso Artis is a European business whose proprietor is a painter who sells her paintings.

From https://www.facebook.com/paso.artis/about

The menu options at the bottom of the picture above (some of which cannot be seen) illustrate some of the elements you can include in a Facebook page. Here are just a few of the page elements that Paso Artis uses:

  • Posts. This is the equivalent of a blog on a website, and allows you to post text, images, videos, and other types of content.
  • About. This is where you provide contact and other basic information about your business.
  • Shop. Facebook allows you to include a shop, which Paso Artis uses to sell her paintings.
From https://www.facebook.com/paso.artis/shop_tab
  • Photos. As you can imagine for an artist’s page, photos of the artwork are essential.

The shirtmaker page (Shirts by Kaytie)

(UPDATE 10/20/2023: Because Shirts by Kaytie is sadly no longer in business, I have removed the, um, live links to her Facebook page.)

Let’s leave Europe and go to Illinois where we find another artist, but her work is not displayed on paintings, but on shirts. Here is the Shirts by Kaytie Facebook page.

From https://www.facebook.com/profile.php?id=100095322638655

You’ll notice that Shirts by Kaytie has a different menu item order (and different menu items) than Paso Artis. For example, Shirts by Kaytie doesn’t have a Facebook “shop” element; you need to contact her directly to purchase items.

But Shirts by Kaytie certainly has photos.

From https://www.facebook.com/profile.php?id=100095322638655&sk=photos

The marketer/writer page (Bredemarket)

Enough of such exotic locations as Europe and Illinois. Let’s head to California’s Inland Empire and look at my favorite marketing/writing services Facebook page, the Bredemarket Facebook page.

From https://www.facebook.com/Bredemarket/

I’d like to point out two things here.

  • First, Bredemarket (unlike Paso Artis and Shirts by Kaytie) provides services rather than tangible products. Therefore, I chose to include a “Services” element as part of my Facebook page.
From https://www.facebook.com/Bredemarket/services

Second, Bredemarket has chosen to implement Facebook’s “groups” feature. In Bredemarket’s case, there are three separate groups that focus on various aspects of Bredemarket’s business. Inland Empire businesses can read the content in the Bredemarket Inland Empire B2B Services group and not get bogged down in out-of-area identity discussions about the change from FRVT to FRTE. (They’re missing out.)

From https://www.facebook.com/Bredemarket/groups

The local technology champion page (Startempire Wire)

I saved the Startempire Wire Facebook page for last because it makes terrific use of Facebook’s capabilities.

From https://www.facebook.com/startempirewire

By the way, if you are an Inland Empire business—especially an Inland Empire startup technology business—and you have never heard of Startempire Wire, STOP READING MY POST and go follow Startempire Wire’s Facebook page NOW. Startempire Wire is THE news source for Inland Empire startup tech information, and is a strong champion of the IE tech community.

So what does Startempire Wire’s Facebook page offer? Posts, photos, weekly videos, and the “Inland Empire Startup Scene” group. All of the content is jam-packed with information.

Facebook pages are essential to these firms’ strategies

Now in some cases the Facebook pages are only part of the online presence for these firms. Both Bredemarket and Startempire Wire have their own web pages, and both firms are also active on other online properties such as LinkedIn. (Bredemarket is almost everywhere, but not on Snapchat.) But Facebook is an essential part of the outreach for all four of these firms, allowing them to reach prospects and clients who are only on Facebook and nowhere else.

Perhaps a Facebook page is a perfect solution for YOUR firm’s online presence.

Let’s talk about content

But creating a Facebook page is not enough.

You need to populate it with content, such as images, videos…and posts.

And if your Facebook page doesn’t have any content, it’s useless to your prospects. As I’ve preached for years, an empty page makes your prospects and customers question whether you exist.

Now I’m not saying that you HAVE to update your Facebook page daily, but it’s a good idea to add new content at least once a month.

But what if you aren’t a writer, or don’t have time to write? Do you have to resort to ChatGPT?

Heavens no. (I’ll say more about that later.)

Well, online content creation is where Bredemarket comes in. I help firms create blog posts, Facebook posts, LinkedIn articles, case studies, white papers, and other content (22 different types of content at last count).

Does your product (or company) need these 22 content types?

Let me help you populate your Facebook page (or other online content).

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

The 22 (or more) Types of Content That Product Marketers Create

(Part of the biometric product marketing expert series)

(Updated blog post count 10/23/2023)

I mentioned something in passing in Bredemarket’s recent go-to-market post that I think needs a little more highlighting. So here is a deeper dive into the 22 types of content that product marketers create. (Well, at least 22. I’m probably missing some.)

And by the way, I have created all 22 of these types of content, from blog posts and battlecards to smartphone application content and scientific book chapters. And I can create it for you.

Taylor Swift "22" single cover.
By “22” (Single by Taylor Swift) on 7digital, Fair use, https://en.wikipedia.org/w/index.php?curid=39857014

“But John,” you’re saying, “Don’t you know anything? Content is created by content marketers!”

Read on.

The NON difference between product marketing and content marketing

If you consult with the experts, they will tell you that there is a distinct division between product marketing and content marketing, and that they are two entirely separate disciplines.

Janus, two-headed.
By Loudon dodd – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=7404342

Why is it that so many business-to-business (B2B) marketers confuse product marketing with content marketing?

Because it requires a lot of discipline. That’s why.

B2B marketers who get it right understand the difference between these two fundamentally different types of marketing, what their purposes are and how to use them correctly.

From https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/27/is-your-business-confusing-product-marketing-and-content-marketing/?sh=2edf86f51d88

There certainly is a difference—if you work in a firm that enforces strict definitions and separation between the two.

U.S. - Mexico border.
No dark sarcasm in the blog post. By US Border Patrol – Department of Homeland Security, United States Border Patrol http://www.dhs.gov/xlibrary/photos/sand-dune-fence.jpg, Public Domain, https://commons.wikimedia.org/w/index.php?curid=11951642

Some firms (especially startups) don’t have the luxury to enforce such definitions. They don’t have separate teams to create awareness content, consideration content, and conversion content. They have one team (or perhaps one person) to create all that content PLUS other stuff that I’ll discuss later.

One-man band.
sin, a one-man band in New York City. By slgckgc – https://www.flickr.com/photos/slgc/8037345945/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=47370848

For example, during my most recent stint as a product marketing employee at a startup, the firm had no official content marketers, so the product marketers had to create a lot of non-product related content. So we product marketers were the de facto content marketers for the company too. (Sadly, we didn’t get two salaries for filling two roles.)

Why did the product marketers end up as content marketers? It turns out that it makes sense—after all, people who write about your product in the lower funnel stages can also write about your product in the upper funnel stages, and also can certainly write about OTHER things, such as company descriptions, speaker submissions, and speaker biographies.

Creating external content and internal content

Man holding a huge pencil.
Designed by Freepik.

And when you find a “you can pry my keyboard out of my cold dead hands” person, you’ll naturally want to get them to write other things.

As a result, I’ve written a ton of stuff over my last 29 years in identity/biometrics. It didn’t take a great leap for me to self-identify as the identity content marketing expert and the biometric content marketing expert (and other expert definitions; I’m an expert in creating expert titles).

I’ve compiled a summary of the types of content that I’ve created over the years, not only for Bredemarket’s clients, but also for my employers at Incode Technologies, IDEMIA, MorphoTrak, Motorola, and Printrak.

Not all of these were created when I was in a formal product marketing role, but depending upon your product or service, you may need any of these content types to support the marketing of your product/service.

It’s helpful to divide the list into two parts: the external (customer-facing) content, and the internal (company-only) content.

10 types of external content I have created

External content is what most people think of when they talk about product marketing or content marketing. After all, this is the visible stuff that the prospects see, and which can move them toward a purchase (conversion). The numbers after some content types indicate the quantities of pieces of collateral that I have created.

  • Articles
  • Blog Posts (500+, including this one)
  • Briefs/Data/Literature Sheets
  • Case Studies (12+)
  • Proposals (100+)
  • Scientific Book Chapters
  • Smartphone Application Content
  • Social Media (Facebook, Instagram, LinkedIn, Threads, TikTok, Twitter)
  • Web Page Content
  • White Papers and E-Books

Here’s an video showing some of the external content that I have created for Bredemarket.

Bredemarket Work Samples, August 2023. Previously posted at https://bredemarket.com/2023/08/14/bredemarket-work-samples-the-video-edition/

9 types of internal content I have created

While external content is sexy, internal content is extremely important, since it’s what equips the people inside a firm to promote your product or service. The numbers after some content types indicate the quantities of pieces of collateral that I have created.

  • Battlecards (80+)
  • Competitive Analyses
  • Event/Conference/Trade Show Demonstration Scripts
  • Plans
  • Playbooks
  • Proposal Templates
  • Quality Improvement Documents
  • Requirements
  • Strategic Analyses

And here are 3 more types

Some content can either be external or internal. Again, numbers indicate the quantities of pieces of collateral I have created.

  • Email Newsletters (200+)
  • FAQs
  • Presentations

Content I can create for you

Does your firm need help creating one of these types of content?

Maybe two?

Maybe 22?

I can create content full-time for you

If your firm needs to create a lot of content types for your products, then consider hiring me as your full-time Senior Product Marketing Manager. My LinkedIn profile is here, documenting my 29 years of experience in identity/biometric technology as a product marketer, a strategist, and in other roles.

Or I can consult for you

But if your firm needs a more limited amount of content and can’t employ me on a full-time basis, then you can contract with me through my consulting firm Bredemarket. For example, I could write a single 400-600 word blog post or short article for you.

Or 2 blog posts/articles.

Or 22 blog posts/articles. (The more the merrier.)

Do you need these services?

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

And yes, I know this post had two separate calls to action. What do you expect from a guy who thinks product marketers are content marketers?

And here’s one for the Swifties. No, it’s not “Taylor’s version.” But we all know that she is the only person who can reconcile differences between so-called standards bodies, since any standard Swift champions will become the de facto standard.

From https://www.youtube.com/watch?v=AgFeZr5ptV8

Does Self-Focus (Rather than Customer Focus) Lead to Blandness?

45 million years ago, in 2018, Amanda Retzki pointed out a danger that can occur when firms talk about their accomplishments rather than focusing on their customers’ needs: bland, “me too” text.

One of the biggest reasons so much marketing today sounds the same (“exceptional customer service,” “commitment to quality,” “expertise that adds value,” etc.) is that companies fall back on what’s easy and what they believe they’re supposed to do: talk about themselves.

Seems like it should make sense, but it doesn’t.

Turns out, this “learn more about us!” approach will put you in the fast lane to bland, overused, cookie-cutter marketing (and results)…. 

If everyone follows the same marketing approach, everyone ends up with the same results: mediocrity.

From https://www.weidert.com/blog/tips-to-differentiate-company-marketing
By Slastic – Own work, Public Domain, https://commons.wikimedia.org/w/index.php?curid=7260831

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

If I may talk about myself for a moment (but hopefully in a differentiating way), this is one of the main benefits of my inclusion of the “why” question as part of the six questions that I like to ask potential Bredemarket clients. When I ask one of my prospects why their company exists, I get some valuable answers that help differentiate the prospect from everyone else.

As I said in a previous post on product positioning:

If your product suddenly disappeared from the world, would your target audience (or, in marketing-speak, personas) care?

Would your target audience be just as happy with the competitive offerings, or would the target audience lose out if your product’s distinctive benefits were suddenly no longer available?

From https://bredemarket.com/2023/08/28/quick-thoughts-on-product-positioning/

Hopefully, the world WILL feel a loss if your product disappeared.

But too often a company’s products appear to be just like the products from all the other companies, which makes the consideration phase (where prospects try to differentiate between products) difficult.

For example, I am familiar with a particular industry that has over 80 competitors. And most of those competitors use the word “trust” as a key part of their marketing strategy. (Not just a tactic; a strategy.) Spend some time reading the websites of all of the companies in this particular industry, and you’ll see the word “trust” so many times that it will become mind-numbing.

Dionne Quintuplets – School Days, painting by Andrew Loomis, 1938. By Andrew Loomis – https://www.flickr.com/photos/lac-bac/7797309642/in/album-72157631099965608/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=56000992

Here are a few examples:

power a world of digital trust

The Ultimate Guide to Trust & Safety

Businesses have just 10 minutes to establish trust

Optimize Identity Verification for Growth, Innovation, Trust

how to prioritize trust and safety

Various sources.

How can you tell the companies apart?

Only one company dares to buck the trend: Black Ink Tech, who champions (and has trademarked) the slogan “Truth Over Trust™.”

Then again, Bredemarket can’t talk. I shudder to think of the count of times that I’ve used some form of the word “collaborate.”

We all need to avoid blandness and stand out by exhibiting customer focus.

Bottles of Huy Fong Sriracha Hot Chili Sauce.
The pride of Irwindale. Fair use. From https://www.huyfong.com/

Do you need to differentiate your offering from others?

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Quick Thoughts on Product Positioning

I’ve already talked about product launches in my recent On “Go-to-Market” post, but having worked in product marketing for some time, I know that there are a lot of tasks that your firm has to perform even when you’re not launching a new product.

One of those tasks is product positioning. And it’s important.

Product positioning isn’t quite as complex as global positioning (a factor of authentication, by the way). By Paulsava – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=47209685

Six questions for product positioning

There are some complex ways to define product positioning, probably even at the level of Shipley 96-step complexity. But when I can, I gravitate for the simple.

Here’s how I define product positioning:

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

  • Why your product (or service) exists.
  • How your product benefits your customers.
  • What your product is (but note that I asked the first two questions before this one).
  • Other facets of your product (goal, benefits, target audience—if this is new to you, catch up by reading my e-book on the six questions your content creator should ask you).

Why the questions matter

If your product suddenly disappeared from the world, would your target audience (or, in marketing-speak, personas) care?

Would your target audience be just as happy with the competitive offerings, or would the target audience lose out if your product’s distinctive benefits were suddenly no longer available?

Choose one (food) to go forever. Reproduced at https://josephmallozzi.com/2020/10/01/october-1-2020-lets-chat/

There are a number of popular memes that ask you to remove one popular food from a list of foods. What would happen if, instead of asking about pizza and tacos, you asked your target audience about your product and eight others? Would your product survive the cut, or would your prospects happily dump it?

Position your product so that it always remains top of mind for your prospects.

  • Answer the questions above.
  • Create content that is focused on the customer (not focused on your firm).
  • Create content that explains benefits (not features) to your prospects.

The Temperamental Writer’s Temperament

Since I have self-branded myself as the “temperamental writer,” it makes sense to explore what other people say about the writer’s temperament.

Curiosity

By Tom@HK – https://www.flickr.com/photos/gracewong/ – https://www.flickr.com/photos/gracewong/312922826/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=9621314

Rob Bignell:

If there is an overarching temperament that is important to all fiction writers, curiosity about life and others arguably is paramount.

From https://inventingrealityeditingservice.typepad.com/inventing_reality_editing/2013/10/what-is-a-writers-natural-temperament.html

This also applies to non-fiction, Rob. Trust me.

Inquisitiveness (or not)

Zadie Smith:

Some writers won’t read a word of any novel while they’re writing their own. Not one word….Try to recommend a good novel to a writer of this type while he’s writing and he’ll give you a look like you just stabbed him in the heart with a kitchen knife. It’s a matter of temperament. Some writers are the kind of solo violinists who need complete silence to tune their instruments. Others want to hear every member of the orchestra — they’ll take a cue from a clarinet, from an oboe, even.

From https://advicetowriters.com/advice/a-matter-of-temperament-1

Perhaps I’m wrong, but in the world of non-fiction, writers MUST hear at least some members of the orchestra. To comment on the world around us, we need to know what is happening in the world around us. We can’t make up our own Narnia and write to it, because our audience lives in the real world.

Choleric, Melancholic, Sanguine, or Phlegmatic

 K.M. Weiland:

The first step in learning how to maximize your personality’s pros and minimize its cons is to figure out your basic personality type. One simple approach is that of the “four temperaments” approach (popularized by Tim LaHaye, among others), in which human personalities are narrowed down into four basic categories: choleric, melancholic, sanguine, and phlegmatic. 

From https://www.helpingwritersbecomeauthors.com/whats-your-writing-personality/

Heck, I’ve already spent time figuring out my Jungian archetype. I didn’t exactly relish re-examining myself on the Tim LaHaye model.

But I reviewed Weiland’s summary of the four temperaments anyway, and decided that I exhibit some of the traits of the melancholic writer:

  • Natural bent toward writing
  • Detail-oriented
  • Precise
By Publisher: R. Prudent. Paris. – Own collection., Public Domain, https://commons.wikimedia.org/w/index.php?curid=52055282

The other temperaments vary greatly.

But what does this mean for firms needing content?

You can get any content marketer to write your words, but you’d be better off getting a curious, inquisitive, precise one who isn’t going to sit back and let a bot do all the work. (The whole “bot” thing is what riled up my temperamental nature in the first place.)

And by the most amazing coincidence, I know a content marketing firm that exhibits all of these “temperamental” capabilities.

My own firm, Bredemarket, that serves identity/biometric, technology, and local (California’s Inland Empire) firms that need blog posts, white papers, and other types of written content.

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

Tweaking a Call to Action, For Me and For You

I just took a look over the last few calls to action that Bredemarket has published.

Whatever you need, talk to me. And be prepared for me to ask you six (or more) questions.

And if you’re reading this post in Janury 2025, thank you. If you want to talk to me about content creation, some of these links may still work!

Perhaps Bredemarket, the technology content marketing expert, can help you select the words to tell your story. If you’re interested in talking, let me know.

If I can help your firm:

From various Bredemarket blog posts.

All of my most recent calls to action were variations on “Contact me.”

And all the CTAs werre kinda so-so and yawn-inducing.

By Basile Morin – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=87999584

Other CTA ideas

Since I was open to other ideas, I viewed @yourfavcontentcreator_’s recent Instagram reel with four suggestions. Two of them didn’t make sense for Bredemarket’s business, but the first and fourth resonated with me.

I’ve reproduced those two below.

👉 “Get started on your journey to [desired outcome] today.”
👉 “Ready to see real results? Explore our [product/service] now.”

From https://www.instagram.com/reel/CwVKzmrOHj0/?igshid=MzRlODBiNWFlZA%3D%3D

If her ideas resonate with you, be sure to follow her Instagram account @yourfavcontentcreator_.

A false start, and a new hope

At first I thought I’d simply incorporate “journey” into my CTA…

Don’t stop believin’ in your content!

…but then I decided that “results” would be better.

At the same time, the CTA has to be Brede-distinctive, captivate prospects better than “contact me,” and ideally appeal to all of Bredemarket’s target audiences (identity/biometrics, technology, local).

So, identity/biometric and technology firms, will the paragraph below the logo make you MORE likely to engage with Bredemarket for marketing and writing services? If not, I’ll continue to tweak it in an agile fashion.

Bredemarket logo
From bredemarket.com.

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

ICYMI: Gummy Fingers

In case you missed it…

My recent post “Why Apple Vision Pro Is a Technological Biometric Advance, but Not a Revolutionary Biometric Event” included the following sentence:

But the iris security was breached by a “dummy eye” just a month later, in the same way that gummy fingers and face masks have defeated other biometric technologies.From https://bredemarket.com/2023/06/12/vision-pro-not-revolutionary-biometrics-event/

A biometrics industry colleague noticed the rhyming words “dummy” and “gummy” and wondered if the latter was a typo. It turns out it wasn’t.

To my knowledge, these gummy fingers do NOT have ridges. From https://www.candynation.com/gummy-fingers

Back in 2002, researcher Tsutomu Matsumoto used “gummy bears” gelatin to create a fake finger that fooled a fingerprint reader.

Back in 2002, this news WAS really “scary,” since it suggested that you could access a fingerprint reader-protected site with something that wasn’t a finger. Gelatin. A piece of metal. A photograph.

Except that the fingerprint reader world didn’t stand still after 2002, and the industry developed ways to detect spoofed fingers.

For the rest of the story, see “We Survived Gummy Fingers. We’re Surviving Facial Recognition Inaccuracy. We’ll Survive Voice Spoofing.”

(Bredemarket email, meeting, contact, subscribe)

On “Go-to-Market”

After I slept on my “trust funnel” post, I decided that it was too long and took the entire “go-to-market” section out. But I saved it and am sharing it with you here.

This little piggy went to market

By Rklawton – Own work, CC BY-SA 2.5, https://commons.wikimedia.org/w/index.php?curid=735848

(Yes, I know that the little piggy didn’t go to market to do their own shopping. But bear with me here.)

If you are creating content as part of the formal launch of a product or service, you are creating SOME type of go-to-market (GTM) plan.

  • Perhaps it’s a well-defined plan.
  • Perhaps it’s a simple document.
  • Maybe it’s a haphazard dictate to “go to market in three days.”

About the “three days” thing

(C, I told you I was going to write this.)

Oh, and by the way, you can’t go to market in three days, even if someone says you can. You can’t. Or if you do, there will be significant gaps or inaccuracies.

In her LinkedIn Learning course, Deirdre Breakenridge prefers to define a four-month go-to-market plan, with specific deliverables for every one of the months in the plan. Of course, she admits that this is ideal, and sometimes you can’t take a full four months to bring a product or service to market. Whether you take four months or six months or even two months, GTM execution for any robust product or service needs a significant amount of time to get all the pieces together.

One of the reasons that it takes months to execute a GTM plan is because a GTM plan requires inputs from several departments, including

  • product,
  • marketing,
  • product marketing (if it is separate from the first two departments),
  • engineering,
  • customer success/customer service,
  • finance,
  • sales, and
  • legal.

You won’t get all of THEM to produce inputs, or even agree what the inputs should be, in three days. It takes time.

But there ARE teeny tiny GTM efforts

One exception to the four-month guidance: if your “product” or “service” is VERY small (like a single blog post), you can obviously go-to-market much more quickly.

For example, here’s my Asana-based “GTM plan” for a single blog post, “I Changed My Mind on Age Estimation.“

From the private Bredemarket Asana Content Calendar, back in the days when Twitter (TW) was still Twitter.

Sometimes. At other times I skip Asana altogether and just take pictures and post stuff, like what I did with my “Coldest Beer in Town” and “Classy by Definition” posts from earlier today. Variety is good.

Back to normal GTM

But when your product or service is more complex, then you need to plan your GTM campaign and make sure that it answers all questions about your product or service.

There are all sorts of GTM guidelines out there, and I was part of a team who collaboratively created three different flavors of GTM guidelines over the course of several months, starting with the complex and ending with the ridiculously simple. And the team STILL couldn’t get the other teams to agree on the parameters of the guidelines.

I’m not going to dictate MY ideas on GTM guidelines, but I will say that whatever guidelines you create, make sure that by the time a GTM effort created under these guidelines is finished, both your prospects and your employees will gain the appropriate understanding of your product or service, and the GTM content will answer all of their questions.

(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)

If you don’t know what questions to ask, my six questions (why, how, what goal, benefits, target audience) can be adapted for GTM purposes.

What about your GTM content?

Are you executing a go-to-market plan and need to create some content?

  • Do you need customer-facing external content (blog posts, white papers, whatever)?
  • Do you need employee-facing internal content (FAQs, battlecards, whatever)?

Regardless of the content you need, Bredemarket can help you. Here’s a list of the types of content I’ve created over the years:

Articles • Battlecards (80+) • Blog Posts (400+) • Briefs/Data/Literature Sheets • Case Studies (12+) • Competitive Analyses • Email Newsletters (200+) • Event/Conference/Trade Show Demonstration Scripts • FAQs • Plans • Playbooks • Presentations • Proposal Templates • Proposals (100+) • Quality Improvement Documents • Requirements • Scientific Book Chapters • Smartphone Application Content • Social Media (Facebook, Instagram, LinkedIn, Threads, TikTok, Twitter) • Strategic Analyses • Web Page Content • White Papers and E-Books

Whatever you need, talk to me. And be prepared for me to ask you six (or more) questions.

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