Identity/biometrics/technology marketing and writing services
So Bredemarket’s talking about “ubiquity via focus”?
Focus on where?
On the Bredemarket blog, your source for the latest identity/biometric and technology news.
And your source for the most up-to-date information on Bredemarket’s content-proposal-analysis services.
Be sure to visit https://bredemarket.com/blog/
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This week?
This month?
This year?
Do you know?
Do your prospects know, or care?
Or are your competitors stealing your prospects from you?
A lot of U.S. identity, biometric, and technology marketers like baseball. But some of you don’t know about the time that Paul Olden asked losing Dodgers manager Tommy Lasorda a now-infamous question, “What’s your opinion of [Dave] Kingman’s performance?” (Lasorda’s response—edited—can be heard here.)
(Incidentally, while the picture of Lasorda looks realistic, it is not. Imagen 4 generated it.)
But any of us who write online worry about our own performance, whether we publicly admit it or not.
Take Becca Chambers, who like the rest of us wants to perform well, but observed:
“There’s a direct inverse relationship between how much time I spend on a post and how well it performs.”
It’s happened to Becca, it’s happened to me, and it’s probably happened to you. Chances are that this post and its social reshares will NOT reach tens of thousands of views, but my trivial observations about silly stuff will.
For me, these random posts delivered big numbers.
But in the end, do impressions matter? I constantly remind myself not to chase impressions, and to that end offered this comment on Chambers’ post:
“Depends upon how you measure “performance.”
“If you measure performance based solely on impressions, then you can realize great performance by random succinct thoughts on ghosting or the em dash or whatever.
“But if you measure performance by your paying consulting client saying that they liked your post on an obscure topic that only you and the client care about…then say what you need to say to your hungry people (target audience) and don’t worry about getting 20,000 impressions or 500 likes.”
And if we need any confirmation about the temporary nature of impressions, let’s look at Dave Kingman’s performance for the Chicago Cubs on May 14, 1978. “Three homers, 8 RBI, 3 runs, 4 hits, 1 walk, 13 Total bases.” Plus an uncountable number of expletives from manager Lasorda.
By 1981 Kingman was a New York Met.
So how do you create content that truly matters to people who will buy from you? By asking yourself some important questions and then developing the content.
And if you’re an identity, biometric, or technology firm that needs help to get content out now (rather than never), talk to Bredemarket. Not about bridges, but about your prospects. Book a free meeting: https://bredemarket.com/cpa/
In a recent Instagram post, Maxwell Finn wrote:
“People don’t buy solutions…they buy escape routes.”
If you apply the “people buy escape routes” thinking, what does Bredemarket offer?
I guess in Bredemarket’s case, I sell an escape from nothingness.
My current clients realize the importance of a consistent presence, even without my help. They’re always reminding prospects of the benefits of their solutions.
Some of my former clients and non-clients never grasped that importance.
That’s why they are former clients and non-clients; they didn’t need me, or anyone else. One last blogged in February…February 2024. Wonder how many new prospects found THAT company today?
If you don’t want to escape the fate of anonymity, save time and stop reading here. If you want to escape this, read here…and better still, act by booking a meeting at https://bredemarket.com/cpa/
(Imagen 4)
Technology marketers, do your prospects know who you are?
If they don’t, then your competitors are taking your rightful revenue.
Don’t let your competitors steal your money.
Before I tell you how Bredemarket can solve your technology company’s awareness problem, let me spill the secret of why I’m asking the question in the first place.
Normally I don’t let non-person entities write Bredemarket content, but today I’m making an exception.
My usual generative AI tool is Google Gemini, so I sent this prompt:
“What are the five most important types of marketing content to create for a technology software company?”
A little secret: if you want generative AI to supply you with 3 things, ask for more than that. Some of the responses will suck, but maybe the related ones are insightful.
In this case I only wanted ONE type of marketing content, but I reserve the right to “co-author” four more posts based upon the other responses.
Of the 5 responses from Google Gemini, this was the first:
“In-depth Problem-Solving Content (Think Blog Posts, White Papers, Ebooks): Your potential customers are likely facing specific challenges. Content that dives deep into those problems and offers insightful solutions (even if it doesn’t directly pitch your product) builds trust and positions you as a thought leader. Think “The Ultimate Guide to [Industry Challenge]” or a white paper on “Navigating [Complex Technical Issue].””
Now you see where I got the idea for the title of this post. Normally I shy away from bombastic words like “ultimate,” but this sage is going a little wild.
So the bot tells me that the most important type of marketing content for a technology software company is short-form or long-form problem-solving content.
Let’s get a little meta (small m) here.
If your prospects don’t know who you are, create customer-focused content that explains how your company can solve their problems.
Now let’s get meta meta.
If you need help creating this content, whether it’s blog posts, articles, white papers, case studies, proposals, or something else, Bredemarket can help you solve your problem.
Let’s talk about your problem and how we can work together to solve it. Book a free meeting via the https://bredemarket.com/cpa/ URL.
(All AI illustrations from Imagen 3 via Google Gemini, of course)
What in the heck does Bredemarket do?
Content, proposal, and analysis (“CPA”) marketing and writing services.
But what in the heck does Bredemarket DO?
During the first 21 days of March, my biometric, identity, and technology clients received blog posts, an ebook, emails, a landing page, slides, a press release, a Request for Information (RFI) response, a process, and other things.
Can I help your firm? Let me know on my “CPA” page.
Want to know how many blog posts and emails I wrote? Watch the video.
(CPA wildebeest Imagen 3)
(Imagen 3 AI-generated picture)
Bredemarket promotes itself in all sorts of places. My LinkedIn newsletter is an example, but there are other places where Bredemarket speaks, including the Bredemarket blog and a number of social channels.
The channels that Bredemarket uses have varied over time. While wise minds such as Jay Clouse have recommended to not spread yourself thin, I ignored his advice and found myself expanding from LinkedIn to TikTok. (TikTok is a Chinese-owned social media platform. You may have heard of it.)
Then in May 2024 I contracted my online presence, announcing that I was retreating from some social channels “that have no subscribers, exhibit no interest, or yield no responses.” After I had shed some channels, I ended up on a basic list of Facebook, Instagram, LinkedIn, and Threads.
You can guess what happened next.
Over the months I started posting on some of the paused social channels one by one. Eventually I was posting on all the channels I was using in July 2023—yes, I’ve even restarted the podcast—plus some other platforms such as Bluesky.
Now I may contract again, and I may expand again, but for now I want to touch upon the reasons why a business should post or not post on multiple social channels, and how the business can generate content for all those channels.
There is no right or wrong answer for every business, and there are some businesses that should only post on a single social channel.
Not all businesses satisfy all the criteria above. For one, your “hungry people” (target audience) may be dispersed among several social channels. From my personal experience, I know that some people only read Bredemarket content in my blog, some only read my content on LinkedIn, some only read my content on Facebook (yes, it’s true; one of Bredemarket’s long-term champions primarily engages with me on Facebook), some only on Instagram, and so forth.
What would happen if I decided to can most of my social channels and only post TikTok videos? I’d lose a lot of engagement and business.
Even if I concentrated on LinkedIn only, which seems like a logical tactic for a B2B service provider, I would lose out. Do you know how many people on Threads NEVER read LinkedIn? I don’t want to lose those people.
So that’s where I ended up. And if you know my system, the question after the “why” question is the “how” question…
Repurposing…intelligently.
You don’t have to create completely unique content for every platform. You can adapt content for each platform, when it makes sense.
So now I’m going to eat my own wildebeest food and see where I can repurpose this text, which was originally a LinkedIn article. Yes, even on TikTok. I may not come up with a whopping 31 pieces of content like I did in a 2023 test, but I can certainly get this message out to people who hate LinkedIn. Perhaps maybe even to my mailing list, for people who have subscribed to the Bredemarket mailing list.
I haven’t figured out what I’ll do in this particular instance, but here are some general guidelines on content repurposing:
So there you have it. Posting on multiple social channels helps you reach people you may not otherwise reach, as long as you don’t spread yourself too thin or get discouraged. And you can repurpose content to fit within the expectations of each of these social channels, allowing you to re-use your content multiple times.
If you’ll excuse me, I have a lot of work to do. (Plus the usual Bredemarket services: I onboarded a new client yesterday and hope to onboard another one this week.)
Which reminds me. If you need help generating content for your company’s blog and social channels, follow this link to learn about Bredemarket’s “CPA” (content-proposal-analysis) offerings.
(AI image Imagen 3/Google Gemini)
My interests are admittedly niche (I created a YouTube video about it that most people won’t watch), but I’m still devoted to feeding the few who are also interested in this niche.
So if you’re interested in identity and technology content, ensure you’re following the Bredemarket blog and current social channels. They’ve changed since my original list and the May 2024 contraction, but…
in addition to the Bredemarket website, you can currently search for Bredemarket on Bluesky, Facebook, Instagram, LinkedIn, Threads, the aforementioned YouTube, a well-known site that may or may not disappear in the next three weeks, and other places.
Subject to change.
Hardly anything is permanent. And this applies to boxing AND to B2B sales.
Perhaps you heard what Mike Tyson said a few days ago.
I don’t know, I don’t believe in the word “legacy.” I just think that’s another word for ego. Legacy doesn’t mean nothing. It’s just some word everybody grabbed onto.
It means absolutely nothing to me. I’m just passing through. I’m going to die and it’s going to be over. Who cares about legacy after that?
We’re nothing. We’re just dead. We’re dust. We’re absolutely nothing. Our legacy is nothing.
With the life that Tyson has lived, it’s understandable why he’s echoing Ecclesiastes in this interview.
But you don’t have to have had Tyson’s experiences to realize that legacy does not last.
In business (and in life), there are companies (and people) who don’t need you or want you.
This may be temporary. The company that doesn’t need you today may urgently (and importantly) need you tomorrow.
Or it may NOT be temporary. There are companies that will NEVER need you or want you.
I recently ran across three such companies that will never need Bredemarket.
Perhaps you noticed Bredemarket’s “six weeks” promotion over the weekend. It was addressed to companies that may have a final project that they want to complete before the year ends in six weeks. (Now 5 1/2 weeks.) I emphasized that Bredemarket can help companies complete those content, proposal, and analysis projects.
The promotion included a blog post, a LinkedIn post, a Facebook reel, an Instagram reel, a YouTube short, and appearances in other online locations. Which is probably overkill, since the promotion is already outdated and can’t be used again until possibly November 2025.
I also included email in this campaign, targeting prospects whom I haven’t worked with recently, or whom I’ve never worked with at all. I didn’t go overboard in my emails; although I have over 400 contacts in Bredemarket’s customer relationship management system, I sent the email to less than 40 of them.
As of this morning, none of the recipients has booked a meeting with me to discuss their end of year needs.
And I discovered that three companies (four contacts) will NEVER need or want Bredemarket’s services.
How did I discover that?
Via four “delivery status notification” messages.
So I visited the web pages in question, and they no longer existed.
I’ve been building up my CRM for over four years, so it’s not shocking that some companies have disappeared.
But one of the companies (“Company X”) DID exist a mere eight months ago.
I know this because I prepared a presentation on differentiation (see version 2 of the presentation here), and two representatives from Company X received the presentation in advance of a conference.
After the conference organizer distributed the presentation, I offered to meet with the companies individually (no charge) to discuss their content and differentiation needs, or anything else they wanted to discuss.
While some conference attendees took advantage of my April offer, the representatives from Company X did not.
And now in November, Company X no longer exists.
Could Bredemarket have created the necessary content to keep Company X afloat? Who knows?
But EVERY company needs content to differentiate it from its competitors. Otherwise the competitors will attack you. And your competitors may not be as merciful with you as Jake Paul was with Mike Tyson.
If you need Bredemarket’s help with content, proposal, or analysis services, book a meeting with me.
While updating my resume today, I discovered that I have now written over 700 blog posts on the Bredemarket site alone. This is number 725, in case you’re keeping score.
And that doesn’t count the myriad of blog posts I’ve written for consulting clients or employers, plus the posts I’ve written for other blogs over the years dating back to 2003.
So in case you’re wondering: yes, I’ve written blog posts before.
And I can augment your company’s resources by writing blog posts (for example, via the Bredemarket 400 Short Writing Service) that drive awareness, consideration, and/or conversion.
Talk to me about your needs.
(Town crier image Public Domain)
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