Identity/biometrics/technology marketing and writing services
Does your identity/biometric firm need written content—blog posts, articles, case studies, white papers?
Why do you need this content, and what is your goal?
How will you create the content? Do you need an extra, experienced hand to help out?
Learn how Bredemarket can create content that drives results for your identity/biometric firm.
Click the image below.
#biometric #contentmarketing #identity
All too often, Bredemarket confines its writing discussions to the traditional ABCW (articles, blog posts, case studies, white papers) categories.
But what if your content needs are non-traditional and fall outside of the usual nice neat business writing categories?
If you are an Inland Empire business who needs words, but not in the traditional “ABCW” (articles, blog posts, case studies, white papers) business types, Bredemarket will help you with your non-traditional writing needs.
Take a look at the examples I’ve provided below, and if these spark interest within you, authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
Here’s what I’m going to talk about in this post.
Sometimes I’m guilty of traditional thinking. Too traditional.
I won’t say a lot about this because I’ve said it before, but I’ve defined 22 fairly traditional categories of content that I (and Bredemarket) have created and can create.
I won’t go into all 22 types again, especially since some of them are internal content rather than customer-facing content. But I’d like to highlight the “ABCW” four types that I mentioned at the beginning of this blog post, plus a couple of others.
I’m lumping articles and blog posts together, because while some “experts” try to draw hard-and-fast distinctions between the two, they’re pretty much the same thing.
Whether it’s a blog post on your website, a post or article on LinkedIn, or even some extended text associated with an Instagram picture or a TikTok video, what you’re creating is some text that entertains, persuades, inspires, or educates your reader, or perhaps all four. You set the goal for the article or blog post, then tailor the content to meet the goal. (I’ll talk more about goals later.)
Case studies show your readers how your solution was applied to someone else’s problem, and how your solution can benefit your prospects with similar problems.
Maybe your prospect is a city police agency that needs a tool to solve crimes, and your case study describes how your solution solved crimes in a similar city. Again, you set the goal for the case study, then tailor the content to meet the goal.
On the surface, white papers are informational, but when a company issues a white paper, the “information” that the white paper provides should gently guide the reader toward doing business with the company that issued the paper. Using the example above, you could write a white paper that outlines “Five Critical Elements for a Local Crime-Solving Solution.” By remarkable coincidence, your own solution happens to include all five of those critical elements. Again, you set the goal and tailor the content.
Perhaps you need to provide handouts to your prospects that describe your product or service.
Regardless of whether you call these handouts briefs, data, sheets, literature sheets, or something else, they should at a minimum contain both “educate” and “persuade” elements—educate your prospects on the benefits of your product or service, and persuade your prospects to move closer to a sale (conversion).
Again, you set the goal and tailor the content.
If your business has a web page, I hope that it has more words than “Under construction.” Whether you have imagery, video, audio, text, or all four on your web page, it needs to answer the questions that your prospects and customers have.
You know what I’m going to say here, but it’s still important. You set the goal and tailor the content.
But…what if your business needs content that doesn’t fall into these traditional business categories?
I went to a car show this weekend—specifically, this year’s Route 66 Cruisin’ Reunion in downtown Ontario, California. (Yes, I know that Route 66 actually passed three miles north of downtown Ontario, but work with me here.)
While some of the exhibitors were personal, some of them were businesses. As businesses, what was the major marketing collateral that they generated?
Not a blog post, or LinkedIn article, or any of the traditional business media collateral.
Their marketing tools were the cars themselves.
So perhaps you may assume that car show exhibitors don’t need textual content. Your assumption would be incorrect.
In addition to the car itself, this exhibitor included poster boards with words describing the car.
Another exhibitor did the same thing.
So while these car show exhibitors didn’t choose a traditional way to convey their words, they shared written text anyway.
Maybe you don’t have a classic car. Maybe you don’t have a car at all. Do you need to share words with your prospects and customers anyway?
Now I don’t know your business communication needs. You do. But I can guess a few things.
I know that this may seem like an unusual order to you. Why not start with what you do?
Because your customers don’t care about what you do. Your customers care about themselves.
If you keep the focus on your customers, the answer to the “why” question will induce your customers to care about you, because it shows how you can solve their problems.
Let’s illustrate this.
You may be asking why I create content in the first place. There are countless content creators, both human and non-human. Why turn to me when OpenAI and its bot buddies are a lot cheaper and faster?
The simple answer is that I am obsessed with writing, and in this era of self-description, I self-describe as a “you can pry my keyboard out of my cold dead hands” type. (It used to be a typewriter, but let’s stick to this millennium.) And with my many years of personal and professional writing, I’ve honed my ability to take concepts and make them meaningful to readers.
Which brings me to how Bredemarket works.
Bredemarket’s process applies regardless of the specific content type, so I should be able to support whatever content you need, whether it’s traditional or non-traditional.
Can I help you?
And as an added bonus, here are some additional images from this weekend’s Cruisin’ Reunion. Enjoy.
(Updated blog post count 10/23/2023)
There are many ways for Inland Empire firms to raise awareness about their offerings. For certain firms, blogging provides quantifiable benefits. Can your firm take advantage of blogging’s fresh immediacy?
I recently wrote a post, “The Secret to Beating Half of All Fortune 500 Marketers and Growing Your Business,” that lists 14 quantifiable benefits from blogging. Here are the top 4:
If you need help writing blog posts so that your Inland Empire firm stands out, I, John E. Bredehoft of Bredemarket, can help.
In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
(Updated blog post count 10/23/2023)
Identity and biometrics firms can achieve quantifiable benefits with prospects by blogging. Over 40 identity and biometrics firms are already blogging. Is yours?
My recent post “The Secret to Beating Half of All Fortune 500 Marketers and Growing Your Business” lists 14 quantifiable benefits from the fresh content from blogging, derived from an infographic at Daily Infographic. Here are the most important four:
Blogging adds value.
These firms (and probably many more) already recognize the value of identity blog post writing, and some of them are blogging frequently to get valuable content to their prospects and customers.
Is your firm on the list? If so, how frequently do you update your blog?
If you need help writing blog posts so that your identity/biometrics firm stands out, I, John E. Bredehoft of Bredemarket, can help.
My identity blog post writing experience benefits firms who identify individuals via fingers, faces, irises, DNA, driver’s licenses, geolocation, and many other factors and modalities. I truly am a biometric content marketing expert and an identity content marketing expert.
A few more things about my blogging offering:
In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
To discuss your identity/biometrics blog post needs further, book a meeting with me at calendly.com/bredemarket. On the questionnaire, select the Identity/biometrics industry and Blog post content.
(Updated blog post count 10/23/2023)
Always take advantage of your competitors’ weaknesses.
This post describes an easy way to take advantage of your competitors. If they’re not blogging, make sure your firm is blogging. And the post provides hard numbers that demonstrate why your firm should be blogging.
According to an infographic using 2017 data, 50% of the top 200 Fortune 500 companies had a public corporate blog.
Which means that half of those companies don’t have a public corporate blog.
The same infographic also revealed the following:
So obviously some firms believe blogging is important, while others don’t.
What difference does this make for your firm?
In my view, the figures above are way too low. 100% of all Fortune 500 companies, 100% of B2B companies should be blogging, and 100% of social media marketers should incorporate blogging.
Why? Because blogging produces tangible results.
Blogging is an ideal way to promote awareness of your firm and its offerings. From the same infographic:
Awareness is nice, but does awareness convert into leads?
Getting leads from blogging is nice, but show me the money! What about conversions?
Take a look at those last two bullets related to conversion again. Blogging is correlated with positive ROI (I won’t claim causation, but anecdotally I believe it), and blogging helps firms acquire customers. So if your firm wants to make money, get blogging.
With numbers like this, shouldn’t all companies be blogging?
But don’t share these facts with your competitors. Keep them to yourself so that you gain a competitive advantage over them.
Now you just need to write those blog posts.
And if you need help with the actual writing, I, John E Bredehoft of Bredemarket, can help.
In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
This post talks about the Bredemarket 2800 Medium Writing Service, describes why your firm would elect that service over three of my other services, and explains how the Bredemarket 2800 Medium Writing Service works.
Yes, I used the words “why” and “how” in the introduction to this post. It’s a habit (see my December 2022 e-book).
I know that the experts say that you’re NOT supposed to give your prospects a multitude of choices, and that you should keep your offerings simple. Sometimes REALLY simple.
But I’ve ignored the experts (again) and I’m giving Bredemarket’s prospects four options for content creation. I’ll briefly touch on three of them before describing the fourth one, the Bredemarket 2800 Medium Writing Service. Once I’m done, you’ll know when you want to elect Bredemarket 2800, and when you’ll want to elect one of the other three options:
Sometimes you don’t know the parameters of your project, or perhaps you may have multiple projects that require Bredemarket’s assistance. In those cases, Bredemarket bills by the hour using something I call the Bredemarket 4000 Long Writing Service.
One example of a use case for the Bredemarket 4000 Long Writing Service is proposal work. Proposals can be complex things, which is why the Shipley Business Development Method has 96 steps.
Whether it’s proposal work or something else, I do the work (however much work there is) and bill you for the hours that I worked.
Perhaps you have ongoing needs and just need me to be available for a certain number of hours each month, yet you’re not ready to hire a full-time person to do the work. In that case, the Bredemarket 4444 Partner Retainer is the package that is best for you. With this level of commitment, I am embedded as part of your organization.
As I assert in the post “Three Levels of Engagement With Your Content Creator,” a retainer offers a happy middle ground between full-time employment and single project work. It gives you work flexibility, budget predictability, and consultant accessibility.
But what if you know the scope of your project, and it is a single simple project? If you only need between 400 and 600 words of text, then the ideal package for you is the Bredemarket 400 Short Writing Service.
As I note in the Bredemarket 400 video and brochure (both available here), common use cases requiring between 400 and 600 words of text include:
If your project only requires 400 to 600 words (give or take), the Bredemarket 400 Short Writing Service is ideal for you.
But what if you need more words than that? A lot more?
There are a few cases in which your firm may need roughly 3,000 words of text, rather than the roughtly 500 words of text described above.
In these cases, the Bredemarket 2800 Medium Writing Service provides the content you need.
But is Bredemarket 2800 the same as Bredemarket 400, with more words and a higher price?
No.
Longer content requires a slightly different process.
Admittedly there are some obvious similarities between Bredemarket 400 and Bredemarket 2800.
But there are differences in the details.
The kickoff is an important part of the content creation process, since the questions I ask during the kickoff (since expanded) ensure that I produce the right content at the end of the process.
The kickoff ensures that the final written content (a) answers the WHY/HOW/WHAT questions about you, (b) advances your GOAL, (c) communicates your BENEFITS, and (d) speaks to your TARGET AUDIENCE. It is both iterative and collaborative.
The basic work during the kickoff is pretty much the same as for Bredemarket 400, although you and I will probably go in-depth on certain items, and there is a higher chance that the content specifications will be more detailed (for example, goals for each subsection of the content).
Sometimes one or two additional things will happen before I start writing the first draft.
Once I’m ready, I start writing.
Between you and me, I create a draft 0.5, sleep on it (sometimes literally), and then create a much more succinct draft 1.0. See “Your writers (in this case me) should be succinct,” in my post “Which Words Should Your Marketers Use? My Four Suggestions.”
It shouldn’t surprise you to learn that it takes longer to write 3,000 words than it takes to write only 500 words. Therefore, I allow myself up to seven days (actual days, not working days) to produce the first draft. (Contrast this with Bredemarket 400, in which I commit to create a draft within three days.)
Then I hand the draft over to you for the first review.
After I receive your review comments, I work on the second draft (again, taking up to seven days) and hand it over for the second review.
Then (if necessary) I work on the third draft and hand it over for the third review. Unlike Bredemarket 400, which only includes two reviews, Bredemarket 2800 includes three reviews because of the higher complexity of the content.
At the end, I provide you with the final copy.
But what if you need your content much more quickly than the 1-2 months it may take to go through all three of the draft and review cycles?
As decribed above, you will receive up to three review copies during the process.
Because this is a collaborative process, your participation is important to ensure that I create the proper content for your firm. So be prepared to spent the time necessary to ensure that the content is right.
I realize that you probably don’t have a lot of time to review consultant content. If you did have a lot of time, then you’d probably write the content yourself rather than asking a consultant to do it. For this reason, I give you seven days to review each draft, rather than the three days that I give to firms that elect the Bredemarket 400 Short Writing Service.
Of course, if you require a more rapid turnaround, then you’ll need to review the drafts much more quickly, in the same way that I’ll need to write the drafts much more quickly.
After the kickoffs, drafts, and reviews, I’ll provide the final copy in Microsoft Word docx format, unless we’ve agreed on some other format. This will give you the content you need to put in your blog, in an article on your LinkedIn page, or in whatever content you need.
You can get more details on the Bredemarket 2800 Medium Writing Service page.
Or you can read the brochure, which includes the standard price.
Are you ready to move forward in creating content the Bredemarket 2800 way?
Then we need to talk.
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
I wasn’t going to labor on this Labor Day, but I ended up renewing my City of Ontario business license. (This coming year will be the fourth that Bredemarket has conducted business in Ontario.)
To receive that mailing from the City, Bredemarket of course has to have a mailing address, courtesy of a local UPS Store (formerly known as Mailboxes Etc.).
Now most people don’t interact with Bredemarket via my physical mailing address. The few that do include the City of Ontario, and three of my clients who have chosen to pay me via paper checks. (I’m flexible.)
This got me curious.
What if the Internet were to disappear tomorrow? What if the only way my clients could interact with Bredemarket was through my Bredemarket physical mailing address? Could Bredemarket still conduct business?
Possibly.
Some of my business would disappear overnight. Blog posts, for example, are meaningless in a non-Internet world, unless companies choose to post long text-based communications on utility poles. Or in laundromats.
Even if the Internet were to disappear, I could still write text for case studies (maintaining my Inland Empire case study writing business) and white papers. I could send my client a Microsoft Word file (perhaps an old version of Word), and the firm could send the file to their printer. But how would I send the file? Put a CD in the mail?
Luckily, we DO have the Internet.
If you need to communicate with Bredemarket regarding your marketing and writing needs, you can go to my contact page at https://bredemarket.com/contact/. As of today, my contact methods include email, phone, and web page form. You can even book a calendar meeting with me.
And yes, you can “snail mail” me also at 1030 N Mountain Ave #259, Ontario, CA 91762-2114.
There are Inland Empire companies that have an online presence, and companies that don’t.
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.
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.
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:
From https://www.facebook.com/business/help/473994396650734?id=939256796236247
- From the Pages section, click Create new Page.
- Add your Page name and category.
- Add your Page’s bio and click Create.
- (Optional) Add information, such as Contact, Location and Hours, and click Next.
- (Optional) Add profile and cover photos, and edit the action button, and click Next.
- (Optional) Invite friends to connect with your Page, and click Next.
- Click Done.
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.
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.
Paso Artis is a European business whose proprietor is a painter who sells her paintings.
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:
(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.
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.
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.
I’d like to point out two things here.
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.)
I saved the Startempire Wire Facebook page for last because it makes terrific use of Facebook’s capabilities.
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.
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.
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).
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.
Companies always strive to obtain some sort of recognition. I tried to do the same for Bredemarket, but my effort got derailed into a common local Inland Empire joke.
So what recognition did I want to receive? The same recognition that noted biometric company Aware received in 2020.
The Best Biometrics Blogs from thousands of Biometrics blogs on the web using search and social metrics. Subscribe to these websites because they are actively working to educate, inspire, and empower their readers with frequent updates and high-quality information.
From https://www.aware.com/blog-top-25-biometric-blogs-aware/
Aware announced that its blog made a list of the top 25 biometric blogs. It maintains this top 25 ranking to this day.
And I wanted in.
Not that I necessarily consider myself equal to Aware or some of the other noted companies on the current list, but as the self-acknowledged identity/biometric blog expert, with hundreds of identity posts over the last three years, I figured I had a shot of making the list. The benefit to me, of course, is that if I made the list, I had a better chance of securing identity blog post writing clients and other clients.
So far I haven’t made the biometric blogs list.
But I did make another list.
Which is somewhat problematic.
You see, earlier this morning I received an email that stated the following.
I would like to personally congratulate you as your blog Bredemarket Blog has been selected by our panelist as one of the Top 45 Ontario Bloggers on the web.
https://blog.feedspot.com/ontario_bloggers/
I personally give you a high-five and want to thank you for your contribution to this world. This is the most comprehensive list of Top 45 Ontario Bloggers on the internet and I’m honored to have you as part of this!
We’d be grateful if you can help us spread the word by briefly mentioning about the Top 45 Ontario Bloggers list in any of your upcoming post.
From email received August 22, 2023.
Now that sounds pretty nice.
Until I checked my listing.
Did you see it?
Here, let me help you.
Yup. The people who created the feed think that I’m in CANADA.
But if you think my listing is messed up, take a look at the number 1 listing, for the official news site for the Government of Ontario. This IS a Canadian website, as evidenced by its URL of https://news.ontario.ca/newsroom/en, and the fact that it discusses people like Doug Ford. But take a real close look at the logo at the left of the listing.
Yup. That’s the logo for Ontario, CALIFORNIA, which to my knowledge appears nowhere on the Government of Ontario (Canada) website.
And I know the difference: I’m not the Ontario Canada content marketing expert, but I am the Ontario California content marketing expert.
And our websites down here don’t offer French as one of the two main languages.
But at least the Bredemarket blog is listed SOMEWHERE, because I help a lot of U.S. companies (sorry, no Canadian companies) create the words they need to drive awareness and eventually revenue. Services such as the Bredemarket 400 Short Writing Service let Bredemarket collaborate with you to create the text your firm needs.
If I can help your firm:
If you are reading this on your laptop (or your desktop), point your smartphone to the QR code on your laptop (or desktop) screen to read my first e-book, “Six Questions Your Content Creator Should Ask You.”
(UPDATE OCTOBER 22, 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 are reading this on your smartphone, just click on this link: https://bredemarket.com/wp-content/uploads/2022/12/bmteb6qs-2212a.pdf.
As I said before, QR codes are sometimes useful, and sometimes not.
If you want to know the “why” about the e-book-see what I did there?-visit my announcement of the e-book. You can view the e-book there also.
By the way, I just checked my WordPress stats. Since this e-book was published in December 2022, it’s been downloaded over 160 times. I hope it’s helping people.
Bredemarket