Tag Archives: content marketing

Identity/Biometric Marketing Leaders: In Case You Missed It

If you’re an identity/biometric marketing leader who requires content, proposal, and analysis expertise from a biometric product marketing expert, make sure you read the following:

It will be worth your while.

Landscape. Biometric product marketing expert.

Why Identity/Biometric Prospects of Marketing and Writing Firms Benefit from Specificity

Bredemarket markets to identity/biometric firms that market to their own prospects.

And this quote from Aja Frost at HubSpot is relevant to anyone who markets to anyone, and wants to attract attention from people using Google Gemini, ChatGPT, and other large language models to answer questions. You need to practice answer engine optimization (AEO).

“In the old world, you’d be publishing ‘The Ultimate Guide to Content Marketing.’ And in the AEO world, you are publishing ‘The Ultimate Guide to Content Marketing If You Work at a Logistics Company in New Jersey’ because answer engines surface highly relevant, contextualized, tailored information to every person who is using them.“

HubSpot preaches something very similar to Never Search Alone: when you cast a wide net, there are too many holes.

Google Gemini.

This reminded me that I need to narrow my focus whenever possible and address the issues important to marketing leaders at identity and biometric firms.

What types of “highly relevant, contextualized, tailored information” do identity/biometric prospects need?

What types of customer-focused benefits resonate with them?

How can a biometric product marketing expert help identity/biometric firms?

Why don’t you ask me, and we can work together to create that highly relevant content?

Lee Densmer On Why You Need Content

Lee Densmer recently shared an email on “Your guide to understanding the costs of an effective content program.” Now Densmer is technically a competitor of Bredemarket (albeit a slightly more successful one), but you can always learn from the market.

A good chunk of her email was devoted to her statements on how much content should cost. It turns out that my rates are in the ballpark that she described.

Bredemarket’s services, process…and pricing.

But that’s not the most important part of the email. The key observation comes at the end.

“If you want to create high-quality blog posts, engaging videos, or targeted social media campaigns, you will need to pay for skilled writers, designers, videographers, and social media experts.

“No, it doesn’t come cheap. But remember that for every dollar spent on content marketing, you get 3 in return, and that content marketing brings 6x the ROI of other marketing tactics.”

I’ve seen similar statistics before.

Data source: Daily Infographic, https://www.dailyinfographic.com/state-of-blogging-industry

If you want Densmer to work with you on your content, subscribe to her newsletter and interact with her.

But while Densmer is wonderful…she’s not the biometric product marketing expert.

You need to talk to Bredemarket about that.

Is Bredemarket Here to Rescue You?

Has anyone ever told you, “I’m here to rescue you?”

Luke.

Sometimes, perhaps to your surprise, they actually DO rescue you.

Sometimes they don’t. 

“Global consulting giant Deloitte has agreed to refund a part of its $440,000 fee to the Australian government after admitting to using generative AI tools in a report assessing the government’s “Future Made in Australia” initiative….The final report, released in July, was found to contain several significant errors — including academic citations referencing individuals who do not exist and a fabricated quote from a Federal Court judgment…”

So how does Bredemarket ensure that MY consulting projects deliver what you need?

By regular feedback cycles after I have asked my initial questions.

The Seven Questions I Ask.

After I’ve scoped the project and created my first draft, it’s your turn to provide input.

  • When properly scoped, almost all projects only need minor redirection at worst, or perhaps only a few tweaks.
  • In a very few instances clients have accepted my first drafts as the final copy. Sometimes this relieves me, sometimes it worries me. (Did the client read it?)

But a quick turnaround is the desired goal. You need to get this content out to your prospects, and I need to rescue you (or someone else) in another project.

Oh…and I always check my references.

(Sorry.)

For more information, and to book a free consultation about your unfinished project, visit https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

Speak the Truth: Convert By Getting Your Differentiated Message Past Talkative Competitors

Are your talkative competitors eating your lunch?

How can you speak the truth about your greatness to your prospects?

  • Compelling CONTENT creation.
  • Winning PROPOSAL development.
  • Actionable ANALYSIS.
Speak the truth.

Differentiation equals conversion. When Bredemarket creates content for an identity, biometric, or technology client, my primary focus isn’t on copying what the competition is doing.

My primary focus? I ask why you do what you do. (And how you do it. And five other questions.)

Then I act.

Then your prospects pay attention.

As my converting Bredemarket clients can attest:

  • The complete go-to-market campaign, including both customer-facing and internal-facing content, that I created for one client. With additional go-to-market content for this and other clients.
  • The over $2 million of winning proposals I have written for multiple consulting clients since 2020.
  • The analyses, covering everything from market competitors to NIST FRTE results, that I have written for other clients.

What’s next?

I’m John E. Bredehoft, product marketing consultant at Bredemarket. And I’ve differentiated products in the identity, biometric, and technology sector for 30 years, generating over $50 million in conversions for my employers and consulting clients. 

Take the first step to end your company’s silence. Let’s discuss your whys, and we can work out the hows in a free 30 minute consultation.

(Stop losing prospects! Use Bredemarket content for tech marketers)

Stop losing prospects! Use Bredemarket content for tech marketers

What is the Difference Between Short and Medium Content?

Length. 2,400 words give or take.

And cost. For now, $1,500.

Bredemarket: Services, Process, and Pricing.

And, of course, development of the themes. A quick punch, or more elaborate?

Whatever length of content your story needs, Bredemarket can provide it.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

Who or What Requires Authorization?

There are many definitions of authorization, but the one in RFC 4949 has the benefit of brevity.

“An approval that is granted to a system entity to access a system resource.”

Non-person Entities Require Authorization

Note that it uses the word “entity.” It does NOT use the word “person.” Because the entity requiring authorization may be a non-person entity.

I made this point in a previous post about attribute-based access control (ABAC), when I quoted from the 2014 version of NIST Special Publication 800-162. Incidentally, if you wonder why I use the acronym NPE (non-person entity) rather than the acronym NHI (non-human identity), this is why.

“A subject is a human user or NPE, such as a device that issues access requests to perform operations on objects. Subjects are assigned one or more attributes.”

If you have a process to authorize people, but don’t have a process to authorize bots, you have a problem. Matthew Romero, formerly of Veza, has written about the lack of authorization for non-human identities.

“Unlike human users, NHIs operate without direct oversight or interactive authentication. Some run continuously, using static credentials without safeguards like multi-factor authentication (MFA). Because most NHIs are assigned elevated permissions automatically, they’re often more vulnerable than human accounts—and more attractive targets for attackers. 

“When organizations fail to monitor or decommission them, however, these identities can linger unnoticed, creating easy entry points for cyber threats.”

Veza recommends that people use a product that monitors authorizations for both human and non-human identities. And by the most amazing coincidence, Veza offers such a product.

People Require Authorization

And of course people require authorization also. They need authorization:

It’s not enough to identify or authenticate a person or NPE. Once that is done, you need to confirm that this particular person has the authorization to…launch a nuclear bomb. Or whatever.

Your Customers Require Information on Your Authorization Solution

If your company offers an authorization solution, and you need Bredemarket’s content, proposal, or analysis consulting help, talk to me.

Toss Over the Wall, Or Embed a Partner?

Both product marketing consultants and product marketing employees alike don’t always see the results of the content they create.

But there’s a definite difference between the visibility of external-facing content and internal-facing content.

I’ve created both types of content, both at Bredemarket and as a corporate employee. And I’ve seen this difference.

  • External-facing content is usually visible to its creator. When I wrote a blog post for Incode, or when I write an article or newsletter for a Bredemarket client, by definition I can see the final result. The exceptions to this are unusual and rare.
  • The visibility of internal-facing content varies, with employees seeing more internal facing content then consultants. When I prepared the internal presentation “How MorphoTrust Came To Be” for my department at MorphoTrak I obviously saw it. But if I prepare snippets to incorporate into an internal presentation for a Bredemarket client, I may or may not see the final result.
Google Gemini.

In many cases, consultants toss their content over a virtual wall, where the client does with it what they will. After all, they paid for the content and can do what they want.

What if you need a partner?

But what if a client requires someone who is more integrated into the company’s operations? Or embedded into the company?

This is why I offer the Bredemarket 4444 Partner Retainer, if you need to embed me into your operations while still providing you with budget predictability.

By Staff Sgt. Michael L. Casteel – [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=2407244

If you elect to contract with Bredemarket as an embedded partner in your organization via the Bredemarket 4444 Partner Retainer, then:

  • Bredemarket can create any content you need—blogs, case studies / testimonials, data sheets, e-books, proposals, social media posts / Xs (or whatever tweets are called today), white papers, or anything—within the hours alloted in the partner retainer contract.
  • The length is at your discretion. 288 characters? I’m on it. 50 pages? I’m on it.
  • How do you want to handle kickoffs, reviews, and status calls? It’s entirely up to you.

How does the Bredemarket 4444 Partner Retainer work?

  • Prepaid base hours: The partner retainer contract between you and Bredemarket specifies the maximum number of hours for the following calendar month. This provides predictable costs, and maximum flexibility in how you use Bredemarket to create your content.
  • Additional hours: Any additional hours above the maximum are billed at Bredemarket’s standard hourly rate.
  • Deliverable format: Unless agreed otherwise in advance, Microsoft Word docx including callouts, hyperlinks, key words, hashtags.

If this interests you, schedule a free meeting with me to discuss your needs.

Unless you’d rather drive a truck.

Google Gemini.