Tag Archives: content marketing
Before I Write a Word…
If your identity, biometric, or technology firm needs Bredemarket’s content-proposal-analysis services, book a meeting at https://bredemarket.com/mark/
Silence is Golden…For Your Competitors
When we refuse to share our good news…
…and when we refuse to share our bad news…
…we allow our competitors to drive the conversation.
Don’t surrender your message…and your prospects…to the competition.
Let Bredemarket help you create customer-focused, benefit-oriented content.
Your Prospects Hate Your Complex Technology
If your product marketing pitch to your prospects concentrates on the complex technology in your product, your prospects KNOW that you don’t get it.
Put yourself in your prospects’ shoes.
Understand the problems your prospects face. Ask questions.
Demonstrate a customer focus and talk about how your product benefits your customers.
And craft the correct product marketing content.
How Quickly Can Your Competitor Get Its Blog Message Out?
Do you want your company’s message to appear in your blog…someday?
If it’s acceptable to your company to get a message out within 90 days, then don’t even bother to read the rest of this post. It’s going to sound ridiculous to you, and probably pretty scary, and frankly it will seem rather rushed.
But could you put me in contact with your competitors? Because while you’re delaying, your competitors are acting.
And can get messages out within 14 days.
- (Day 1) Your competitor and its writer decide on the topic, goal, benefits, and target audience (and, if necessary, outline, section sub-goals, relevant examples, and relevant key words/hashtags, and interim and final due dates).
- (Days 2-4) Then the writer puts a draft together for your competitor’s review, ideally within three calendar days.
- (Days 5-7) The competitor reviews it, ideally within three calendar days. (Yes, I know that such projects sometimes end up on a company’s back burner and aren’t reviewed until a month later, but what if your competitor is motivated?)
- (Days 8-10) The writer makes some final changes, again within three days.
- (Days 11-13) The competitor approves the final changes, again within three days.
- (Day 14) The competitor loads the text into its blog software, adds any necessary images, creates promotional posts on social media (often the original writer can draft those when they draft the blog post itself)…and THE BLOG POST IS LIVE.
So while you’re deciding when you will decide whether you want to say something, your competitor has already said it.
This is the exact process I follow with my clients with my Bredemarket 400 Short Writing Service.
If your competitor wants to get its message out now rather than later, have your competitor talk to me.
Make sure your competitors know that blogging provides benefits.
And Bredemarket can provide blogging services.
Why Product Marketers Repeat Themselves
How many times have you seen a SINGLE advertisement for a product or service and IMMEDIATELY rushed out and bought it?
As Email Tool Tester notes, product marketing doesn’t work that way.
[O]ur research suggests that in 2025, the actual number of touchpoints before a sale varies between 1 and 50, depending on the prospect’s buying stage:
- Inactive customers only need 1–3 touches on average
- A warm inbound lead will need 5–12 touches
- A cold prospect can require 20–50 touches
So I came up with a bright idea: just repeat my message: “Identity, biometric, and technology marketing leaders should use Bredemarket’s marketing and writing services for their content, proposal, and analysis needs.”
And repeat it 50 times. (Preferably in a shorter form.)
But before applying my mad copy/paste skillz, I checked…and Email Tool Tester also notes that product marketing doesn’t work that way either. Specifically, you need multiple touchpoints, and multiple TYPES of touchpoints, to ensure your message resonates with your hungry people.
- Which means that Bredemarket needs to use multiple methods to communicate with my prospects.
- And it also means that my customers need to take advantage of the 22 types of internal and external content Bredemarket can create.
But you can repurpose.
- I recently completed a long piece of content for a client, and flagged six sections that the client can share as shorter pieces of content. That’s seven pieces for the price of one. (And two touchpoints. 48 to go.)
- But that’s nothing. Once I created 31 pieces of content from a single idea. (Only 19 to go that time.)
And if you’ve seen Bredemarket’s messaging 49 times in the past, now is the time to act and discuss your content, proposal, and/or analysis needs with Bredemarket.
A Little Help For Entry-Level Workers
Over a year ago I shared this:
The mood at the time was that the world was changing and generative AI bots and non-person entities could replace people.
Yes, I am familiar with the party line that AI wouldn’t replace anyone, but would empower everyone to do their jobs more effectively.
The layoff trackers told a different story.
As did the AI gurus who proclaimed that many jobs would soon be obsolete.
Strangely enough, “AI guru” was not one of the jobs that was going away. Which is odd. It seems to me that giving inspirational talks would be the perfect job for a non-person entity.
One firm is (big) blue on people
But many people agreed that entry-level jobs were ripe for rightsizing, meaning that those at the beginnings of their careers would have a much harder time finding work.
“Hardware giant IBM plans to triple entry-level hiring in the U.S. in 2026, according to reporting from Bloomberg. Nickle LaMoreaux, IBM’s chief human resource officer, announced the initiative….’And yes, it’s for all these jobs that we’re being told AI can do,’ LaMoreaux said.”
Because IBM has separated what AI can do from what it can’t do. IBM’s new positions are “less focused on areas AI can actually automate — like coding — and more focused on people-forward areas like engaging with customers.”
Guess what? Bots are not engaging. Well, maybe they’re more engaging than AI gurus…
Can you use people?
But I will go one step further and claim that human product marketers and content writers are more engaging than bot product marketers and content writers.
Believe me, I’ve tested this. Bredebot can fake 30 years of experience, but it’s not genuine.
If you want to engage with your prospects, don’t assign the job to a bot. That’s human work.
Repurposing Track 2 (Song 3)
I previously posted an unedited rumination on Elton John’s “Funeral For A Friend”/“Love Lies Bleeding” that also discussed digital asset taxonomies.
This post looks at the following song on the album “Goodbye Yellow Brick Road” and will also discuss identity and repurposing.
And I promise it will be shorter.
Who was “Candle in the Wind” REALLY about?
After the early death of Janis Joplin, Clive Davis referred to her as a “candle in the wind.”
And the phrase stuck with lyricist Bernie Taupin.
Because the phrase applied to so many troubled live fast die young types. Joplin’s own death was popularly linked with the deaths of Jimi Hendrix and Jim Morrison. And the phrase fit many others.
Including Norma Jeane Mortenson.
By the time lyricist Taupin was done with Mortenson, and his songwriting partner Elton John had added music to create “Candle in the Wind,” millions were convinced that Taupin was a Marilyn Monroe fanatic.
He wasn’t, but lines like “the young man in the 22nd row” certainly gave that impression.
But then came Farm Aid IV.
Ryan White
Farm Aid emerged from a desire to do for American farmers what prior efforts had done for people in Bangladesh and Ethiopia. And it wasn’t only for the Willie Nelsons, John Mellencamps, and Neil Youngs of the world. Elton John showed up by surprise at Farm Aid 4, with a special dedication.
“This one’s for Ryan.”
While Ryan White’s battle with AIDS was not haunted by demons like Monroe and the others, his death the next day was also untimely.
And one more repurposing
A few years later, for a grieving United Kingdom, Bernie Taupin altered the lyrics to the original song, and Elton John performed a tribute to his deceased friend Princess Diana.
And you thought “Funeral For A Friend”/“Love Lies Bleeding” was dark. “Candle in the Wind” is directly linked to four deaths—Janis Joplin, Marilyn Monroe, Ryan White, and Princess Diana—and indirectly linked to others.
I need something more cheerful…
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:
- Who Can Write My Biometric Company’s Product Marketing Content? (I know someone.) https://bredemarket.com/2026/02/09/who-can-write-my-biometric-companys-product-marketing-content/
- Three Reasons Why You Should Let Your Competitors Market Your Identity/Biometric Product. (They will be more than happy to do so.) https://bredemarket.com/2026/02/10/three-reasons-why-you-should-let-your-competitors-market-your-identity-biometric-product/
- Why Identity/Biometric Prospects of Marketing and Writing Firms Benefit from Specificity. (When you cast a wide net, there are too many holes.) https://bredemarket.com/2026/02/11/why-identity-biometric-prospects-of-marketing-and-writing-firms-benefit-from-specificity/
It will be worth your while.
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.
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?
Bredemarket 