Tag Archives: content marketing

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.

1973.

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.

1997.

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:

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.