Identity/biometrics/technology marketing and writing services
Follow along.
If I am the technology product marketing expert…
…and if I am the biometric product marketing expert…
…and if content marketing and product marketing significantly overlap…
…then I am not only the biometric content marketing expert…
…but am also the technology content marketing expert.
I’m claiming it all.
Take a look at your most recent content. If you extracted this content from your channels, changed the names, and injected it into the channels of one of your competitors, would anyone know the difference?
This post looks at content created by human SEO experts, and my generative AI colleague Bredebot. And how to differentiate your content from that of your competitors. (Inserting a wildebeest isn’t enough.)
Several years ago (I won’t get more specific) I was a writer for a company’s blog, but I didn’t own the blog. Frankly, I don’t think anyone did. There were multiple writers, and we just wrote stuff.
One writer had the (apparent) goal of creating informational content. The writer would publish multiple articles, sometimes with the same publication date.
The posts were well-researched, well-written, and covered topics of interest to the company’s prospects.
They were clearly written with a focus on SEO—several years ago, AEO didn’t exist—and were optimized for keywords that interested the prospects.
The goal was simple: draw the prospects to the company website with resonating content.
What could be wrong with that?
Now it’s 2025, I’m writing for the Bredemarket blog, and I own the blog and control what is in it.
But I’m not the only writer. I brought a new writer on staff—Bredebot. And like a managing editor, I’ve been giving Bredebot assignments to write about.
As of Sunday August 31 (when I’m drafting this post), the next three Bredebot posts to be published are as follows (subject to change):
Bredebot just finished writing the sales enablement and liveness detection posts Sunday afternoon, and they blew me away.
The posts were well-researched, well-written, and covered topics of interest to Bredemarket’s prospects.
And while I’m not as much of an SEO/AEO expert as my colleague from several years ago, the posts do feature critical keywords. For example, the references to Chief Marketing Officers are intentional.
The goal is simple: draw prospects to the Bredemarket website with resonating content.
What could be wrong with that?
I’ll tell you what’s wrong with that:
Any other company could publish identical content.
My colleague from several years ago could produce identical content for any firm in that particular industry. Or some other writer could produce identical content.
Moving to the present day, my esteemed competitor Laurel Jew of Tandem Technical Writing could (if she wanted to; she probably wouldn’t) log in to her favorite generative AI engine and churn out bot-written posts on sales enablement and liveness detection that read just like mine—I mean Bredebot’s. Especially if she reverse engineers my prompts and includes things like “Include no more than one reference to wildebeests as marketing consultants and wombats as customers of these marketing consultants.” Once Bredebot has been easily cloned, game over.
As I noted Sunday, a correlation in which two bots use the same source data ends up with the same results.
Perhaps I could mitigate the risk by using a private LLM with its own super secret data (see Writer) to generate Bredebot’s content, but as of now that ain’t happening.
Another way to mitigate the risk is by careful prompt tailoring. I experimented with this in the pre-Bredebot days, back when Google Gemini was still Google Bard, and I told it to assert that “Kokomo” is the best Beach Boys song ever.
But in the end, no matter what data you use and what prompt you use, a generative AI bot is not going to produce anything original.
Another reason that humans should always write the first draft.
(Although philosophers may question whether even humans can produce anything original; they say there is nothing new under the sun.)
But at least attempting to control the strategy behind your content helps to ensure that you are differentiated from everybody else.
So what of my pal Bredebot who is incapable of original thought or differentiation? For now I will continue the experiment.
Whether you’re a marketer, a biometric expert, a technologist, or just someone scrolling the webs, you can feel a variety of emotions after reading a Bredemarket blog post.
Maybe amused.
Maybe informed,
Maybe empowered.
But some will experience more powerful emotions.
For a targeted few who find themselves paralyzed, maybe afraid. Afraid that your competitors will steal your prospects unless you act.
Or for those targeted few who despise powerlessness and want to act, maybe hungry. Hungry to get your product’s benefits to your prospects so they convert.
I have to be honest. Some of the people who are inspired to act are perfectly capable of acting on their own. Because they’re not complete unknowns.
But others can use the help of an outside consultant such as Bredemarket.
Content, proposals, analysis. I can help with all of them.
You’re the ones I’m talking to right now.
And perhaps you should take the time to talk to me. https://bredemarket.com/mark/
If you compete with Zoominfo, you have to understand Zoominfo…so you can exploit its weaknesses.
I could have listened to a long podcast with CEO Henry Schuck to understand the company’s weaknesses, but I didn’t have to because Matthew Robinson provided a time-stamped list of highlights. Or maybe Robinson didn’t do it himself, because Robinson is no longer necessary.
This first one caught my attention as the biometric product marketing expert, for obvious reasons.
(13:34) How they automated product marketing: From 26 people translating product info into content, down to 2 people managing AI agents.
Basically, mining data and auto-creating content.
And this second one just plain caught my attention.
(27:32) When you know the AI pressure is working: His CMO literally dreamed she disappointed him because her kids weren’t AI algorithms yet.
It’s good to know that Zoominfo has a distracted CMO. And that the CEO thinks it’s funny.
And it’s awfully amusing that 24 product marketers lost their jobs. Remember the claims that AI wouldn’t replace you, but would let you do your job better? Lies.
Zoominfo’s business, by the way, is providing information on companies and the people who work for them. And as companies like Zoominfo right size, there is less demand for their services.
And that’s when Zoominfo will eliminate the position of the CMO and automate it.
Followed by the position of the CEO.
So how do you take on the bot-controlled companies like Zoominfo?
By borrowing a tactic from the Cyber Security Hub.
After all, if autonomous SOC truly has these drawbacks…
…then autonomous PMM potentially has these same drawbacks.
Let’s talk person-to-person about your product marketing content, proposal, and analysis needs.
In a way that two bots never could.
And let’s outsmart your competitors…together.
Book a human-to-human meeting (OK, maybe a wildebeest will be listening in) with Bredemarket at https://bredemarket.com/mark/.
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Have you ever used the phrase “sort of unique”? Something is either unique or it isn’t. And International Mobile Equipment Identity (IMEI) numbers fail the uniquness test.
Here’s what a few companies say about the IMEI number on each mobile phone. Emphasis mine.
These and other descriptions of the IMEI prominently use the word “unique.” Not “sort of unique,” but “unique.”
Which means (for non-person entities, just like persons) that if someone can find a SINGLE reliable instance of more than one mobile phone having the same IMEI number, then the claim of uniqueness falls apart completely.
People who claim IMEI uniqueness obviously didn’t read my Bredemarket blog post of April 1, in which I WASN’T fooling.
IMEICheck.net even tells you (at a high level) how to clone an IMEI. It’s not easy, but it’s not impossible.
“In theory, hackers can clone a phone using its IMEI, but this requires significant effort. They need physical access to the device or SIM card to extract data, typically using specialized tools.
“The cloning process involves copying the IMEI and other credentials necessary to create a functional duplicate of the phone. However, IMEI number security features in modern devices are designed to prevent unauthorized cloning.”
So don’t claim an IMEI is unique when there is evidence to the contrary. As I said in my April post:
“NOTHING provides 100.00000% security. Not even an IMEI number.”
If you offer an identity product, educate your prospects and avoid unsupportable claims. While a few prospects may be swayed by “100%” claims, the smarter ones will appreciate more supportable statements, such as “Our facial recognition algorithm demonstrated a 0.0022 false non-match rate in the mugshot:mugshot NIST FRTE 1:1 laboratory testing.”
When you are truthful in educating your prospects, they will (apologizes in advance for using this overused word) trust you and become more inclined to buy from you.
If you need help in creating content (blog posts, case studies, white papers, proposals, and many more), work with Bredemarket to create the customer-focused content you need. Book a free meeting with me.
The most effective message a tech firm’s CMO can share is “We have nothing pertinent to say. Go see our competitors.”
That message is EXTREMELY effective…for the competitors.
For your tech firm? Not so much.
Why are your web page and social channels devoid of content?
Time for the reinforcements.
Talk to Bredemarket about delivering the content your prospects demand: https://bredemarket.com/mark/
“And don’t worry about how it looks to others. It doesn’t matter if no one else hears the music or understands it. What matters is that it belongs to you. Some of the most beautiful dances are the ones no one sees—the moments when you close your eyes, sway to your own inner melody, and remember that you are more than your obligations, more than the expectations placed upon you.”
Georgi Kisyov, “Just Change The Song”:
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I’m asking for a connection favor from the people who read this, my street team.
Here is the ask:
Ask your marketing leader to visit https://bredemarket.com/mark/ to learn about Bredemarket’s marketing and writing services:
If they like what they see, they can connect with me by booking a free 30 minute content needs assessment meeting with me, right from the https://bredemarket.com/mark/ page.
Thank you, street team. No monetary commission, but I can give you a shout out and a personal AI-generated wildebeest picture on Bredemarket’s blog and social media empire. Yes, even TikTok (if it’s still legal).
Actually, I already owe a shout out to Roger Morrison, who has supported Bredemarket for years and has supported me personally for decades. Roger offers extensive experience in multiple biometric modalities (finger, face, Iris, voice), identity credentials, and broadband and other technologies. Despite attending the wrong high school in Arlington, Virginia (should have gone to Wakefield), he is very knowledgeable and very supportive. Warning: Roger is NOT bland or generic.
How can CMOs serve hungry prospects with expert biometric content?
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Biometric product companies offer a tasty mixture of fingerprint, face, iris, voice, DNA, and other biometric hardware and software. These companies employ Chief Marketing Officers (CMOs) responsible for their firms’ inbound product marketing. Hungry prospects devour any content the firm can provide, and the CMOs devour any employee or contractor who can provide the necessary content.
The CMO will appreciate this seasoned quote from Lee Densmer:
“Companies are outsourcing the writing at great expense….[I]t is a heavy lift to make sure daily content for the platform is useful, relevant, and align with your business. Outsourcing doesn’t really work unless the writer really knows your business, is in touch with corporate leaders, and stays on top of trends.”
Read Densmer’s article: https://www.linkedin.com/pulse/why-linkedin-b2b-growth-hard-right-now-what-youre-doing-lee-densmer-pqvgc
So if you’re a content-devouring CMO at a biometric company, doesn’t it make sense to contract with Bredemarket’s biometric product marketing expert to serve a delicious dinner of your content needs?
Talk to Bredemarket: https://bredemarket.com/mark/
(And yes, it is almost lunchtime. Why do you ask?)
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I have positioned Bredemarket so I can fill the gaps in a Chief Marketing Officer’s existing content plan, or a Chief Revenue Officer’s proposal plan, or a Chief Strategy Officer’s existing analysis plan.
But what if you don’t have a plan?
Bredemarket can help you too.
This post describes how I can plug into your existing plan, or how I can help you create a plan if you don’t have one.
But first let’s dispense with the theory of how to properly do things, because it’s silly.
If you read LinkedIn for any length of time, you will run across content marketers and copywriters and other Professional Content Experts.
These 17x certified PCEs are all too willing to tell you The Correct Way For Companies To Engage With Writing Contractors.
Because the way your company engages with contractors I s completely wrong.
Here is The Correct Way:
“When engaging with a contractor, you must provide the contractor with a detailed content brief that answers all 42 questions your contractor will ask or may ask. Failure to do this brands you as a failed substandard company.”
Bull.
Bredemarket rarely receives any kind of brief from my clients. Sometimes we get a paragraph. Or sometimes we just get a couple of sentences:
“A local Utah paper ran an article about how our end customer used our solution to solve world hunger. Here’s the article; get additional information from the guy quoted in the article and write a blog post about it.”
These two sentences would drive a Professional Content Expert up a wall, because they don’t answer all 42 questions.
So what?
It’s a starting point. If I were given that, I could start.
So forget the theory of The Correct Way For Companies To Engage With Writing Contractors, and just start writing (but thinking first).
Many of my clients have a content, proposal, or analysis plan—or at least an idea of what they need. There are many times when I simply plug in to a client’s existing plan. Here are some examples:
So I easily completed these one-off (or twelve-off) tasks, responding to my clients’ well-defined requests.
But others face the challenge of not knowing what they want.
Let’s say that my messages about being afraid of competitors stealing from you have resonated.
And you know you have a content black hole.
But how do you fill it?
Good question.
And perhaps you already know how you and I will figure out the answer.
You may have seen me push my free ebook “Seven Questions Your Content Creator Should Ask You.”
I think I’ve pushed it a time or two.
The beautiful thing about the seven questions is that you can not only apply them to a particular piece of content such as a blog post, but to an entire content-proposal-analysis strategy.
And here I DO mean strategy, not tactics.
There are other methods to derive a strategy, but this is as good as any.
As a reminder, the seven questions are:
So if you book a free meeting with me to figure out a strategy, we can work through these questions to jointly understand your company, your products, and the material you need. I haven’t the slightest idea how our conversation will progress, but perhaps I may end up asking you questions like this:
You get the idea. As we talk through things, perhaps you and I will get ideas about how Bredemarket can help you.
Or maybe not. Maybe it turns out you need a web designer, or a videographer, or a demand generation expert, or an accountant.
But if we determine that Bredemarket can help you, then we can create the plan and figure out how I can best execute on the plan. A competitor analysis? A series of blog posts? We will figure it out.
Then I’ll plug into the new existing system and write.
Your content, proposals, and analyses will presumably incorporate a call to action.
It’s no surprise that this post also has one.
Visit my “content for tech marketers” page, read about what we can do together, and book a free 30 minute content needs assessment. You can book it at the top of the page or the bottom, whatever turns you on.
But let’s move. Your competitors are already moving.
Bredemarket