Tag Archives: content marketing

Short Non-historical Footnote

I snuck a future-famous teenager into an Instagram reel I posted on Sunday. See the final scene in the reel. https://www.instagram.com/reel/DLfyc4HSBYh/

Tommy the movie. No, not that one.

This scene is incredibly inaccurate. A teenage Napoleon was NOT looking on as George Washington presented a copy of the Declaration of Independence to King George III during the Treaty of Paris negotiations in 1783. 

  • But at least Napoleon was in France in September 1783, presumably at the military academy at Brienne-le-Château, 125 miles east of Paris (the kilometer hadn’t been adopted yet). Napoleon was bullied at the academy for his short stature and poor French (his native tongue was Corsican), but he would show them. 
  • King George was certainly not in France in 1783, since he rarely traveled far from London.
  • General George (not yet President) was headquartered with his troops in New Jersey, based at the house known as Rockingham. 
  • The actual U.S. negotiators in Paris were John Adams, Benjamin Franklin, John Jay, and Henry Laurens (who had been released from the Tower of London).

But at least the two Georges picture is more accurate than my picture of Thomas Jefferson eating a hot dog as a baseball game was played nearby.

Tommy.

I will talk about the Declaration of Independence, in a content marketing context,  later this week. On Wednesday, of course.

Let’s Talk About Your LinkedIn Content

Does your LinkedIn content look like this?

Empty.

Fix that, before your competitors steal your rightful revenue.

Schedule a meeting with Bredemarket to discuss your needs at https://bredemarket.com/cpa/.

And if you want to see Bredemarket’s LinkedIn content, visit:

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Even I Forgot the Importance of Case Studies

In a recent Content Marketing Institute webinar (REALLY recent: it’s still going on as I type this), co-presenter Brittany Bowen made the point that the case studies that content marketers produce help prove their worth.

  • Bowen was speaking about content marketing employees who need to prove their worth to their own organization.
  • But it also applies to organizations themselves who want to prove their worth to their prospects.
  • And last but not least, it applies to marketing and writing content-proposal-analysis experts who want to prove their worth to prospect organizations.

Perhaps it’s time for Bredemarket to talk about case studies again. I haven’t discussed case studies in detail in many months.

And perhaps it’s time to reshare Bredemarket’s own case studies. Which were written in April 2023 (I was still at Incode, and only had six questions rather than seven) and desperately need an update.

How Bredemarket Can Help You Win Business (April 16, 2023)Download

If I can help you with case studies, contact me. https://bredemarket.com/cpa/

CPA

(Yes, this is a repurpose and expansion. Live the repurposing dream.)

When The World Disappeared

I previously used this tumbleweed image (public domain) in a November post. At the time I had just emailed people at a number of companies, but discovered that three of the companies had ceased to exist.

I wonder how many emails would bounce if I sent a new email tomorrow.

Are you giving your prospects the silent treatment? This could have adverse consequences.

If you have blog or other content marketing needs, contact Bredemarket: https://bredemarket.com/cpa/

CPA
Bredemarket’s “CPA.”

Video version: https://www.instagram.com/reel/DLWOd1gxiMa/

For Identity/Biometric Marketing Leaders Only

(This is the old version of this post. See the new version from July 8 with improved algorithmic landing page-ability.)

For identity/biometric marketing leaders only!

Make an impact with the biometric product marketing expert.

Make an impact with the biometric product marketing expert.

Bredemarket’s biometric product marketing expertise: https://bredemarket.com/bpme/

Biometric product marketing expert
Biometric product marketing expert.

Discuss your content-proposal-analysis needs with me before your competitors steal your prospects: https://bredemarket.com/cpa/

CPA
Bredemarket’s “CPA.”

Don’t Sound Like a Robot

Georgia Williams of Ray of Social fame dispensed some wisdom in a recent Instagram reel.

In her unemotional, understated way.

If you know Williams, you know that last sentence was a lie.

Her reel was entitled “How to Sound More Like You.”

From https://www.instagram.com/reel/DLJ3fYutGm3/?igsh=MWUwNGc3bHhnYWI1NA==.

At one point, Williams emphasized what you would NEVER say.

“I mean, would you say ‘streamline your strategy’ actually out loud to anyone? Nope!”

That sounded like a dare to me, so I commented that I was tempted to say just that…and more besides.

So I did.

Let Bredemarket help you sound like…you.

To make a point.

Because while Ray of Social is expert in creating the graphics that businesses use to market themselves…

…Bredemarket is expert in working with identity/biometrics and technology firms to create the words that businesses use to market themselves.

Imagen 4.

Without sounding like a robot.

Talk to me about your content-proposal-analysis needs.

CPA
Bredemarket’s “CPA.”

Biometric Marketers: What About WRITER Personas?

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Biometric marketing leaders already know that I’ve talked about reader personas to death. But what about WRITER personas? And what happens when you try to address ALL the reader and writer personas?

Reader personas

While there are drawbacks to using personas, they are useful in both content marketing and proposal work when you want to tailor your words to resonate with particular types of readers (target audiences, or hungry people).

I still love my example from 2021 in which a mythical Request for Proposal (RFP) was issued by my hometown of Ontario, California for an Automated Biometric Identification System (ABIS). The proposal manager had to bear the following target audiences (hungry people) in mind for different parts of the proposal.

  • The field investigators who run across biometric evidence at the scene of a crime, such as a knife with a fingerprint on it or a video feed showing someone breaking into a liquor store.
  • The examiners who look at crime scene evidence and use it to identify individuals. 
  • The people who capture biometrics from arrested individuals at livescan stations. 
  • The information technologies (IT) people who are responsible for ensuring that Ontario, California’s biometric data is sent to San Bernardino County, the state of California, perhaps other systems such as the Western Identification Network, and the Federal Bureau of Investigation. 
  • The purchasing agent who has to make sure that all of Ontario’s purchases comply with purchasing laws and regulations. 
  • The privacy advocate who needs to ensure that the biometric data complies with state and national privacy laws.
  • The mayor (Paul Leon back in 2021, and still in 2025), who has to deal with angry citizens asking why their catalytic converters are being stolen from their vehicles, and demanding to know what the mayor is doing about it. 
  • Probably a dozen other stakeholders that I haven’t talked about yet, but who are influenced by the city’s purchasing decision.

Writer personas

But who is actually writing the text to address these different types of readers?

Now in this case I’m not talking about archetypes (a topic in itself), but about the roles of the subject matter experts who write or help write the content.

I am currently working on some internal content for a Bredemarket biometric client. I can’t reveal what type of content, but it’s a variant of one of the 22 types of content I’ve previously addressed. A 23rd type, I guess.

Anyway, I am writing this content from a product marketing perspective, since I am the self-proclaimed biometric product marketing expert. This means that the internal content fits into a story, focuses on the customer, highlights benefits, and dwells on the product.

But what would happen if someone in a role other than product marketing consultant wrote this content?

  • An engineer would emphasize different things. Maybe a focus on the APIs.
  • A finance manager would emphasize different things. Maybe an ROI focus.
  • A salesperson may focus on different things. Maybe qualification of a prospect. Or eventually conversion.

So the final content is not only shaped by the reader, but by the writer.

You can’t please everyone so you’ve got to please yourself

With all the different reader and writer personas, how should you respond?

Do all the things?

Perhaps you can address everyone in a 500 page proposal, but the internal content Bredemarket is creating is less than 10 pages long.

Which is possibly already too long for MY internal target audience.

So I will NOT create the internal content that addresses the needs of EVERY reader and writer persona.

Which is one truth about (reader) personas in general. If you need to address three personas, it’s more effective to create 3 separate pieces than a single one.

Which is what I’m doing in another project for this same Bredemarket biometric client, this one customer-facing.

And the content targeted to latent examiners won’t mention the needs of Paul Leon.

In which I address the marketing leader reader persona

So now I, the biometric product marketing expert writer persona, will re-address you, the biometric marketing leader reader persona.

You need content, or proposal content.

But maybe you’re not getting it because your existing staff is overwhelmed.

So you’re delaying content creation or proposal responses, or just plain not doing it. And letting opportunities slip through your fingers.

Plug the leaks and stop your competitors from stealing from you. Bring Bredemarket on board. Schedule a free exploratory meeting today at https://bredemarket.com/cpa/.

CPA
Bredemarket’s “CPA.”