Identity/biometrics/technology marketing and writing services
I can’t share work samples that I created for Bredemarket clients, because they are ghostwritten “works for hire” that are not publicly attributed to Bredemarket.
(For the same reason, I can’t share most work samples that I created for my previous employers.)
But I CAN share work samples that I created for…Bredemarket.
Actually, you can search through the entire Bredemarket website and social media outlets and find them.
Or you can just watch the video below, which summarizes everything.
(Updated question count 10/23/2023)
I’m stealing an idea from Matthew Mace and adapting it to explain how Bredemarket works.
Matthew Mace is a freelance content writer who recently posted the following on LinkedIn:
Do you need a freelance content writer but don’t know what to expect?
I created a “work with me” pdf that explains what I do and how I can help you.
From https://www.linkedin.com/posts/matthewmace-contentmarketing_cycling-running-wellness-activity-7094675414727450624-8U_Y/
His post then explains what is included in his “work with me” PDF. If you’d like his PDF, send him a message via his LinkedIn profile.
Glad you asked.
After reading Mace’s LinkedIn post, I realized that I have a bunch of different online sources that explain how to work with Bredemarket, but they’re scattered all over the place. This post groups them all the “how to work with Bredemarket” content together, following an outline similar (yet slightly different) to Mace’s.
And no, it’s not a stand-alone PDF, but as you read the content below you’ll discover two stand-alone PDFs that address critical portions of the process.
As you’ll see below, “why” is a very important question, even more important than “how.” Here are some reasons to work with Bredemarket.
This question is just as important as the prior one. If you need the following, you WON’T want to work with Bredemarket.
Here are the three most common packages that Bredemarket offers.
Note that these are the standard packages. If your needs are different, I can adapt them, or charge you an hourly rate if the need is not well defined. (But as you will see below, I try to work with you at the outset to define the project.)
If you follow the link above for your desired package and download the first brochure on each page, you’ll get a description of the appropriate service. The pricing is at the bottom of each brochure.
Each brochure also explains how I kick off a project, but the procedure is fairly common for each package.
When I work with a client, I hold a kickoff to make sure that we have a common understanding at the beginning of the project.
The first seven questions that we address are critical. In fact, I wrote an e-book that addresses these seven questions alone.
But that’s not all that we address in the kickoff. There are some other lower-level questions that I ask you (such as the long and short form of your company name).
Once we have defined the project, I iteratively provide draft copy and you iteratively review it. The number and length of review cycles varies depending upon the content length and your needs. For example, I use up to two review cycles of up to three days each for short content.
Eventually I provide the final copy, you publish it and pay me, and both of us are happy.
Because I usually function as a ghostwriter, I cannot publicly provide samples or identity my clients. But I’ve written yet another e-book that anonymously describes some sample projects that I’ve performed for clients, including a testimonial from one of them.
If you believe that I can help you create the content your firm needs, let’s talk.
Or if Matthew Mace’s content services better fit your needs, use him.
Are you considering contracting with a marketing and writing service?
Would you like to know more about Bredemarket’s marketing and writing services to provide the right words for identity/biometrics, technology, and local B2B firms?
Would you like multiple options to learn about Bredemarket?
This post is ONLY intended for people who want to stay up-to-date with information from Bredemarket. If you have no such interest, you can skip reading this post and I’ll “give a couple of minutes back to you.”
There are a number of ways to get the latest Bredemarket information, but these three are probably the most important.
To subscribe to the Bredemarket blog and get the latest information directly from Bredemarket:
The Bredemarket blog contains over 400 posts on marketing, writing, identity and biometrics, technology, and California’s Inland Empire. It also lets you know how you can use Bredemarket’s marketing and writing services for your company.
To subscribe to the LinkedIn page and see the latest content from Bredemarket, and special content from Bredemarket’s market-oriented LinkedIn pages:
I’ve found LinkedIn to be a valuable source of information, and much of the third-party information I find on LinkedIn is reshared on the Bredemarket LinkedIn page and its market-oriented “showcase” pages on identity, technology, and local business. (You can follow those three pages also.)
To subscribe to the mailing list and receive special private content in advance of everyone else:
I’m revitalizing the mailing list to let those with a keen interest in Bredemarket know about my future plans.
If I hired myself to update the Bredemarket website, I’d be employed full time.
My “opportunity” that allowed me to service identity clients again necessitated several changes to the website, which I documented in a June 1 post entitled “Updates, updates, updates…“
Then I had to return to this website to make some hurried updates, since my April 2022 prohibition on taking certain types of work is no longer in effect as of June 2023. Hence, my home page, my “What I Do” page, and (obviously) my identity page are all corrected.
From https://bredemarket.com/2023/06/01/updates-updates-updates/
Basically, I had gone through great trouble to document that Bredemarket would NOT take identity work, so I had to reverse a lot of pages to say that Bredemarket WOULD take identity work.
I may have found a few additional pages after June 1, but eventually I reached the point where everything on the Bredemarket website was completely and totally updated, and I wouldn’t have to perform any other changes.
You can predict where this is going.
Today it occurred to me that some of the readers of the LinkedIn Bredemarket page may not know the person behind Bredemarket, so I took the opportunity to share Bredemarket’s “Who I Am” web page on the LinkedIn page.
Only then did I read what the page actually said.
So THAT page was also updated (updates in red).
So yes, this biometric content marketing expert/identity content marketing expert IS available for your content marketing needs. If you’re interested in receiving my help with your identity written content, contact me.
To be continued, probably…
(Part of the biometric product marketing expert series)
I know that I’m the guy who likes to say that it’s all semantics. After all, I’m the person who has referred to five-page long documents as “battlecards.”
But sometimes the semantics are critically important. Take the terms “factors” and “modalities.” On the surface they sound similar, but in practice there is an extremely important difference between factors of authentication and modalities of authentication. Let’s discuss.
To answer the question “what is a factor,” let me steal from something I wrote back in 2021 called “The five authentication factors.”
Something You Know. Think “password.” And no, passwords aren’t dead. But the use of your mother’s maiden name as an authentication factor is hopefully decreasing.
Something You Have. I’ve spent much of the last ten years working with this factor, primarily in the form of driver’s licenses. (Yes, MorphoTrak proposed driver’s license systems. No, they eventually stopped doing so. But obviously IDEMIA North America, the former MorphoTrust, has implemented a number of driver’s license systems.) But there are other examples, such as hardware or software tokens.
Something You Are. I’ve spent…a long time with this factor, since this is the factor that includes biometrics modalities (finger, face, iris, DNA, voice, vein, etc.). It also includes behavioral biometrics, provided that they are truly behavioral and relatively static.
Something You Do. The Cybersecurity Man chose to explain this in a non-behavioral fashion, such as using swiping patterns to unlock a device. This is different from something such as gait recognition, which supposedly remains constant and is thus classified as behavioral biometrics.
Somewhere You Are. This is an emerging factor, as smartphones become more and more prevalent and locations are therefore easier to capture. Even then, however, precision isn’t always as good as we want it to be. For example, when you and a few hundred of your closest friends have illegally entered the U.S. Capitol, you can’t use geolocation alone to determine who exactly is in Speaker Pelosi’s office.
From https://bredemarket.com/2021/03/02/the-five-authentication-factors/
(By the way, if you search the series of tubes for reading material on authentication factors, you’ll find a lot of references to only three authentication factors, including references from some very respectable sources. Those sources are only 60% right, since they leave off the final two factors I listed above. It’s five factors of authentication, folks. Maybe.)
The one striking thing about the five factors is that while they can all be used to authenticate (and verify) identities, they are inherently different from one another. The ridges of my fingerprint bear no relation to my 16 character password, nor do they bear any relation to my driver’s license. These differences are critical, as we shall see.
In identity usage, a modality refers to different variations of the same factor. This is most commonly used with the “something you are” (biometric) factor, but it doesn’t have to be.
The identity company Aware, which offers multiple biometric solutions, spent some time discussing several different biometric modalities.
[M]any businesses and individuals (are adopting) biometric authentication as it been established as the most secure authentication method surpassing passwords and pins. There are many modalities of biometric authentication to pick from, but which method is the best?
From https://www.aware.com/blog-which-biometric-authentication-method-is-the-best/
After looking at fingerprints, faces, voices, and irises, Aware basically answered its “best” question by concluding “it depends.” Different modalities have their own strengths and weaknesses, depending upon the use case. (If you wear thick gloves as part of your daily work, forget about fingerprints.)
ID R&D goes a step further and argues that it’s best to use multimodal biometrics, in which the two biometrics are face and voice. (By an amazing coincidence, ID R&D offers face and voice solutions.)
And there are many other biometric modalities.
But the word “modalities” is not reserved for biometrics alone. The scientific paper “Multimodal User Authentication in Smart Environments: Survey of User Attitudes,” just released in May, includes this image that lists various modalities. As you can see, two of the modalities are not like the others.
In fact, each authentication factor has multiple modalities.
Modalities within a single authentication factor are more closely related than modalities within multiple authentication factors. As I mentioned above when talking about factors, there is no relationship between my fingerprint, my password, and my driver’s license. However, there is SOME relationship between my driver’s license and my passport, since the two share some common information such as my legal name and my date of birth.
What does this mean?
Therefore, while multimodal authentication is better tha unimodal authentication, multifactor authentication is usually better still (unless, as Incode Technologies notes, one of the factors is really, really weak).
As you can see, you need to be very careful when writing about modalities and factors.
You need a biometric content marketing expert who has worked with many of these modalities.
Actually, you need an identity content marketing expert who has worked with many of these factors.
So if you are with an identity company and need to write a blog post, LinkedIn article, white paper, or other piece of content that touches on multifactor and multimodal issues, why not engage with Bredemarket to help you out?
If you’re interested in receiving my help with your identity written content, contact me.
One way for your firm to publicize its offerings is through company LinkedIn articles. My LinkedIn article, written by my company Bredemarket, discusses…well, company LinkedIn articles. It also discusses:
To read the LinkedIn article, visit https://www.linkedin.com/pulse/why-your-company-should-write-linkedin-articles-bredemarket
When Bredemarket writes, it usually gives the written content to the client in Microsoft Word format.
I was curious what would happen if a client just pasted my Word text straight into a LinkedIn article.https://www.freepik.com/ai/image-generator
So I tried it.
You can see the results here.
So you’ve decided that you are going to create some content for your business. But which content type should you create first? Audio? Blog post? Case study? Social media post? White paper? Video? Something else?
Now I could charge you $96.96 and present a really complex 96-step way to choose the appropriate content to create for your specific needs.
(A few of you see what I did there. That probably doesn’t help my so-called problem.)
But coming up with a complex content creation matrix is silly, because selecting a content type isn’t that hard. (This post does have a content creation matrix, but it’s easy to understand and pretty straightforward.)
What is the first question you have to answer before deciding which content to create?
First, you need to look at your online presence and see which outlets you have, and which ones you don’t have.
If you don’t have a certain outlet, then that makes your decision a lot easier.
So now that you know which content outlets you have, and which you don’t, you can create content that is supported by your outlets.
Here’s a handy-dandy table that suggests the content types you can create, depending upon your online presence. These are suggestions, not hard and fast rules.
| Content Type | Website | Blog | Social Media With Audio | Social Media With Images | Social Media With Text | Social Media With Video |
| Audio | Yes | |||||
| Blog | Yes | |||||
| Case Study | Download | |||||
| Social Media Post | Yes | Yes | Yes | Yes | ||
| Video | Yes | |||||
| White Paper | Download |
Some of these are fairly obvious (yes, if you have a blog you can create blog posts), but it helps to say them.
Don’t worry about the content outlets that you don’t have. If you don’t have a blog today, don’t worry about creating one just so you can write blogs. Go with what you have.
(And if you don’t have ANYTHING right now to promote your business, then the easiest thing to do is to create some type of social media account: Facebook, LinkedIn, whatever. They’re free, and it’s easy to create content for them.)
As I said above, these are suggestions, not hard and fast rules. For example, the table above says that case studies and white papers are best if you have a website from which prospects can download documents. But some social media services allow you to embed documents (such as case studies or white papers) into your social media posts.
Think about what you’ve got, and create for it.
And once you’ve created the content, don’t be afraid to distribute it on other channels, or even to repurpose it on other channels.
You may choose to only issue a specific piece of content using a single content type. But if you feel like repurposing the material for other content types, go for it.
Finally, don’t be afraid to create content, even if it’s not perfect. I’ve (re)committed myself to video, and spent yesterday creating multiple videos for multiple outlets. Two of the videos that I created ended up having problems…but I left them up anyway, and learned in the process.
I figure that the more content that I create, the better that I will get at it.
You will find that the same holds true for you.
Now when you are ready to create content, do you need someone to help you create it?
I can help you with certain types of content.
(Not video. If you need a video pro, contact Loren Feldman at 1938 Media.)
But if you need help with the text for blog posts, case studies, white papers, and the like, I can help you. Especially if your text involves biometrics, identity, or technology. Contact me!
(This is outdated. See the May 15, 2024 update.)
If you’re starting out in business, you’ve probably heard the advice that as your business branches out into social platforms, you shouldn’t try to do everything at once. Instead you should make sure that your business offering is really solid on one platform before branching out into others.
Yes, I’ve been naughty again and didn’t listen to the expert advice.
One reason is because of my curiosity. With one notable exception, I’m intrigued with the idea of trying out a new platform and figuring out how it works. Audio? Video? Let’s try it.
And as long as I’m trying it out, why not create a Bredemarket account and put content out there?
So there’s a reasonably good chance that Bredemarket is already on one of your favorite social platforms. If so, why not subscribe to Bredemarket so that you’ll get my content?
Here’s a list of Bredemarket’s text, image, audio, and video accounts on various social platforms. Be sure to follow or subscribe!
I’ve talked about the words “why,” “how,” and “what” and their relation to writing, but I haven’t talked about the word “which.”
Not in relation to sandwiches, but in relation to words.
If you are a marketing executive, you know that the words you use in your marketing content can make or break your success. When your company asks employees or consultants to write marketing content for you, which words should they use?
Here are four suggestions for you and your writers to follow.
Your company has a tone of voice, and your writers should know what it is. If you can’t tell them what it is, they will figure it out themselves.
Your company has a particular writing style—hopefully one that engages your prospects and customers. Regardless of your writer’s personal style, they must create copy that aligns with your own style. In effect, they put on a “mask” that aligns the words they create with the words that your company needs.
Similarly, your company provides products and services in one or more industries, and your copy must align with the terms those industries use, and the way industry participants express themselves.
For example, a writer who is writing content for the biometric industry will use different terms than a writer who is writing content for art collectors because of the differences in the two target audiences.
So make sure your writers get the words right. Otherwise, it’s as if someone is speaking Italian to a bunch of French speakers. (Kaye Putnam’s example.) Your prospects will tune you out if you use words they don’t understand.
There is one important exception to my suggestions above. If your company’s current words don’t result in action, quit using your current words and use better ones that support your awareness, consideration, conversion, or other goals.
If you start talking about your solution without addressing your prospect’s pain points or problems, they won’t know why they should care about your solution.
For example, let’s say that the message you want to give to your prospects is that your company makes wireless headphones.
The prospect doesn’t care about wireless headphones per se. The prospect cares about the troubles they face with tangled cords, and how your company offers a solution to their problem of tangled cords.
Features are important to you. Benefits are important to your prospects. Since the prospects are the ones with the money, listen to them and talk about benefits that change their lives, not how great your features are.
I have struggled with succinctness for decades. I could give you countless examples of my long-windedness, but…that wouldn’t be appropriate.
So how do I battle this personally? By creating a draft 0.5 before I create my draft 1. I figure out what I’m going to say, say it, and then sleep on the text—sometimes literally. When I take a fresh look at the text, I usually ruthlessly chop a bunch of it out and focus on the beef.
Now there are times in which detail is appropriate, but there are also times in which a succinct message gets better results.
If your company needs employees or consultants to write marketing content for you, make sure they create the right content.
If your company’s views on content creation parallel my own, maybe I can help you.
If you need a full-time employee on your staff to drive revenue as your personal Senior Product Marketing Manager or Senior Content Marketing Manager, take a look at my 29 years of technology (identity/biometric) and marketing experience on my LinkedIn profile. If you like what you see, contact me via LinkedIn or at jebredcal@gmail.com.
If you need a marketing consultant for a single project, then you can reach me via my Bredemarket consultancy.
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