When it comes to effective communication, technology copywriting isn’t an exception. To get your point across without alienating your reader, clarity is key. Michael Pratt, professor of management and organization at Boston College puts it this way: “If people don’t...
Technology companies are at an advantage when it comes to content marketing: They’re already comfortable with data-driven decision making. Tech marketers know how to analyze performance across channels and determine what content is working best where and with...
My focus here at HPC is to help clients build relationship with their customers through marketing content. To do this, we must connect human to human — in other words, create human connection. I’m often asked how I do this. How do I make an article or a white paper...
When you consider that it can cost five times as much to gain a new customer than it does to retain the ones you have, customer retention ends up looking like a really good investment. Plus, repeat customers on average spend 67% more per purchase than a first-time...
No matter what angle you look at it from, content’s sole job is to help people. It should help your customers solve their problems, keep up on what’s happening in an industry, stay a step ahead of their competitors, impress their peers and find solutions. It should...
When my baby girl was born last year, we ordered a popular smart sock to give us peace of mind at night while she slept. About six months after we began using it, the battery started to malfunction. It wasn’t holding a charge long enough to get through the...
