An integrated approach to marketing communications involves a whole suite of tactical elements. And essential to the success of them all is the right content. Content that not only informs and persuades, but also avoids the common traps and pitfalls that plague nearly every industry.   Here are a few that we solve every day: Mistaking generic product qualities for differentiating characteristics. Just how transparent is your competitive advantage? Absence of friction. Problems, challenges, and conflicts are what make stories hot. It’s what editors demand. What’s the temperature of your story? Product claims that are easy to defeat. Have you anticipated your competitor’s response? How bullet-proof are your communications? Is your claim unique? Focusing on the wrong attributes. Marilyn Monroe was very intelligent, but that’s not what differentiated her. Misuse of PR. Failing to understand the differences between PR and advertising is the difference between high media placement and no media placement. And many, many more. We could write a book! Let’s keep your company out of that book. We offer a full menu of content development solutions. Keep in mind that communications work best when they’re fully integrated. A consistent focus across the board on what matters most will prove most profitable.   The best kind of story you can tell is a success story. And because the case study is focused on the customer experience, it moves your communications a few rungs up the credibility ladder. As such, good case studies enjoy high readership with target customers and editors alike. Our seven steps to a powerful case study will produce the results you need.   Establish your company’s thought leadership and expertise through authoritative and well-crafted papers that address your industry’s most critical issues. As opportunities for education, positioning, and lead generation, white papers pave the way to increased sales.   Repurpose your white paper for targeted editorial consumption and fully exploit the power of this critical communications channel.   Writing for print versus writing for web: there’s a difference. We have the SEO-friendly tips and tricks that will turn this most potent marketing tool into a customer-generating machine.   Transform marketing-speak into tools your prospects can use.   Can you read your press releases with the eyes of the editors you’re trying to excite? Having worked both sides of the desk, we have a nose for news that will keep your press releases in the headlines and out of the circular file.   Key talking points to reinforce the message, clarify understanding, and add dimension and depth to your story.   Whether its user guides, video scripts, application notes, product briefs, e-mail blasts, critical reviews, or editing, we’ve got your content development needs covered.