As industrial marketers, we often rely on formal language to communicate with our technical audiences. Years of writing white papers and detailed case studies have taught us to avoid colloquialisms, always write in the third person, and never start a sentence with “but.” But is that how we should always write? We default to formal… Read more »

If you’re anything like me, you work for clients that have multiple Ph.Ds in obscure technical fields such as encapsulated radioactive isotopes or nonwoven geotextiles. Part of our job as content marketers is condensing our client’s expertise into marketable web copy, sell sheets, brochures, videos, etc. Unfortunately, many technical clients are far too busy with… Read more »