This is a non-exhaustive list of the most important types of content that can be produced for clients who operate software technology businesses.

• Web copy
• Press releases
• Advertising copy
• Screencast scripting
• White papers
• Case studies

Web Copy

Your web copy is your single most important marketing communications asset. This is because a web site almost always contains authoritative information about a business, its products, and the services that are provided to its customers.

Today a web site fills multiple roles: product brochure and catalog, order entry for self-serve customer purchases, directory information for those seeking solutions like yours, and much more.

All other areas of marketing - internet based marketing, outbound telemarketing, in-person prospecting, and social media - rely upon your web site content as never before. For example, social media is often used to drive traffic to a web site. Social media does not replace the web site. Instead, it augments the traffic that can come to your site. Or, a traditional B2B sales situation where a prospect is developed by a sales person will still rely upon written materials - like those found on a web site - to answer the prospect's questions and to address detailed concerns, when the sales person is not available.

Therefore, you should always strive to constantly improve your web presence. True perfection may be unattainable - but the modern business web site is never truly "done".

This rule of constant change is particularly true in the software product market, where new competitors and competing products rise up continually, and your product line evolves to meet those challenges.

Web copy includes many types of content: entry pages, a home page, promotional articles for your product, Frequently Asked Question (F.A.Q.) lists, informational articles about technical aspects of your product and its intended use, as well as many other types of content.

To create your web copy or to refresh your existing copy, I research your products and your business thoroughly by collaborating with you and studying the subject matter.

Even if you currently use low-cost SEO article providers for text that is created to boost search engine placement, consider using my services for the content that is intended to be read by visitors, and which must be tailored to your prospect's interests and needs.

I write content that is engaging - or "interesting" - and is intended to be read carefully by customers. The goal in creation of your web content should be to cause your web user to stay on your site and read about your product.

Strong web content is a key element of conversions - or "converting" visitors into paying customers.

Press Releases

A press release is a news story that is created about a product or service. The purpose of creating a press release is to create a news article that will be republished and distributed widely without the need to pay for placement of the stories.

A press release must be constructed so that it reads just like a "real" news story. This means that a press release must not contain any language that sounds promotional or like advertising copy. Also, facts and attributions to real life sources of information must be used in order to support the the press release. A "press release" that does not meet these minimal standards will not be published. Your chances of re-publication are highest when the press release meets the accepted standard of a news story.

There are, however, ways to wrap your corporate viewpoint inside the press release so that your spokesperson's words become a credible part of the story.

My goal in crafting your press release is to create a real piece of news that readers will find interesting and which any news outlet can legitimately consider publishing.

Advertising Copy

Promotional copy for your product or service should be informed by your unique selling proposition (USP.) In short, this is where we tell your customer-to-be why you have their solution.

I work intensively with you and your staff to understand or even to formulate a statement of your USP and then to craft messages that support the USP.

I devote full attention to your in-house expertise, plus your existing materials, to create new copy that engages with your prospects.

Screencast Scripting

A screencast is a short video of your product's operation. Screencasts are a hot area that many independent software vendors are exploiting as a new marketing technique that supplements or even replaces the traditional "test drive" or software application demonstration.

Many screencasts that technology vendors produce are either silent with music accompaniment, or they are "ad libbed" and are narrated by the same operator who is running and using the program being shown in the video.

The result is either boring and sterile, or is a very off-the-cuff presentation that may seem amateurish or hastily produced and which is not a coherent part of your overall marketing message.

If you are going to the trouble to produce a screencast, make certain that it is worth the investment of time and effort.

Allow me to script your next screencast video. I will produce a script that contains the spoken narration that promotes your product shown in the video. My script will contain elements of your product identity and will position the features of the software as customer benefits.

With a professionally developed script, your screencast becomes a spoken piece of marketing collateral, and it will give a professional, high level shine to your business image.

White Papers

A white paper is a specific type of article that provides educational content about a problem or an issue. The purpose of a white paper is to help the reader make a decision or to solve a problem.

Originally, white papers were guides or reports produced in the governmental policy, academic and technical fields. Today, technology businesses develop white papers in order to provide factual reasons why their solutions should be considered.

Your next white paper should interest, inform and educate the reader, while also promoting the use of your product to help the reader solve their problem.

I can produce your next white paper by combining facts from external resources with information that positions your product as a key solution. Your prospects and customers will truly appreciate this kind of marketing, because it is based upon facts and it encourages them to make up their own minds.

Case studies

A case study is a form of advertising copy that allows you to show your customers how you actually help other businesses and people just like them. It puts the solutions that you offer on a realistic, familiar footing to your customers.

A case study tells a story about a specific problem that was solved through the involvement of your business. A case study can make your product seem more plausible and more "real" to your customers by showing exactly how another business benefited from your product.

Case studies are valuable to service providers in highly competitive markets, such as general IT or software development services. This is because your team's expertise can be showcased in a measurable way that sets your business apart from the competition.

If you can provide facts and details about a real life usage of your product or service that results in a great customer experience, then I can produce your next case study.