Three questions to consider: 1. Are your customers using AI? They’re reading AI summaries in Google search results. They’re probably asking ChatGPT and Claude about solutions in your industry. The question is: what answers are they getting? 2. Where does AI get its information? When AI systems need answers about your products or industry, they… Read more »
Category: marketing
Sell me a Help file
How do you make technical writing compelling in a promo video? We’ve been wrestling with this question this week as we planned a video for our online Help documentation writing service. The challenge seemed straightforward at first: create a compelling video for our website. But the more we discussed it, the more complicated it became…. Read more »
Using video to promote documentation services
After six months of video experimentation, we’re starting to learn what works (and what spectacularly doesn’t) when marketing technical writing services through video. Why use video? To communicate a message in a different way Most websites promoting technical writing services follow a predictable pattern: bullet-pointed benefits lists, problem inventories, manual screenshots, and sample help files…. Read more »
Podcast 158: The Changing Marketing Landscape
In this episode, we dive into responses to the evolving digital landscape shaped by AI in search engines and changes in social media. We explain how Cherryleaf took inspiration from the viral success of the Museum of English Rural Life (Merl) and used AI chatbots to analyse Merl’s approach. We share the key lessons learned… Read more »
The new marketing funnel for software and other technology products
Prospective customers today know more about products than they have ever done. Many people tend to search for the solution to their problem on the Web and through Social Media before they buy a product or service, and many of them never even touch the product before buying it. This means the “marketing funnel” has changed into a loop…. Read more »