Having a business website has become quite common in all industries. Nevertheless, I meet many entrepreneurs and website designers that are not aware of some website basics that could make their presence on the Internet more effective.
That is why in the February issue of “Clamer informa” - an Italian professional B2B horticulture magazine – I have published an article titled “Il sito aziendale come strumento di marketing” (The company website as a marketing tool). The purpose is to get its readers to take a second look at their web presence and also learn a few things about web marketing, web analytics and SEO.
The article is also useful for those who are in the planning stages of their professional website.
It is freely downloadable clicking on the miniature below. As I said, it is in Italian.
The secrets of impeccable presentations help presenters to avoid technical glitches during presentations.
In the latest issue of the SlideCoaching newsletter I share with subscribers the 9th secret. This new pointer is an addition to the eight secrets described in my free downloadable pdf. If you are curious, sign up and after downloading the pdf of the first eight secrets I will send you the ninth.
Photocredit: timothymorgan
What is Content Marketing?
According to Joe Pulizzi, a content marketing evangelist, author, blogger and speaker:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
Today customers are more demanding and autonomous in researching for information and solutions to their needs; that’s why the slogans of traditional marketing have lost much of their effectiveness. Organizations that use content marketing, on the other hand, position themselves as an indispensable source of information for their prospects.
I believe that the purpose and many of the techniques of content marketing are very applicable to all marketing activities in an organization, particularly in the B2B space and in developing effective white papers, eBooks, roadshows and presentations.
According to Joe Pulizzi and Newt Barrett, “”You cannot hope to implement a successful content marketing strategy without understanding exactly what outcome you require. Equally important is an in-depth understanding of your targeted prospects.”
This phrase is also true for presentation development. Before you open PowerPoint and create slides, you need to know your objective (are you just trying to inform or do you need to persuade?) and your audience (technical, management, administrative staff…) A brain-dump is seldom effective. Always put yourself in the shoes of your audience and think of what they would like to hear.
Therefore, if you want to be in sync with new market requirements, I suggest you do an audit – from a content marketing perspective – of all the outbound content you have.
