Does Content Marketing Speak To Technical Buyers?

Is content marketing effective for highly technical industrial buyers? The old wisdom says no. It says that manufacturers and their customers are immune to content marketing messages that lack the granular, technical details. Details that make or break a sale. But data from Content Marketing Institute’s 2017 Manufacturing Content Marketing survey show that the benefits of content marketing are becoming clearer to manufacturers who devote the time and resources to these marketing programs. That must mean that technical buyers are buying in. Manufacturers are gaining ground One reason content marketing is viewed as ineffective in manufacturing is that fewer...

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The Formal Business Voice is Dead

In Public Relations we know what makes a successful apology and what doesn’t. SUCCESSFUL APOLOGY = a conversational, human approach Hi Shelly We’re sorry we got the date wrong for setting up the internet at your new home. We know that was really inconvenient.  Thanks for letting us know about the mistake so we could fix it. We’ll do our best to make sure it doesn’t happen again.  Thanks, Your Favourite Internet Provider UNSUCCESSFUL APOLOGY = the traditional, formal business voice Dear valued customer It is with regret that we write to express our apologies for the recent error....

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The RoundUp: Emojis, Voice Interfaces, Conversational Commerce, and Artificial Intelligence

Welcome to The RoundUp, a curated quick peek at the best—and most interesting—news, views, and opinions about content on the web. Let us know what you think. To have The RoundUp delivered directly to your inbox, subscribe today! Emoji Does It! Google is notorious for having some of the worst emoji on the planet. Now it’s righting its wrongs–and taking on gender stereotypes, too. The effort aims to highlight the diversity of women’s careers and empower young girls. In their popular podcast, It’s Nice That founders, Alex Bec and Will Hudson, discuss whether using emojis is a lazy alternative to the...

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The Power of Incrementalism in Content Marketing Strategy

The demands of the digital landscape and a 21st-century audience are unforgiving. No one is searching Google for your advertisement. Most of the time, they aren’t searching for you nor for your company. More than likely, they are searching for an answer to a question. If you can provide a useful answer, they may peruse your website, social profile, and other content. They may not. It takes more than a single piece of magnificent content to build an audience. Today’s viral post is tomorrow’s forgotten moment in time. What’s the alternative to relying on big content “moments”? Incremental Steps...

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[May 31] DITA Summit: Best Practices and Lessons Learned From The Trenches

4 DITA Webinars: Wednesday, May 31, 2017 Featuring Amber Swope, Jenifer Schlotfeldt, Rob Hanna, Keith Schengili-Roberts, Mark Lewis, Joe Gelb, Yehudit Lindblom The Mini Virtual Summit on DITA Best Practices and Lessons Learned from the Trenches is a free, online educational event that provides strategies, tips, and lessons learned from technical communication practitioners. The Summit (brought to you by Precision Content) features four presentations on issues impacting organizations that have adopted—or are planning to adopt—the Darwin Information Typing Architecture. 8:00am PT/ 11:00am ET DITA Satisfaction Survey: Overcoming the BIG Challenges When Adopting DITA — Rob Hanna (Precision Content), Mark Lewis (Quark), and Keith...

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