Marketing folks, like those in every industry, often get caught up in their own jargon. But because words are a core component to executing our jobs, it’s somewhat easier to get tangled up. We throw around words and phrases like, “messaging” and “key proposition,” and “positioning statement.” Unfortunately, it’s easy with all this wordplay to lose sight of the one essential element that will make or break your communications efforts.
When my eight-year-old daughter this morning presented with the Morning Mystery Ailment, I told her it was all in her head and that she’d better hurry because I would not be driving her to school if she missed the bus. These are the exact same words my mother used to “cure” this horrible disease when I contracted it decades earlier. Of course I knew that she had a math test this morning, the true cause of her ailment.
Is your Web site a Delta Leader instead of a leader in sales and marketing? If you’re having trouble harnessing the power of your Web site, send it on a date with your public relations team – you’ll get great results!
Today’s online newsroom can be a high-value, low-cost springboard to media coverage. But, nearly 40% of journalists say it’s difficult to locate the information they need on corporate Web sites, according to a recent survey by The Bulldog Reporter. It is exceedingly important to provide appropriate, easy-to-find information for journalists, customers, prospects and investors.
In my post last week, I discussed how B2B companies can begin to eke out plans for a corporate blog. This week’s installment completes the article and gives some guidance on how to maintain a blog and earn readers once it is built.
Taking a swing
Creating content that meets the needs of a company’s target market is the next step. Each B2B blog is a venue for showcasing a company’s unique expertise in its industry niche. Blogging builds corporate and personal credibility, positioning a company as having few credible substitutes in the marketplace. Blogs also provide a glimpse of what it may be like to work with a company, which helps reduce perceived risk in the minds of prospective buyers.
