We hear this plaintive wail from clients all the time: “With everything else going on, how can we ever keep posting fresh content to our website?”
Well, here’s a bit of tough love on this: keeping your website in tip-top shape is your job …not an interruption of it. If it’s hard for you to find […]
Continue Reading August 27th, 2009
Though a bit of a dust-off from the files, Anne Stuart’s piece for Inc. on this evergreen subject has some timeless advice, well worth another read. Starting with the well-worn research that Web “readers” actually scan in a headlong rush, looking for specific items of interest, Anne encapsulates her recommended approach in “the three S’s”:
Make […]
Continue Reading Add comment July 30th, 2009
If your website is like that of most B2Bs, your “News” or “Press” section is somewhat of an afterthought. It’s like, “OK, finally we got all the important (product/service) content done; now what can we throw in under ‘News’ so we can get this puppy launched?” Too often, that ends up being simply an archive […]
Continue Reading Add comment June 11th, 2008
Like every organism in nature, your company is constantly evolving: developing new products or services, addressing new markets, changing its image to the world (aka branding). That means that your website – as the company’s “front door” these days – absolutely must evolve to keep pace. Few things are more off-putting to prospects than learning […]
Continue Reading May 5th, 2008
In his posting “What Works in B2B Technology Marketing”, Tom Pick over at WebMarketCentral has provided a nice summary of Marketing Sherpa’s free whitepaper, Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. (The whitepaper itself distills the complete Benchmark Guide, which is available for a fee […]
Continue Reading April 23rd, 2008
You may have seen some of our postings summarizing industry forecasts for increasing industry online ad spending …recession or not. (See, for example, B2B Online Marketing Budgets Set to Rise Again in 2008 and Microsoft’s Yahoo Bid Reveals Confidence in Online Spending Growth.)
Of course, “industry spending” is simply the summation of many decisions taken at […]
Continue Reading April 16th, 2008
Websites are by nature evolving beasts. Initially, it may be a struggle just to get enough solid content to fully describe your B2B’s offerings in a way that captivates your prospects (and gets sufficient attention from the search engines). Then you need to win the battle to keep it all fresh. Once that’s under control, […]
Continue Reading April 10th, 2008