According to a June 2006 study conducted on behalf of the Online Publishers Association (OPA) by the Center for Media Design at Ball State University, advertising dollars aren't keeping up with skyrocketing consumer web demand.
The dramatic shift in marketing is characterized by the advertising language that uses the tone of informing than selling. In today’s world a seller needs to be proactive, anticipate changes, and create awareness among the community. To reach everyone in the right time, place and to convince and provide a multitude of options is the goal of every seller and marketer. Content Marketing empowers one to do that.
Despite an 11+ year history in the marketplace, CMS technology remains poorly understood by many prospective buyers. In the meantime, the field of available suppliers has never been broader or noisier. Most CMS salespeople I know are good educators, but they also have quotas to meet. Under these circumstances, vendors will sometimes short-cut important discussions about functionality and pricing with simple -- but not always completely truthful -- answers. So here's a list of 10 common myths you might hear during the sales process.
Marketing materials are always important, and in these difficult times, they are critical to the success of the organization, and there are huge pressures to do more with less and for less money. Enter XML. XML is often perceived as complex, rigid and horrible to work with (geeky, technical) — anathema to the average marketing communications author. But this is no longer true. XML and the tools that support them have matured to the point where the XML is hidden, much in the same way RTF is hidden from the average Microsoft® Word author. Using XML for marketing materials provides considerable benefits, including consistent messaging, reduced time to create content, reduced costs to maintain content, reduced translation costs, and powerful multichannel conversion capabilities. XML is creating a profound shift in the way we create, manage, deliver and control marketing materials. It is a shift that is resulting in significant ROI and increased levels of success.
Maybe you think that your company is too big, too loosely structured, or too [fill in the blank]. Don’t throw up your hands. Tools exist that can help you bring your organization’s messaging into alignment. One such tool favored by many content strategists – a surprisingly simple but powerful tool – is the message architecture.
Metadata is information that expresses context and meaning about something. For example, when you show me a photo of yourself eating ice cream, I can see that it’s you eating ice cream, but I may not be able to tell where you got it, what flavor it was, what time of year it was, who took the photo, and other things like that unless you explicitly tell me. Metadata helps content creators provide better connections so they can reveal related content to their audience, and it makes those connections much more precise.