Every company website features an “About Us” section. Sometimes, it goes by a different name. Our Story. Corporate Overview. Company Info. Etc. Nomenclature aside, all strive to give the visitor a look inside the company, explaining its business, its values and what makes it tick. Naturally, it hopes to make a positive impression. Better yet, …more
Contrary to popular belief, content is not king. Compelling content is king; i.e., content that offers fresh insights or educates or informs in a way for easy consumption. As discussed in previous posts, most B2B content falls into the dreadful content bucket. Too much “me, me and here’s a little more about me” as opposed …more
The AdAge headline screamed “B-to-B Content Fails to Engage Users.” Forrester Research graded 30 B2B websites based on 10 criteria reflecting the engagement level of the content. The results weren’t pretty. With 30 points possible, the average score was a mere 12.8. “The biggest problem is that the majority of content talks about the company, …more
