Program by Day
Program by Track
A-Z Program Titles
10 Web 2.0 Marketing Techniques You Can Use To Attract New Prospects and Extend Your Reach
Adding Light to a Successful Brand: A Brightfuse Case Study
Beyond Publishing: Exploring What We Are Really Doing With Web Content
Building a Scalable XML-based Dynamic Delivery Architecture: Standards and Best Practices
Building Social Media, Personalization and Relevancy into Open-Source Websites using eZ Publish
I Know This Guy Who…: How to Use Your Online Content to be Found and Referred
Instant Brand Messaging: Writing To Be Clicked
Is He Crazy? The Printed Blog Story
It’s In The Mix: User-Generated Software Documentation - The FLOSS Manuals Story
Just Put That In The Zip Code Field…: The Ins and Outs of Content Modeling
Marketing Survival Strategies for the Attention(less) Economy
Personalization: A Multi-Dimensional Approach
Please Stop Talking about Yourself: Is Your Web Content Killing Your Brand and What to Do About It?
Situational Applications: Cost Effective Solutions to Immediate Business Challenges
The Anatomy of a Personalization System: Three Case Studies
Usability Matters ... Or, Why On Earth Did They Design It That Way?
What Makes Them Click?: 5 Paths to Member Engagement
Who Put the Video in My Content? ...Or How to Become a Video and Rich Media Superhero
Program
Please Stop Talking about Yourself: Is Your Web Content Killing Your Brand and What to Do About It?
Speaker: Joe Pulizzi
Time: 9:15 AM - 10:00 AM Date: June 16
Track: Day 2 & Keynote
The majority of web content created by companies is extremely self-serving. We historically talk about our products, services and awards, and even create “educational” content that seems geared for the customer, but in reality, just continues the spin. As marketing communications become more personal and authentic, in hopes of establishing a relationship with customers, the rules that we apply to social relationships become just as crucial in establishing marketing-based relationships. Along those lines, if a company can compare its web site or other online offering to the proverbial “first impression,” it’s safe to assume that talking about itself the whole time is not going to elicit a second or third encounter.
As of late, online marketing industry luminaries and thought leaders have made it their mission to get companies thinking about their online presence in terms of the consumer, not in terms of what they want the consumer to know. The notion that the one-sided conversation is on the road to extinction is not a new one, but it’s worth repeating that the negative implications for companies’ using this aged tactic will manifest in profit loss and, worse, a waning consumer base.
Alas, despite industry warnings, the majority of companies continue to use traditional messaging techniques in an online world that no longer accepts them. Why? Many reasons: they’re afraid of change, they’re not aware of the shift, they disagree with the ideas fueling it, they’re hoping the fad will pass, etc. The list goes on. This creates a clear opportunity for smart companies who want to create long-term relationships with customers through the information they distribute online. (And which companies don’t?)
Joe Pulizzi will begin his presentation by define the problem at hand with several case studies and examples and will then share with the audience how they can overcome this problem at their own companies. Joe’s presentation will end with definitive take-home tactics the audience can begin applying immediately.
