“The majority of web content created by companies is extremely self-serving,” says content marketing expert, Joe Pulizzi. “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.”

Pulizzi, recently named American Business Media’s “Custom Media Innovator of the Year,” says “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.”

At Web Content 2009 Tampa Bay, Pulizzi will present Please Stop Talking about Yourself: Is Your Web Content Killing Your Brand and What to Do About It?. The session aims to help attendees understand the implications of improperly-focused content in the age of social media. Pulizzi will define the problem at hand using several case studies and real-world examples. He’ll then share with the audience how they can overcome this problem at their own companies. Joe’s presentation will end…

Presentation: Please Stop Talking about Yourself
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