Program
Grid View
Program by Track
Web Marketing Strategies, Practices, and Standards
A-Z Program Titles
B2B 2.0 - Content Strategy for a YouTube World: White Papers, Widgets and Beyond
Getting on the Social Media Bandwagon: Redefining Success in the Age of Content Convergence
Kill the Corporate Voice: Your Company's Website on Web 2.0
Marketing Campaign Management on the Web: The Current State of Marketing Tools within WCM Systems
Start Getting Noticed: Ten Web 2.0 Marketing Techniques You Can Use Today
[Case Study] ChicagoPublicLibrary.org - Rebuilding a Website One Book at a Time
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: February 17
Room: Beach / Golf
Track:
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.