There’s nothing worse than having a study tell you that your B2B buyers need to make an emotional connection with your company and products – and not having a clue about how to craft content that hits the mark.
Emotion plays a bigger role in B2B purchases than those of B2C buyers. Risk and reputation are the primary drivers.
I’ve been watching the whole grid/adaptive design and short-form content revolution roll out in slow motion over the past couple of years. So how’s the revolution going? To see, I spent some quality time on 17 major sites on our eBusiness Index. Turns out it’s playing out in four ways.
If you have an enterprise-class site and management clamoring that it be “just like Apple.com” turn your screen to EMC.com. Its simple architecture. Crisp content. Soon every enterprise-class Web team will want their site to look, feel, and act like EMC.com.
The Cisco.com team was just another army writing volumes of services content when they decided to redesign the Services zone in a revolutionary way. They stripped it bare, sent all of the detailed content somewhere else – and focused the new & improved site on what Cisco can do and why customers should care.
Content Strategy | Cisco.com pushes the interactive video envelope – and accidentally triggers an infographics tipping point
Cisco.com’s new interactive feature is a piece of marketing finesse well beyond the reach (and budgets) of most Web teams. But the twist in the story is that it uses something that every team can (and should) have at the top of their list in 2013.
One of the things that’s most interesting about the IT Web is that you can find little moments of marketing brilliance on otherwise ordinary Websites. Palo Alto Networks' content filtering tool is one of those moments.
The fact is EMC.com hosts one of the most secretive support sites in IT. Its support documentation and features are completely hidden behind walls that only its customers can access.
Once upon a time, Website pages were all about the scrolling Olympics. We’re talking pages 20 screen loads or longer. Guess what? Long pages are back.
Seth Godin’s book “Tribes” defines how to create relationships with groups of people who are interested in you (or your company) because of common interests or needs. Turns out, it’s a great metaphor to view IBM Software Group’s budding strategy.