Companies are full of expertise. The client companies as well as the likes of us who offer services and tools to other companies. We’re proud of our expertise and want everybody to know how good we are at what we do.
Make an imprint, the rest will follow
Does anyone actually read company or product brochures anymore? They’re OK to browse through at the stand, especially if they’re printed on quality paper with some beautiful pictures. That’s how far they’ll go, usually.
On the way home from the trade fair we’d much rather read a professionally edited trade magazine that includes wider journalistic points of view beyond company and product information. If we’re really interested in a product, we’ll google it or call the nice sales guy/girl, who was so friendly and smart and gave us their nice card.
One plus one makes more than two
Although discussed and and sometimes doubted within the field of content marketing, blogs are still a valid medium to start a dialogue on expertise that can benefit all of us communicating over the internet and that, at best, increase awareness about a company, followed by an increase to its net sales.
A blog consists of many, often very specific or detailed, articles but it is always part of the bigger whole of a company’s image and brand, giving a voice and some faces to the people behind the expertise. A blog is an ideal opportunity to produce exactly the kind of content and views that are of real interest to human beings, professional or not.
Here’s an idea for the next event presenting your company: how about placing your stakes with making an impression and an imprint on your audience and then inviting them to discuss your product development on your web or blog site? Where your people are telling the story about how your products are being made and who makes them. Linking to the industry news and ideas that you, as an expert in your field, would care to read yourself, too. Interesting content and point of views will make your company more interesting. In the long-term, this is bound to show below the bottom line.