Collateral: Where Content Mapping Originated

Printed literature that B2B companies have used for years is a go-to-market tool that is becoming extinct. More of the sales process is now online, and literature resides on web sites and in the cloud. Buyers either prefer it or are grudgingly forced to accept it. Sellers clearly enjoy the cost savings. And then there is the unanswered question of ROI. How do you prove the value of literature used on sales calls?  Such metrics essentially don’t exist. But there are aspects of sales literature programs that have merit today. Continue reading

Press Release Graphics: Gaining greater brand recognition with optimum placements

As companies all strive to get as much free exposure as possible, creating visuals to accompany press releases is a proven way to get editors to publish the releases and to place them in prime positions. With fewer paid ads on the sites and in print, these graphics enhance the look and feel and make them more visually attractive. Public relations agencies from around the world have confirmed that editors give preference to releases that include compelling graphics. For companies, these graphics present an excellent opportunity for unpaid visual branding. Continue reading