Every Company is a Publishing Company
No matter what product or service your company produces, you undoubtedly also produce a lot of written materials.
The quality of your sales “slicks,” user guides, brochures, instructions, warrantees, and training materials may very well be the factor that differentiates your product from others on the market.
People buy solutions, not products.
The old saying is that you buy a drill because you need the holes, not because you care about the specific features of the drill. All you care about is “will it serve my purpose?”
You also need to create new material on a continuous basis.
You need reasons to call customers to ask for their continued business.
You need reasons to contact new customers who may not know about you (by positioning your product to a slightly different market with an article or tutorial.)
You need reasons for the search engines to continue to index your site.
You need reasons to build relationships with more than one person at your client’s company – people move around, and if your “advocate” isn’t there when it comes time to make another purchase, they may not remember why they bought from you rather than your competitors.
People want to buy from experts. And educated customers make better buying decisions.
So, we create articles, press releases, tutorials, videos, Facebook posts, LinkedIn updates, Twitter tweets, and so on.
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