Using PDF’s as Website content—is it ever OK?
After all of these years in meetings with Web teams, I still get that occasional heroic soul who braves the dirty looks from the content management corner and poses the plaintive question: “I just wanted to get your opinion. Is it ok to use PDF documents in place of content on our W...
Continue Reading →How IBM Global Services Made Services Marketing Sexy
Not long ago, IBM Global Services was the Grande Dame of awful services marketing. It’s content consisted of “I feel your pain” prose followed by multi-compound sentences laden with million dollar words. The site practically bored visitors into calling a salesperson. Then IBM bo...
Continue Reading →Game Changer: IBM Software Group, LinkedIn – and the beauty of tribes
I’m a big fan of Seth Godin—and especially his book “Tribes” which explores how to create relationships with groups of people who are interested in you (or your company) because of common interests, passions, and needs. If you think about it, you can see tribes everywhere on y...
Continue Reading →Oracle.com & HP.com marketing content | It’s all about me
March 02, 2011
content, eSelling, hp.com, ibm software group, ibm.com, intel.com, Marketing, Navigation, oracle.com, product marketing, services marketing, Social Media, Strategy, sun.com
Why Oracle.com and HP.com have a tough road ahead in the age of visitor-focused content I don’t talk about Oracle.com much. In fact, I speak about them so little that one would be lead to believe that I hold a grudge against them. Sure, they unceremoniously erased one of the best en...
Continue Reading →Apple.com & Intel.com | Turning negative design into positive usability
In a world where content has been king, white space design is the new tail that wags the dog. I’ve had space on my mind. Not the kind that Stephen Hawking talks about. The kind that’s finally getting the attention of enterprise-class Web design teams. It is the power of white spac...
Continue Reading →Professional services marketing | It’s all about ME!
February 06, 2007
capgemini.com, content, eds.com, ibm global services, Navigation, services marketing
One look at professional services Website’s usability scores show that they’ve been losing ground in 2006. That, of course, prompted us to ask the obvious question: why? After spending some time on these sites, we found the answers. Put simply, “It’s all ab...
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