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Business","slug":"small-business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34251"},"image":{"src":"/img/background-image-1.daf74cf0.png","width":0,"height":0},"hasArticle":true,"hasBook":true,"articleCount":466,"bookCount":28},{"categoryId":34254,"title":"Strategic Planning","slug":"strategic-planning","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34254"},"image":{"src":"/img/background-image-2.fabfbd5c.png","width":0,"height":0},"hasArticle":true,"hasBook":true,"articleCount":289,"bookCount":5},{"categoryId":34255,"title":"General Business","slug":"general-business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34255"},"image":{"src":"/img/background-image-1.daf74cf0.png","width":0,"height":0},"hasArticle":true,"hasBook":true,"articleCount":534,"bookCount":17},{"categoryId":34341,"title":"International Business","slug":"international-business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34341"},"image":{"src":"/img/background-image-2.fabfbd5c.png","width":0,"height":0},"hasArticle":true,"hasBook":false,"articleCount":10,"bookCount":0}],"description":"Whether you're looking to brush up on accounting basics or improve your organization's customer service, we've got you covered.","relatedArticles":{"self":"https://dummies-api.dummies.com/v2/articles?category=34225&offset=0&size=5"},"hasArticle":true,"hasBook":true,"articleCount":6090,"bookCount":192},"_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"}},"relatedCategoriesLoadedStatus":"success"},"listState":{"list":{"count":10,"total":6098,"items":[{"headers":{"creationTime":"2016-03-27T16:52:31+00:00","modifiedTime":"2023-02-03T20:36:34+00:00","timestamp":"2023-02-03T21:01:02+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Project Management","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34249"},"slug":"project-management","categoryId":34249}],"title":"Project Management For Dummies Cheat Sheet (UK Edition)","strippedTitle":"project management for dummies cheat sheet (uk edition)","slug":"project-management-for-dummies-cheat-sheet-uk-edition","canonicalUrl":"","seo":{"metaDescription":"In today’s time-pressured, cost-conscious global business environment, project management skills are essential. This Cheat Sheet offers you some key pointers to","noIndex":0,"noFollow":0},"content":"In today’s time-pressured, cost-conscious global business environment, project management skills are essential. This Cheat Sheet offers you some key pointers to maximising your effectiveness in project management.","description":"In today’s time-pressured, cost-conscious global business environment, project management skills are essential. This Cheat Sheet offers you some key pointers to maximising your effectiveness in project management.","blurb":"","authors":[{"authorId":9236,"name":"Nick Graham","slug":"nick-graham","description":" <p><b>Nick Graham</b> is Founder and Director of Inspirandum Ltd, a consultancy and training firm. His consultancy work has ranged from helping plan complex projects to advising top managers on how to implement project and project governance approaches. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9236"}}],"primaryCategoryTaxonomy":{"categoryId":34249,"title":"Project Management","slug":"project-management","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34249"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[],"fromCategory":[{"articleId":275133,"title":"What Is Agile Project Management?","slug":"what-is-agile-project-management","categoryList":["business-careers-money","business","project-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/275133"}},{"articleId":275127,"title":"Strategic Approaches to Implementing and Managing Change","slug":"strategic-approaches-to-implementing-and-managing-change","categoryList":["business-careers-money","business","project-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/275127"}},{"articleId":275120,"title":"Steps to Successfully Become an Agile Organization","slug":"steps-to-successfully-become-an-agile-organization","categoryList":["business-careers-money","business","project-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/275120"}},{"articleId":275111,"title":"Agile Project Management: Know Your Customers","slug":"agile-project-management-know-your-customers","categoryList":["business-careers-money","business","project-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/275111"}},{"articleId":274291,"title":"Agile Planning with the Roadmap to Value","slug":"agile-planning-with-the-roadmap-to-value","categoryList":["business-careers-money","business","project-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274291"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":0,"slug":null,"isbn":null,"categoryList":null,"amazon":null,"image":null,"title":null,"testBankPinActivationLink":null,"bookOutOfPrint":false,"authorsInfo":null,"authors":null,"_links":null},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;project-management&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-63dd760e9b6f7\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;project-management&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-63dd760e9c050\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":179964,"title":"Avoiding Project Management Pitfalls","slug":"avoiding-project-management-pitfalls","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/179964"}},{"articleId":179962,"title":"Understanding the Four Project Stages","slug":"understanding-the-four-project-stages","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/179962"}},{"articleId":179963,"title":"Grasping the Role of the Project Manager","slug":"grasping-the-role-of-the-project-manager","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/179963"}},{"articleId":179924,"title":"Producing a Basic Business Case","slug":"producing-a-basic-business-case","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/179924"}},{"articleId":179925,"title":"Knowing Who You Need to Involve in Planning Your Project","slug":"knowing-who-you-need-to-involve-in-planning-your-project","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/179925"}}],"content":[{"title":"Avoiding project management pitfalls","thumb":null,"image":null,"content":"<p>The key objective in project management is to complete your project successfully. That often means steering clear of the potholes in the road. This handy list of ten common pitfalls helps you avoid some of the problems that plague unsuccessful projects.</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Lack of clear objectives:</b> Nobody’s really sure what the project is about, much less are people agreed on it.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lack of risk management:</b> Things go wrong that someone could easily have foreseen and then controlled to some degree or even prevented.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>No senior management ‘buy in’:</b> Senior managers were never convinced and so never supported the project, leading to problems such as lack of resource. Neither did those managers exercise normal management supervision as they routinely do in their other areas of responsibility.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Poor planning:</b> Actually, that’s being kind, because often the problem is that no planning was done at all. It’s not surprising, then, when things run out of control, and not least because nobody knows where the project should be at this point anyway.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>No clear progress milestones:</b> This follows on from poor planning. The lack of milestones means nobody sees when things are off track, and problems go unnoticed for a long time.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Understated scope:</b> The scope and the Project Plan are superficial and understate both what the project needs to deliver and the resource needed to deliver it. Project staff (often team members) then discover the hidden but essential components later in the project. The additional work that is necessary then takes the project out of control, causing delay to the original schedule and overspending against the original budget.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Poor communications:</b> So many projects fail because of communication breakdown, which can stem from unclear roles and responsibilities and from poor senior management attitudes, such as not wanting to hear bad news.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Unrealistic resource levels:</b> It just isn’t possible to do a project of the required scope with such a small amount of resource – staff, money or both.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Unrealistic timescales:</b> The project just can’t deliver by the required time, so it’s doomed to failure.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>No change control:</b> People add in things bit by bit – scope creep. Then it dawns on everyone that the project’s grown so big that it can’t be delivered within the fixed budget or by the set deadline.</p>\n</li>\n</ul>\n"},{"title":"Understanding the four project stages","thumb":null,"image":null,"content":"<p>Every project, whether large or small, passes through four stages of project management. It’s important that you get a handle on these four key areas.</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Starting the Project:</b> This stage involves generating, evaluating and framing the business need for the project and the general approach to performing it, and agreeing to prepare a detailed Project Plan. Outputs from this stage may include approval to proceed to the next stage, documentation of the need for the project, and rough estimates of time and resources to perform it, and an initial list of people who may be interested in, involved with or affected by the project.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Organising and Preparing:</b> This stage involves developing a plan that specifies the desired results: the work to do; the time, the cost and other resources required; and a plan for how to address key project risks. Outputs from this stage include a Project Plan documenting the intended project results and the time, resources and supporting processes to help create them, along with all the other controls that the project needs, such as for risk management.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Carrying Out the Work:</b> This stage involves performing the planned work, monitoring and controlling performance to ensure adherence to the current plan, and doing the more detailed planning of successive phases as the project continues. Outputs from this stage may include project progress reports, financial reports and further detailed plans.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Closing the Project:</b> This stage involves assessing the project results, obtaining customer approvals, assigning project team members to new work, closing financial accounts and conducting a post-project evaluation. Outputs from this stage may include final, accepted and approved project results and recommendations and suggestions for applying lessons learned from this project to similar efforts in the future.</p>\n</li>\n</ul>\n"},{"title":"Grasping the role of the project manager","thumb":null,"image":null,"content":"<p>To be an effective Project Manager, you have to know what your job involves. This list summarises the main tasks in project management. Some things on the list involve consultation with others:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\">Sketch out initial ideas for the project, with the justification, outline costs and timescales.</p>\n</li>\n<li>\n<p class=\"first-para\">Plan the project, including mapping out the controls that will be put in place, defining what quality the project needs and how it will be achieved, analysing risk and planning control actions.</p>\n</li>\n<li>\n<p class=\"first-para\">Control the flow of work to teams (or perhaps just team members in a smaller project).</p>\n</li>\n<li>\n<p class=\"first-para\">Motivate and support teams and team members.</p>\n</li>\n<li>\n<p class=\"first-para\">Liaise with external suppliers.</p>\n</li>\n<li>\n<p class=\"first-para\">Liaise with Project Managers of interfacing projects.</p>\n</li>\n<li>\n<p class=\"first-para\">Liaise with programme management staff if the project is one of a group of projects being coordinated as a programme.</p>\n</li>\n<li>\n<p class=\"first-para\">Ensure that the project deliverables are developed to the right level of quality.</p>\n</li>\n<li>\n<p class=\"first-para\">Keep track of progress and adjust to correct any minor drifts off the plan.</p>\n</li>\n<li>\n<p class=\"first-para\">Keep track of spending.</p>\n</li>\n<li>\n<p class=\"first-para\">Go to others, such as the steering committee, if things go more significantly off track (for example, the whole project is threatened).</p>\n</li>\n<li>\n<p class=\"first-para\">Report progress, such as to the sponsor or steering committee.</p>\n</li>\n<li>\n<p class=\"first-para\">Keep track of risks and make sure that control actions are taken.</p>\n</li>\n<li>\n<p class=\"first-para\">Deal with any problems, involving others as necessary.</p>\n</li>\n<li>\n<p class=\"first-para\">Decide on changes, getting approval from others where the Project Manager doesn’t have personal authority to make a decision (for example, when changes involve very high cost).</p>\n</li>\n<li>\n<p class=\"first-para\">Plan successive delivery stages in more detail.</p>\n</li>\n<li>\n<p class=\"first-para\">Close the project down in an orderly way when everything’s done.</p>\n</li>\n</ul>\n"},{"title":"Producing a basic business case","thumb":null,"image":null,"content":"<p>One of the key documents needed in project management is the Business Case. You can adjust the contents of the Business Case to suit the project and also any organisational standard or methodology you’re using. The basic contents that you need as a minimum for any project are:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Benefits:</b> Information on the benefits, but usually also when they’ll come on stream, when they’ll be measured, buy whom and how.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Context:</b> For example, the fit with the organisational five-year strategy or just to say it’s a small stand-alone project to improve performance in a particular area of the business.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Cost:</b> Ballpark at first, but kept up to date as better information comes to hand.</p>\n</li>\n<li>\n<p class=\"first-para\">* <b>Justification:</b> Is the project solely benefits driven, or does it have any element of compliance, such as there being a legal requirement to run the project?</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Timescale:</b> A rough estimate at first, but updated from better information later.</p>\n</li>\n</ul>\n"},{"title":"Knowing who to involve in planning your project","thumb":null,"image":null,"content":"<p>Knowing early on who you need to involve in managing your project allows you to include the right people in your initial objective setting. It also allows you to plan for their participation at the appropriate stages in your project. Involving these people in a timely manner ensures that their input will be available when it’s needed and lets them know you value and respect their contributions. Think about:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Budget holders:</b> People who hold the purse strings and can dictate the form of the project, and those who may not have budgetary control but have the organisational position or personal influence to block things.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Providers:</b> Those providing any staff resource that you need. For example, do you need IT staff input, which may be difficult if the IT department is mostly committed for the next two years!</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Stakeholders:</b> People who have an interest in your project’s results. You may need to resolve conflicting objectives.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Supporters:</b> People who can help your project succeed.</p>\n</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2023-02-03T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":208382},{"headers":{"creationTime":"2023-01-30T19:30:16+00:00","modifiedTime":"2023-02-01T15:29:22+00:00","timestamp":"2023-02-01T18:01:02+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Events","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34239"},"slug":"events","categoryId":34239}],"title":"Preparing an Audiovisual Setup for a Business Meeting or Event","strippedTitle":"preparing an audiovisual setup for a business meeting or event","slug":"preparing-an-audiovisual-setup-for-a-business-meeting-or-event","canonicalUrl":"","seo":{"metaDescription":"Be sure to consider these audiovisual needs, including mics, projectors, and lighting, as you're planning a business meeting or event.","noIndex":0,"noFollow":0},"content":"When you're planning a business meeting or event, you'll most likely need audiovisual equipment — such as microphones, projectors, screens, and lighting.\r\n\r\n[caption id=\"attachment_297011\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297011\" src=\"https://www.dummies.com/wp-content/uploads/speaker-business-conference-adobeStock_201054706.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Wellphoto / Adobe Stock[/caption]\r\n\r\nSome facilities, such as conference centers, offer the luxury of built-in audiovisual (AV) capabilities that often contain highly sophisticated equipment. However, if you have to rent the necessary gear, it helps to have a little knowledge.\r\n\r\nYou need to have a clear sense of how your AV equipment will enhance your event. Make sure that AV elements — and difficulties — don’t overpower the message being conveyed.\r\n\r\nThis article overviews some of the basic AV equipment and a few tricks of the trade so so you'll feel more comfortable deciding what equipment to use, and when.\r\n<h2 id=\"tab1\" >Microphones</h2>\r\nLet your presenters know what room setup you’ve organized, and then ask whether they have any specific needs — speakers often prefer a certain type of microphone. Some common microphone setups include:\r\n<ul>\r\n \t<li><strong>Lectern/podium microphone:</strong> This type of microphone is usually attached to the lectern with an adjustable arm. Speaker introductions are often conducted from this location, and speakers who use notes often feel more comfortable positioned here.</li>\r\n \t<li><strong>Table microphone:</strong> As the name suggests, this type of microphone is used when the speaker is seated at a table. You often find these microphones used for panel discussions where the panelists are seated at a long table on the stage. You want to provide each participant with their own microphone, or at least one microphone between two people. It gets rather awkward and cumbersome when four people share one microphone and need to pass it to one another.</li>\r\n \t<li><strong>Standing/aisle microphone:</strong> Entertainers, especially singers and comedians, prefer this kind of microphone, which is positioned on a stand. These microphones are also commonly placed in the aisles so that during a question-and-answer session, participants can walk up and speak questions or comments directly into the microphone for all to hear.</li>\r\n \t<li><strong>Hand-held microphone:</strong> As the name says, this microphone is held in the hand. Corded and wireless versions are available. Entertainers and speakers who don’t need to use their hands during their speeches often choose to use these. The hand-held mic is not the best choice for an inexperienced presenter or one who needs to write notes or perform a demonstration.</li>\r\n \t<li><strong>Lavaliere/lapel microphones:</strong> These microphones are small and easily clip onto clothing, preferably as close to the speaker’s mouth as possible. They can be corded or wireless. Speakers who need to use their hands throughout their presentations often prefer this type of microphone. Remind your speaker not to turn their head away from this microphone when they speak — their audibility will fade.</li>\r\n</ul>\r\n<p class=\"article-tips tip\">Should you use a wireless or corded mic? There are advantages and disadvantages to both. The corded mic keeps the speaker on a short leash but offers the most reliable connection. The wireless mic enables the speaker to move even off the stage, but may encounter more feedback. Rely on an experienced audio tech to help you identify your best option.</p>\r\n\r\n<h2 id=\"tab2\" >Projection screens</h2>\r\nAny time your presenter uses visuals during the presentation, you need a screen. The common projection screen format is letterbox (similar in shape to a modern television with a 16:9 ratio). The key here is to have one that is large enough, so everyone can see clearly.\r\n\r\nFollow these helpful guidelines to get what’s best:\r\n<ul>\r\n \t<li>Decide whether you need a square or rectangular screen format. Choose a screen format that matches the projection equipment you’re using. Ask your AV supplier for help with this.</li>\r\n \t<li>Order a nonglare screen that is video-format with a matte-white surface and is either a tripod or fastfold.</li>\r\n \t<li>Place the screen in the center of the audience’s view, to the side, or in a corner. Much will depend on what’s more important: the speaker or the projected visual information.</li>\r\n \t<li>Seats should be located a distance that is no less than double the width of the projected image, and the farthest seat from the screen is no more than five times the width of the image.</li>\r\n \t<li>Make sure that the bottom of the screen is at least 5 feet up from the floor to ensure that those backbenchers get a good view.</li>\r\n \t<li>Place the screen on the stage if the ceiling height permits, but make sure that it’s dressed appropriately — side curtains, bottom skirt, and top valance. Naked screens are aesthetically uninteresting.</li>\r\n</ul>\r\n<h2 id=\"tab3\" >Projectors</h2>\r\nYou should anticipate that your presenter will have digitized visuals for their presentation. It is up to you to confirm that their format and your technology are compatible.\r\n\r\nSelect your projector first by their <em>lumens</em>. The minimum lumens for a small to medium-sized meeting room with a 100-inch screen is 2,500 lumens. The larger the room, the more lumens you need.\r\n\r\nThe latest digital video projectors offer wireless and Bluetooth connectivity while also featuring HDMI, USB, and micro-USB options. For the best connectivity, have a computer handy to support the apps being used (such as PowerPoint, Keynote, or Prezi).\r\n<p class=\"article-tips tip\">Audio is available on some projectors and this may work well for a smaller setting, but using additional speakers and a mixing board to bring the sound clearly into a large conference room or auditorium is your best bet.</p>\r\nHere are some options for video projectors:\r\n<ul>\r\n \t<li><strong>DLP:</strong> <em>Digital light processing</em> technology uses micro-mirrors to project images from a monitor onto a large screen. DLP is seen in stand-alone projection units, in rear projection TVs, and in most of the digital cinema projections. DLP provides excellent images, is compact and low maintenance, and works well in large rooms. Get one with LEDs for illumination.</li>\r\n \t<li><strong>LCD:</strong> <em>Liquid crystal display</em> projectors send light through a prism to display video, images, or computer data onto a screen or flat surface. These projectors tend to be bulky and pixilated. Be sure to have an extra lamp on hand as they are sensitive, hot, and can burn out during your presentation. Newer LCDs are available with an LED light source.</li>\r\n \t<li><strong>LED:</strong> <em>Light emitting diode</em> projectors are identified by their light source, the LEDs. They are compact — a little larger than your hand — very portable, and a great workhorse for meetings in close quarters.</li>\r\n</ul>\r\nThe old-school overhead projector has been upgraded to make it compatible with digital technology called a digital document camera. These cameras (also known as visual presenters, visualizers, digital overheads, or docucams) are real-time image capture devices for displaying paper, transparencies, or an object to an audience.\r\n\r\nDigital document cameras come with a light to illuminate objects or surfaces below the camera so you can feed live content into your computer to share online. For live events, you can elect to send the images to a projector, delivering the picture to the screen.\r\n<p class=\"article-tips tip\">The brighter the projector, the more versatile it will be under different lighting conditions. Projectors that provide brightness ratings of 1,000 lumens or more can produce excellent images in larger rooms, even without dimming the lights.</p>\r\n\r\n<h2 id=\"tab4\" >Lighting</h2>\r\nDon’t leave your meeting participants in the dark! Good lighting is essential to a good meeting, particularly when it includes a visual presentation or speech. Your goal is to light your meeting room unequally, following these basic guidelines:\r\n<ul>\r\n \t<li>For a keynote or general session, most of the light ought to be channeled onto the main presentation area enabling the audience to see as much of the presenter’s facial features as possible. To avoid creating a spotlight effect and blinding your speaker, use cross lighting with two separate lights, one on either side of the presentation area. Less lighting is needed on the audience.</li>\r\n \t<li>For a presentation where participants are expected to take notes, allow enough lighting to cover the audience so that they can do this without strain.</li>\r\n \t<li>You should have no light directly above or on any screens or monitors showing slides or other video or computer presentations. Definitely avoid fluorescent lighting near screens and monitors because this washes out any of the images you want to project.</li>\r\n</ul>\r\nIdeally, you should be able to control and dim individual lights in the meeting room. If you can’t control the lighting, you can arrange to have venue management unscrew specific bulbs ahead of time to achieve the desired effect for your event.\r\n<p class=\"article-tips remember\">To avoid any washed-out images on a screen, arrange to have bulbs unscrewed that shine directly above or onto the screen. This task is particularly easy with recessed halogen spotlights.</p>\r\n\r\n<h2 id=\"tab5\" >AV needs for presenters</h2>\r\nThe following is a typical list of audiovisual needs that speakers often request:\r\n<ul>\r\n \t<li>LCD projector</li>\r\n \t<li>Screen</li>\r\n \t<li>Table microphone</li>\r\n \t<li>Hand-held corded microphone</li>\r\n \t<li>Wireless hand-held microphone</li>\r\n \t<li>Corded Lavaliere microphone (with 50-inch cord)</li>\r\n \t<li>Wireless Lavaliere microphone</li>\r\n \t<li>Flip chart or oversized sticky notes with markers</li>\r\n</ul>\r\nRemember to give presenters a deadline date for their requests because equipment ordered on-site is often more expensive, if it’s even available.\r\n<h2 id=\"tab6\" >Tuning into licensing</h2>\r\nBefore you crank up that oldies-but-goodies playlist to entertain your meeting audience or add a little life to a presentation, familiarize yourself with some of the legal know-how to save yourself from any problems that may occur down the road.\r\n\r\nCopyright law states that you must get permission from the copyright holder before you play a piece of music either live or from a recording. You don’t have to track down the recording artists in an attempt to get their blessing before using the music — thankfully, the process is much simpler than that.\r\n\r\nTo get permission to play a piece of copyrighted music, all you need to do is pay a fee through one of two major performers’ rights organizations: <a href=\"https://www.bmi.com/\" target=\"_blank\" rel=\"noopener\">BMI</a> or <a href=\"https://www.ascap.com/\" target=\"_blank\" rel=\"noopener\">ASCAP</a>. Both of these nonprofit groups collect license fees on behalf of the composers and performers they represent. They then distribute the funds as royalties to the appropriate writers, composers, and copyright holders.\r\n\r\nNote that the law does not apply to music over 75 years old that has not been revised and copyrighted. For music licensed after 1978 the copyright protection expires 50 years after the death of the last surviving author or composer.\r\n\r\nFor more detailed information about copyrights and trademarks check out <a href=\"https://www.uspto.gov/trademarks/basics/trademark-patent-copyright\" target=\"_blank\" rel=\"noopener\">this web page</a> on the U.S. Patent and Trademark Office website.","description":"When you're planning a business meeting or event, you'll most likely need audiovisual equipment — such as microphones, projectors, screens, and lighting.\r\n\r\n[caption id=\"attachment_297011\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297011\" src=\"https://www.dummies.com/wp-content/uploads/speaker-business-conference-adobeStock_201054706.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Wellphoto / Adobe Stock[/caption]\r\n\r\nSome facilities, such as conference centers, offer the luxury of built-in audiovisual (AV) capabilities that often contain highly sophisticated equipment. However, if you have to rent the necessary gear, it helps to have a little knowledge.\r\n\r\nYou need to have a clear sense of how your AV equipment will enhance your event. Make sure that AV elements — and difficulties — don’t overpower the message being conveyed.\r\n\r\nThis article overviews some of the basic AV equipment and a few tricks of the trade so so you'll feel more comfortable deciding what equipment to use, and when.\r\n<h2 id=\"tab1\" >Microphones</h2>\r\nLet your presenters know what room setup you’ve organized, and then ask whether they have any specific needs — speakers often prefer a certain type of microphone. Some common microphone setups include:\r\n<ul>\r\n \t<li><strong>Lectern/podium microphone:</strong> This type of microphone is usually attached to the lectern with an adjustable arm. Speaker introductions are often conducted from this location, and speakers who use notes often feel more comfortable positioned here.</li>\r\n \t<li><strong>Table microphone:</strong> As the name suggests, this type of microphone is used when the speaker is seated at a table. You often find these microphones used for panel discussions where the panelists are seated at a long table on the stage. You want to provide each participant with their own microphone, or at least one microphone between two people. It gets rather awkward and cumbersome when four people share one microphone and need to pass it to one another.</li>\r\n \t<li><strong>Standing/aisle microphone:</strong> Entertainers, especially singers and comedians, prefer this kind of microphone, which is positioned on a stand. These microphones are also commonly placed in the aisles so that during a question-and-answer session, participants can walk up and speak questions or comments directly into the microphone for all to hear.</li>\r\n \t<li><strong>Hand-held microphone:</strong> As the name says, this microphone is held in the hand. Corded and wireless versions are available. Entertainers and speakers who don’t need to use their hands during their speeches often choose to use these. The hand-held mic is not the best choice for an inexperienced presenter or one who needs to write notes or perform a demonstration.</li>\r\n \t<li><strong>Lavaliere/lapel microphones:</strong> These microphones are small and easily clip onto clothing, preferably as close to the speaker’s mouth as possible. They can be corded or wireless. Speakers who need to use their hands throughout their presentations often prefer this type of microphone. Remind your speaker not to turn their head away from this microphone when they speak — their audibility will fade.</li>\r\n</ul>\r\n<p class=\"article-tips tip\">Should you use a wireless or corded mic? There are advantages and disadvantages to both. The corded mic keeps the speaker on a short leash but offers the most reliable connection. The wireless mic enables the speaker to move even off the stage, but may encounter more feedback. Rely on an experienced audio tech to help you identify your best option.</p>\r\n\r\n<h2 id=\"tab2\" >Projection screens</h2>\r\nAny time your presenter uses visuals during the presentation, you need a screen. The common projection screen format is letterbox (similar in shape to a modern television with a 16:9 ratio). The key here is to have one that is large enough, so everyone can see clearly.\r\n\r\nFollow these helpful guidelines to get what’s best:\r\n<ul>\r\n \t<li>Decide whether you need a square or rectangular screen format. Choose a screen format that matches the projection equipment you’re using. Ask your AV supplier for help with this.</li>\r\n \t<li>Order a nonglare screen that is video-format with a matte-white surface and is either a tripod or fastfold.</li>\r\n \t<li>Place the screen in the center of the audience’s view, to the side, or in a corner. Much will depend on what’s more important: the speaker or the projected visual information.</li>\r\n \t<li>Seats should be located a distance that is no less than double the width of the projected image, and the farthest seat from the screen is no more than five times the width of the image.</li>\r\n \t<li>Make sure that the bottom of the screen is at least 5 feet up from the floor to ensure that those backbenchers get a good view.</li>\r\n \t<li>Place the screen on the stage if the ceiling height permits, but make sure that it’s dressed appropriately — side curtains, bottom skirt, and top valance. Naked screens are aesthetically uninteresting.</li>\r\n</ul>\r\n<h2 id=\"tab3\" >Projectors</h2>\r\nYou should anticipate that your presenter will have digitized visuals for their presentation. It is up to you to confirm that their format and your technology are compatible.\r\n\r\nSelect your projector first by their <em>lumens</em>. The minimum lumens for a small to medium-sized meeting room with a 100-inch screen is 2,500 lumens. The larger the room, the more lumens you need.\r\n\r\nThe latest digital video projectors offer wireless and Bluetooth connectivity while also featuring HDMI, USB, and micro-USB options. For the best connectivity, have a computer handy to support the apps being used (such as PowerPoint, Keynote, or Prezi).\r\n<p class=\"article-tips tip\">Audio is available on some projectors and this may work well for a smaller setting, but using additional speakers and a mixing board to bring the sound clearly into a large conference room or auditorium is your best bet.</p>\r\nHere are some options for video projectors:\r\n<ul>\r\n \t<li><strong>DLP:</strong> <em>Digital light processing</em> technology uses micro-mirrors to project images from a monitor onto a large screen. DLP is seen in stand-alone projection units, in rear projection TVs, and in most of the digital cinema projections. DLP provides excellent images, is compact and low maintenance, and works well in large rooms. Get one with LEDs for illumination.</li>\r\n \t<li><strong>LCD:</strong> <em>Liquid crystal display</em> projectors send light through a prism to display video, images, or computer data onto a screen or flat surface. These projectors tend to be bulky and pixilated. Be sure to have an extra lamp on hand as they are sensitive, hot, and can burn out during your presentation. Newer LCDs are available with an LED light source.</li>\r\n \t<li><strong>LED:</strong> <em>Light emitting diode</em> projectors are identified by their light source, the LEDs. They are compact — a little larger than your hand — very portable, and a great workhorse for meetings in close quarters.</li>\r\n</ul>\r\nThe old-school overhead projector has been upgraded to make it compatible with digital technology called a digital document camera. These cameras (also known as visual presenters, visualizers, digital overheads, or docucams) are real-time image capture devices for displaying paper, transparencies, or an object to an audience.\r\n\r\nDigital document cameras come with a light to illuminate objects or surfaces below the camera so you can feed live content into your computer to share online. For live events, you can elect to send the images to a projector, delivering the picture to the screen.\r\n<p class=\"article-tips tip\">The brighter the projector, the more versatile it will be under different lighting conditions. Projectors that provide brightness ratings of 1,000 lumens or more can produce excellent images in larger rooms, even without dimming the lights.</p>\r\n\r\n<h2 id=\"tab4\" >Lighting</h2>\r\nDon’t leave your meeting participants in the dark! Good lighting is essential to a good meeting, particularly when it includes a visual presentation or speech. Your goal is to light your meeting room unequally, following these basic guidelines:\r\n<ul>\r\n \t<li>For a keynote or general session, most of the light ought to be channeled onto the main presentation area enabling the audience to see as much of the presenter’s facial features as possible. To avoid creating a spotlight effect and blinding your speaker, use cross lighting with two separate lights, one on either side of the presentation area. Less lighting is needed on the audience.</li>\r\n \t<li>For a presentation where participants are expected to take notes, allow enough lighting to cover the audience so that they can do this without strain.</li>\r\n \t<li>You should have no light directly above or on any screens or monitors showing slides or other video or computer presentations. Definitely avoid fluorescent lighting near screens and monitors because this washes out any of the images you want to project.</li>\r\n</ul>\r\nIdeally, you should be able to control and dim individual lights in the meeting room. If you can’t control the lighting, you can arrange to have venue management unscrew specific bulbs ahead of time to achieve the desired effect for your event.\r\n<p class=\"article-tips remember\">To avoid any washed-out images on a screen, arrange to have bulbs unscrewed that shine directly above or onto the screen. This task is particularly easy with recessed halogen spotlights.</p>\r\n\r\n<h2 id=\"tab5\" >AV needs for presenters</h2>\r\nThe following is a typical list of audiovisual needs that speakers often request:\r\n<ul>\r\n \t<li>LCD projector</li>\r\n \t<li>Screen</li>\r\n \t<li>Table microphone</li>\r\n \t<li>Hand-held corded microphone</li>\r\n \t<li>Wireless hand-held microphone</li>\r\n \t<li>Corded Lavaliere microphone (with 50-inch cord)</li>\r\n \t<li>Wireless Lavaliere microphone</li>\r\n \t<li>Flip chart or oversized sticky notes with markers</li>\r\n</ul>\r\nRemember to give presenters a deadline date for their requests because equipment ordered on-site is often more expensive, if it’s even available.\r\n<h2 id=\"tab6\" >Tuning into licensing</h2>\r\nBefore you crank up that oldies-but-goodies playlist to entertain your meeting audience or add a little life to a presentation, familiarize yourself with some of the legal know-how to save yourself from any problems that may occur down the road.\r\n\r\nCopyright law states that you must get permission from the copyright holder before you play a piece of music either live or from a recording. You don’t have to track down the recording artists in an attempt to get their blessing before using the music — thankfully, the process is much simpler than that.\r\n\r\nTo get permission to play a piece of copyrighted music, all you need to do is pay a fee through one of two major performers’ rights organizations: <a href=\"https://www.bmi.com/\" target=\"_blank\" rel=\"noopener\">BMI</a> or <a href=\"https://www.ascap.com/\" target=\"_blank\" rel=\"noopener\">ASCAP</a>. Both of these nonprofit groups collect license fees on behalf of the composers and performers they represent. They then distribute the funds as royalties to the appropriate writers, composers, and copyright holders.\r\n\r\nNote that the law does not apply to music over 75 years old that has not been revised and copyrighted. For music licensed after 1978 the copyright protection expires 50 years after the death of the last surviving author or composer.\r\n\r\nFor more detailed information about copyrights and trademarks check out <a href=\"https://www.uspto.gov/trademarks/basics/trademark-patent-copyright\" target=\"_blank\" rel=\"noopener\">this web page</a> on the U.S. Patent and Trademark Office website.","blurb":"","authors":[{"authorId":9873,"name":"Susan Friedmann","slug":"susan-friedmann","description":" <p><b>Susan Friedmann</b> is President of The Tradeshow Coach, which works with national and international exhibitors planning trade shows and special events.</p> ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9873"}}],"primaryCategoryTaxonomy":{"categoryId":34239,"title":"Events","slug":"events","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34239"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Microphones","target":"#tab1"},{"label":"Projection screens","target":"#tab2"},{"label":"Projectors","target":"#tab3"},{"label":"Lighting","target":"#tab4"},{"label":"AV needs for presenters","target":"#tab5"},{"label":"Tuning into licensing","target":"#tab6"}],"relatedArticles":{"fromBook":[{"articleId":296988,"title":"Pros and Cons of Online Business Meetings","slug":"pros-and-cons-of-online-business-meetings","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296988"}},{"articleId":209255,"title":"Business Meeting and Event Planning For Dummies Cheat Sheet","slug":"meeting-and-event-planning-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/209255"}},{"articleId":200376,"title":"Exploring Special Presentation Situations","slug":"exploring-special-presentation-situations","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/200376"}},{"articleId":199642,"title":"Avoiding Common Meeting Mistakes","slug":"avoiding-common-meeting-mistakes","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/199642"}},{"articleId":199442,"title":"Creating the Right Environment for a Business Meeting","slug":"creating-the-right-environment-for-a-business-meeting","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/199442"}}],"fromCategory":[{"articleId":296988,"title":"Pros and Cons of Online Business Meetings","slug":"pros-and-cons-of-online-business-meetings","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296988"}},{"articleId":209255,"title":"Business Meeting and Event Planning For Dummies Cheat Sheet","slug":"meeting-and-event-planning-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/209255"}},{"articleId":205112,"title":"Ten Tips on How to Plan a Conference","slug":"ten-tips-on-how-to-plan-a-conference","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/205112"}},{"articleId":203315,"title":"How to Sell Tickets for an Event Organized through Eventbrite","slug":"how-to-sell-tickets-for-an-event-organized-through-eventbrite","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203315"}},{"articleId":203306,"title":"How to Buy Tickets for an Event through Eventbrite","slug":"how-to-buy-tickets-for-an-event-through-eventbrite","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203306"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":282394,"slug":"meeting-and-event-planning-for-dummies","isbn":"9781119982814","categoryList":["business-careers-money","business","events"],"amazon":{"default":"https://www.amazon.com/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119982812-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/businesss-meeting-and-event-planning-for-dummies-cover-9781119982814-203x255.jpg","width":203,"height":255},"title":"Business Meeting & Event Planning For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><b><b data-author-id=\"9873\">Susan Friedmann</b></b> is President of The Tradeshow Coach, which works with national and international exhibitors planning trade shows and special events.</p>","authors":[{"authorId":9873,"name":"Susan Friedmann","slug":"susan-friedmann","description":" <p><b>Susan Friedmann</b> is President of The Tradeshow Coach, which works with national and international exhibitors planning trade shows and special events.</p> ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9873"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = 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Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Data Management","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34244"},"slug":"data-management","categoryId":34244}],"title":"What Is Data Governance?","strippedTitle":"what is data governance?","slug":"what-is-data-governance","canonicalUrl":"","seo":{"metaDescription":"The term data governance can seem abstract, so learn exactly what it means and how important it is to today's organizations.","noIndex":0,"noFollow":0},"content":"<figure style=\"margin: 0;\"><figcaption style=\"margin-bottom: 10px;\">Listen to the article:</figcaption><audio src=\"/wp-content/uploads/what-is-data-governance.mp3\" controls=\"controls\"><a href=\"/wp-content/uploads/what-is-data-governance.mp3\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"></span>Download audio</a></audio></figure>\r\nTo be effective at their jobs, staff in an organization want to find the data they need quickly, and they want it to be high-quality data. This means the data needs to be accurate and current. Leaders want data to provide the basis for rich insights that enable timely and informed data-driven decision-making.\r\n\r\n[caption id=\"attachment_296089\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296089\" src=\"https://www.dummies.com/wp-content/uploads/woman-looking-at-data-adobestock_457606001.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Andrey Popov / Adobe Stock[/caption]\r\n\r\nThe legal department requires data to be handled by everyone in a manner consistent with laws and regulations. Product designers want data to inform creative decisions that align with marketplace demands and customer trends. Security professionals are tasked with ensuring that the data is appropriately protected.\r\n\r\nUndoubtedly, a wide range of stakeholders want to harness the remarkable power of data.\r\n\r\nTo achieve these and other increasingly common business demands, you need some form of <a href=\"https://www.dummies.com/article/business-careers-money/business/data-management/tools-used-for-data-governance-296105/\" target=\"_blank\" rel=\"noopener\">data control and accountability</a> in your enterprise. Quality results require the diligent management of your organization’s data.\r\n<p class=\"article-tips remember\">Data governance is all about managing data well.</p>\r\n\r\n<h2 id=\"tab1\" >Well-managed data can drive growth</h2>\r\nToday, when data is managed well, it can drive innovation and growth and can be an enterprise’s most abundant and important lever for success.\r\n\r\nWell managed data can be transformational, and it can support the desirable qualities of a data-driven culture. This is when decisions at all levels of the organization are made using data in an informed and structured manner such that they deliver better outcomes internally and to customers.\r\n\r\nResearch confirms that most business leaders today want their organizations to be data-driven, but, according to a survey by NewVantage Partners, only around 32 percent are achieving that goal.\r\n\r\nSuccessful data governance also means that data risks can be minimized, and data compliance and regulatory requirements can be met with ease. This can bring important comfort to business leaders who, in some jurisdictions, can now be personally liable for issues arising from poor data management.\r\n<p class=\"article-tips remember\">Every organization manages data at some level. All businesses generate, process, use, and store data as a result of their daily operations. But there’s a huge difference between businesses that casually manage data and those that consider data to be a valuable asset and treat it accordingly. This difference is characterized by the degree in which there are formalities in managing data.</p>\r\nBroadly, the discipline in which an organization acts in recognition of the value of its <em>information assets</em> (a fancy term for data with specific value to an organization, such as a customer or product record) is called <em>enterprise information management</em> (EIM). Governing and managing data well is a central enabler of EIM, which also includes using technologies and processes to elevate data to be a shared enterprise asset.\r\n<h2 id=\"tab2\" >Data governance versus data management</h2>\r\nWithin the EIM space there are many terms that sound like they might mean the same thing. There is often confusion about the difference between data governance and data management. <em>Data governance</em> is focused on roles and responsibilities, policies, definitions, metrics, and the lifecycle of data.\r\n\r\n<em>Data management</em> is the technical implementation of data governance. For example, databases, data warehouses and lakes, application programming interfaces (APIs), analytics software, encryption, data crunching, and architectural design and implementation are all data management features and functions.\r\n<h2 id=\"tab3\" >Data governance versus information governance</h2>\r\nSimilarly, in EIM, you may want clarity on the difference between data governance and information governance. Data governance generally focuses on data, independent of its meaning. For example, you may want to govern the security of patient data and staff data from a policy and process perspective, despite their differences. The interest here is on the data, not as much on the business context.\r\n\r\n<em>Information governance</em> is entirely concerned with the meaning of the data and its relationship in terms of outcomes and value to the organization, customers, and other stakeholders.\r\n\r\nYou might experience obvious overlap between the two terms. For sure, as a data governance practitioner, to some extent you’ll be operating in both the data and information governance worlds each day. This shouldn’t present an issue as long as the strategy for data governance is well understood.\r\n\r\nMy view is that understanding the context of data, a concept known as <em>data intelligence,</em> and the desired business outcomes, complement data governance efforts in a valuable manner.\r\n<h2 id=\"tab4\" >The value of data governance</h2>\r\nIf an organization considers data to be a priority and it <a href=\"https://www.dummies.com/article/business-careers-money/business/data-management/components-of-a-data-governance-framework-296111/\" target=\"_blank\" rel=\"noopener\">puts in place processes and policies</a> to leverage the data’s value and reduce data risks, that organization is demonstrating a strong commitment to data controls and accountabilities. In other words, that organization values data governance.\r\n\r\nAn increasing number of businesses value data governance; in fact, according to Anmut, a data consultancy, 91 percent of business leaders say that data is a critical part of their organization’s success.\r\n\r\nFundamentally, data governance is driven by a desire to increase the value of data and reduce the risks associated with it. It forces a leap from an ad hoc approach to data to one that is strategic in nature.\r\n\r\nSome of the main advantages achieved by good data governance include:\r\n<ul>\r\n \t<li>Improved data quality</li>\r\n \t<li>Expanded data value</li>\r\n \t<li>Increased data compliance</li>\r\n \t<li>Improved data-driven decision-making</li>\r\n \t<li>Enhanced business performance</li>\r\n \t<li>Greater sharing and use of data across the enterprise and externally</li>\r\n \t<li>Increased data availability and accessibility</li>\r\n \t<li>Improved data search</li>\r\n \t<li>Reduced risks from data-related issues</li>\r\n \t<li>Reduced data management costs</li>\r\n \t<li>Established rules for handling data</li>\r\n</ul>\r\nAny one of these alone is desirable, but a well-executed and maintained data governance program will deliver many of these and more.\r\n\r\nIn the absence of formalized data governance, organizations will continue to struggle in achieving these advantages and may, in fact, suffer negative consequences. For example, poor quality data that is not current, inaccurate, and incomplete can lead to operating inefficiencies and poor decision-making.\r\n<p class=\"article-tips warning\">Data governance does not emerge by chance. It’s a choice and requires organizational commitment and investment.</p>","description":"<figure style=\"margin: 0;\"><figcaption style=\"margin-bottom: 10px;\">Listen to the article:</figcaption><audio src=\"/wp-content/uploads/what-is-data-governance.mp3\" controls=\"controls\"><a href=\"/wp-content/uploads/what-is-data-governance.mp3\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"></span>Download audio</a></audio></figure>\r\nTo be effective at their jobs, staff in an organization want to find the data they need quickly, and they want it to be high-quality data. This means the data needs to be accurate and current. Leaders want data to provide the basis for rich insights that enable timely and informed data-driven decision-making.\r\n\r\n[caption id=\"attachment_296089\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296089\" src=\"https://www.dummies.com/wp-content/uploads/woman-looking-at-data-adobestock_457606001.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Andrey Popov / Adobe Stock[/caption]\r\n\r\nThe legal department requires data to be handled by everyone in a manner consistent with laws and regulations. Product designers want data to inform creative decisions that align with marketplace demands and customer trends. Security professionals are tasked with ensuring that the data is appropriately protected.\r\n\r\nUndoubtedly, a wide range of stakeholders want to harness the remarkable power of data.\r\n\r\nTo achieve these and other increasingly common business demands, you need some form of <a href=\"https://www.dummies.com/article/business-careers-money/business/data-management/tools-used-for-data-governance-296105/\" target=\"_blank\" rel=\"noopener\">data control and accountability</a> in your enterprise. Quality results require the diligent management of your organization’s data.\r\n<p class=\"article-tips remember\">Data governance is all about managing data well.</p>\r\n\r\n<h2 id=\"tab1\" >Well-managed data can drive growth</h2>\r\nToday, when data is managed well, it can drive innovation and growth and can be an enterprise’s most abundant and important lever for success.\r\n\r\nWell managed data can be transformational, and it can support the desirable qualities of a data-driven culture. This is when decisions at all levels of the organization are made using data in an informed and structured manner such that they deliver better outcomes internally and to customers.\r\n\r\nResearch confirms that most business leaders today want their organizations to be data-driven, but, according to a survey by NewVantage Partners, only around 32 percent are achieving that goal.\r\n\r\nSuccessful data governance also means that data risks can be minimized, and data compliance and regulatory requirements can be met with ease. This can bring important comfort to business leaders who, in some jurisdictions, can now be personally liable for issues arising from poor data management.\r\n<p class=\"article-tips remember\">Every organization manages data at some level. All businesses generate, process, use, and store data as a result of their daily operations. But there’s a huge difference between businesses that casually manage data and those that consider data to be a valuable asset and treat it accordingly. This difference is characterized by the degree in which there are formalities in managing data.</p>\r\nBroadly, the discipline in which an organization acts in recognition of the value of its <em>information assets</em> (a fancy term for data with specific value to an organization, such as a customer or product record) is called <em>enterprise information management</em> (EIM). Governing and managing data well is a central enabler of EIM, which also includes using technologies and processes to elevate data to be a shared enterprise asset.\r\n<h2 id=\"tab2\" >Data governance versus data management</h2>\r\nWithin the EIM space there are many terms that sound like they might mean the same thing. There is often confusion about the difference between data governance and data management. <em>Data governance</em> is focused on roles and responsibilities, policies, definitions, metrics, and the lifecycle of data.\r\n\r\n<em>Data management</em> is the technical implementation of data governance. For example, databases, data warehouses and lakes, application programming interfaces (APIs), analytics software, encryption, data crunching, and architectural design and implementation are all data management features and functions.\r\n<h2 id=\"tab3\" >Data governance versus information governance</h2>\r\nSimilarly, in EIM, you may want clarity on the difference between data governance and information governance. Data governance generally focuses on data, independent of its meaning. For example, you may want to govern the security of patient data and staff data from a policy and process perspective, despite their differences. The interest here is on the data, not as much on the business context.\r\n\r\n<em>Information governance</em> is entirely concerned with the meaning of the data and its relationship in terms of outcomes and value to the organization, customers, and other stakeholders.\r\n\r\nYou might experience obvious overlap between the two terms. For sure, as a data governance practitioner, to some extent you’ll be operating in both the data and information governance worlds each day. This shouldn’t present an issue as long as the strategy for data governance is well understood.\r\n\r\nMy view is that understanding the context of data, a concept known as <em>data intelligence,</em> and the desired business outcomes, complement data governance efforts in a valuable manner.\r\n<h2 id=\"tab4\" >The value of data governance</h2>\r\nIf an organization considers data to be a priority and it <a href=\"https://www.dummies.com/article/business-careers-money/business/data-management/components-of-a-data-governance-framework-296111/\" target=\"_blank\" rel=\"noopener\">puts in place processes and policies</a> to leverage the data’s value and reduce data risks, that organization is demonstrating a strong commitment to data controls and accountabilities. In other words, that organization values data governance.\r\n\r\nAn increasing number of businesses value data governance; in fact, according to Anmut, a data consultancy, 91 percent of business leaders say that data is a critical part of their organization’s success.\r\n\r\nFundamentally, data governance is driven by a desire to increase the value of data and reduce the risks associated with it. It forces a leap from an ad hoc approach to data to one that is strategic in nature.\r\n\r\nSome of the main advantages achieved by good data governance include:\r\n<ul>\r\n \t<li>Improved data quality</li>\r\n \t<li>Expanded data value</li>\r\n \t<li>Increased data compliance</li>\r\n \t<li>Improved data-driven decision-making</li>\r\n \t<li>Enhanced business performance</li>\r\n \t<li>Greater sharing and use of data across the enterprise and externally</li>\r\n \t<li>Increased data availability and accessibility</li>\r\n \t<li>Improved data search</li>\r\n \t<li>Reduced risks from data-related issues</li>\r\n \t<li>Reduced data management costs</li>\r\n \t<li>Established rules for handling data</li>\r\n</ul>\r\nAny one of these alone is desirable, but a well-executed and maintained data governance program will deliver many of these and more.\r\n\r\nIn the absence of formalized data governance, organizations will continue to struggle in achieving these advantages and may, in fact, suffer negative consequences. For example, poor quality data that is not current, inaccurate, and incomplete can lead to operating inefficiencies and poor decision-making.\r\n<p class=\"article-tips warning\">Data governance does not emerge by chance. It’s a choice and requires organizational commitment and investment.</p>","blurb":"","authors":[{"authorId":33378,"name":"Jonathan Reichental","slug":"jonathan-reichental","description":" <p><b>Jonathan Reichental, PhD,</b> is a technologist, author, and professor. Along with his expertise in data governance, he also focuses on areas such as digital transformation, the fourth industrial revolution, the future of cities, and blockchain technologies. He is author of <i>Smart Cities For Dummies</i> and creator of the popular Learning Data Governance course, published by LinkedIn Learning. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/33378"}}],"primaryCategoryTaxonomy":{"categoryId":34244,"title":"Data Management","slug":"data-management","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34244"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Well-managed data can drive growth","target":"#tab1"},{"label":"Data governance versus data management","target":"#tab2"},{"label":"Data governance versus information governance","target":"#tab3"},{"label":"The value of data governance","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":296111,"title":"Components of a Data Governance Framework","slug":"components-of-a-data-governance-framework","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296111"}},{"articleId":296105,"title":"Tools Used for Data Governance","slug":"tools-used-for-data-governance","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296105"}},{"articleId":295904,"title":"Data Governance For Dummies Cheat Sheet","slug":"data-governance-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295904"}}],"fromCategory":[{"articleId":296111,"title":"Components of a Data Governance Framework","slug":"components-of-a-data-governance-framework","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296111"}},{"articleId":296105,"title":"Tools Used for Data Governance","slug":"tools-used-for-data-governance","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296105"}},{"articleId":295904,"title":"Data Governance For Dummies Cheat Sheet","slug":"data-governance-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295904"}},{"articleId":223424,"title":"Data Management Considerations for Your Business Plan","slug":"data-management-considerations-business-plan","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/223424"}},{"articleId":207585,"title":"Customer Analytics For Dummies Cheat Sheet","slug":"customer-analytics-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","data-management"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/207585"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":295833,"slug":"data-governance-for-dummies","isbn":"9781119906773","categoryList":["business-careers-money","business","data-management"],"amazon":{"default":"https://www.amazon.com/gp/product/1119906776/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119906776/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119906776-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119906776/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119906776/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/data-governance-for-dummies-cover-9781119906773-203x255.jpg","width":203,"height":255},"title":"Data Governance For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><p><b><b data-author-id=\"33378\">Jonathan Reichental</b>, PhD,</b> is a technologist, author, and professor. Along with his expertise in data governance, he also focuses on areas such as digital transformation, the fourth industrial revolution, the future of cities, and blockchain technologies. He is author of <i>Smart Cities For Dummies</i> and creator of the popular Learning Data Governance course, published by LinkedIn Learning.</p>","authors":[{"authorId":33378,"name":"Jonathan Reichental","slug":"jonathan-reichental","description":" <p><b>Jonathan Reichental, PhD,</b> is a technologist, author, and professor. Along with his expertise in data governance, he also focuses on areas such as digital transformation, the fourth industrial revolution, the future of cities, and blockchain technologies. He is author of <i>Smart Cities For Dummies</i> and creator of the popular Learning Data Governance course, published by LinkedIn Learning. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/33378"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;data-management&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119906773&quot;]}]\" id=\"du-slot-63d9818eac7e8\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;data-management&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119906773&quot;]}]\" id=\"du-slot-63d9818eacfc7\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2022-12-05T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296085},{"headers":{"creationTime":"2023-01-30T14:58:59+00:00","modifiedTime":"2023-01-31T15:11:46+00:00","timestamp":"2023-01-31T18:01:02+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Events","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34239"},"slug":"events","categoryId":34239}],"title":"Pros and Cons of Online Business Meetings","strippedTitle":"pros and cons of online business meetings","slug":"pros-and-cons-of-online-business-meetings","canonicalUrl":"","seo":{"metaDescription":"Learn about the factors to consider when deciding whether to hold an online meeting, such as a videoconference, webinar, or hybrid meeting.","noIndex":0,"noFollow":0},"content":"If you're a meeting and event planner, you need to know both the advantages and disadvantages of using online communication technology so you can make good decisions about when to use it and which format to choose.\r\n\r\n[caption id=\"attachment_297008\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297008\" src=\"https://www.dummies.com/wp-content/uploads/online-business-meeting-adobestock_433864356.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©.Shock / Adobe Stock[/caption]\r\n\r\nMeeting online is no longer reserved for high-level executive pow-wows. Since 2020, nearly everyone from grade school kids to grandparents has experienced online conferencing.\r\n\r\nOur need to connect during the COVID-19 pandemic encouraged approximately 200 online conference platforms to emerge, many with very powerful capabilities. The online meeting is now as prevalent and necessary as the mobile phone. Use this to your advantage when planning a meeting!\r\n\r\nWhat you need to decide is which type of online conference will best suit your needs. You have a choice of a <em>video conference</em> (that allows attendees to participate with both audio and video), a <em>hybrid conference</em> (where you are sharing a live presentation with a broader online audience), and finally you can offer a <em>webinar</em> or <em>online conference</em> (where you are the main attraction and there is limited interaction from your attendees).\r\n<h3>Video conferences</h3>\r\nVideo conferences allow participants in remote locations to see and hear each other through video and audio connections. Video conferencing adds an important visual dimension to ordinary conference call and enables participants to communicate with facial expressions and body language.\r\n\r\nParticipants can relate to each other much better when they’re more than just disembodied voices.\r\n<h3>Online conferences or webinars</h3>\r\nOnline conferences or webinars are live or pre-recorded sessions that bring your message to many with little feedback. The webinar audience can see and hear you, but the participants are not visible and may only be audible when and if the host chooses to let them speak.\r\n<h3>Hybrid conferences</h3>\r\nHybrid conferences are a combination of a live in-person event with an online audience. You can choose to have the online participants connect through a video conference (communicating visually and audibly) or an online conference (without the visual and with selective audio input.)\r\n\r\nVideo conferences have participants. Online conferences or webinars have viewers. Hybrid events can utilize whichever platform works best for the online audience without detracting from the live audience.\r\n\r\nMeeting online is a powerful communication tool. It may seem daunting to the technical novices among you, but fear not! Plenty of help is available, and if you plan well, you’ll find that meeting online is an effective and efficient way to connect people all over the world.\r\n<h2 id=\"tab1\" >Considering the positives</h2>\r\nSome of the advantages of online meetings include:\r\n<ul>\r\n \t<li>It’s the next best thing to being in the same room. You’re not just a voice on the phone, but someone the other participants can see and relate to.</li>\r\n \t<li>This visual medium allows for demonstration. The maxim “a picture is worth a thousand words” certainly rings true here. You can show participants samples or demonstrate a solution to a problem.</li>\r\n \t<li>Videoconferencing enables participants to put a face with the name of a person they may know only as a voice on the phone or the sender of an e-mail message. As a result, videoconferencing may help to build a stronger relationship.</li>\r\n \t<li>Webinars allow you to quickly connect to a larger audience by recording your live session for playback at the viewers’ convenience.</li>\r\n \t<li>Hybrid meetings allow conference planners to include participants that may otherwise miss out on hearing a speaker, learning a skill, or being introduced to a new product.</li>\r\n</ul>\r\n<h2 id=\"tab2\" >Weighing the negatives</h2>\r\nAs with every new meeting technology, online meetings also have limitations and drawbacks:\r\n<ul>\r\n \t<li>Participants may not feel comfortable at first. It may take some time and effort to put all participants at ease with the idea of seeing themselves on the screen.</li>\r\n \t<li>A lot of careful planning is necessary for a successful online meeting.</li>\r\n \t<li>Technology can sometimes fail you.</li>\r\n \t<li>Each platform has a learning curve and you need to be proficient before you go live.</li>\r\n</ul>\r\n<h2 id=\"tab3\" >Determining your needs</h2>\r\nAs you begin to develop your online meeting, you must accurately determine your needs and resources. Ask yourself the following questions to guide you in your planning:\r\n<ul>\r\n \t<li>What does the meeting chairperson hope to accomplish with this meeting? Does the meeting chairperson want a collaborative event, or a one-way transfer of information from one party to another?</li>\r\n \t<li>Is it possible to accomplish the goal through an online meeting?</li>\r\n \t<li>Is an online presentation compatible with the meeting chairperson’s personality and presentation style, or would a meeting done in person or through another medium be more effective?</li>\r\n \t<li>Do I need an online meeting facility? If so, do I have the resources to create or rent one?</li>\r\n \t<li>Do other potential participants have online access?</li>\r\n \t<li>How many participants will be involved, and at how many sites?</li>\r\n \t<li>Do I need to hire technicians and site facilitators, or will I be able to do it alone or use existing staff?</li>\r\n</ul>\r\n<h2 id=\"tab4\" >It takes a team</h2>\r\nAs the conference planner, you’ll be spearheading your online meeting, but it takes a team of people to make it successful. Unless you decide to run the meeting yourself, you have to work with equipment providers and technical experts who set up the equipment. You also have to appoint a site facilitator at each location.\r\n\r\nThe <em>site facilitator</em> plays a crucial role by overseeing everything at the remote site. They take care of technical needs, the room, the furniture arrangement, the distribution of materials to participants, and other key details.\r\n\r\nAppointing a troubleshooter for each location is also an excellent idea. This person is responsible for fixing any technical problems that arise during the online meeting. Separating this function from the role of the event facilitator allows the facilitator to keep the meeting organized and on track while any technical problems are being resolved.","description":"If you're a meeting and event planner, you need to know both the advantages and disadvantages of using online communication technology so you can make good decisions about when to use it and which format to choose.\r\n\r\n[caption id=\"attachment_297008\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297008\" src=\"https://www.dummies.com/wp-content/uploads/online-business-meeting-adobestock_433864356.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©.Shock / Adobe Stock[/caption]\r\n\r\nMeeting online is no longer reserved for high-level executive pow-wows. Since 2020, nearly everyone from grade school kids to grandparents has experienced online conferencing.\r\n\r\nOur need to connect during the COVID-19 pandemic encouraged approximately 200 online conference platforms to emerge, many with very powerful capabilities. The online meeting is now as prevalent and necessary as the mobile phone. Use this to your advantage when planning a meeting!\r\n\r\nWhat you need to decide is which type of online conference will best suit your needs. You have a choice of a <em>video conference</em> (that allows attendees to participate with both audio and video), a <em>hybrid conference</em> (where you are sharing a live presentation with a broader online audience), and finally you can offer a <em>webinar</em> or <em>online conference</em> (where you are the main attraction and there is limited interaction from your attendees).\r\n<h3>Video conferences</h3>\r\nVideo conferences allow participants in remote locations to see and hear each other through video and audio connections. Video conferencing adds an important visual dimension to ordinary conference call and enables participants to communicate with facial expressions and body language.\r\n\r\nParticipants can relate to each other much better when they’re more than just disembodied voices.\r\n<h3>Online conferences or webinars</h3>\r\nOnline conferences or webinars are live or pre-recorded sessions that bring your message to many with little feedback. The webinar audience can see and hear you, but the participants are not visible and may only be audible when and if the host chooses to let them speak.\r\n<h3>Hybrid conferences</h3>\r\nHybrid conferences are a combination of a live in-person event with an online audience. You can choose to have the online participants connect through a video conference (communicating visually and audibly) or an online conference (without the visual and with selective audio input.)\r\n\r\nVideo conferences have participants. Online conferences or webinars have viewers. Hybrid events can utilize whichever platform works best for the online audience without detracting from the live audience.\r\n\r\nMeeting online is a powerful communication tool. It may seem daunting to the technical novices among you, but fear not! Plenty of help is available, and if you plan well, you’ll find that meeting online is an effective and efficient way to connect people all over the world.\r\n<h2 id=\"tab1\" >Considering the positives</h2>\r\nSome of the advantages of online meetings include:\r\n<ul>\r\n \t<li>It’s the next best thing to being in the same room. You’re not just a voice on the phone, but someone the other participants can see and relate to.</li>\r\n \t<li>This visual medium allows for demonstration. The maxim “a picture is worth a thousand words” certainly rings true here. You can show participants samples or demonstrate a solution to a problem.</li>\r\n \t<li>Videoconferencing enables participants to put a face with the name of a person they may know only as a voice on the phone or the sender of an e-mail message. As a result, videoconferencing may help to build a stronger relationship.</li>\r\n \t<li>Webinars allow you to quickly connect to a larger audience by recording your live session for playback at the viewers’ convenience.</li>\r\n \t<li>Hybrid meetings allow conference planners to include participants that may otherwise miss out on hearing a speaker, learning a skill, or being introduced to a new product.</li>\r\n</ul>\r\n<h2 id=\"tab2\" >Weighing the negatives</h2>\r\nAs with every new meeting technology, online meetings also have limitations and drawbacks:\r\n<ul>\r\n \t<li>Participants may not feel comfortable at first. It may take some time and effort to put all participants at ease with the idea of seeing themselves on the screen.</li>\r\n \t<li>A lot of careful planning is necessary for a successful online meeting.</li>\r\n \t<li>Technology can sometimes fail you.</li>\r\n \t<li>Each platform has a learning curve and you need to be proficient before you go live.</li>\r\n</ul>\r\n<h2 id=\"tab3\" >Determining your needs</h2>\r\nAs you begin to develop your online meeting, you must accurately determine your needs and resources. Ask yourself the following questions to guide you in your planning:\r\n<ul>\r\n \t<li>What does the meeting chairperson hope to accomplish with this meeting? Does the meeting chairperson want a collaborative event, or a one-way transfer of information from one party to another?</li>\r\n \t<li>Is it possible to accomplish the goal through an online meeting?</li>\r\n \t<li>Is an online presentation compatible with the meeting chairperson’s personality and presentation style, or would a meeting done in person or through another medium be more effective?</li>\r\n \t<li>Do I need an online meeting facility? If so, do I have the resources to create or rent one?</li>\r\n \t<li>Do other potential participants have online access?</li>\r\n \t<li>How many participants will be involved, and at how many sites?</li>\r\n \t<li>Do I need to hire technicians and site facilitators, or will I be able to do it alone or use existing staff?</li>\r\n</ul>\r\n<h2 id=\"tab4\" >It takes a team</h2>\r\nAs the conference planner, you’ll be spearheading your online meeting, but it takes a team of people to make it successful. Unless you decide to run the meeting yourself, you have to work with equipment providers and technical experts who set up the equipment. You also have to appoint a site facilitator at each location.\r\n\r\nThe <em>site facilitator</em> plays a crucial role by overseeing everything at the remote site. They take care of technical needs, the room, the furniture arrangement, the distribution of materials to participants, and other key details.\r\n\r\nAppointing a troubleshooter for each location is also an excellent idea. This person is responsible for fixing any technical problems that arise during the online meeting. Separating this function from the role of the event facilitator allows the facilitator to keep the meeting organized and on track while any technical problems are being resolved.","blurb":"","authors":[{"authorId":9873,"name":"Susan Friedmann","slug":"susan-friedmann","description":" <p><b>Susan Friedmann</b> is President of The Tradeshow Coach, which works with national and international exhibitors planning trade shows and special events.</p> ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9873"}}],"primaryCategoryTaxonomy":{"categoryId":34239,"title":"Events","slug":"events","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34239"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Considering the positives","target":"#tab1"},{"label":"Weighing the negatives","target":"#tab2"},{"label":"Determining your needs","target":"#tab3"},{"label":"It takes a team","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":297000,"title":"Preparing an Audiovisual Setup for a Business Meeting or Event","slug":"preparing-an-audiovisual-setup-for-a-business-meeting-or-event","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297000"}},{"articleId":209255,"title":"Business Meeting and Event Planning For Dummies Cheat Sheet","slug":"meeting-and-event-planning-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/209255"}},{"articleId":200376,"title":"Exploring Special Presentation Situations","slug":"exploring-special-presentation-situations","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/200376"}},{"articleId":199642,"title":"Avoiding Common Meeting Mistakes","slug":"avoiding-common-meeting-mistakes","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/199642"}},{"articleId":199442,"title":"Creating the Right Environment for a Business Meeting","slug":"creating-the-right-environment-for-a-business-meeting","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/199442"}}],"fromCategory":[{"articleId":297000,"title":"Preparing an Audiovisual Setup for a Business Meeting or 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Eventbrite","slug":"how-to-buy-tickets-for-an-event-through-eventbrite","categoryList":["business-careers-money","business","events"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203306"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":282394,"slug":"meeting-and-event-planning-for-dummies","isbn":"9781119982814","categoryList":["business-careers-money","business","events"],"amazon":{"default":"https://www.amazon.com/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119982812-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119982812/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/businesss-meeting-and-event-planning-for-dummies-cover-9781119982814-203x255.jpg","width":203,"height":255},"title":"Business Meeting & Event Planning For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><b><b data-author-id=\"9873\">Susan Friedmann</b></b> is President of The Tradeshow Coach, which works with national and international exhibitors planning trade shows and special events.</p>","authors":[{"authorId":9873,"name":"Susan Friedmann","slug":"susan-friedmann","description":" <p><b>Susan Friedmann</b> is President of The Tradeshow Coach, which works with national and international exhibitors planning trade shows and special events.</p> ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9873"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = 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id=\"du-slot-63d9575e93c55\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2023-01-27T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296988},{"headers":{"creationTime":"2023-01-11T19:36:18+00:00","modifiedTime":"2023-01-27T15:20:29+00:00","timestamp":"2023-01-27T18:01:02+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Business Communication","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34232"},"slug":"business-communication","categoryId":34232}],"title":"Developing Cultural Awareness, an Important Soft Skill","strippedTitle":"developing cultural awareness, an important soft skill","slug":"developing-cultural-awareness-an-important-soft-skill","canonicalUrl":"","seo":{"metaDescription":"Cultural awareness is an important soft skill, professionally and personally. Learn how you can improve this skill in yourself.","noIndex":0,"noFollow":0},"content":"<figure style=\"margin: 0;\"><figcaption style=\"margin-bottom: 10px;\">Listen to the article:</figcaption><audio src=\"/wp-content/uploads/developing-cultural-awareness.mp3\" controls=\"controls\"><a href=\"/wp-content/uploads/developing-cultural-awareness.mp3\">Download audio</a></audio></figure>\r\nUnderstanding and being open to people from different cultural backgrounds is an important <a href=\"https://www.dummies.com/article/business-careers-money/business/business-communication/the-10-soft-skills-employers-seek-296553/\" target=\"_blank\" rel=\"noopener\">soft skill</a> in today's workplace, and an attribute employers look for in job candidates.\r\n\r\nEven when you know that celebrating diversity is important to your personal and professional success, you may sometimes struggle to accept the diversity you encounter, and gravitate toward people who are most like you and provide a sense of familiarity. You may not even be aware that you’re doing so, but you’re not alone.\r\n\r\nDuring childhood, people are conditioned by their experiences and environments to seek out what’s the same and to avoid what’s different. Each person is raised to view and to react to the world around them in certain ways, and these unique differences shape a person’s appearance, language, and behavior.\r\n\r\nThese differences — along with cultural beliefs, traditions, and religion — shape people's views of themselves, others, and the world, which is why learning to understand and accept other cultures can sometimes be difficult.\r\n<p class=\"article-tips remember\">Because you look at people from another culture through your “me” filter, you may need to work to learn how to see and accept something or someone in a different way.</p>\r\n\r\n<h2 id=\"tab1\" >Accepting that seeing is not always believing</h2>\r\nYou probably believe that you see things as they truly are. However, your mind interprets what your eyes see and gives those things meaning. In other words, what you see is as much in your mind as it is in reality.\r\n\r\nWhen you consider that the mind of a person from one culture is going to assign different meaning to things than the mind of a person from another culture is, you’ve just arrived at the most fundamental of all cross-cultural problems: the fact that two people look at the same situation and see two entirely different things.\r\n\r\nAny behavior observed across the cultural divide has to be interpreted two ways:\r\n<ul>\r\n \t<li>The meaning given to it by the person who performs the action</li>\r\n \t<li>The meaning given to it by the person who observes the action</li>\r\n</ul>\r\nOnly when these two meanings are the same do you have successful cross-cultural communication. And by <em>successful,</em> I’m saying that the meaning the doer intended is the same as the meaning the observer understood.\r\n\r\nUnderstanding interpretation is an important part of cultivating cultural awareness, so here’s a quick exercise to make the concept a little easier to understand:\r\n\r\nRead the following five behavior scenarios and write your immediate interpretation of that behavior in terms of your own cultural values, beliefs, or perceptions. Don’t give your responses too much thought. Just write what immediately comes to mind.\r\n<ol>\r\n \t<li>A person comes to a meeting half an hour after the stated starting time. Your interpretation:</li>\r\n \t<li>A person you’re having a conversation with doesn’t look you in the eyes when speaking to you. Your interpretation:</li>\r\n \t<li>Two people are kissing each other while seated on a park bench. Your interpretation:</li>\r\n \t<li>Someone gives you the thumbs-up gesture. Your interpretation:</li>\r\n</ol>\r\nYour personal interpretation of each situation determined where your mind went as you were reading each of these situational sentences. For example, you may have read item 4 and thought that the person was giving you a sign of encouragement or approval. However, in some Middle Eastern countries, giving someone a thumbs-up gesture sends the same message as raising a different finger in the United States. (Yep. <em>That one.</em>)\r\n\r\nPersonal interpretations aren’t right or wrong. They’re personal. Everyone has their own interpretation of any situation, and respecting the fact that their interpretation isn’t right or wrong is important.\r\n\r\nAfter you understand and accept that interpretations are a personal matter, you can begin to cultivate tolerance and respect for others who see things differently than you do.\r\n<h2 id=\"tab2\" >Saying no to stereotyping</h2>\r\nFostering the ability to understand, embrace, and respect the differences you see in others is critical to your success in the workplace and in life. One of the first and most significant steps in the process is to admit that you have personal biases, prejudices, and the tendency to apply stereotypes to others.\r\n<p class=\"article-tips remember\">All people have some biases and prejudices. Biases, prejudices, and the tendency to stereotype are culturally divisive behaviors that many (or maybe even most) people are prone to. After you become culturally aware and work not to act on those biases and prejudices, you can make positive and permanent work and life changes.</p>\r\nPrejudice is being down on something you’re not up on.\r\n\r\n<em>Stereotyping</em> is the practice of assuming that similar people or groups of people think, act, look, feel, and believe the same things simply because they share the same culture. When you stereotype people, you prejudge them.\r\n\r\nStereotyping tends to dehumanize people by lumping them all together. And no one wants that. Every person wants to be seen for who they are as an individual. Feeling negative about a certain person or avoiding a certain group of people simply because they’re different from you can minimize your worldview and affect your ability to work well with others.\r\n\r\nYou may believe that you always treat others you meet as equals, but this ideal probably isn’t true at times, and you may not even realize you’re violating it. According to stereotyping studies, most people have biases and prejudices they aren’t even aware of that can have a major influence on the way they interact with others.\r\n<h2 id=\"tab3\" >Stepping on the stereotyping scale</h2>\r\nThe first step to avoiding unconscious stereotyping behaviors is to identify the ways you may be practicing stereotyping. Grab your pen and paper and write your first thought that completes the following statements:\r\n<ul>\r\n \t<li>All famous movie and television stars…</li>\r\n \t<li>All professional athletes…</li>\r\n \t<li>All vegetarians…</li>\r\n \t<li>All men with long hair…</li>\r\n \t<li>All women with tattoos…</li>\r\n \t<li>All politicians…</li>\r\n</ul>\r\nTake a look at your responses. Did they come easily to you? If so, you may have a tendency to stereotype the people you meet at work and in life. Were most of your responses positive or negative? If they were mostly negative, you may have a tendency to be prejudiced and biased when meeting someone new and different from you.\r\n\r\nAny sentence about people that begins with the word <em>all</em> is stereotypical from the start.\r\n<h2 id=\"tab4\" >Recognizing how you stereotype</h2>\r\nEducation is the key to change, and right here and now is a great opportunity to start educating yourself. After you begin to recognize your biases, prejudices, and tendency to stereotype, you can use your newly acquired knowledge to develop and practice a culture of tolerance, acceptance, and celebration both in the workplace and in life.\r\n\r\nThe power of daily active practice, practice, practice improves your diversity and cultural awareness skills and leads to career and life success. Employers want to hire and promote people who work well with others.\r\n\r\nUse the following three simple exercises for daily practice in respecting diversity and developing cultural awareness:\r\n<ul>\r\n \t<li><strong>Become aware.</strong> Take the time to acknowledge your cultural conditioning and identify your stereotypes, biases, and prejudices. Be brave enough to reflect on both the positive and negative aspects of your own diversity and examine why you think the way you do. This process has you question things that you may never have questioned before.</li>\r\n \t<li><strong>Educate yourself.</strong> Make an effort to learn more about cultural practices from other countries — their etiquette, traditions, and acceptable forms of communication. Make a genuine effort with your culturally diverse co-workers to learn about and respect your differences and to find similarities you can build on.</li>\r\n \t<li><strong>Show respect.</strong> When you demonstrate the same respect to others that you want to receive from them, you’re acknowledging that you value all people, not only those who look, think, talk, and act the way you do. Each person is a unique individual, and everyone has much to contribute.</li>\r\n</ul>\r\nDifferences will always exist. Diversity will always be a part of the workplace and life. And that’s a good thing! All you have to do to learn how to respect diversity and cultivate cultural awareness is to remember that your mind is like a parachute: It works best when it’s open.\r\n\r\n ","description":"<figure style=\"margin: 0;\"><figcaption style=\"margin-bottom: 10px;\">Listen to the article:</figcaption><audio src=\"/wp-content/uploads/developing-cultural-awareness.mp3\" controls=\"controls\"><a href=\"/wp-content/uploads/developing-cultural-awareness.mp3\">Download audio</a></audio></figure>\r\nUnderstanding and being open to people from different cultural backgrounds is an important <a href=\"https://www.dummies.com/article/business-careers-money/business/business-communication/the-10-soft-skills-employers-seek-296553/\" target=\"_blank\" rel=\"noopener\">soft skill</a> in today's workplace, and an attribute employers look for in job candidates.\r\n\r\nEven when you know that celebrating diversity is important to your personal and professional success, you may sometimes struggle to accept the diversity you encounter, and gravitate toward people who are most like you and provide a sense of familiarity. You may not even be aware that you’re doing so, but you’re not alone.\r\n\r\nDuring childhood, people are conditioned by their experiences and environments to seek out what’s the same and to avoid what’s different. Each person is raised to view and to react to the world around them in certain ways, and these unique differences shape a person’s appearance, language, and behavior.\r\n\r\nThese differences — along with cultural beliefs, traditions, and religion — shape people's views of themselves, others, and the world, which is why learning to understand and accept other cultures can sometimes be difficult.\r\n<p class=\"article-tips remember\">Because you look at people from another culture through your “me” filter, you may need to work to learn how to see and accept something or someone in a different way.</p>\r\n\r\n<h2 id=\"tab1\" >Accepting that seeing is not always believing</h2>\r\nYou probably believe that you see things as they truly are. However, your mind interprets what your eyes see and gives those things meaning. In other words, what you see is as much in your mind as it is in reality.\r\n\r\nWhen you consider that the mind of a person from one culture is going to assign different meaning to things than the mind of a person from another culture is, you’ve just arrived at the most fundamental of all cross-cultural problems: the fact that two people look at the same situation and see two entirely different things.\r\n\r\nAny behavior observed across the cultural divide has to be interpreted two ways:\r\n<ul>\r\n \t<li>The meaning given to it by the person who performs the action</li>\r\n \t<li>The meaning given to it by the person who observes the action</li>\r\n</ul>\r\nOnly when these two meanings are the same do you have successful cross-cultural communication. And by <em>successful,</em> I’m saying that the meaning the doer intended is the same as the meaning the observer understood.\r\n\r\nUnderstanding interpretation is an important part of cultivating cultural awareness, so here’s a quick exercise to make the concept a little easier to understand:\r\n\r\nRead the following five behavior scenarios and write your immediate interpretation of that behavior in terms of your own cultural values, beliefs, or perceptions. Don’t give your responses too much thought. Just write what immediately comes to mind.\r\n<ol>\r\n \t<li>A person comes to a meeting half an hour after the stated starting time. Your interpretation:</li>\r\n \t<li>A person you’re having a conversation with doesn’t look you in the eyes when speaking to you. Your interpretation:</li>\r\n \t<li>Two people are kissing each other while seated on a park bench. Your interpretation:</li>\r\n \t<li>Someone gives you the thumbs-up gesture. Your interpretation:</li>\r\n</ol>\r\nYour personal interpretation of each situation determined where your mind went as you were reading each of these situational sentences. For example, you may have read item 4 and thought that the person was giving you a sign of encouragement or approval. However, in some Middle Eastern countries, giving someone a thumbs-up gesture sends the same message as raising a different finger in the United States. (Yep. <em>That one.</em>)\r\n\r\nPersonal interpretations aren’t right or wrong. They’re personal. Everyone has their own interpretation of any situation, and respecting the fact that their interpretation isn’t right or wrong is important.\r\n\r\nAfter you understand and accept that interpretations are a personal matter, you can begin to cultivate tolerance and respect for others who see things differently than you do.\r\n<h2 id=\"tab2\" >Saying no to stereotyping</h2>\r\nFostering the ability to understand, embrace, and respect the differences you see in others is critical to your success in the workplace and in life. One of the first and most significant steps in the process is to admit that you have personal biases, prejudices, and the tendency to apply stereotypes to others.\r\n<p class=\"article-tips remember\">All people have some biases and prejudices. Biases, prejudices, and the tendency to stereotype are culturally divisive behaviors that many (or maybe even most) people are prone to. After you become culturally aware and work not to act on those biases and prejudices, you can make positive and permanent work and life changes.</p>\r\nPrejudice is being down on something you’re not up on.\r\n\r\n<em>Stereotyping</em> is the practice of assuming that similar people or groups of people think, act, look, feel, and believe the same things simply because they share the same culture. When you stereotype people, you prejudge them.\r\n\r\nStereotyping tends to dehumanize people by lumping them all together. And no one wants that. Every person wants to be seen for who they are as an individual. Feeling negative about a certain person or avoiding a certain group of people simply because they’re different from you can minimize your worldview and affect your ability to work well with others.\r\n\r\nYou may believe that you always treat others you meet as equals, but this ideal probably isn’t true at times, and you may not even realize you’re violating it. According to stereotyping studies, most people have biases and prejudices they aren’t even aware of that can have a major influence on the way they interact with others.\r\n<h2 id=\"tab3\" >Stepping on the stereotyping scale</h2>\r\nThe first step to avoiding unconscious stereotyping behaviors is to identify the ways you may be practicing stereotyping. Grab your pen and paper and write your first thought that completes the following statements:\r\n<ul>\r\n \t<li>All famous movie and television stars…</li>\r\n \t<li>All professional athletes…</li>\r\n \t<li>All vegetarians…</li>\r\n \t<li>All men with long hair…</li>\r\n \t<li>All women with tattoos…</li>\r\n \t<li>All politicians…</li>\r\n</ul>\r\nTake a look at your responses. Did they come easily to you? If so, you may have a tendency to stereotype the people you meet at work and in life. Were most of your responses positive or negative? If they were mostly negative, you may have a tendency to be prejudiced and biased when meeting someone new and different from you.\r\n\r\nAny sentence about people that begins with the word <em>all</em> is stereotypical from the start.\r\n<h2 id=\"tab4\" >Recognizing how you stereotype</h2>\r\nEducation is the key to change, and right here and now is a great opportunity to start educating yourself. After you begin to recognize your biases, prejudices, and tendency to stereotype, you can use your newly acquired knowledge to develop and practice a culture of tolerance, acceptance, and celebration both in the workplace and in life.\r\n\r\nThe power of daily active practice, practice, practice improves your diversity and cultural awareness skills and leads to career and life success. Employers want to hire and promote people who work well with others.\r\n\r\nUse the following three simple exercises for daily practice in respecting diversity and developing cultural awareness:\r\n<ul>\r\n \t<li><strong>Become aware.</strong> Take the time to acknowledge your cultural conditioning and identify your stereotypes, biases, and prejudices. Be brave enough to reflect on both the positive and negative aspects of your own diversity and examine why you think the way you do. This process has you question things that you may never have questioned before.</li>\r\n \t<li><strong>Educate yourself.</strong> Make an effort to learn more about cultural practices from other countries — their etiquette, traditions, and acceptable forms of communication. Make a genuine effort with your culturally diverse co-workers to learn about and respect your differences and to find similarities you can build on.</li>\r\n \t<li><strong>Show respect.</strong> When you demonstrate the same respect to others that you want to receive from them, you’re acknowledging that you value all people, not only those who look, think, talk, and act the way you do. Each person is a unique individual, and everyone has much to contribute.</li>\r\n</ul>\r\nDifferences will always exist. Diversity will always be a part of the workplace and life. And that’s a good thing! All you have to do to learn how to respect diversity and cultivate cultural awareness is to remember that your mind is like a parachute: It works best when it’s open.\r\n\r\n ","blurb":"","authors":[{"authorId":35219,"name":"Cindi Reiman","slug":"cindi-reiman","description":" <p><b>Cindi Reiman </b>is the President and Founder of the American Hospitality Academy (AHA), a company that has been providing leadership training and internships since 1986. AHA created Soft Skills AHA, which provides curriculums and professional development programs focusing on career readiness and the essential employability traits needed to be successful both in the workplace, and in life. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/35219"}}],"primaryCategoryTaxonomy":{"categoryId":34232,"title":"Business Communication","slug":"business-communication","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34232"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Accepting that seeing is not always believing","target":"#tab1"},{"label":"Saying no to stereotyping","target":"#tab2"},{"label":"Stepping on the stereotyping scale","target":"#tab3"},{"label":"Recognizing how you stereotype","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":296680,"title":"How To Be a Better Communicator, an Important Soft Skill","slug":"how-to-be-a-better-communicator-an-important-soft-skill","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296680"}},{"articleId":296553,"title":"The Top 10 Soft Skills Employers Seek in Job Candidates","slug":"the-10-soft-skills-employers-seek","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296553"}},{"articleId":296176,"title":"Soft Skills For Dummies Cheat Sheet","slug":"soft-skills-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296176"}}],"fromCategory":[{"articleId":296680,"title":"How To Be a Better Communicator, an Important Soft Skill","slug":"how-to-be-a-better-communicator-an-important-soft-skill","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296680"}},{"articleId":296553,"title":"The Top 10 Soft Skills Employers Seek in Job Candidates","slug":"the-10-soft-skills-employers-seek","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296553"}},{"articleId":296176,"title":"Soft Skills For Dummies Cheat Sheet","slug":"soft-skills-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296176"}},{"articleId":283575,"title":"How to Write Effective Business Letters","slug":"how-to-write-effective-business-letters","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/283575"}},{"articleId":283569,"title":"Business Writing in Email and Group Chat","slug":"business-writing-in-email-and-group-chat","categoryList":["business-careers-money","business","business-communication"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/283569"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":296141,"slug":"soft-skills-for-dummies","isbn":"9781119906551","categoryList":["business-careers-money","business","business-communication"],"amazon":{"default":"https://www.amazon.com/gp/product/1119906555/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119906555/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119906555-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119906555/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119906555/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/soft-skills-for-dummies-cover-9781119906551-203x255.jpg","width":203,"height":255},"title":"Soft Skills For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><p><b><b data-author-id=\"35219\">Cindi Reiman</b> </b>is the President and Founder of the American Hospitality Academy (AHA), a company that has been providing leadership training and internships since 1986. AHA created Soft Skills AHA, which provides curriculums and professional development programs focusing on career readiness and the essential employability traits needed to be successful both in the workplace, and in life.</p>","authors":[{"authorId":35219,"name":"Cindi Reiman","slug":"cindi-reiman","description":" <p><b>Cindi Reiman </b>is the President and Founder of the American Hospitality Academy (AHA), a company that has been providing leadership training and internships since 1986. AHA created Soft Skills AHA, which provides curriculums and professional development programs focusing on career readiness and the essential employability traits needed to be successful both in the workplace, and in life. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/35219"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;business-communication&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119906551&quot;]}]\" id=\"du-slot-63d4115eac911\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;business-communication&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119906551&quot;]}]\" id=\"du-slot-63d4115ead32a\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2023-01-11T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296682},{"headers":{"creationTime":"2023-01-18T20:40:38+00:00","modifiedTime":"2023-01-19T14:43:09+00:00","timestamp":"2023-01-19T15:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for the Legal Industry","strippedTitle":"content marketing solutions for the legal industry","slug":"content-marketing-solutions-for-the-legal-industry","canonicalUrl":"","seo":{"metaDescription":"Learn how law businesses can grab the attention of potential clients and generate quality leads through custom content marketing.","noIndex":0,"noFollow":0},"content":"The U.S. legal industry is the largest and most competitive in the world, which can make marketing your law business seem daunting. You need to distinguish your law firm or other law-related business among the crowd to generate leads and boost revenue.\r\n\r\n[caption id=\"attachment_296810\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296810\" src=\"https://www.dummies.com/wp-content/uploads/lawyer-courtroom-adobestock_462413350.jpg\" alt=\"Photo of lawyer speaking in a courtroom\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n\r\nIn today’s digital world, one of the best ways to reach potential clients is through <strong>high-quality, engaging content,</strong> created primarily to inform rather than promote.\r\n\r\nContent marketing involves producing and distributing educational content that your audience will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your law business as an authority within your area of the industry, get the attention of potential clients, and strengthen connections with your existing clients.\r\n<h2 id=\"tab1\" ><strong>Why does content marketing for the legal industry work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients and answers their questions makes the connection breakthrough. Once you have their attention, you then have the opportunity to further describe what you can do for your clients, and why your firm is better than the competition.\r\n<h2 id=\"tab2\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in the crowded legal industry, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n[caption id=\"attachment_296809\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296809\" src=\"https://www.dummies.com/wp-content/uploads/law-books-adobestock_80532888.jpg\" alt=\"Photo of law books on shelves\" width=\"630\" height=\"355\" /> ©BillionPhotos.com / Adobe Stock[/caption]\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your business that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab3\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","description":"The U.S. legal industry is the largest and most competitive in the world, which can make marketing your law business seem daunting. You need to distinguish your law firm or other law-related business among the crowd to generate leads and boost revenue.\r\n\r\n[caption id=\"attachment_296810\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296810\" src=\"https://www.dummies.com/wp-content/uploads/lawyer-courtroom-adobestock_462413350.jpg\" alt=\"Photo of lawyer speaking in a courtroom\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n\r\nIn today’s digital world, one of the best ways to reach potential clients is through <strong>high-quality, engaging content,</strong> created primarily to inform rather than promote.\r\n\r\nContent marketing involves producing and distributing educational content that your audience will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your law business as an authority within your area of the industry, get the attention of potential clients, and strengthen connections with your existing clients.\r\n<h2 id=\"tab1\" ><strong>Why does content marketing for the legal industry work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients and answers their questions makes the connection breakthrough. Once you have their attention, you then have the opportunity to further describe what you can do for your clients, and why your firm is better than the competition.\r\n<h2 id=\"tab2\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in the crowded legal industry, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n[caption id=\"attachment_296809\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296809\" src=\"https://www.dummies.com/wp-content/uploads/law-books-adobestock_80532888.jpg\" alt=\"Photo of law books on shelves\" width=\"630\" height=\"355\" /> ©BillionPhotos.com / Adobe Stock[/caption]\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your business that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab3\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Why does content marketing for the legal industry work?","target":"#tab1"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab2"},{"label":"Case Study: Thron","target":"#tab3"}],"relatedArticles":{"fromBook":[{"articleId":296798,"title":"Content Marketing Solutions for the Robotics Industry","slug":"content-marketing-solutions-for-the-robotics-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296798"}},{"articleId":296782,"title":"Content Marketing Solutions for the Agriculture Industry","slug":"content-marketing-solutions-for-the-agriculture-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296782"}},{"articleId":296760,"title":"Content Marketing Solutions for the Aerospace Industry","slug":"content-marketing-solutions-for-the-aerospace-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296760"}},{"articleId":296726,"title":"Content Marketing Solutions for the Food and Beverage Industry","slug":"content-marketing-solutions-for-the-food-and-beverage-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296726"}},{"articleId":296713,"title":"Content Marketing Solutions for the Hospitality Industry","slug":"custom-content-marketing-solutions-for-the-hospitality-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296713"}}],"fromCategory":[{"articleId":296798,"title":"Content Marketing Solutions for the Robotics Industry","slug":"content-marketing-solutions-for-the-robotics-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296798"}},{"articleId":296782,"title":"Content Marketing Solutions for the Agriculture Industry","slug":"content-marketing-solutions-for-the-agriculture-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296782"}},{"articleId":296760,"title":"Content Marketing Solutions for the Aerospace Industry","slug":"content-marketing-solutions-for-the-aerospace-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296760"}},{"articleId":296726,"title":"Content Marketing Solutions for the Food and Beverage Industry","slug":"content-marketing-solutions-for-the-food-and-beverage-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296726"}},{"articleId":296713,"title":"Content Marketing Solutions for the Hospitality 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Marketing For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"11020\">Ryan Deiss</b> is founder and CEO of Idea Incubator and creator of Traffic &amp; Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries. <b data-author-id=\"11021\">Russ Henneberry</b> is founder of theCLIKK.com, a free daily email newsletter about digital business. He has trained and certified thousands of professionals in SEO, social media marketing and content marketing through his coaching, courses, and stage presentations. </p>","authors":[{"authorId":11020,"name":"Ryan Deiss","slug":"ryan-deiss","description":" <p><b>Ryan Deiss</b> is founder and CEO of Idea Incubator and creator of Traffic &#38; Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries. <b>Russ Henneberry</b> is founder of theCLIKK.com, a free daily email newsletter about digital business. He has trained and certified thousands of professionals in SEO, social media marketing and content marketing through his coaching, courses, and stage presentations. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/11020"}},{"authorId":11021,"name":"Russ Henneberry","slug":"russ-henneberry","description":" <p><b>Ryan Deiss</b> is founder and CEO of Idea Incubator and creator of Traffic &#38; Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries. <b>Russ Henneberry</b> is founder of theCLIKK.com, a free daily email newsletter about digital business. He has trained and certified thousands of professionals in SEO, social media marketing and content marketing through his coaching, courses, and stage presentations. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/11021"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119660484&quot;]}]\" id=\"du-slot-63c95b2f4c0ec\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119660484&quot;]}]\" id=\"du-slot-63c95b2f4cad4\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2023-01-18T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296806},{"headers":{"creationTime":"2023-01-13T15:07:07+00:00","modifiedTime":"2023-01-19T14:39:46+00:00","timestamp":"2023-01-19T15:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for the Automotive Industry","strippedTitle":"content marketing solutions for the automotive industry","slug":"custom-content-marketing-solutions-for-the-automotive-industry","canonicalUrl":"","seo":{"metaDescription":"Learn how you can reach your automotive B2B clients and partners through high-quality custom content marketing.","noIndex":0,"noFollow":0},"content":"Reaching B2B clients in today’s automotive marketplace is a curvy, complicated road to travel. You’re navigating a complex group of players, including dealers, manufacturers, insurance providers, robotics, materials, OEM and after-market parts suppliers, and distributors — many within the global marketplace.\r\n\r\n[caption id=\"attachment_296701\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296701\" src=\"https://www.dummies.com/wp-content/uploads/automotive-industry-robotics-adobeStock_159056701.jpg\" alt=\"Photo of man working with a robotic arm on vehicle parts\" width=\"630\" height=\"417\" /> ©Kinwun / Adobe Stock[/caption]\r\n\r\nWhat's more, fast-evolving technological innovations, like ADAS, big data, telematics, AI, and automation, continue to disrupt the automotive sector. These changes affect all corners of the industry.\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nYour business needs to stand out among this din and grab the attention of your audience, showcasing your quality product or service and your expertise.\r\n\r\nIn these fast-changing times, where research usually begins online, the best marketing strategy is <strong>high-quality, engaging content</strong> of high interest to your potential clients.\r\n\r\n<strong>Content marketing</strong> involves producing and distributing educational information that your audience finds valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your automotive business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your partners.\r\n\r\n[caption id=\"attachment_296700\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296700\" src=\"https://www.dummies.com/wp-content/uploads/engine-blocks-adobeStock_58048839.jpg\" alt=\"Photo of vehicle engine blocks on shelves\" width=\"630\" height=\"420\" /> ©Joshua Rainey / Adobe Stock[/caption]\r\n<h2 id=\"tab2\" ><strong>Why does automotive content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further describe what you can do for your customers, and why your product or service is better than your competition's.\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\">Dummies Custom Solutions</a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","description":"Reaching B2B clients in today’s automotive marketplace is a curvy, complicated road to travel. You’re navigating a complex group of players, including dealers, manufacturers, insurance providers, robotics, materials, OEM and after-market parts suppliers, and distributors — many within the global marketplace.\r\n\r\n[caption id=\"attachment_296701\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296701\" src=\"https://www.dummies.com/wp-content/uploads/automotive-industry-robotics-adobeStock_159056701.jpg\" alt=\"Photo of man working with a robotic arm on vehicle parts\" width=\"630\" height=\"417\" /> ©Kinwun / Adobe Stock[/caption]\r\n\r\nWhat's more, fast-evolving technological innovations, like ADAS, big data, telematics, AI, and automation, continue to disrupt the automotive sector. These changes affect all corners of the industry.\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nYour business needs to stand out among this din and grab the attention of your audience, showcasing your quality product or service and your expertise.\r\n\r\nIn these fast-changing times, where research usually begins online, the best marketing strategy is <strong>high-quality, engaging content</strong> of high interest to your potential clients.\r\n\r\n<strong>Content marketing</strong> involves producing and distributing educational information that your audience finds valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your automotive business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your partners.\r\n\r\n[caption id=\"attachment_296700\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296700\" src=\"https://www.dummies.com/wp-content/uploads/engine-blocks-adobeStock_58048839.jpg\" alt=\"Photo of vehicle engine blocks on shelves\" width=\"630\" height=\"420\" /> ©Joshua Rainey / Adobe Stock[/caption]\r\n<h2 id=\"tab2\" ><strong>Why does automotive content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further describe what you can do for your customers, and why your product or service is better than your competition's.\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\">Dummies Custom Solutions</a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Reaching your audience with custom content","target":"#tab1"},{"label":"Why does automotive content marketing work?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":264111,"title":"What Is Influencer Marketing and Which Platforms Do Influencers Use?","slug":"what-is-influencer-marketing-and-which-platforms-do-influencers-use","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/264111"}},{"articleId":264084,"title":"The 4 Types of Specialized Content in Digital Marketing","slug":"the-4-types-of-specialized-content-in-digital-marketing","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/264084"}},{"articleId":264074,"title":"What to Target for Search Engine 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Industry","slug":"content-marketing-solutions-for-the-aerospace-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296760"}},{"articleId":296726,"title":"Content Marketing Solutions for the Food and Beverage Industry","slug":"content-marketing-solutions-for-the-food-and-beverage-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296726"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281683,"slug":"digital-marketing-all-in-one-for-dummies","isbn":"9781119931959","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/1119931959/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119931959/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119931959-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119931959/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119931959/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/digital-marketing-all-in-one-for-dummies-2nd-edition-cover-9781119931959-203x255.jpg","width":203,"height":255},"title":"Digital Marketing All-In-One For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><p><b><b data-author-id=\"8966\">Stephanie Diamond</b></b> founded Digital Media Works, Inc., an online marketing company. She has more than 20 years of experience building profits for both small businesses and multibillion&#45;dollar corporations in over 75 different industries.</p>","authors":[{"authorId":8966,"name":"Stephanie Diamond","slug":"stephanie-diamond","description":" <p><b>Stephanie Diamond</b> founded Digital Media Works, Inc., an online marketing company. She has more than 20 years of experience building profits for both small businesses and multibillion&#45;dollar corporations in over 75 different industries. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/8966"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119931959&quot;]}]\" id=\"du-slot-63c95b2f4039b\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119931959&quot;]}]\" id=\"du-slot-63c95b2f40d9c\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2023-01-13T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296693},{"headers":{"creationTime":"2023-01-13T18:00:31+00:00","modifiedTime":"2023-01-19T14:39:06+00:00","timestamp":"2023-01-19T15:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for the Hospitality Industry","strippedTitle":"content marketing solutions for the hospitality industry","slug":"custom-content-marketing-solutions-for-the-hospitality-industry","canonicalUrl":"","seo":{"metaDescription":"Learn why custom content is the best marketing strategy for reaching potential clients in the hospitality industry.","noIndex":0,"noFollow":0},"content":"The hospitality industry is beginning to recover after some very tough years due to pandemic restrictions and travel constraints. Given the complexity of the marketplace today and its road to recovery, B2B marketing within the industry can seem more daunting than ever.\r\n\r\n[caption id=\"attachment_296715\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296715\" src=\"https://www.dummies.com/wp-content/uploads/hotel-maid-adobeStock_327438918.jpg\" alt=\"Photo of cleaning staff person pushing cleaning cart in hotel hallway\" width=\"630\" height=\"420\" /> ©Svitlana / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nDepending on your particular business, whether you’re a salesperson for a hotel or conference center, or a supplier to the food and beverage sector, you’re navigating a complex group of players. These include large and small hotel companies, travel companies and other businesses that partner with hotels, facilities suppliers, maintenance and cleaning companies, and wholesale food services — many with a global reach.\r\n\r\nNo matter your particular business within the industry, you need to stand out in the crowd and grab the attention of your audience, showcasing your quality product or service, and your expertise. Today’s best marketing strategy is <strong>high-quality, engaging content</strong> that is of high interest to your potential clients.\r\n\r\n<strong>Content marketing</strong> involves producing and distributing educational information that your potential clients will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your hospitality business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers.\r\n\r\n[caption id=\"attachment_296716\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296716\" src=\"https://www.dummies.com/wp-content/uploads/chef-kitchen-adobeStock_207867865.jpg\" alt=\"Photo of chef cooking in a restaurant kitchen\" width=\"630\" height=\"420\" /> ©Zorandim75 / Adobe Stock[/caption]\r\n<h2 id=\"tab2\" ><strong>Why does hospitality content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further describe what you can do for your customers, and why your product or service is better than your competition's.\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","description":"The hospitality industry is beginning to recover after some very tough years due to pandemic restrictions and travel constraints. Given the complexity of the marketplace today and its road to recovery, B2B marketing within the industry can seem more daunting than ever.\r\n\r\n[caption id=\"attachment_296715\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296715\" src=\"https://www.dummies.com/wp-content/uploads/hotel-maid-adobeStock_327438918.jpg\" alt=\"Photo of cleaning staff person pushing cleaning cart in hotel hallway\" width=\"630\" height=\"420\" /> ©Svitlana / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nDepending on your particular business, whether you’re a salesperson for a hotel or conference center, or a supplier to the food and beverage sector, you’re navigating a complex group of players. These include large and small hotel companies, travel companies and other businesses that partner with hotels, facilities suppliers, maintenance and cleaning companies, and wholesale food services — many with a global reach.\r\n\r\nNo matter your particular business within the industry, you need to stand out in the crowd and grab the attention of your audience, showcasing your quality product or service, and your expertise. Today’s best marketing strategy is <strong>high-quality, engaging content</strong> that is of high interest to your potential clients.\r\n\r\n<strong>Content marketing</strong> involves producing and distributing educational information that your potential clients will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your hospitality business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers.\r\n\r\n[caption id=\"attachment_296716\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296716\" src=\"https://www.dummies.com/wp-content/uploads/chef-kitchen-adobeStock_207867865.jpg\" alt=\"Photo of chef cooking in a restaurant kitchen\" width=\"630\" height=\"420\" /> ©Zorandim75 / Adobe Stock[/caption]\r\n<h2 id=\"tab2\" ><strong>Why does hospitality content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further describe what you can do for your customers, and why your product or service is better than your competition's.\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Reaching your audience with custom content","target":"#tab1"},{"label":"Why does hospitality content marketing work?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":296806,"title":"Content Marketing Solutions for the Legal Industry","slug":"content-marketing-solutions-for-the-legal-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296806"}},{"articleId":296798,"title":"Content Marketing Solutions for the Robotics Industry","slug":"content-marketing-solutions-for-the-robotics-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296798"}},{"articleId":296782,"title":"Content Marketing Solutions for the Agriculture Industry","slug":"content-marketing-solutions-for-the-agriculture-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296782"}},{"articleId":296760,"title":"Content Marketing Solutions for the Aerospace Industry","slug":"content-marketing-solutions-for-the-aerospace-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296760"}},{"articleId":296726,"title":"Content Marketing Solutions for the Food and Beverage Industry","slug":"content-marketing-solutions-for-the-food-and-beverage-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296726"}}],"fromCategory":[{"articleId":296806,"title":"Content Marketing Solutions for the Legal Industry","slug":"content-marketing-solutions-for-the-legal-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296806"}},{"articleId":296798,"title":"Content Marketing Solutions for the Robotics 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He has consulted with more than 200,000 businesses in 68 countries. <b data-author-id=\"11021\">Russ Henneberry</b> is founder of theCLIKK.com, a free daily email newsletter about digital business. He has trained and certified thousands of professionals in SEO, social media marketing and content marketing through his coaching, courses, and stage presentations. </p>","authors":[{"authorId":11020,"name":"Ryan Deiss","slug":"ryan-deiss","description":" <p><b>Ryan Deiss</b> is founder and CEO of Idea Incubator and creator of Traffic &#38; Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries. <b>Russ Henneberry</b> is founder of theCLIKK.com, a free daily email newsletter about digital business. He has trained and certified thousands of professionals in SEO, social media marketing and content marketing through his coaching, courses, and stage presentations. 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","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/11021"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119660484&quot;]}]\" id=\"du-slot-63c95b2f33ad6\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119660484&quot;]}]\" id=\"du-slot-63c95b2f344c9\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2023-01-13T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296713},{"headers":{"creationTime":"2023-01-17T18:34:35+00:00","modifiedTime":"2023-01-19T14:38:25+00:00","timestamp":"2023-01-19T15:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for the Food and Beverage Industry","strippedTitle":"content marketing solutions for the food and beverage industry","slug":"content-marketing-solutions-for-the-food-and-beverage-industry","canonicalUrl":"","seo":{"metaDescription":"Learn why high-quality customized content is the best strategy for marketing within the food and beverage industry.","noIndex":0,"noFollow":0},"content":"Despite the economic challenges of the last few years, and the current inflationary period, the food and beverage industry appears to have a sunny outlook for the years ahead, according to a Marcum LLP survey of food and beverage executives.\r\n\r\n[caption id=\"attachment_296728\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296728\" src=\"https://www.dummies.com/wp-content/uploads/tomatoes-processing-adobeStock_285584545.jpg\" alt=\"Photo of cherry tomatoes in a factory\" width=\"630\" height=\"353\" /> ©I Viewfinder / Adobe Stock[/caption]\r\n\r\nIf you are a manufacturer, processor, packager, retailer, supplier, or distributor, you’re probably looking forward to reaching new B2B clients so you can increase brand awareness and boost your sales. But given the immense size of the industry today, B2B marketing can seem more daunting than ever.\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nNo matter your particular business within the industry, you need to stand out in the crowd and grab the attention of your audience, showcasing your quality product or service, and your expertise. Today’s best marketing strategy is <strong>high-quality, engaging content</strong> that is of high interest to your potential clients.\r\n\r\n<strong>Content marketing</strong> within the food and beverage industry involves producing and distributing educational information that your potential clients will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers.\r\n\r\n[caption id=\"attachment_296729\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296729\" src=\"https://www.dummies.com/wp-content/uploads/grocery-stocker-adobeStock_510656035.jpg\" alt=\"Photo of grocery store worker checking inventory\" width=\"630\" height=\"420\" /> ©Pressmaster / Adobe Stock[/caption]\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further explain what you can do for your customers, and why your product or service is better than your competition's.\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<strong>Key objectives:</strong>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<strong>How were the assets used?</strong>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<strong>What results did you see?</strong>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<strong>How have your customers reacted to the book and what feedback have they shared with you?</strong>\r\n\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","description":"Despite the economic challenges of the last few years, and the current inflationary period, the food and beverage industry appears to have a sunny outlook for the years ahead, according to a Marcum LLP survey of food and beverage executives.\r\n\r\n[caption id=\"attachment_296728\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296728\" src=\"https://www.dummies.com/wp-content/uploads/tomatoes-processing-adobeStock_285584545.jpg\" alt=\"Photo of cherry tomatoes in a factory\" width=\"630\" height=\"353\" /> ©I Viewfinder / Adobe Stock[/caption]\r\n\r\nIf you are a manufacturer, processor, packager, retailer, supplier, or distributor, you’re probably looking forward to reaching new B2B clients so you can increase brand awareness and boost your sales. But given the immense size of the industry today, B2B marketing can seem more daunting than ever.\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nNo matter your particular business within the industry, you need to stand out in the crowd and grab the attention of your audience, showcasing your quality product or service, and your expertise. Today’s best marketing strategy is <strong>high-quality, engaging content</strong> that is of high interest to your potential clients.\r\n\r\n<strong>Content marketing</strong> within the food and beverage industry involves producing and distributing educational information that your potential clients will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers.\r\n\r\n[caption id=\"attachment_296729\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296729\" src=\"https://www.dummies.com/wp-content/uploads/grocery-stocker-adobeStock_510656035.jpg\" alt=\"Photo of grocery store worker checking inventory\" width=\"630\" height=\"420\" /> ©Pressmaster / Adobe Stock[/caption]\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further explain what you can do for your customers, and why your product or service is better than your competition's.\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<strong>Key objectives:</strong>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<strong>How were the assets used?</strong>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<strong>What results did you see?</strong>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<strong>How have your customers reacted to the book and what feedback have they shared with you?</strong>\r\n\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Reaching your audience with custom content","target":"#tab1"},{"label":"Why does content marketing work?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":296806,"title":"Content Marketing Solutions for the Legal Industry","slug":"content-marketing-solutions-for-the-legal-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296806"}},{"articleId":296798,"title":"Content Marketing Solutions for the Robotics Industry","slug":"content-marketing-solutions-for-the-robotics-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296798"}},{"articleId":296782,"title":"Content Marketing Solutions for the Agriculture Industry","slug":"content-marketing-solutions-for-the-agriculture-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296782"}},{"articleId":296760,"title":"Content Marketing Solutions for the Aerospace 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","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/11021"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119660484&quot;]}]\" id=\"du-slot-63c95b2f29d3f\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119660484&quot;]}]\" id=\"du-slot-63c95b2f2a721\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2023-01-17T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":296726},{"headers":{"creationTime":"2023-01-17T21:57:47+00:00","modifiedTime":"2023-01-19T14:37:44+00:00","timestamp":"2023-01-19T15:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for the Aerospace Industry","strippedTitle":"content marketing solutions for the aerospace industry","slug":"content-marketing-solutions-for-the-aerospace-industry","canonicalUrl":"","seo":{"metaDescription":"The aerospace industry is especially challenging when it comes to marketing. Learn why custom content is the best strategy.","noIndex":0,"noFollow":0},"content":"Marketing is a special challenge within the aerospace industry because of its long and complex sales cycles, and expensive products and services. Procurement teams and buying committees spend long periods of time researching and comparing options that are complicated and ever-evolving.\r\n\r\n[caption id=\"attachment_296762\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296762\" src=\"https://www.dummies.com/wp-content/uploads/airplane-maintenance-adobestock_242421445.jpg\" alt=\"Phot of man performing maintenance on an airplane engine\" width=\"630\" height=\"420\" /> ©Aapsky / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nAs a business within this highly competitive industry, it’s crucial to find ways to distinguish yourself among the crowd. You need to grab the attention of your audience, showcasing your product or service, and your expertise.\r\n\r\nThis is why producing and distributing <strong>high-quality, engaging content</strong> of high interest to your potential clients is the <strong>best marketing strategy for your business</strong>. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers.\r\n<h2 id=\"tab2\" ><strong>Why does aerospace content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients and answers their questions makes the connection breakthrough. It gives you the opportunity to describe what you can do for your customers, and why your product or service is better than your competition's.\r\n\r\n[caption id=\"attachment_296763\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296763\" src=\"https://www.dummies.com/wp-content/uploads/man-working-helicopter-adobestock_402319777.jpg\" alt=\"Photo of man building a helicopter\" width=\"630\" height=\"420\" /> ©Vitality / Adobe Stock[/caption]\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded aerospace industry, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","description":"Marketing is a special challenge within the aerospace industry because of its long and complex sales cycles, and expensive products and services. Procurement teams and buying committees spend long periods of time researching and comparing options that are complicated and ever-evolving.\r\n\r\n[caption id=\"attachment_296762\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296762\" src=\"https://www.dummies.com/wp-content/uploads/airplane-maintenance-adobestock_242421445.jpg\" alt=\"Phot of man performing maintenance on an airplane engine\" width=\"630\" height=\"420\" /> ©Aapsky / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" >Reaching your audience with custom content</h2>\r\nAs a business within this highly competitive industry, it’s crucial to find ways to distinguish yourself among the crowd. You need to grab the attention of your audience, showcasing your product or service, and your expertise.\r\n\r\nThis is why producing and distributing <strong>high-quality, engaging content</strong> of high interest to your potential clients is the <strong>best marketing strategy for your business</strong>. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers.\r\n<h2 id=\"tab2\" ><strong>Why does aerospace content marketing work?</strong></h2>\r\nHigh-quality content that piques the interest of potential clients and answers their questions makes the connection breakthrough. It gives you the opportunity to describe what you can do for your customers, and why your product or service is better than your competition's.\r\n\r\n[caption id=\"attachment_296763\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-296763\" src=\"https://www.dummies.com/wp-content/uploads/man-working-helicopter-adobestock_402319777.jpg\" alt=\"Photo of man building a helicopter\" width=\"630\" height=\"420\" /> ©Vitality / Adobe Stock[/caption]\r\n<h2 id=\"tab3\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded aerospace industry, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> company.\r\n\r\n<strong>You know <em>Dummies</em> — everybody does.</strong> People around the world turn to <em>Dummies</em> books and e-books when they want <em>Learning Made Easy</em>. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do.\r\n\r\n<strong>We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you.</strong>\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> book and e-book for your company or product that you can distribute in a variety of ways, including:\r\n<ul>\r\n \t<li>Sign-ups on your website</li>\r\n \t<li>Webinar attendance</li>\r\n \t<li>Trade shows and other events</li>\r\n \t<li>Email marketing campaigns</li>\r\n</ul>\r\nDummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the <em>Dummies</em> network of properties and a book/e-book that helps you:\r\n<ul>\r\n \t<li>Boost awareness of your company or product</li>\r\n \t<li>Nurture relationships with current clients</li>\r\n \t<li>Establish your company as an authority/expert/thought leader</li>\r\n \t<li>Generate leads</li>\r\n</ul>\r\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us\" target=\"_blank\" rel=\"noopener\"><strong>Wiley</strong></a>, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with <em>Dummies</em> and Wiley.\r\n\r\n<!-- desktop callout image -->\r\n\r\n<style type=\"text/css\">a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:\"\";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:\"\"}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}}</style>\r\n\r\n<a class=\"drops-article-callout callout-desktop\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296261\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-725x220-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"725\" height=\"200\" /></a>\r\n<!-- mobile callout image -->\r\n<a class=\"drops-article-callout callout-mobile\" style=\"border: none !important; background-color: transparent !important;\" href=\"https://custom.dummies.com/Custom-Solutions.aspx#contact\" target=\"_blank\" rel=\"noopener\" data-testid=\"linkToPartnerwithDummies\"><img class=\"aligncenter size-full wp-image-296262\" style=\"border: none !important;\" src=\"https://www.dummies.com/wp-content/uploads/contact-custom-solutions-500x500-1.png\" alt=\"Ready to get started? Let's discuss your custom content project. Contact us.\" width=\"500\" height=\"500\" /></a>\r\n<h2 id=\"tab4\" ><strong>Case Study: Thron</strong></h2>\r\n<h3><strong>Key objectives:</strong></h3>\r\n<ul>\r\n \t<li>Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the <em>Dummies</em> books</li>\r\n \t<li>Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the <em>Dummies</em> books</li>\r\n \t<li>Find new companies interested in our Intelligent DAM</li>\r\n</ul>\r\n<h3><strong>How were the assets used?</strong></h3>\r\n<ul>\r\n \t<li>Free e-book to download from our websites to inform and develop people on CI</li>\r\n \t<li>Free promotional materials for events to widen the audience and make them aware of the topic</li>\r\n \t<li>Gift for our clients and THRON employees to strengthen engagement</li>\r\n</ul>\r\n<h3><strong>What results did you see?</strong></h3>\r\n<ul>\r\n \t<li>8,000 e-books downloaded</li>\r\n \t<li>750 print books given out</li>\r\n</ul>\r\n<h3><strong>How have your customers reacted to the book and what feedback have they shared with you?</strong></h3>\r\nThe book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose <em>Content Intelligence For Dummies</em> as their summer reading!\r\n\r\n<strong>“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.”</strong><strong>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies</strong>","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Reaching your audience with custom content","target":"#tab1"},{"label":"Why does aerospace content marketing work?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":296806,"title":"Content Marketing Solutions for the Legal Industry","slug":"content-marketing-solutions-for-the-legal-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296806"}},{"articleId":296798,"title":"Content Marketing Solutions for the Robotics Industry","slug":"content-marketing-solutions-for-the-robotics-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296798"}},{"articleId":296782,"title":"Content Marketing Solutions for the Agriculture Industry","slug":"content-marketing-solutions-for-the-agriculture-industry","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/296782"}},{"articleId":296726,"title":"Content 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Project Management Project Management For Dummies Cheat Sheet (UK Edition)

Cheat Sheet / Updated 02-03-2023

In today’s time-pressured, cost-conscious global business environment, project management skills are essential. This Cheat Sheet offers you some key pointers to maximising your effectiveness in project management.

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Events Preparing an Audiovisual Setup for a Business Meeting or Event

Article / Updated 02-01-2023

When you're planning a business meeting or event, you'll most likely need audiovisual equipment — such as microphones, projectors, screens, and lighting. Some facilities, such as conference centers, offer the luxury of built-in audiovisual (AV) capabilities that often contain highly sophisticated equipment. However, if you have to rent the necessary gear, it helps to have a little knowledge. You need to have a clear sense of how your AV equipment will enhance your event. Make sure that AV elements — and difficulties — don’t overpower the message being conveyed. This article overviews some of the basic AV equipment and a few tricks of the trade so so you'll feel more comfortable deciding what equipment to use, and when. Microphones Let your presenters know what room setup you’ve organized, and then ask whether they have any specific needs — speakers often prefer a certain type of microphone. Some common microphone setups include: Lectern/podium microphone: This type of microphone is usually attached to the lectern with an adjustable arm. Speaker introductions are often conducted from this location, and speakers who use notes often feel more comfortable positioned here. Table microphone: As the name suggests, this type of microphone is used when the speaker is seated at a table. You often find these microphones used for panel discussions where the panelists are seated at a long table on the stage. You want to provide each participant with their own microphone, or at least one microphone between two people. It gets rather awkward and cumbersome when four people share one microphone and need to pass it to one another. Standing/aisle microphone: Entertainers, especially singers and comedians, prefer this kind of microphone, which is positioned on a stand. These microphones are also commonly placed in the aisles so that during a question-and-answer session, participants can walk up and speak questions or comments directly into the microphone for all to hear. Hand-held microphone: As the name says, this microphone is held in the hand. Corded and wireless versions are available. Entertainers and speakers who don’t need to use their hands during their speeches often choose to use these. The hand-held mic is not the best choice for an inexperienced presenter or one who needs to write notes or perform a demonstration. Lavaliere/lapel microphones: These microphones are small and easily clip onto clothing, preferably as close to the speaker’s mouth as possible. They can be corded or wireless. Speakers who need to use their hands throughout their presentations often prefer this type of microphone. Remind your speaker not to turn their head away from this microphone when they speak — their audibility will fade. Should you use a wireless or corded mic? There are advantages and disadvantages to both. The corded mic keeps the speaker on a short leash but offers the most reliable connection. The wireless mic enables the speaker to move even off the stage, but may encounter more feedback. Rely on an experienced audio tech to help you identify your best option. Projection screens Any time your presenter uses visuals during the presentation, you need a screen. The common projection screen format is letterbox (similar in shape to a modern television with a 16:9 ratio). The key here is to have one that is large enough, so everyone can see clearly. Follow these helpful guidelines to get what’s best: Decide whether you need a square or rectangular screen format. Choose a screen format that matches the projection equipment you’re using. Ask your AV supplier for help with this. Order a nonglare screen that is video-format with a matte-white surface and is either a tripod or fastfold. Place the screen in the center of the audience’s view, to the side, or in a corner. Much will depend on what’s more important: the speaker or the projected visual information. Seats should be located a distance that is no less than double the width of the projected image, and the farthest seat from the screen is no more than five times the width of the image. Make sure that the bottom of the screen is at least 5 feet up from the floor to ensure that those backbenchers get a good view. Place the screen on the stage if the ceiling height permits, but make sure that it’s dressed appropriately — side curtains, bottom skirt, and top valance. Naked screens are aesthetically uninteresting. Projectors You should anticipate that your presenter will have digitized visuals for their presentation. It is up to you to confirm that their format and your technology are compatible. Select your projector first by their lumens. The minimum lumens for a small to medium-sized meeting room with a 100-inch screen is 2,500 lumens. The larger the room, the more lumens you need. The latest digital video projectors offer wireless and Bluetooth connectivity while also featuring HDMI, USB, and micro-USB options. For the best connectivity, have a computer handy to support the apps being used (such as PowerPoint, Keynote, or Prezi). Audio is available on some projectors and this may work well for a smaller setting, but using additional speakers and a mixing board to bring the sound clearly into a large conference room or auditorium is your best bet. Here are some options for video projectors: DLP: Digital light processing technology uses micro-mirrors to project images from a monitor onto a large screen. DLP is seen in stand-alone projection units, in rear projection TVs, and in most of the digital cinema projections. DLP provides excellent images, is compact and low maintenance, and works well in large rooms. Get one with LEDs for illumination. LCD: Liquid crystal display projectors send light through a prism to display video, images, or computer data onto a screen or flat surface. These projectors tend to be bulky and pixilated. Be sure to have an extra lamp on hand as they are sensitive, hot, and can burn out during your presentation. Newer LCDs are available with an LED light source. LED: Light emitting diode projectors are identified by their light source, the LEDs. They are compact — a little larger than your hand — very portable, and a great workhorse for meetings in close quarters. The old-school overhead projector has been upgraded to make it compatible with digital technology called a digital document camera. These cameras (also known as visual presenters, visualizers, digital overheads, or docucams) are real-time image capture devices for displaying paper, transparencies, or an object to an audience. Digital document cameras come with a light to illuminate objects or surfaces below the camera so you can feed live content into your computer to share online. For live events, you can elect to send the images to a projector, delivering the picture to the screen. The brighter the projector, the more versatile it will be under different lighting conditions. Projectors that provide brightness ratings of 1,000 lumens or more can produce excellent images in larger rooms, even without dimming the lights. Lighting Don’t leave your meeting participants in the dark! Good lighting is essential to a good meeting, particularly when it includes a visual presentation or speech. Your goal is to light your meeting room unequally, following these basic guidelines: For a keynote or general session, most of the light ought to be channeled onto the main presentation area enabling the audience to see as much of the presenter’s facial features as possible. To avoid creating a spotlight effect and blinding your speaker, use cross lighting with two separate lights, one on either side of the presentation area. Less lighting is needed on the audience. For a presentation where participants are expected to take notes, allow enough lighting to cover the audience so that they can do this without strain. You should have no light directly above or on any screens or monitors showing slides or other video or computer presentations. Definitely avoid fluorescent lighting near screens and monitors because this washes out any of the images you want to project. Ideally, you should be able to control and dim individual lights in the meeting room. If you can’t control the lighting, you can arrange to have venue management unscrew specific bulbs ahead of time to achieve the desired effect for your event. To avoid any washed-out images on a screen, arrange to have bulbs unscrewed that shine directly above or onto the screen. This task is particularly easy with recessed halogen spotlights. AV needs for presenters The following is a typical list of audiovisual needs that speakers often request: LCD projector Screen Table microphone Hand-held corded microphone Wireless hand-held microphone Corded Lavaliere microphone (with 50-inch cord) Wireless Lavaliere microphone Flip chart or oversized sticky notes with markers Remember to give presenters a deadline date for their requests because equipment ordered on-site is often more expensive, if it’s even available. Tuning into licensing Before you crank up that oldies-but-goodies playlist to entertain your meeting audience or add a little life to a presentation, familiarize yourself with some of the legal know-how to save yourself from any problems that may occur down the road. Copyright law states that you must get permission from the copyright holder before you play a piece of music either live or from a recording. You don’t have to track down the recording artists in an attempt to get their blessing before using the music — thankfully, the process is much simpler than that. To get permission to play a piece of copyrighted music, all you need to do is pay a fee through one of two major performers’ rights organizations: BMI or ASCAP. Both of these nonprofit groups collect license fees on behalf of the composers and performers they represent. They then distribute the funds as royalties to the appropriate writers, composers, and copyright holders. Note that the law does not apply to music over 75 years old that has not been revised and copyrighted. For music licensed after 1978 the copyright protection expires 50 years after the death of the last surviving author or composer. For more detailed information about copyrights and trademarks check out this web page on the U.S. Patent and Trademark Office website.

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Data Management What Is Data Governance?

Article / Updated 01-31-2023

Listen to the article:Download audio To be effective at their jobs, staff in an organization want to find the data they need quickly, and they want it to be high-quality data. This means the data needs to be accurate and current. Leaders want data to provide the basis for rich insights that enable timely and informed data-driven decision-making. The legal department requires data to be handled by everyone in a manner consistent with laws and regulations. Product designers want data to inform creative decisions that align with marketplace demands and customer trends. Security professionals are tasked with ensuring that the data is appropriately protected. Undoubtedly, a wide range of stakeholders want to harness the remarkable power of data. To achieve these and other increasingly common business demands, you need some form of data control and accountability in your enterprise. Quality results require the diligent management of your organization’s data. Data governance is all about managing data well. Well-managed data can drive growth Today, when data is managed well, it can drive innovation and growth and can be an enterprise’s most abundant and important lever for success. Well managed data can be transformational, and it can support the desirable qualities of a data-driven culture. This is when decisions at all levels of the organization are made using data in an informed and structured manner such that they deliver better outcomes internally and to customers. Research confirms that most business leaders today want their organizations to be data-driven, but, according to a survey by NewVantage Partners, only around 32 percent are achieving that goal. Successful data governance also means that data risks can be minimized, and data compliance and regulatory requirements can be met with ease. This can bring important comfort to business leaders who, in some jurisdictions, can now be personally liable for issues arising from poor data management. Every organization manages data at some level. All businesses generate, process, use, and store data as a result of their daily operations. But there’s a huge difference between businesses that casually manage data and those that consider data to be a valuable asset and treat it accordingly. This difference is characterized by the degree in which there are formalities in managing data. Broadly, the discipline in which an organization acts in recognition of the value of its information assets (a fancy term for data with specific value to an organization, such as a customer or product record) is called enterprise information management (EIM). Governing and managing data well is a central enabler of EIM, which also includes using technologies and processes to elevate data to be a shared enterprise asset. Data governance versus data management Within the EIM space there are many terms that sound like they might mean the same thing. There is often confusion about the difference between data governance and data management. Data governance is focused on roles and responsibilities, policies, definitions, metrics, and the lifecycle of data. Data management is the technical implementation of data governance. For example, databases, data warehouses and lakes, application programming interfaces (APIs), analytics software, encryption, data crunching, and architectural design and implementation are all data management features and functions. Data governance versus information governance Similarly, in EIM, you may want clarity on the difference between data governance and information governance. Data governance generally focuses on data, independent of its meaning. For example, you may want to govern the security of patient data and staff data from a policy and process perspective, despite their differences. The interest here is on the data, not as much on the business context. Information governance is entirely concerned with the meaning of the data and its relationship in terms of outcomes and value to the organization, customers, and other stakeholders. You might experience obvious overlap between the two terms. For sure, as a data governance practitioner, to some extent you’ll be operating in both the data and information governance worlds each day. This shouldn’t present an issue as long as the strategy for data governance is well understood. My view is that understanding the context of data, a concept known as data intelligence, and the desired business outcomes, complement data governance efforts in a valuable manner. The value of data governance If an organization considers data to be a priority and it puts in place processes and policies to leverage the data’s value and reduce data risks, that organization is demonstrating a strong commitment to data controls and accountabilities. In other words, that organization values data governance. An increasing number of businesses value data governance; in fact, according to Anmut, a data consultancy, 91 percent of business leaders say that data is a critical part of their organization’s success. Fundamentally, data governance is driven by a desire to increase the value of data and reduce the risks associated with it. It forces a leap from an ad hoc approach to data to one that is strategic in nature. Some of the main advantages achieved by good data governance include: Improved data quality Expanded data value Increased data compliance Improved data-driven decision-making Enhanced business performance Greater sharing and use of data across the enterprise and externally Increased data availability and accessibility Improved data search Reduced risks from data-related issues Reduced data management costs Established rules for handling data Any one of these alone is desirable, but a well-executed and maintained data governance program will deliver many of these and more. In the absence of formalized data governance, organizations will continue to struggle in achieving these advantages and may, in fact, suffer negative consequences. For example, poor quality data that is not current, inaccurate, and incomplete can lead to operating inefficiencies and poor decision-making. Data governance does not emerge by chance. It’s a choice and requires organizational commitment and investment.

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Events Pros and Cons of Online Business Meetings

Article / Updated 01-31-2023

If you're a meeting and event planner, you need to know both the advantages and disadvantages of using online communication technology so you can make good decisions about when to use it and which format to choose. Meeting online is no longer reserved for high-level executive pow-wows. Since 2020, nearly everyone from grade school kids to grandparents has experienced online conferencing. Our need to connect during the COVID-19 pandemic encouraged approximately 200 online conference platforms to emerge, many with very powerful capabilities. The online meeting is now as prevalent and necessary as the mobile phone. Use this to your advantage when planning a meeting! What you need to decide is which type of online conference will best suit your needs. You have a choice of a video conference (that allows attendees to participate with both audio and video), a hybrid conference (where you are sharing a live presentation with a broader online audience), and finally you can offer a webinar or online conference (where you are the main attraction and there is limited interaction from your attendees). Video conferences Video conferences allow participants in remote locations to see and hear each other through video and audio connections. Video conferencing adds an important visual dimension to ordinary conference call and enables participants to communicate with facial expressions and body language. Participants can relate to each other much better when they’re more than just disembodied voices. Online conferences or webinars Online conferences or webinars are live or pre-recorded sessions that bring your message to many with little feedback. The webinar audience can see and hear you, but the participants are not visible and may only be audible when and if the host chooses to let them speak. Hybrid conferences Hybrid conferences are a combination of a live in-person event with an online audience. You can choose to have the online participants connect through a video conference (communicating visually and audibly) or an online conference (without the visual and with selective audio input.) Video conferences have participants. Online conferences or webinars have viewers. Hybrid events can utilize whichever platform works best for the online audience without detracting from the live audience. Meeting online is a powerful communication tool. It may seem daunting to the technical novices among you, but fear not! Plenty of help is available, and if you plan well, you’ll find that meeting online is an effective and efficient way to connect people all over the world. Considering the positives Some of the advantages of online meetings include: It’s the next best thing to being in the same room. You’re not just a voice on the phone, but someone the other participants can see and relate to. This visual medium allows for demonstration. The maxim “a picture is worth a thousand words” certainly rings true here. You can show participants samples or demonstrate a solution to a problem. Videoconferencing enables participants to put a face with the name of a person they may know only as a voice on the phone or the sender of an e-mail message. As a result, videoconferencing may help to build a stronger relationship. Webinars allow you to quickly connect to a larger audience by recording your live session for playback at the viewers’ convenience. Hybrid meetings allow conference planners to include participants that may otherwise miss out on hearing a speaker, learning a skill, or being introduced to a new product. Weighing the negatives As with every new meeting technology, online meetings also have limitations and drawbacks: Participants may not feel comfortable at first. It may take some time and effort to put all participants at ease with the idea of seeing themselves on the screen. A lot of careful planning is necessary for a successful online meeting. Technology can sometimes fail you. Each platform has a learning curve and you need to be proficient before you go live. Determining your needs As you begin to develop your online meeting, you must accurately determine your needs and resources. Ask yourself the following questions to guide you in your planning: What does the meeting chairperson hope to accomplish with this meeting? Does the meeting chairperson want a collaborative event, or a one-way transfer of information from one party to another? Is it possible to accomplish the goal through an online meeting? Is an online presentation compatible with the meeting chairperson’s personality and presentation style, or would a meeting done in person or through another medium be more effective? Do I need an online meeting facility? If so, do I have the resources to create or rent one? Do other potential participants have online access? How many participants will be involved, and at how many sites? Do I need to hire technicians and site facilitators, or will I be able to do it alone or use existing staff? It takes a team As the conference planner, you’ll be spearheading your online meeting, but it takes a team of people to make it successful. Unless you decide to run the meeting yourself, you have to work with equipment providers and technical experts who set up the equipment. You also have to appoint a site facilitator at each location. The site facilitator plays a crucial role by overseeing everything at the remote site. They take care of technical needs, the room, the furniture arrangement, the distribution of materials to participants, and other key details. Appointing a troubleshooter for each location is also an excellent idea. This person is responsible for fixing any technical problems that arise during the online meeting. Separating this function from the role of the event facilitator allows the facilitator to keep the meeting organized and on track while any technical problems are being resolved.

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Business Communication Developing Cultural Awareness, an Important Soft Skill

Article / Updated 01-27-2023

Listen to the article:Download audio Understanding and being open to people from different cultural backgrounds is an important soft skill in today's workplace, and an attribute employers look for in job candidates. Even when you know that celebrating diversity is important to your personal and professional success, you may sometimes struggle to accept the diversity you encounter, and gravitate toward people who are most like you and provide a sense of familiarity. You may not even be aware that you’re doing so, but you’re not alone. During childhood, people are conditioned by their experiences and environments to seek out what’s the same and to avoid what’s different. Each person is raised to view and to react to the world around them in certain ways, and these unique differences shape a person’s appearance, language, and behavior. These differences — along with cultural beliefs, traditions, and religion — shape people's views of themselves, others, and the world, which is why learning to understand and accept other cultures can sometimes be difficult. Because you look at people from another culture through your “me” filter, you may need to work to learn how to see and accept something or someone in a different way. Accepting that seeing is not always believing You probably believe that you see things as they truly are. However, your mind interprets what your eyes see and gives those things meaning. In other words, what you see is as much in your mind as it is in reality. When you consider that the mind of a person from one culture is going to assign different meaning to things than the mind of a person from another culture is, you’ve just arrived at the most fundamental of all cross-cultural problems: the fact that two people look at the same situation and see two entirely different things. Any behavior observed across the cultural divide has to be interpreted two ways: The meaning given to it by the person who performs the action The meaning given to it by the person who observes the action Only when these two meanings are the same do you have successful cross-cultural communication. And by successful, I’m saying that the meaning the doer intended is the same as the meaning the observer understood. Understanding interpretation is an important part of cultivating cultural awareness, so here’s a quick exercise to make the concept a little easier to understand: Read the following five behavior scenarios and write your immediate interpretation of that behavior in terms of your own cultural values, beliefs, or perceptions. Don’t give your responses too much thought. Just write what immediately comes to mind. A person comes to a meeting half an hour after the stated starting time. Your interpretation: A person you’re having a conversation with doesn’t look you in the eyes when speaking to you. Your interpretation: Two people are kissing each other while seated on a park bench. Your interpretation: Someone gives you the thumbs-up gesture. Your interpretation: Your personal interpretation of each situation determined where your mind went as you were reading each of these situational sentences. For example, you may have read item 4 and thought that the person was giving you a sign of encouragement or approval. However, in some Middle Eastern countries, giving someone a thumbs-up gesture sends the same message as raising a different finger in the United States. (Yep. That one.) Personal interpretations aren’t right or wrong. They’re personal. Everyone has their own interpretation of any situation, and respecting the fact that their interpretation isn’t right or wrong is important. After you understand and accept that interpretations are a personal matter, you can begin to cultivate tolerance and respect for others who see things differently than you do. Saying no to stereotyping Fostering the ability to understand, embrace, and respect the differences you see in others is critical to your success in the workplace and in life. One of the first and most significant steps in the process is to admit that you have personal biases, prejudices, and the tendency to apply stereotypes to others. All people have some biases and prejudices. Biases, prejudices, and the tendency to stereotype are culturally divisive behaviors that many (or maybe even most) people are prone to. After you become culturally aware and work not to act on those biases and prejudices, you can make positive and permanent work and life changes. Prejudice is being down on something you’re not up on. Stereotyping is the practice of assuming that similar people or groups of people think, act, look, feel, and believe the same things simply because they share the same culture. When you stereotype people, you prejudge them. Stereotyping tends to dehumanize people by lumping them all together. And no one wants that. Every person wants to be seen for who they are as an individual. Feeling negative about a certain person or avoiding a certain group of people simply because they’re different from you can minimize your worldview and affect your ability to work well with others. You may believe that you always treat others you meet as equals, but this ideal probably isn’t true at times, and you may not even realize you’re violating it. According to stereotyping studies, most people have biases and prejudices they aren’t even aware of that can have a major influence on the way they interact with others. Stepping on the stereotyping scale The first step to avoiding unconscious stereotyping behaviors is to identify the ways you may be practicing stereotyping. Grab your pen and paper and write your first thought that completes the following statements: All famous movie and television stars… All professional athletes… All vegetarians… All men with long hair… All women with tattoos… All politicians… Take a look at your responses. Did they come easily to you? If so, you may have a tendency to stereotype the people you meet at work and in life. Were most of your responses positive or negative? If they were mostly negative, you may have a tendency to be prejudiced and biased when meeting someone new and different from you. Any sentence about people that begins with the word all is stereotypical from the start. Recognizing how you stereotype Education is the key to change, and right here and now is a great opportunity to start educating yourself. After you begin to recognize your biases, prejudices, and tendency to stereotype, you can use your newly acquired knowledge to develop and practice a culture of tolerance, acceptance, and celebration both in the workplace and in life. The power of daily active practice, practice, practice improves your diversity and cultural awareness skills and leads to career and life success. Employers want to hire and promote people who work well with others. Use the following three simple exercises for daily practice in respecting diversity and developing cultural awareness: Become aware. Take the time to acknowledge your cultural conditioning and identify your stereotypes, biases, and prejudices. Be brave enough to reflect on both the positive and negative aspects of your own diversity and examine why you think the way you do. This process has you question things that you may never have questioned before. Educate yourself. Make an effort to learn more about cultural practices from other countries — their etiquette, traditions, and acceptable forms of communication. Make a genuine effort with your culturally diverse co-workers to learn about and respect your differences and to find similarities you can build on. Show respect. When you demonstrate the same respect to others that you want to receive from them, you’re acknowledging that you value all people, not only those who look, think, talk, and act the way you do. Each person is a unique individual, and everyone has much to contribute. Differences will always exist. Diversity will always be a part of the workplace and life. And that’s a good thing! All you have to do to learn how to respect diversity and cultivate cultural awareness is to remember that your mind is like a parachute: It works best when it’s open.

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Marketing Content Marketing Solutions for the Legal Industry

Article / Updated 01-19-2023

The U.S. legal industry is the largest and most competitive in the world, which can make marketing your law business seem daunting. You need to distinguish your law firm or other law-related business among the crowd to generate leads and boost revenue. In today’s digital world, one of the best ways to reach potential clients is through high-quality, engaging content, created primarily to inform rather than promote. Content marketing involves producing and distributing educational content that your audience will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your law business as an authority within your area of the industry, get the attention of potential clients, and strengthen connections with your existing clients. Why does content marketing for the legal industry work? High-quality content that piques the interest of potential clients and answers their questions makes the connection breakthrough. Once you have their attention, you then have the opportunity to further describe what you can do for your clients, and why your firm is better than the competition. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in the crowded legal industry, consider Dummies Custom Solutions, a Wiley company. You know Dummies — everybody does. People around the world turn to Dummies books and e-books when they want Learning Made Easy. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do. We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your business that you can distribute in a variety of ways, including: Sign-ups on your website Webinar attendance Trade shows and other events Email marketing campaigns Dummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the Dummies network of properties and a book/e-book that helps you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley. a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:"";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:""}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}} Case Study: Thron Key objectives: Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books Find new companies interested in our Intelligent DAM How were the assets used? Free e-book to download from our websites to inform and develop people on CI Free promotional materials for events to widen the audience and make them aware of the topic Gift for our clients and THRON employees to strengthen engagement What results did you see? 8,000 e-books downloaded 750 print books given out How have your customers reacted to the book and what feedback have they shared with you? The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading! “The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies

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Marketing Content Marketing Solutions for the Automotive Industry

Article / Updated 01-19-2023

Reaching B2B clients in today’s automotive marketplace is a curvy, complicated road to travel. You’re navigating a complex group of players, including dealers, manufacturers, insurance providers, robotics, materials, OEM and after-market parts suppliers, and distributors — many within the global marketplace. What's more, fast-evolving technological innovations, like ADAS, big data, telematics, AI, and automation, continue to disrupt the automotive sector. These changes affect all corners of the industry. Reaching your audience with custom content Your business needs to stand out among this din and grab the attention of your audience, showcasing your quality product or service and your expertise. In these fast-changing times, where research usually begins online, the best marketing strategy is high-quality, engaging content of high interest to your potential clients. Content marketing involves producing and distributing educational information that your audience finds valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your automotive business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your partners. Why does automotive content marketing work? High-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further describe what you can do for your customers, and why your product or service is better than your competition's. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley company. You know Dummies — everybody does. People around the world turn to Dummies books and e-books when they want Learning Made Easy. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do. We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your company or product that you can distribute in a variety of ways, including: Sign-ups on your website Webinar attendance Trade shows and other events Email marketing campaigns Dummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the Dummies network of properties and a book/e-book that helps you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley. a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:"";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:""}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}} Case Study: Thron Key objectives: Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books Find new companies interested in our Intelligent DAM How were the assets used? Free e-book to download from our websites to inform and develop people on CI Free promotional materials for events to widen the audience and make them aware of the topic Gift for our clients and THRON employees to strengthen engagement What results did you see? 8,000 e-books downloaded 750 print books given out How have your customers reacted to the book and what feedback have they shared with you? The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading! “The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies

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Marketing Content Marketing Solutions for the Hospitality Industry

Article / Updated 01-19-2023

The hospitality industry is beginning to recover after some very tough years due to pandemic restrictions and travel constraints. Given the complexity of the marketplace today and its road to recovery, B2B marketing within the industry can seem more daunting than ever. Reaching your audience with custom content Depending on your particular business, whether you’re a salesperson for a hotel or conference center, or a supplier to the food and beverage sector, you’re navigating a complex group of players. These include large and small hotel companies, travel companies and other businesses that partner with hotels, facilities suppliers, maintenance and cleaning companies, and wholesale food services — many with a global reach. No matter your particular business within the industry, you need to stand out in the crowd and grab the attention of your audience, showcasing your quality product or service, and your expertise. Today’s best marketing strategy is high-quality, engaging content that is of high interest to your potential clients. Content marketing involves producing and distributing educational information that your potential clients will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your hospitality business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers. Why does hospitality content marketing work? High-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further describe what you can do for your customers, and why your product or service is better than your competition's. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley company. You know Dummies — everybody does. People around the world turn to Dummies books and e-books when they want Learning Made Easy. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do. We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your company or product that you can distribute in a variety of ways, including: Sign-ups on your website Webinar attendance Trade shows and other events Email marketing campaigns Dummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the Dummies network of properties and a book/e-book that helps you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley. a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:"";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:""}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}} Case Study: Thron Key objectives: Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books Find new companies interested in our Intelligent DAM How were the assets used? Free e-book to download from our websites to inform and develop people on CI Free promotional materials for events to widen the audience and make them aware of the topic Gift for our clients and THRON employees to strengthen engagement What results did you see? 8,000 e-books downloaded 750 print books given out How have your customers reacted to the book and what feedback have they shared with you? The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading! “The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies

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Marketing Content Marketing Solutions for the Food and Beverage Industry

Article / Updated 01-19-2023

Despite the economic challenges of the last few years, and the current inflationary period, the food and beverage industry appears to have a sunny outlook for the years ahead, according to a Marcum LLP survey of food and beverage executives. If you are a manufacturer, processor, packager, retailer, supplier, or distributor, you’re probably looking forward to reaching new B2B clients so you can increase brand awareness and boost your sales. But given the immense size of the industry today, B2B marketing can seem more daunting than ever. Reaching your audience with custom content No matter your particular business within the industry, you need to stand out in the crowd and grab the attention of your audience, showcasing your quality product or service, and your expertise. Today’s best marketing strategy is high-quality, engaging content that is of high interest to your potential clients. Content marketing within the food and beverage industry involves producing and distributing educational information that your potential clients will find valuable. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers. Why does content marketing work? High-quality content that piques the interest of potential clients makes the connection breakthrough, giving you the opportunity to further explain what you can do for your customers, and why your product or service is better than your competition's. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley company. You know Dummies — everybody does. People around the world turn to Dummies books and e-books when they want Learning Made Easy. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do. We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your company or product that you can distribute in a variety of ways, including: Sign-ups on your website Webinar attendance Trade shows and other events Email marketing campaigns Dummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the Dummies network of properties and a book/e-book that helps you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley. a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:"";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:""}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}} Case Study: Thron Key objectives: Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books Find new companies interested in our Intelligent DAM How were the assets used? Free e-book to download from our websites to inform and develop people on CI Free promotional materials for events to widen the audience and make them aware of the topic Gift for our clients and THRON employees to strengthen engagement What results did you see? 8,000 e-books downloaded 750 print books given out How have your customers reacted to the book and what feedback have they shared with you? The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading! “The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies

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Marketing Content Marketing Solutions for the Aerospace Industry

Article / Updated 01-19-2023

Marketing is a special challenge within the aerospace industry because of its long and complex sales cycles, and expensive products and services. Procurement teams and buying committees spend long periods of time researching and comparing options that are complicated and ever-evolving. Reaching your audience with custom content As a business within this highly competitive industry, it’s crucial to find ways to distinguish yourself among the crowd. You need to grab the attention of your audience, showcasing your product or service, and your expertise. This is why producing and distributing high-quality, engaging content of high interest to your potential clients is the best marketing strategy for your business. It can include blogs on your website, videos, podcasts, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your business as an authority within your specific area, get the attention of potential clients, and strengthen connections with your existing customers. Why does aerospace content marketing work? High-quality content that piques the interest of potential clients and answers their questions makes the connection breakthrough. It gives you the opportunity to describe what you can do for your customers, and why your product or service is better than your competition's. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools in marketing, but if you’re looking for a truly unique way to distinguish yourself in today’s crowded aerospace industry, consider Dummies Custom Solutions, a Wiley company. You know Dummies — everybody does. People around the world turn to Dummies books and e-books when they want Learning Made Easy. We’ve been around a long time, and our brand awareness and books sales just continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate, easy-to-follow instruction that gets them up and running fast, on whatever they want to do. We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your company or product that you can distribute in a variety of ways, including: Sign-ups on your website Webinar attendance Trade shows and other events Email marketing campaigns Dummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the Dummies network of properties and a book/e-book that helps you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley. a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:"";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:""}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}} Case Study: Thron Key objectives: Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books Find new companies interested in our Intelligent DAM How were the assets used? Free e-book to download from our websites to inform and develop people on CI Free promotional materials for events to widen the audience and make them aware of the topic Gift for our clients and THRON employees to strengthen engagement What results did you see? 8,000 e-books downloaded 750 print books given out How have your customers reacted to the book and what feedback have they shared with you? The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading! “The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies

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