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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":6117,"bookCount":192},"_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"}},"relatedCategoriesLoadedStatus":"success"},"listState":{"list":{"count":10,"total":6125,"items":[{"headers":{"creationTime":"2023-03-27T19:04:11+00:00","modifiedTime":"2023-03-27T19:04:11+00:00","timestamp":"2023-03-27T21:01:02+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":"Human Resources","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34241"},"slug":"human-resources","categoryId":34241}],"title":"What Leaders Should Know about Cultural Competency","strippedTitle":"what leaders should know about cultural competency","slug":"what-leaders-should-know-about-cultural-competency","canonicalUrl":"","seo":{"metaDescription":"Cultural competetence is part of diversity, equity, and inclusion efforts. Learn what the components are, and what is not included.","noIndex":0,"noFollow":0},"content":"<em>Cultural competence,</em> which is often used interchangeably with intercultural competence<em>,</em> is the ability to work effectively in a multicultural environment. In today’s increasingly global workforce, people are working together on teams with colleagues who are literally on the other side of the world, from very different cultures.\r\n\r\n[caption id=\"attachment_298095\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298095\" src=\"https://www.dummies.com/wp-content/uploads/cultural-diversity-illustration-adobeStock_527370810.jpg\" alt=\"\" width=\"630\" height=\"378\" /> ©Ania / Adobe Stock[/caption]\r\n\r\nBut even if your work teams and customers are completely domestic, they’re increasingly diverse. Communities of color, the LGBTQ community, different faith communities, and communities based on ability each have different, but predictable, beliefs and behaviors that guide how they perceive the workplace and show up at work.\r\n\r\nCultural competence has three central components, each of which builds on the last:\r\n<ul>\r\n \t<li>Self-awareness around your own cultural background (the beliefs and behaviors that guide your perceptions and actions)</li>\r\n \t<li>Knowledge of other cultures (especially those you interact with on a regular basis)</li>\r\n \t<li>The ability to adapt, if necessary, to achieve harmony and maximum productivity in the workplace</li>\r\n</ul>\r\n<h2 id=\"tab1\" >Being aware of your own culture</h2>\r\nAuthor David Foster Wallace tells a comic parable about fish that perfectly describes the invisible nature of culture. In it, two young fish are swimming in the ocean when they happen by an older fish. “Morning, boys,” the older fish says. “How’s the water?” Only after the older fish has swum away does one of the younger fish look to his companion and ask, “What the hell is water?”\r\n\r\nPeople often think about their culture the way fish probably think about water. Though it’s omnipresent in their lives, it’s also very easy to take for granted. And they typically don’t have to think about it, because it’s always just there. But, just like a fish, people can become very aware of their culture when it’s taken away from them.\r\n\r\nTherefore, being aware of your own culture takes a bit of work. Suppose you have a new client or customer who doesn’t make eye contact. Depending on your culture, you may draw very different conclusions about this client’s trustworthiness.\r\n\r\nA wise leader frames this observation as an open question (“Should I trust this person?”) as opposed to a declarative statement (“This person can’t be trusted”). If you’re a leader from a Western culture (for example, the United States or Canada) you may believe that the person isn’t trustworthy without ever thinking about the data that led you to that decision (the lack of eye contact) or the belief that prompted your reaction (direct eye contact is both polite and sincere; those who avoid it have something to hide).\r\n\r\nA self-aware leader responds to all interactions that strike them as wrong or bad and checks them against their own cultural background in a search for cultural misalignment.\r\n<h2 id=\"tab2\" >Knowledge of other cultures</h2>\r\nAlthough knowing about every culture in the world is practically impossible, a leader should be well versed in the cultures that they engage with on a regular basis. If you work in a country where Catholicism is the dominant religion, you’re probably already aware of major Catholic holidays and don’t question why many employees show up to work with ashes on their foreheads each year around February or March, for example.\r\n\r\nHowever, if you’re about to welcome the first Muslim member of your team, you may not be aware of the holidays, traditions, and requirements of practicing Islam, and obtaining this information is your responsibility. The same holds true if you’re welcoming someone raised in another country, a person with a different race or ethnicity, a member of the LGBTQ community, or a person with a disability.\r\n\r\nHow you get the information doesn’t really matter as long as you don’t make your new employee responsible for everything you need to know. (Internet search engines can be very helpful, but make a real effort to look at reliable sites for your research.)\r\n\r\nIt will mean so much more to your new employee if their new leader has some basic knowledge about their culture on their first day. You should feel free, however, to let your new team member know that you’re open to new information they may choose to provide about their community or themselves in general.\r\n\r\nAlways remember that your new employee is both a member of a community as well as an individual and may not adhere to all traditions or taboos that are true for the culture at large.\r\n<h2 id=\"tab3\" >The ability to adapt</h2>\r\nOften, an unspoken rule dictates that members of minority cultures should <em>assimilate</em> to the larger culture they find themselves in — that is, to let the larger culture replace their own. Usually, this assimilation happens to at least a small extent. However, the leader who is a true champion of diversity, equity, and inclusion (DEI) also strives to adapt their own behaviors when necessary.\r\n\r\nFor instance, if you have members on your team who were born and raised in India, they may be extremely uncomfortable disagreeing with you, their leader, in public. You may believe that dissent is a necessary part of innovation.\r\n\r\nYou can ask these employees directly to act in direct opposition to their culture, but a better course of action is to keep your own opinions to yourself in large team meetings so that your Indian employees can speak authentically without worrying about contradicting you, and to thank the entire team for its robust contributions.\r\n<h2 id=\"tab4\" >What cultural competence isn’t</h2>\r\nUnderstanding the aspects of cultural competence in the preceding sections is one thing. Know what cultural competence <em>doesn’t</em> include is equally important:\r\n<h3>Learning everything about every culture</h3>\r\nCultures are fluid and changeable. And if cultural competence were defined as knowing everything about every culture on earth, no one could be considered competent. There’s simply too much to know.\r\n<h3>Being able to unconsciously assimilate</h3>\r\nAs I noted earlier, assimilating to another culture means letting go of your own cultural identity so that another can replace it. Being culturally competent doesn’t require you to lose any part of who you are, but the goal is to adapt.\r\n<h3>Being above or without culture</h3>\r\nEven you could be above or without culture (which is impossible), you probably wouldn’t want to. Rather, you should experience cultural competence as a process, one that you must repeat at each interaction across difference.\r\n<h3>Code switching</h3>\r\n<em>Code switching</em> is often defined as freely moving between two languages or dialects, but the modern definition encompasses not only the words a person uses, but also the tone of voice, physicality, and other culturally based behaviors.\r\n\r\nIt sounds a lot like cultural competence, right? But the key difference is intention. Code switching usually isn’t performed by leaders, or people with power, with the goal of being more inclusive of others. Rather, the people without power code switch so they can fit in with the larger power structure.\r\n\r\nWhat I’ve learned is that code switching is a survival technique, a tool to help you fit into different social and professional settings — particularly when you’re part of a marginalized community. As a woman of color and often the “only one” in the room with my male (mostly white) colleagues, I remember many occasions when I code switched to fit in.\r\n\r\nI’d tone down my voice when offering ideas or giving feedback so that I wouldn’t be perceived as the aggressive or “angry Black woman.” I’d listen to all of the buzzwords they were using and inject them into my speech when I could even when I didn’t know what all of them meant; I pretended to know.\r\n\r\nI dressed the way they did to fit in and went out to the bars after work with them, even though I don’t like that scene and didn’t drink. I had to pretend to like certain sports or other activities so that I’d be seen as “one of them.” The point is, I didn’t feel that I could be my true and authentic self and be accepted. The culture didn’t give me a sense of belonging or safety to be myself.\r\n\r\nTruthfully, everyone code switches to a certain degree. Even people who belong to nearly every dominant group behave differently at work with their colleagues than they do on the weekend with friends. But unlike cultural competence, repeated and necessary code switching involves a denial of self and can take an emotional and psychological toll.\r\n<p class=\"article-tips remember\">If you’re adapting to cultural norms to create a more inclusive environment for staff, that’s cultural competence. If you’re shielding your own culture from view because it’s unwelcome at work, that’s code switching — and a sign that your organizational culture needs work.</p>","description":"<em>Cultural competence,</em> which is often used interchangeably with intercultural competence<em>,</em> is the ability to work effectively in a multicultural environment. In today’s increasingly global workforce, people are working together on teams with colleagues who are literally on the other side of the world, from very different cultures.\r\n\r\n[caption id=\"attachment_298095\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298095\" src=\"https://www.dummies.com/wp-content/uploads/cultural-diversity-illustration-adobeStock_527370810.jpg\" alt=\"\" width=\"630\" height=\"378\" /> ©Ania / Adobe Stock[/caption]\r\n\r\nBut even if your work teams and customers are completely domestic, they’re increasingly diverse. Communities of color, the LGBTQ community, different faith communities, and communities based on ability each have different, but predictable, beliefs and behaviors that guide how they perceive the workplace and show up at work.\r\n\r\nCultural competence has three central components, each of which builds on the last:\r\n<ul>\r\n \t<li>Self-awareness around your own cultural background (the beliefs and behaviors that guide your perceptions and actions)</li>\r\n \t<li>Knowledge of other cultures (especially those you interact with on a regular basis)</li>\r\n \t<li>The ability to adapt, if necessary, to achieve harmony and maximum productivity in the workplace</li>\r\n</ul>\r\n<h2 id=\"tab1\" >Being aware of your own culture</h2>\r\nAuthor David Foster Wallace tells a comic parable about fish that perfectly describes the invisible nature of culture. In it, two young fish are swimming in the ocean when they happen by an older fish. “Morning, boys,” the older fish says. “How’s the water?” Only after the older fish has swum away does one of the younger fish look to his companion and ask, “What the hell is water?”\r\n\r\nPeople often think about their culture the way fish probably think about water. Though it’s omnipresent in their lives, it’s also very easy to take for granted. And they typically don’t have to think about it, because it’s always just there. But, just like a fish, people can become very aware of their culture when it’s taken away from them.\r\n\r\nTherefore, being aware of your own culture takes a bit of work. Suppose you have a new client or customer who doesn’t make eye contact. Depending on your culture, you may draw very different conclusions about this client’s trustworthiness.\r\n\r\nA wise leader frames this observation as an open question (“Should I trust this person?”) as opposed to a declarative statement (“This person can’t be trusted”). If you’re a leader from a Western culture (for example, the United States or Canada) you may believe that the person isn’t trustworthy without ever thinking about the data that led you to that decision (the lack of eye contact) or the belief that prompted your reaction (direct eye contact is both polite and sincere; those who avoid it have something to hide).\r\n\r\nA self-aware leader responds to all interactions that strike them as wrong or bad and checks them against their own cultural background in a search for cultural misalignment.\r\n<h2 id=\"tab2\" >Knowledge of other cultures</h2>\r\nAlthough knowing about every culture in the world is practically impossible, a leader should be well versed in the cultures that they engage with on a regular basis. If you work in a country where Catholicism is the dominant religion, you’re probably already aware of major Catholic holidays and don’t question why many employees show up to work with ashes on their foreheads each year around February or March, for example.\r\n\r\nHowever, if you’re about to welcome the first Muslim member of your team, you may not be aware of the holidays, traditions, and requirements of practicing Islam, and obtaining this information is your responsibility. The same holds true if you’re welcoming someone raised in another country, a person with a different race or ethnicity, a member of the LGBTQ community, or a person with a disability.\r\n\r\nHow you get the information doesn’t really matter as long as you don’t make your new employee responsible for everything you need to know. (Internet search engines can be very helpful, but make a real effort to look at reliable sites for your research.)\r\n\r\nIt will mean so much more to your new employee if their new leader has some basic knowledge about their culture on their first day. You should feel free, however, to let your new team member know that you’re open to new information they may choose to provide about their community or themselves in general.\r\n\r\nAlways remember that your new employee is both a member of a community as well as an individual and may not adhere to all traditions or taboos that are true for the culture at large.\r\n<h2 id=\"tab3\" >The ability to adapt</h2>\r\nOften, an unspoken rule dictates that members of minority cultures should <em>assimilate</em> to the larger culture they find themselves in — that is, to let the larger culture replace their own. Usually, this assimilation happens to at least a small extent. However, the leader who is a true champion of diversity, equity, and inclusion (DEI) also strives to adapt their own behaviors when necessary.\r\n\r\nFor instance, if you have members on your team who were born and raised in India, they may be extremely uncomfortable disagreeing with you, their leader, in public. You may believe that dissent is a necessary part of innovation.\r\n\r\nYou can ask these employees directly to act in direct opposition to their culture, but a better course of action is to keep your own opinions to yourself in large team meetings so that your Indian employees can speak authentically without worrying about contradicting you, and to thank the entire team for its robust contributions.\r\n<h2 id=\"tab4\" >What cultural competence isn’t</h2>\r\nUnderstanding the aspects of cultural competence in the preceding sections is one thing. Know what cultural competence <em>doesn’t</em> include is equally important:\r\n<h3>Learning everything about every culture</h3>\r\nCultures are fluid and changeable. And if cultural competence were defined as knowing everything about every culture on earth, no one could be considered competent. There’s simply too much to know.\r\n<h3>Being able to unconsciously assimilate</h3>\r\nAs I noted earlier, assimilating to another culture means letting go of your own cultural identity so that another can replace it. Being culturally competent doesn’t require you to lose any part of who you are, but the goal is to adapt.\r\n<h3>Being above or without culture</h3>\r\nEven you could be above or without culture (which is impossible), you probably wouldn’t want to. Rather, you should experience cultural competence as a process, one that you must repeat at each interaction across difference.\r\n<h3>Code switching</h3>\r\n<em>Code switching</em> is often defined as freely moving between two languages or dialects, but the modern definition encompasses not only the words a person uses, but also the tone of voice, physicality, and other culturally based behaviors.\r\n\r\nIt sounds a lot like cultural competence, right? But the key difference is intention. Code switching usually isn’t performed by leaders, or people with power, with the goal of being more inclusive of others. Rather, the people without power code switch so they can fit in with the larger power structure.\r\n\r\nWhat I’ve learned is that code switching is a survival technique, a tool to help you fit into different social and professional settings — particularly when you’re part of a marginalized community. As a woman of color and often the “only one” in the room with my male (mostly white) colleagues, I remember many occasions when I code switched to fit in.\r\n\r\nI’d tone down my voice when offering ideas or giving feedback so that I wouldn’t be perceived as the aggressive or “angry Black woman.” I’d listen to all of the buzzwords they were using and inject them into my speech when I could even when I didn’t know what all of them meant; I pretended to know.\r\n\r\nI dressed the way they did to fit in and went out to the bars after work with them, even though I don’t like that scene and didn’t drink. I had to pretend to like certain sports or other activities so that I’d be seen as “one of them.” The point is, I didn’t feel that I could be my true and authentic self and be accepted. The culture didn’t give me a sense of belonging or safety to be myself.\r\n\r\nTruthfully, everyone code switches to a certain degree. Even people who belong to nearly every dominant group behave differently at work with their colleagues than they do on the weekend with friends. But unlike cultural competence, repeated and necessary code switching involves a denial of self and can take an emotional and psychological toll.\r\n<p class=\"article-tips remember\">If you’re adapting to cultural norms to create a more inclusive environment for staff, that’s cultural competence. If you’re shielding your own culture from view because it’s unwelcome at work, that’s code switching — and a sign that your organizational culture needs work.</p>","blurb":"","authors":[{"authorId":34999,"name":"Shirley Davis","slug":"dr-shirley-davis","description":"<b>Shirley Davis, PhD,</b> is a seasoned human resources and diversity and inclusion thought leader, a certified leadership coach, and veteran executive. She has been featured on NBC’s <i>Today, USA Today</i>, National Public Radio, the <i>Wall Street Journal, Essence</i> magazine, <i>Fast Company</i>, the <i>Washington Post</i>, and more.","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/34999"}}],"primaryCategoryTaxonomy":{"categoryId":34241,"title":"Human Resources","slug":"human-resources","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34241"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Being aware of your own culture","target":"#tab1"},{"label":"Knowledge of other cultures","target":"#tab2"},{"label":"The ability to adapt","target":"#tab3"},{"label":"What cultural competence isn’t","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":289249,"title":"Diversity, Equity, and Inclusion For Dummies Cheat Sheet","slug":"diversity-equity-and-inclusion-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/289249"}}],"fromCategory":[{"articleId":295930,"title":"How Organizations Combat Unconscious Bias in Their Hiring Practices","slug":"how-organizations-combat-unconscious-bias-in-their-hiring-practices","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295930"}},{"articleId":295924,"title":"The Secret to Avoiding a Hiring Disaster: Job Fit","slug":"the-secret-to-avoiding-a-hiring-disaster-job-fit","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295924"}},{"articleId":295927,"title":"How to Hire Top Performers","slug":"how-to-hire-top-performers","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295927"}},{"articleId":289249,"title":"Diversity, Equity, and Inclusion For Dummies Cheat Sheet","slug":"diversity-equity-and-inclusion-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/289249"}},{"articleId":264547,"title":"How to Measure Performance Management Competencies","slug":"how-to-measure-performance-management-competencies","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/264547"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":289255,"slug":"diversity-equity-and-inclusion-for-dummies","isbn":"9781119824756","categoryList":["business-careers-money","business","human-resources"],"amazon":{"default":"https://www.amazon.com/gp/product/1119824753/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119824753/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/1119824753-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119824753/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119824753/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/9781119824756-203x255.jpg","width":203,"height":255},"title":"Diversity, Equity & Inclusion For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><b><b data-author-id=\"34999\">Shirley Davis</b>, PhD,</b> is a seasoned human resources and diversity and inclusion thought leader, a certified leadership coach, and veteran executive. She has been featured on NBC’s <i>Today, USA Today</i>, National Public Radio, the <i>Wall Street Journal, Essence</i> magazine, <i>Fast Company</i>, the <i>Washington Post</i>, and more.</p>","authors":[{"authorId":34999,"name":"Shirley Davis","slug":"dr-shirley-davis","description":"<b>Shirley Davis, PhD,</b> is a seasoned human resources and diversity and inclusion thought leader, a certified leadership coach, and veteran executive. 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As the industry grows, companies seeking hybrid cloud solutions will find expanded services to choose from, which makes marketing your hybrid cloud services business more important than ever.\r\n\r\n[caption id=\"attachment_298074\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298074\" src=\"https://www.dummies.com/wp-content/uploads/it-technicians-servers-adobeStock_250694344.jpg\" alt=\"\" width=\"630\" height=\"425\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n\r\nYou need to reach potential clients to show what you can do for them and why your business stands out among the competition. The surefire way to do this is through high-quality, engaging content.\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing engaging, educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your hybrid cloud computing business as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for hybrid cloud services companies?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way allows you to address topics that you know your audience is interested in. It answers their questions, provides insight into your firm’s core values, and is an excellent way to establish your expertise.\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 to stay on top of, but if you’re looking for a truly unique to stand out in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\r\n\r\n[caption id=\"attachment_297689\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297689\" src=\"https://www.dummies.com/wp-content/uploads/technicians-computer-technology-adobeStock_470107495.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\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 book sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> 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, a book, and other materials that help 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\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\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us/shop/books-we-love\"><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>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","description":"The global hybrid cloud computing market size was valued at $85 billion in 2021 (USD), and it’s expected to reach $262 billion by 2027, according to market analysts. As the industry grows, companies seeking hybrid cloud solutions will find expanded services to choose from, which makes marketing your hybrid cloud services business more important than ever.\r\n\r\n[caption id=\"attachment_298074\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298074\" src=\"https://www.dummies.com/wp-content/uploads/it-technicians-servers-adobeStock_250694344.jpg\" alt=\"\" width=\"630\" height=\"425\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n\r\nYou need to reach potential clients to show what you can do for them and why your business stands out among the competition. The surefire way to do this is through high-quality, engaging content.\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing engaging, educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your hybrid cloud computing business as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for hybrid cloud services companies?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way allows you to address topics that you know your audience is interested in. It answers their questions, provides insight into your firm’s core values, and is an excellent way to establish your expertise.\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 to stay on top of, but if you’re looking for a truly unique to stand out in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\r\n\r\n[caption id=\"attachment_297689\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297689\" src=\"https://www.dummies.com/wp-content/uploads/technicians-computer-technology-adobeStock_470107495.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\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 book sales just continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> 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, a book, and other materials that help 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\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\nWhat’s more, <em>Dummies</em> is a brand of <a href=\"https://www.wiley.com/en-us/shop/books-we-love\"><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>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","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 for hybrid cloud services companies?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[],"fromCategory":[{"articleId":298079,"title":"Content Marketing Solutions for Cyber Threat Intelligence Companies","slug":"content-marketing-solutions-for-cyber-threat-intelligence-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/298079"}},{"articleId":297988,"title":"Content Marketing Solutions for Wealth Management Services Firms","slug":"content-marketing-solutions-for-wealth-management-services-firms","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297988"}},{"articleId":297941,"title":"Content Marketing Solutions for Insurance Services Analytics Companies","slug":"content-marketing-solutions-for-insurance-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297941"}},{"articleId":297932,"title":"Content Marketing Solutions for Financial Services Analytics Companies","slug":"content-marketing-solutions-for-financial-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297932"}},{"articleId":297794,"title":"Content Marketing Solutions for Transportation Design","slug":"content-marketing-solutions-for-transportation-design","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297794"}}]},"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;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-6421afaeb10b1\"></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;:[null]}]\" id=\"du-slot-6421afaeb1ec6\"></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":"2023-03-24T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":298072},{"headers":{"creationTime":"2023-03-24T20:14:35+00:00","modifiedTime":"2023-03-24T20:14:35+00:00","timestamp":"2023-03-24T21:01:03+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 Cyber Threat Intelligence Companies","strippedTitle":"content marketing solutions for cyber threat intelligence companies","slug":"content-marketing-solutions-for-cyber-threat-intelligence-companies","canonicalUrl":"","seo":{"metaDescription":"Learn how custom content marketing can help boost brand awareness and sales for cyber threat intelligence businesses.","noIndex":0,"noFollow":0},"content":"As a cyber threat intelligence business, you continually face the challenge of reaching potential clients in today’s highly competitive landscape.\r\n\r\nIn this article, we’ll discuss:\r\n<ul>\r\n \t<li>The marketing challenges cybersecurity companies face</li>\r\n \t<li>Why a B2B marketing strategy is critical</li>\r\n \t<li>Why content marketing works so well</li>\r\n</ul>\r\n[caption id=\"attachment_298082\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298082\" src=\"https://www.dummies.com/wp-content/uploads/man-woman-computer-technology-adobeStock_372231560.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>The cyber threat intelligence industry’s continued expansion</strong></h2>\r\nMarket analysts report that in 2022, the size of the global cyber threat intelligence market was about $4.24 billion (USD). The industry is projected to grow to approximately $18 billion by 2030, according to Fortune Business Insights.\r\n\r\nThis growth is great news, but it also means stiffer competition. Your cyber threat intelligence business needs to find effective ways of reaching potential customers to show what your company can do for them and why it stands out among the competition.\r\n<h2 id=\"tab2\" ><strong>B2B marketing in the cybersecurity industry is complex, yet crucial</strong></h2>\r\nAs technology continues to evolve and new products and services emerge, the problems and solutions are more complicated than ever. At the same time, buyers of cyber threat intelligence services are doing more research and taking longer to make decisions on their spending.\r\n\r\nSo, how do you spotlight what your company can do and how it shines brighter than your competition? The best way is through engaging, customized, content marketing.\r\n<h2 id=\"tab3\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing high-quality, educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your company as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab4\" ><strong>Why does content marketing work for cyber threat intelligence businesses?</strong></h2>\r\nMore than ever before, companies are seeking more knowledge about the best ways to handle their cyber threat intelligence needs and decisions. Educational content written in a straightforward and no-nonsense way answers their questions, builds brand awareness, and fosters confidence in your industry experience.\r\n\r\n[caption id=\"attachment_298081\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298081\" src=\"https://www.dummies.com/wp-content/uploads/women-technicians-server-bank-adobeStock_249143672.jpg\" alt=\"\" width=\"630\" height=\"421\" /> ©Framestock / Adobe Stock[/caption]\r\n<h2 id=\"tab5\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for an additional way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> 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\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\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=\"tab6\" ><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</strong>–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","description":"As a cyber threat intelligence business, you continually face the challenge of reaching potential clients in today’s highly competitive landscape.\r\n\r\nIn this article, we’ll discuss:\r\n<ul>\r\n \t<li>The marketing challenges cybersecurity companies face</li>\r\n \t<li>Why a B2B marketing strategy is critical</li>\r\n \t<li>Why content marketing works so well</li>\r\n</ul>\r\n[caption id=\"attachment_298082\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298082\" src=\"https://www.dummies.com/wp-content/uploads/man-woman-computer-technology-adobeStock_372231560.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>The cyber threat intelligence industry’s continued expansion</strong></h2>\r\nMarket analysts report that in 2022, the size of the global cyber threat intelligence market was about $4.24 billion (USD). The industry is projected to grow to approximately $18 billion by 2030, according to Fortune Business Insights.\r\n\r\nThis growth is great news, but it also means stiffer competition. Your cyber threat intelligence business needs to find effective ways of reaching potential customers to show what your company can do for them and why it stands out among the competition.\r\n<h2 id=\"tab2\" ><strong>B2B marketing in the cybersecurity industry is complex, yet crucial</strong></h2>\r\nAs technology continues to evolve and new products and services emerge, the problems and solutions are more complicated than ever. At the same time, buyers of cyber threat intelligence services are doing more research and taking longer to make decisions on their spending.\r\n\r\nSo, how do you spotlight what your company can do and how it shines brighter than your competition? The best way is through engaging, customized, content marketing.\r\n<h2 id=\"tab3\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing high-quality, educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your company as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab4\" ><strong>Why does content marketing work for cyber threat intelligence businesses?</strong></h2>\r\nMore than ever before, companies are seeking more knowledge about the best ways to handle their cyber threat intelligence needs and decisions. Educational content written in a straightforward and no-nonsense way answers their questions, builds brand awareness, and fosters confidence in your industry experience.\r\n\r\n[caption id=\"attachment_298081\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-298081\" src=\"https://www.dummies.com/wp-content/uploads/women-technicians-server-bank-adobeStock_249143672.jpg\" alt=\"\" width=\"630\" height=\"421\" /> ©Framestock / Adobe Stock[/caption]\r\n<h2 id=\"tab5\" ><strong>Dummies Custom Solutions: Great Value for Boosted Recognition</strong></h2>\r\nSocial media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for an additional way to distinguish yourself in today’s crowded marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\" target=\"_blank\" rel=\"noopener\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> 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\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\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=\"tab6\" ><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</strong>–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","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":"The cyber threat intelligence industry’s continued expansion","target":"#tab1"},{"label":"B2B marketing in the cybersecurity industry is complex, yet crucial","target":"#tab2"},{"label":"Reaching your audience with custom content","target":"#tab3"},{"label":"Why does content marketing work for cyber threat intelligence businesses?","target":"#tab4"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab5"},{"label":"Case Study: Thron","target":"#tab6"}],"relatedArticles":{"fromBook":[],"fromCategory":[{"articleId":298072,"title":"Content Marketing Solutions for Hybrid Cloud Services Companies","slug":"content-marketing-solutions-for-hybrid-cloud-services-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/298072"}},{"articleId":297988,"title":"Content Marketing Solutions for Wealth Management Services Firms","slug":"content-marketing-solutions-for-wealth-management-services-firms","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297988"}},{"articleId":297941,"title":"Content Marketing Solutions for Insurance Services Analytics Companies","slug":"content-marketing-solutions-for-insurance-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297941"}},{"articleId":297932,"title":"Content Marketing Solutions for Financial Services Analytics Companies","slug":"content-marketing-solutions-for-financial-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297932"}},{"articleId":297794,"title":"Content Marketing Solutions for Transportation Design","slug":"content-marketing-solutions-for-transportation-design","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297794"}}]},"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;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641e0f8f0b00e\"></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;:[null]}]\" id=\"du-slot-641e0f8f0b957\"></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":"2023-03-24T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":298079},{"headers":{"creationTime":"2021-10-29T21:27:40+00:00","modifiedTime":"2023-03-22T19:29:17+00:00","timestamp":"2023-03-22T21:01:02+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":"Human Resources","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34241"},"slug":"human-resources","categoryId":34241}],"title":"Diversity, Equity, and Inclusion For Dummies Cheat Sheet","strippedTitle":"diversity, equity, and inclusion for dummies cheat sheet","slug":"diversity-equity-and-inclusion-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"This handy Cheat Sheet summarizes the principles behind DEI and what you can do to improve DEI in your workplace.","noIndex":0,"noFollow":0},"content":"Let’s face it. Although the term <em>diversity, equity, and inclusion</em> (DEI) may be common knowledge, it’s not commonly understood. Moreover, as the workforce continues to be redefined by demographic shifts, this adds additional layers of complexities and responsibilities for leaders.\r\n\r\nYou already have a lot on your plate, and with DEI becoming a greater focus for many companies, it can be daunting to be expected to know all that you should in demonstrating new behaviors and practices and making decisions.\r\n\r\nThe following sections provide a quick reference to give you food for thought, best practices, and strategies on some key DEI considerations, as well as guidance on how to perform an aspect of DEI effectively.","description":"Let’s face it. Although the term <em>diversity, equity, and inclusion</em> (DEI) may be common knowledge, it’s not commonly understood. Moreover, as the workforce continues to be redefined by demographic shifts, this adds additional layers of complexities and responsibilities for leaders.\r\n\r\nYou already have a lot on your plate, and with DEI becoming a greater focus for many companies, it can be daunting to be expected to know all that you should in demonstrating new behaviors and practices and making decisions.\r\n\r\nThe following sections provide a quick reference to give you food for thought, best practices, and strategies on some key DEI considerations, as well as guidance on how to perform an aspect of DEI effectively.","blurb":"","authors":[{"authorId":34663,"name":"Shirley Davis","slug":"shirley-davis","description":"","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/34663"}}],"primaryCategoryTaxonomy":{"categoryId":34241,"title":"Human Resources","slug":"human-resources","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34241"}},"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":295930,"title":"How Organizations Combat Unconscious Bias in Their Hiring Practices","slug":"how-organizations-combat-unconscious-bias-in-their-hiring-practices","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295930"}},{"articleId":295924,"title":"The Secret to Avoiding a Hiring Disaster: Job Fit","slug":"the-secret-to-avoiding-a-hiring-disaster-job-fit","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295924"}},{"articleId":295927,"title":"How to Hire Top Performers","slug":"how-to-hire-top-performers","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/295927"}},{"articleId":264547,"title":"How to Measure Performance Management Competencies","slug":"how-to-measure-performance-management-competencies","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/264547"}},{"articleId":264544,"title":"How to Evaluate Your Performance Management System","slug":"how-to-evaluate-your-performance-management-system","categoryList":["business-careers-money","business","human-resources"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/264544"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":289255,"slug":"diversity-equity-and-inclusion-for-dummies","isbn":"9781119824756","categoryList":["business-careers-money","business","human-resources"],"amazon":{"default":"https://www.amazon.com/gp/product/1119824753/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119824753/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/1119824753-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119824753/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119824753/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/9781119824756-203x255.jpg","width":203,"height":255},"title":"Diversity, Equity & Inclusion For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><p><b>Shirley Davis, PhD,</b> is a seasoned HR and Diversity & Inclusion thought leader, a certified leadership coach, and veteran executive. She has been featured on NBC&#8217;s <i>Today, USA Today</i>, National Public Radio, the <i>Wall Street Journal, Essence</i> magazine, <i>Fast Company</i>, the <i>Washington Post</i>, and more.</p>","authors":[{"authorId":34999,"name":"Dr. Shirley Davis","slug":"dr-shirley-davis","description":" <p><b>Shirley Davis, PhD,</b> is a seasoned HR and Diversity & Inclusion thought leader, a certified leadership coach, and veteran executive. She has been featured on NBC&#8217;s <i>Today, USA Today</i>, National Public Radio, the <i>Wall Street Journal, Essence</i> magazine, <i>Fast Company</i>, the <i>Washington Post</i>, and more. ","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/34999"}}],"_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;human-resources&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119824756&quot;]}]\" id=\"du-slot-641b6c8ea1c2f\"></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;human-resources&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119824756&quot;]}]\" id=\"du-slot-641b6c8ea2a8d\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":0,"title":"","slug":null,"categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/"}}],"content":[{"title":"Identifying and removing barriers to DEI efforts","thumb":null,"image":null,"content":"<p>No matter how compelling the DEI business case is presented or how clearly demographics are shifting and impacting the workplace, resistance and obstacles are still going to get in the way of successfully implementing DEI efforts.</p>\n<p>If you have some old habits getting in the way of your organization’s DEI efforts, it’s time to consider removing those barriers to change. Ask yourself the following questions:</p>\n<ul>\n<li>Do you hear (or use) the phrase <em>culture fit</em> to describe people you’re more comfortable working with?</li>\n<li>Can you clearly describe the aspirational culture of your organization or your team as well as the kind of person who can get you closer to those aspirations?</li>\n<li>Are you or some of your colleagues skeptical about the need for greater diversity, equity, and inclusion in your team or organization?</li>\n<li>Can you clearly state both a values case and a business case that compels you to pursue DEI goals?</li>\n<li>Are you or some of your colleagues pessimistic about your DEI efforts and their ability to create real change?</li>\n<li>Can you clearly articulate the strategy your organization has embarked on to achieve its DEI goals?</li>\n<li>Are you aware of the different kinds of microaggressions that can impact disenfranchised groups in your organization or industry?</li>\n<li>Can you spot any harmful stereotypes or prejudices that may be impacting your employees?</li>\n<li>Can you identify the star performers, hidden figures, and problem children on your team?</li>\n<li>Can you think of better ways of deploying resources to ensure stretch opportunities for each kind of employee?</li>\n<li>Do you have a system for receiving employee feedback about you or the current dynamics on your team?</li>\n<li>Do your employees have a trusted way to provide feedback anonymously?</li>\n</ul>\n<p>By removing some of the most common barriers to diversity, equity, and inclusion on your team, you can build trust, reduce bias, and more quickly see the results of your DEI efforts.</p>\n"},{"title":"Enabling employee resource groups to succeed","thumb":null,"image":null,"content":"<p>Employee resource groups (ERGs) have gained significant traction in the last 10 years as organizations broaden their scope of DEI efforts.</p>\n<p>Realizing that the DEI work cannot fall on the shoulders of a few people, ERGs act as a network of employees who share common needs, perspectives, and experiences in the workplace, and they help advance the DEI agenda.</p>\n<p>ERGs&#8217; collective efforts include: building awareness about DEI, celebrating the heritage and cultures of the staff, and sharing ideas and solutions for how the organization can be a more inclusive, equitable, great place to work for all talent. The efforts can also show how the organization can better serve its customers, clients, and other stakeholders.</p>\n<p>ERGs also participate in the company’s recruitment, career development, and retention efforts, and they act as brand ambassadors to the external community.</p>\n<p>For ERGs to be successful, they must have the support and commitment from senior leaders, meaning the time, resources, and the budget to operate. Here are several strategies for supporting and empowering ERGs in your organization:</p>\n<ul>\n<li><strong>Detail a plan:</strong> Create an easy-to-follow procedure for employees interested in starting an ERG. Doing so ensures process continuity across the organization. Make the sign-up process easy. You should have digital and easily accessible resources such as the procedure for creating ERGs, guidelines for mission and purpose statements, charters, and operating procedures.</li>\n<li><strong>Provide financial support: </strong>As a leader and manager in your organization, allocate some of your budget to support ERG events and initiatives. Determine an equitable way to distribute the funds and create a clear process for fund requests. ERGs are worthy investments into the well-being of employees and the company.</li>\n<li><strong>Assist with documentation: </strong>Help the employees who lead the ERGs with documenting and tracking their progress. Provide systems for managing membership and reports in order to measure the impact in the workplace. Maintain records of the mission and the charter and house them within HR.</li>\n<li><strong>Get executive sponsorship: </strong>I can’t stress enough the importance of executive-level sponsorship for ERGs. Executives advocate and serve as liaisons between the ERG and the company’s decision makers. They can also provide support for new initiatives and increase visibility.</li>\n<li><strong>Promote, promote, promote: </strong>When ERGs have events and workshops, promote them to your staff. Offer space for meetings and other resources that may be needed. Volunteer your own time and resources to support trainings and other volunteer opportunities.</li>\n</ul>\n<p>Making an inclusive culture work takes everyone working together!</p>\n"},{"title":"Testing your cultural competence","thumb":null,"image":null,"content":"<p>Most organizational leaders say they want to create a high-performing workplace and get the best ideas from their workers. But to achieve this goal, you must be able to work well with all kinds of people who don’t look like, think like, act like, or believe like you do. You must be able to work effectively in a multicultural environment — this is known as <em>cultural competence</em>.</p>\n<p>So the question is, how culturally competent are you? Here’s a list of questions to consider as you chart your own development in this area.</p>\n<ul>\n<li><strong>Knowledge</strong>\n<ul>\n<li>Can you define the specific beliefs that define the cultural groups you belong to?</li>\n<li>Can you tie those beliefs to predictable behaviors that are common in your cultural groups?</li>\n<li>Can you name the different cultural groups that your direct reports, managers, and peers belong to?</li>\n<li>Do you know how to find reliable sources of information about the different cultures you interact with?</li>\n<li>Do you know enough about these cultures to recognize which behaviors may be culturally based?</li>\n</ul>\n</li>\n<li><strong>Humility and vulnerability</strong>\n<ul>\n<li>How easy is it for you admit that you don’t know something about a specific culture, belief, or norm?</li>\n<li>Which if any elements of your own culture do you wish were different?</li>\n<li>If your words or actions make someone from another culture embarrassed or uneasy, are you prepared to take full accountability for your mistake?</li>\n</ul>\n</li>\n<li><strong>Adaptation</strong>\n<ul>\n<li>Are you willing to adapt your behaviors when necessary, even if doing so feels odd or uncomfortable?</li>\n<li>Are you adept at coaching others so they can also exhibit more cultural competence?</li>\n</ul>\n</li>\n</ul>\n<p>Becoming culturally competent isn’t a quick and easy task. It requires intention, commitment, and an open mind, but it’s necessary for fostering the kind of workplace culture where all talent feels welcomed, valued, and included, and can thrive.</p>\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":"One year","lifeExpectancySetFrom":"2021-10-29T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":289249},{"headers":{"creationTime":"2016-03-26T07:17:30+00:00","modifiedTime":"2023-03-22T16:51:18+00:00","timestamp":"2023-03-22T18:01:03+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":"Sales","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34250"},"slug":"sales","categoryId":34250}],"title":"How to Find Business after Relocating","strippedTitle":"how to find business after relocating","slug":"how-to-find-business-after-relocating","canonicalUrl":"","seo":{"metaDescription":"Once you have built a direct sales team and a large list of customers, relocating can be very challenging. You are dealing with a lot of emotions and the feelin","noIndex":0,"noFollow":0},"content":"Once you have built a direct sales team and a large list of customers, relocating can be very challenging. You are dealing with a lot of emotions and the feeling that you have to start over.\r\n\r\nThe key is to stay positive and look at it as a new opportunity in a different area. You actually have the opportunity to <i>expand</i> your business. But no matter what, relocating can be difficult. So you will need some reassuring to happen:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Reassure your team.</b> An important first step you will want to take when you decide to relocate is to reassure your team that you will still be there for them and will not abandon them. Let them know everything is going to be fine and put in place some concrete systems for staying in contact.</p>\r\n<p class=\"child-para Tip\">The best thing you can do is find someone who is either a leader or close to promoting and give them some ownership of that area. Train them on what it means to be a leader and instruct them on how to handle your monthly meetings. A lot of times when someone is suddenly given this responsibility, they rise to the occasion and become the leader you always knew they could be. Make sure you choose wisely and talk with them so that everyone on your team is clear of the change and expectations.</p>\r\n<p class=\"child-para\">Phone and video conferencing — for example, Skype — are good ways to stay in touch with your team. If you don't have one already, creating a Facebook Group for everyone in your downline is something you will want to start. Posting training tips, news, and recognition in your Facebook Group will build confidence in your team that you have not abandoned them or have lost interest.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Reassure yourself.</b> Some people go through a feeling of depression, and have a tendency to feel like they don't even know where to begin. This is and can be daunting, so first things first. Take it in small steps. Reassure yourself that you can continue to grow your team back home and expand your business in this new area.</p>\r\n<p class=\"child-para\">Try to set simple daily goals, like meeting one new person per day or making five phone calls a day. Don't feel like you have to build a new business in a new location overnight. Also, depending on the level of leadership you are at and the size of your team, you may have been more in the leadership or managing mindset — meaning less personal business.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Pretend you're new.</b> Perhaps the easiest way to start over is to start from the beginning. This can be challenging to wrap your head around, but acting as if you are a new representative is the easiest way to start your business in a new location. Pretend you are a new representative and continue to re-promote yourself through the ranks of your company. Aside from needing to do it because of your relocation, this exercise can challenge you and get you excited about your business again. This time around, you will find yourself achieving promotions much faster than you did when you actually started your business.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Provide excellent customer care to existing clients.</b> With the Internet and social media, running a business far away from your clients is very doable. And not only doable, but can still be very successful. The key is to maintain your relationships with your customers through phone, email and social media. Continue to service them as you would in your previous local area and they will order from you again and again. And don't forget to ask your existing clients if they know anyone in the area you are moving to who would be interested in your product or service.</p>\r\n</li>\r\n</ul>","description":"Once you have built a direct sales team and a large list of customers, relocating can be very challenging. You are dealing with a lot of emotions and the feeling that you have to start over.\r\n\r\nThe key is to stay positive and look at it as a new opportunity in a different area. You actually have the opportunity to <i>expand</i> your business. But no matter what, relocating can be difficult. So you will need some reassuring to happen:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Reassure your team.</b> An important first step you will want to take when you decide to relocate is to reassure your team that you will still be there for them and will not abandon them. Let them know everything is going to be fine and put in place some concrete systems for staying in contact.</p>\r\n<p class=\"child-para Tip\">The best thing you can do is find someone who is either a leader or close to promoting and give them some ownership of that area. Train them on what it means to be a leader and instruct them on how to handle your monthly meetings. A lot of times when someone is suddenly given this responsibility, they rise to the occasion and become the leader you always knew they could be. Make sure you choose wisely and talk with them so that everyone on your team is clear of the change and expectations.</p>\r\n<p class=\"child-para\">Phone and video conferencing — for example, Skype — are good ways to stay in touch with your team. If you don't have one already, creating a Facebook Group for everyone in your downline is something you will want to start. Posting training tips, news, and recognition in your Facebook Group will build confidence in your team that you have not abandoned them or have lost interest.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Reassure yourself.</b> Some people go through a feeling of depression, and have a tendency to feel like they don't even know where to begin. This is and can be daunting, so first things first. Take it in small steps. Reassure yourself that you can continue to grow your team back home and expand your business in this new area.</p>\r\n<p class=\"child-para\">Try to set simple daily goals, like meeting one new person per day or making five phone calls a day. Don't feel like you have to build a new business in a new location overnight. Also, depending on the level of leadership you are at and the size of your team, you may have been more in the leadership or managing mindset — meaning less personal business.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Pretend you're new.</b> Perhaps the easiest way to start over is to start from the beginning. This can be challenging to wrap your head around, but acting as if you are a new representative is the easiest way to start your business in a new location. Pretend you are a new representative and continue to re-promote yourself through the ranks of your company. Aside from needing to do it because of your relocation, this exercise can challenge you and get you excited about your business again. This time around, you will find yourself achieving promotions much faster than you did when you actually started your business.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Provide excellent customer care to existing clients.</b> With the Internet and social media, running a business far away from your clients is very doable. And not only doable, but can still be very successful. The key is to maintain your relationships with your customers through phone, email and social media. Continue to service them as you would in your previous local area and they will order from you again and again. And don't forget to ask your existing clients if they know anyone in the area you are moving to who would be interested in your product or service.</p>\r\n</li>\r\n</ul>","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34250,"title":"Sales","slug":"sales","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34250"}},"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":271837,"title":"How to Add Your Trademark to the Amazon Brand Registry","slug":"how-to-add-your-trademark-to-the-amazon-brand-registry","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271837"}},{"articleId":271834,"title":"Manage Your Amazon Seller Account with the Mobile App","slug":"manage-your-amazon-seller-account-with-the-mobile-app","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271834"}},{"articleId":271831,"title":"How to Track Your Amazon Seller Account’s Health and Performance","slug":"how-to-track-your-amazon-seller-accounts-health-and-performance","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271831"}},{"articleId":271827,"title":"Selling on Amazon: Manage Inventory","slug":"selling-on-amazon-manage-inventory","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271827"}},{"articleId":271824,"title":"Selling on Amazon: Choose an Order Fulfillment Method","slug":"selling-on-amazon-choose-an-order-fulfillment-method","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271824"}}]},"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;sales&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b425f5a080\"></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;sales&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b425f5a789\"></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":"One year","lifeExpectancySetFrom":"2023-03-22T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":139774},{"headers":{"creationTime":"2016-03-26T07:17:28+00:00","modifiedTime":"2023-03-22T16:50:14+00:00","timestamp":"2023-03-22T18:01:03+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":"Sales","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34250"},"slug":"sales","categoryId":34250}],"title":"Learning to Deal with No in Direct Sales","strippedTitle":"learning to deal with no in direct sales","slug":"learning-to-deal-with-no-in-direct-sales","canonicalUrl":"","seo":{"metaDescription":"One thing you need to learn quickly in the direct sales business — in any business, for that matter — is that people are going to tell you no.There are people w","noIndex":0,"noFollow":0},"content":"One thing you need to learn quickly in the direct sales business — in any business, for that matter — is that people are going to tell you no.\r\n\r\nThere are people who will not like or want your product. They won't want to book a party, and they won't think direct sales is for them. And that's okay. You can't let them bring you down, because getting a no actually means you are closer to getting a yes.\r\n\r\nWhen someone tells you no, remind yourself that they aren't saying no to you because they don't like you as a person. They are saying no to the experience or to the product, maybe even because they don't understand it.\r\n<p class=\"Remember\">Sometimes people are so fearful they're going to get a no that it prevents them from getting a yes. The truth is, to get a yes, you need to get a number of no's. If you ask ten people and one says yes, that means nine say no. So, when you get the no, be excited about it — because you know that a yes is just around the corner!</p>\r\nMany tend to take rejection personally and let it affect the way they think about their business. The first few times you hear no from your friends, family, or coworkers, or if no one shows up to your launch party, you may want to abandon your dreams. You will want to lose your positive attitude. You will start convincing yourself of things like these:\r\n<ul class=\"level-one\">\r\n \t<li>Well, I really just wanted the products in the kit anyway.</li>\r\n \t<li>I guess it wasn't meant to be.</li>\r\n \t<li>I'm actually too busy with my other job.</li>\r\n \t<li>I've earned back the cost of the kit, so it's no big deal.</li>\r\n</ul>\r\nIn fact, many people talk themselves out of the business before it even starts. This is why you need to remain positive and committed to your goal. To get the results you want your for business, you have to stay focused, give your business the time and attention it deserves, and don't let the no's bring you down.\r\n\r\nAs with any new job, there are going to be times when you feel uncomfortable and unsure, especially at the beginning. But as long as you remain positive about your business — even through the no's — you will find yourself attracting people you want.","description":"One thing you need to learn quickly in the direct sales business — in any business, for that matter — is that people are going to tell you no.\r\n\r\nThere are people who will not like or want your product. They won't want to book a party, and they won't think direct sales is for them. And that's okay. You can't let them bring you down, because getting a no actually means you are closer to getting a yes.\r\n\r\nWhen someone tells you no, remind yourself that they aren't saying no to you because they don't like you as a person. They are saying no to the experience or to the product, maybe even because they don't understand it.\r\n<p class=\"Remember\">Sometimes people are so fearful they're going to get a no that it prevents them from getting a yes. The truth is, to get a yes, you need to get a number of no's. If you ask ten people and one says yes, that means nine say no. So, when you get the no, be excited about it — because you know that a yes is just around the corner!</p>\r\nMany tend to take rejection personally and let it affect the way they think about their business. The first few times you hear no from your friends, family, or coworkers, or if no one shows up to your launch party, you may want to abandon your dreams. You will want to lose your positive attitude. You will start convincing yourself of things like these:\r\n<ul class=\"level-one\">\r\n \t<li>Well, I really just wanted the products in the kit anyway.</li>\r\n \t<li>I guess it wasn't meant to be.</li>\r\n \t<li>I'm actually too busy with my other job.</li>\r\n \t<li>I've earned back the cost of the kit, so it's no big deal.</li>\r\n</ul>\r\nIn fact, many people talk themselves out of the business before it even starts. This is why you need to remain positive and committed to your goal. To get the results you want your for business, you have to stay focused, give your business the time and attention it deserves, and don't let the no's bring you down.\r\n\r\nAs with any new job, there are going to be times when you feel uncomfortable and unsure, especially at the beginning. But as long as you remain positive about your business — even through the no's — you will find yourself attracting people you want.","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34250,"title":"Sales","slug":"sales","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34250"}},"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":271837,"title":"How to Add Your Trademark to the Amazon Brand Registry","slug":"how-to-add-your-trademark-to-the-amazon-brand-registry","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271837"}},{"articleId":271834,"title":"Manage Your Amazon Seller Account with the Mobile App","slug":"manage-your-amazon-seller-account-with-the-mobile-app","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271834"}},{"articleId":271831,"title":"How to Track Your Amazon Seller Account’s Health and Performance","slug":"how-to-track-your-amazon-seller-accounts-health-and-performance","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271831"}},{"articleId":271827,"title":"Selling on Amazon: Manage Inventory","slug":"selling-on-amazon-manage-inventory","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271827"}},{"articleId":271824,"title":"Selling on Amazon: Choose an Order Fulfillment Method","slug":"selling-on-amazon-choose-an-order-fulfillment-method","categoryList":["business-careers-money","business","sales"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/271824"}}]},"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;sales&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b425f539c9\"></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;sales&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b425f54122\"></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":"2023-03-22T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":139767},{"headers":{"creationTime":"2023-03-21T19:40:19+00:00","modifiedTime":"2023-03-22T14:35:47+00:00","timestamp":"2023-03-22T15:01:03+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":"Small Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34251"},"slug":"small-business","categoryId":34251},{"name":"Start-Ups","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34252"},"slug":"start-ups","categoryId":34252}],"title":"Starting and Running a Business All-in-One For Dummies Cheat Sheet (UK Edition)","strippedTitle":"starting and running a business all-in-one for dummies cheat sheet (uk edition)","slug":"starting-and-running-a-business-all-in-one-for-dummies-cheat-sheet-uk-edition","canonicalUrl":"","seo":{"metaDescription":"So you've decided to start running your own business but are at a bit of a loss when it comes to some of the basics? Here, you find useful breakdowns of everyth","noIndex":0,"noFollow":0},"content":"So you've decided to start running your own business but are at a bit of a loss when it comes to some of the basics? Here, you find useful breakdowns of everything from how to plan, run and most importantly profit from your new and exciting venture.","description":"So you've decided to start running your own business but are at a bit of a loss when it comes to some of the basics? Here, you find useful breakdowns of everything from how to plan, run and most importantly profit from your new and exciting venture.","blurb":"","authors":[],"primaryCategoryTaxonomy":{"categoryId":34252,"title":"Start-Ups","slug":"start-ups","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34252"}},"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":291541,"title":"Side Hustles For Dummies Cheat Sheet","slug":"side-hustles-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","small-business","start-ups"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/291541"}},{"articleId":289724,"title":"Launching and Building a Brand For Dummies Cheat Sheet","slug":"launching-and-building-a-brand-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","small-business","start-ups"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/289724"}},{"articleId":269861,"title":"Establish Website Goals and Conversions for Your Online Business","slug":"establish-website-goals-and-conversions-for-your-online-business","categoryList":["business-careers-money","business","small-business","start-ups"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269861"}},{"articleId":269855,"title":"How to Choose an Identity for Your Online Business","slug":"how-to-choose-an-identity-for-your-online-business","categoryList":["business-careers-money","business","small-business","start-ups"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269855"}},{"articleId":269850,"title":"Must-Have Equipment for Starting an Online Business","slug":"must-have-equipment-for-starting-an-online-business","categoryList":["business-careers-money","business","small-business","start-ups"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269850"}}]},"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;small-business&quot;,&quot;start-ups&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b182f3a389\"></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;small-business&quot;,&quot;start-ups&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b182f3ab0a\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":0,"title":"","slug":null,"categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/"}}],"content":[{"title":"Key considerations for starting a business","thumb":null,"image":null,"content":"<p>Read these useful tips to get an idea about what sorts of questions you should be asking yourself as you consider setting up your own business:</p>\n<ul>\n<li>Get everyone involved in setting goals and objectives.</li>\n<li>Find out all you can about your customers.</li>\n<li>Understand who your competitors are.</li>\n<li>Identify your strengths and weaknesses relative to opportunities and threats.</li>\n<li>Determine which capabilities you absolutely need to succeed.</li>\n<li>List all the things you do that add customer value.</li>\n<li>Make sure that you do your financial homework.</li>\n<li>Imagine several different versions of your company&#8217;s future.</li>\n<li>Appreciate the impact of the Internet on your business sector.</li>\n<li>Recognise the value of leveraging social media.</li>\n</ul>\n"},{"title":"Business success based on six factors","thumb":null,"image":null,"content":"<p>A combination of several fundamental factors determines the success of a business. Refer to the following important points to make sure that you&#8217;re covering all vital areas:</p>\n<ul>\n<li><strong>Plans:</strong> Company mission, vision, goals and objectives that all work together.</li>\n<li><strong>Organisation:</strong> A structure for your company that makes sense.</li>\n<li><strong>Procedures:</strong> Efficient and effective ways of doing things.</li>\n<li><strong>Leadership:</strong> An ability to build a team and to influence and encourage others around you.</li>\n<li><strong>Skills:</strong> The talents and expertise your people need to succeed.</li>\n<li><strong>Culture:</strong> Beliefs and attitudes that lead to doing the right thing, always.</li>\n</ul>\n"},{"title":"Key components of a business plan","thumb":null,"image":null,"content":"<p>A business plan is a key document communicating the developmental objectives of your business. To be sure that this vital information is as functional, accurate and comprehensive as possible, be sure to include the following basics:</p>\n<ul>\n<li>Executive summary</li>\n<li>Company overview</li>\n<li>Business environment</li>\n<li>Company description</li>\n<li>Company strategy</li>\n<li>Financial review</li>\n<li>Risk analysis</li>\n<li>Funding requirements and milestones</li>\n<li>Action plan</li>\n</ul>\n"},{"title":"10 key rules for avoiding business trouble","thumb":null,"image":null,"content":"<p>In business, a dangerous area of marketing arises when people try to bypass regulations that ensure fair pricing, safety and honest advertising. In the UK, as in Europe and North America, there are regulations as well as self-regulatory industry guidelines:</p>\n<ul>\n<li>Always make sure your pricing is fair (because unfair competitive practices are usually illegal).</li>\n<li>Always clarify the limits of warranties for services or goods.</li>\n<li>Always provide full warnings and details about your product&#8217;s content and source on labels.</li>\n<li>Always follow an open and honest policy with the media.</li>\n<li>Never say anything deceptive or misleading in ads or other communications — remember the watchwords &#8220;legal, decent, honest and truthful.&#8221;</li>\n<li>Never distribute products that can do harm to anyone.</li>\n<li>Never discuss prices with competitors (that&#8217;s called price fixing).</li>\n<li>Always keep an eye on future trends that may impact on your performance.</li>\n<li>Never be complacent — change is inevitable, so see it as an opportunity.</li>\n<li>Always pay attention to how your business appears online.</li>\n</ul>\n"},{"title":"Keeping tabs on your business cash","thumb":null,"image":null,"content":"<p>Cash is the lifeblood of any business, whether it&#8217;s a multi-billion-dollar empire or a tiny independent company. Refer to these handy guidelines when delegating the handling of cash within your business to ensure a fail-safe system of cash-flow:</p>\n<ul>\n<li>Separate cash handlers. Be sure that the person who accepts cash isn&#8217;t also recording the transaction.</li>\n<li>Separate authorisation responsibilities. Be sure that the person who authorises a payment isn&#8217;t also signing the cheque or dispersing the cash.</li>\n<li>Separate the duties of your bookkeeping function to ensure a good system of checks and balances. Don&#8217;t put too much trust in one person – unless it&#8217;s yourself.</li>\n<li>Separate operational responsibility (actual day-to-day transactions) from record-keeping responsibility (entering transactions in the books).</li>\n<li>Start out each month with a cash flow projection as far out as is needed to break even and then track performance.</li>\n</ul>\n"},{"title":"Tracking business finances through timely bookkeeping","thumb":null,"image":null,"content":"<p>All businesses need to keep a record of their financial transactions in order to assess their financial health, provide status reports to various bodies and comply with legal regulations. Use these steps as a guide to keeping your books well and truly up to date:</p>\n<ul>\n<li><strong>Transactions:</strong> The purchases or sales of items start the process of bookkeeping.</li>\n<li><strong>Journal entries:</strong> Enter transactions into the books through journals.</li>\n<li><strong>Posting:</strong> Post journal entries to the Nominal Ledger.</li>\n<li><strong>Trial balance:</strong> Test accounts in the Nominal Ledger to see if they&#8217;re in balance.</li>\n<li><strong>Worksheet:</strong> Enter on a worksheet any account adjustments needed after the trial balance.</li>\n<li><strong>Adjusting journal entries:</strong> Post adjustments from the worksheet to affected accounts in the Nominal Ledger.</li>\n<li><strong>Financial statements:</strong> Prepare the balance sheet and income statement using the corrected account balances.</li>\n<li><strong>Ratios:</strong> Use ratios to cross check performance from one accounting period to another. Any major change could signal an error in record-keeping if you can&#8217;t account for it by a known change in performance.</li>\n<li><strong>Closing:</strong> Close the books for the revenue and expense accounts, and start the entire cycle again with zero balances in both accounts.</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":"Two years","lifeExpectancySetFrom":"2023-03-21T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":297984},{"headers":{"creationTime":"2023-03-21T20:42:05+00:00","modifiedTime":"2023-03-22T14:11:36+00:00","timestamp":"2023-03-22T15:01:02+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":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for Wealth Management Services Firms","strippedTitle":"content marketing solutions for wealth management services firms","slug":"content-marketing-solutions-for-wealth-management-services-firms","canonicalUrl":"","seo":{"metaDescription":"Learn why custom content marketing is so effective, particularly for wealth management services companies.","noIndex":0,"noFollow":0},"content":"In an increasingly competitive wealth management services market, it’s more challenging than ever to get the attention of potential clients. These days, when most clients learn about wealth management companies online, it’s critical to spotlight your expertise and tell the story of why your firm is a cut above the rest.\r\n\r\nFortunately, there is an extremely effective method for accomplishing these goals: content marketing.\r\n\r\n[caption id=\"attachment_297986\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297986\" src=\"https://www.dummies.com/wp-content/uploads/man-working-with-client-adobeStock_573769353.jpg\" alt=\"\" width=\"630\" height=\"428\" /> ©Peopleimages.com / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing high-quality, educational content that your audience finds valuable and interesting. This 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 capital markets firm as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for wealth management firms?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way allows you to address topics that you know your audience is interested in. It answers their questions, provides insight into your firm’s core values, and is an excellent way to establish your expertise.\r\n\r\n[caption id=\"attachment_297987\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297987\" src=\"https://www.dummies.com/wp-content/uploads/people-shaking-hands-business-adobeStock_487554051.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Bnenin / 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 to stay on top of, but if you’re looking for an additional 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> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> 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, a book, and other materials that help 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\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\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</strong>–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","description":"In an increasingly competitive wealth management services market, it’s more challenging than ever to get the attention of potential clients. These days, when most clients learn about wealth management companies online, it’s critical to spotlight your expertise and tell the story of why your firm is a cut above the rest.\r\n\r\nFortunately, there is an extremely effective method for accomplishing these goals: content marketing.\r\n\r\n[caption id=\"attachment_297986\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297986\" src=\"https://www.dummies.com/wp-content/uploads/man-working-with-client-adobeStock_573769353.jpg\" alt=\"\" width=\"630\" height=\"428\" /> ©Peopleimages.com / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing high-quality, educational content that your audience finds valuable and interesting. This 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 capital markets firm as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for wealth management firms?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way allows you to address topics that you know your audience is interested in. It answers their questions, provides insight into your firm’s core values, and is an excellent way to establish your expertise.\r\n\r\n[caption id=\"attachment_297987\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297987\" src=\"https://www.dummies.com/wp-content/uploads/people-shaking-hands-business-adobeStock_487554051.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Bnenin / 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 to stay on top of, but if you’re looking for an additional 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> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\nWorking with the Dummies Custom Solutions editorial team, you get a fully customized <em>Dummies</em> 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, a book, and other materials that help 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\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\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</strong>–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","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 for wealth management firms?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[],"fromCategory":[{"articleId":297941,"title":"Content Marketing Solutions for Insurance Services Analytics Companies","slug":"content-marketing-solutions-for-insurance-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297941"}},{"articleId":297932,"title":"Content Marketing Solutions for Financial Services Analytics Companies","slug":"content-marketing-solutions-for-financial-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297932"}},{"articleId":297794,"title":"Content Marketing Solutions for Transportation 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Engineering","slug":"content-marketing-solutions-for-road-design-and-civil-engineering","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297779"}}]},"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;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-641b182eeea70\"></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;:[null]}]\" id=\"du-slot-641b182eef1c3\"></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":"2023-03-21T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":297988},{"headers":{"creationTime":"2023-03-20T17:42:37+00:00","modifiedTime":"2023-03-20T17:42:37+00:00","timestamp":"2023-03-20T18:01:03+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 Insurance Services Analytics Companies","strippedTitle":"content marketing solutions for insurance services analytics companies","slug":"content-marketing-solutions-for-insurance-services-analytics-companies","canonicalUrl":"","seo":{"metaDescription":"Learn how your insurance services analytics business can benefit significantly from custom content marketing.","noIndex":0,"noFollow":0},"content":"As data analytics and business intelligence play increasing roles across industries, the global data analytics market is expected to expand by a CAGR of 29 percent during the next several years. By 2030, industry analysts expect the market size to reach $330 billion (USD).\r\n\r\nThis is good news, but your insurance services analytics business also is facing growing global competition. You need to reach insurance clients, show them what your company is all about, showcase your platform, products and services, and explain why your solutions stand out as the best for the client.\r\n\r\nThe surefire way to do this is through high-quality, engaging content.\r\n\r\n[caption id=\"attachment_297944\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297944\" src=\"https://www.dummies.com/wp-content/uploads/business-presentation-adobeStock_478801437.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing custom-created, educational content that your audience finds valuable and interesting. This can include blogs and case-studies articles on your website or industry sites, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your analytics firm as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for financial services analytics companies?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way informs your audience, answers their most important questions, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience.\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 to stay on top of, but if you’re looking for a truly unique to stand out in this growing, global marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\n[caption id=\"attachment_297717\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297717\" src=\"https://www.dummies.com/wp-content/uploads/programmer-computer-adobeStock_487332698.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Peopleimages.com / Adobe Stock[/caption]\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\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\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>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","description":"As data analytics and business intelligence play increasing roles across industries, the global data analytics market is expected to expand by a CAGR of 29 percent during the next several years. By 2030, industry analysts expect the market size to reach $330 billion (USD).\r\n\r\nThis is good news, but your insurance services analytics business also is facing growing global competition. You need to reach insurance clients, show them what your company is all about, showcase your platform, products and services, and explain why your solutions stand out as the best for the client.\r\n\r\nThe surefire way to do this is through high-quality, engaging content.\r\n\r\n[caption id=\"attachment_297944\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297944\" src=\"https://www.dummies.com/wp-content/uploads/business-presentation-adobeStock_478801437.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing custom-created, educational content that your audience finds valuable and interesting. This can include blogs and case-studies articles on your website or industry sites, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your analytics firm as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for financial services analytics companies?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way informs your audience, answers their most important questions, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience.\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 to stay on top of, but if you’re looking for a truly unique to stand out in this growing, global marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\r\n\r\n[caption id=\"attachment_297717\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297717\" src=\"https://www.dummies.com/wp-content/uploads/programmer-computer-adobeStock_487332698.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Peopleimages.com / Adobe Stock[/caption]\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\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\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>\r\n–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","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 for financial services analytics companies?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted Recognition","target":"#tab3"},{"label":"Case Study: Thron","target":"#tab4"}],"relatedArticles":{"fromBook":[],"fromCategory":[{"articleId":297932,"title":"Content Marketing Solutions for Financial Services Analytics Companies","slug":"content-marketing-solutions-for-financial-services-analytics-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297932"}},{"articleId":297794,"title":"Content Marketing Solutions for Transportation Design","slug":"content-marketing-solutions-for-transportation-design","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297794"}},{"articleId":297787,"title":"Content Marketing Solutions for Highway Design and Civil 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Companies","slug":"content-marketing-solutions-for-saas-companies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/297730"}}]},"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;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[null]}]\" id=\"du-slot-64189f5f0f043\"></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;:[null]}]\" id=\"du-slot-64189f5f0f7c7\"></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":"2023-03-20T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":297941},{"headers":{"creationTime":"2023-03-20T16:02:52+00:00","modifiedTime":"2023-03-20T17:39:13+00:00","timestamp":"2023-03-20T18:01:02+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":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Content Marketing Solutions for Financial Services Analytics Companies","strippedTitle":"content marketing solutions for financial services analytics companies","slug":"content-marketing-solutions-for-financial-services-analytics-companies","canonicalUrl":"","seo":{"metaDescription":"This article explains why custom content marketing is so effective for financial services analytics companies.","noIndex":0,"noFollow":0},"content":"As data analytics and business intelligence play increasing roles across industries, the global data analytics market is expected to expand by a CAGR of 29 percent during the next several years. By 2030, industry analysts expect the market size to reach $330 billion (USD).\r\n\r\nThis is good news, but your financial services analytics business also is facing growing global competition. You need to reach financial institution clients, show them what your company is all about, showcase your platform, products and services, and explain why your solutions stand out as the best for the client.\r\n\r\nThe surefire way to do this is through high-quality, engaging content.\r\n\r\n[caption id=\"attachment_297930\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297930\" src=\"https://www.dummies.com/wp-content/uploads/data-analysis-technology-adobeStock_188051979.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Rymden / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing custom-created, educational content that your audience finds valuable and interesting. This can include blogs and case-studies articles on your website or industry sites, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your analytics firm as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for financial services analytics companies?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way informs your audience, answers their most important questions, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience.\r\n\r\n[caption id=\"attachment_297931\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297931\" src=\"https://www.dummies.com/wp-content/uploads/business-meeting-adobeStock_192832297.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / 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 to stay on top of, but if you’re looking for a truly unique to stand out in this growing, global marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\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\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\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</strong>–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","description":"As data analytics and business intelligence play increasing roles across industries, the global data analytics market is expected to expand by a CAGR of 29 percent during the next several years. By 2030, industry analysts expect the market size to reach $330 billion (USD).\r\n\r\nThis is good news, but your financial services analytics business also is facing growing global competition. You need to reach financial institution clients, show them what your company is all about, showcase your platform, products and services, and explain why your solutions stand out as the best for the client.\r\n\r\nThe surefire way to do this is through high-quality, engaging content.\r\n\r\n[caption id=\"attachment_297930\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297930\" src=\"https://www.dummies.com/wp-content/uploads/data-analysis-technology-adobeStock_188051979.jpg\" alt=\"\" width=\"630\" height=\"420\" /> ©Rymden / Adobe Stock[/caption]\r\n<h2 id=\"tab1\" ><strong>Reaching your audience with custom content</strong></h2>\r\nContent marketing involves producing and distributing custom-created, educational content that your audience finds valuable and interesting. This can include blogs and case-studies articles on your website or industry sites, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts.\r\n\r\nThese strategies help establish your analytics firm as an authority, get the attention of potential clients, and strengthen connections with your customers.\r\n<h2 id=\"tab2\" ><strong>Why does content marketing work for financial services analytics companies?</strong></h2>\r\nEducational content written in a straightforward and no-nonsense way informs your audience, answers their most important questions, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience.\r\n\r\n[caption id=\"attachment_297931\" align=\"alignnone\" width=\"630\"]<img class=\"size-full wp-image-297931\" src=\"https://www.dummies.com/wp-content/uploads/business-meeting-adobeStock_192832297.jpg\" alt=\"\" width=\"630\" height=\"354\" /> ©Gorodenkoff / 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 to stay on top of, but if you’re looking for a truly unique to stand out in this growing, global marketplace, consider <a href=\"https://custom.dummies.com/Custom-Solutions.aspx\"><strong>Dummies Custom Solutions</strong></a>, a <strong>Wiley</strong> offering.\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 book sales continue to grow. That’s because with <em>Dummies</em>, people trust they will get straightforward, accurate information presented in an easy-to-understand way.\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\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\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</strong>–Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies","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 for financial services analytics companies?","target":"#tab2"},{"label":"Dummies Custom Solutions: Great Value for Boosted 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6,125 results
Human Resources What Leaders Should Know about Cultural Competency

Article / Updated 03-27-2023

Cultural competence, which is often used interchangeably with intercultural competence, is the ability to work effectively in a multicultural environment. In today’s increasingly global workforce, people are working together on teams with colleagues who are literally on the other side of the world, from very different cultures. But even if your work teams and customers are completely domestic, they’re increasingly diverse. Communities of color, the LGBTQ community, different faith communities, and communities based on ability each have different, but predictable, beliefs and behaviors that guide how they perceive the workplace and show up at work. Cultural competence has three central components, each of which builds on the last: Self-awareness around your own cultural background (the beliefs and behaviors that guide your perceptions and actions) Knowledge of other cultures (especially those you interact with on a regular basis) The ability to adapt, if necessary, to achieve harmony and maximum productivity in the workplace Being aware of your own culture Author David Foster Wallace tells a comic parable about fish that perfectly describes the invisible nature of culture. In it, two young fish are swimming in the ocean when they happen by an older fish. “Morning, boys,” the older fish says. “How’s the water?” Only after the older fish has swum away does one of the younger fish look to his companion and ask, “What the hell is water?” People often think about their culture the way fish probably think about water. Though it’s omnipresent in their lives, it’s also very easy to take for granted. And they typically don’t have to think about it, because it’s always just there. But, just like a fish, people can become very aware of their culture when it’s taken away from them. Therefore, being aware of your own culture takes a bit of work. Suppose you have a new client or customer who doesn’t make eye contact. Depending on your culture, you may draw very different conclusions about this client’s trustworthiness. A wise leader frames this observation as an open question (“Should I trust this person?”) as opposed to a declarative statement (“This person can’t be trusted”). If you’re a leader from a Western culture (for example, the United States or Canada) you may believe that the person isn’t trustworthy without ever thinking about the data that led you to that decision (the lack of eye contact) or the belief that prompted your reaction (direct eye contact is both polite and sincere; those who avoid it have something to hide). A self-aware leader responds to all interactions that strike them as wrong or bad and checks them against their own cultural background in a search for cultural misalignment. Knowledge of other cultures Although knowing about every culture in the world is practically impossible, a leader should be well versed in the cultures that they engage with on a regular basis. If you work in a country where Catholicism is the dominant religion, you’re probably already aware of major Catholic holidays and don’t question why many employees show up to work with ashes on their foreheads each year around February or March, for example. However, if you’re about to welcome the first Muslim member of your team, you may not be aware of the holidays, traditions, and requirements of practicing Islam, and obtaining this information is your responsibility. The same holds true if you’re welcoming someone raised in another country, a person with a different race or ethnicity, a member of the LGBTQ community, or a person with a disability. How you get the information doesn’t really matter as long as you don’t make your new employee responsible for everything you need to know. (Internet search engines can be very helpful, but make a real effort to look at reliable sites for your research.) It will mean so much more to your new employee if their new leader has some basic knowledge about their culture on their first day. You should feel free, however, to let your new team member know that you’re open to new information they may choose to provide about their community or themselves in general. Always remember that your new employee is both a member of a community as well as an individual and may not adhere to all traditions or taboos that are true for the culture at large. The ability to adapt Often, an unspoken rule dictates that members of minority cultures should assimilate to the larger culture they find themselves in — that is, to let the larger culture replace their own. Usually, this assimilation happens to at least a small extent. However, the leader who is a true champion of diversity, equity, and inclusion (DEI) also strives to adapt their own behaviors when necessary. For instance, if you have members on your team who were born and raised in India, they may be extremely uncomfortable disagreeing with you, their leader, in public. You may believe that dissent is a necessary part of innovation. You can ask these employees directly to act in direct opposition to their culture, but a better course of action is to keep your own opinions to yourself in large team meetings so that your Indian employees can speak authentically without worrying about contradicting you, and to thank the entire team for its robust contributions. What cultural competence isn’t Understanding the aspects of cultural competence in the preceding sections is one thing. Know what cultural competence doesn’t include is equally important: Learning everything about every culture Cultures are fluid and changeable. And if cultural competence were defined as knowing everything about every culture on earth, no one could be considered competent. There’s simply too much to know. Being able to unconsciously assimilate As I noted earlier, assimilating to another culture means letting go of your own cultural identity so that another can replace it. Being culturally competent doesn’t require you to lose any part of who you are, but the goal is to adapt. Being above or without culture Even you could be above or without culture (which is impossible), you probably wouldn’t want to. Rather, you should experience cultural competence as a process, one that you must repeat at each interaction across difference. Code switching Code switching is often defined as freely moving between two languages or dialects, but the modern definition encompasses not only the words a person uses, but also the tone of voice, physicality, and other culturally based behaviors. It sounds a lot like cultural competence, right? But the key difference is intention. Code switching usually isn’t performed by leaders, or people with power, with the goal of being more inclusive of others. Rather, the people without power code switch so they can fit in with the larger power structure. What I’ve learned is that code switching is a survival technique, a tool to help you fit into different social and professional settings — particularly when you’re part of a marginalized community. As a woman of color and often the “only one” in the room with my male (mostly white) colleagues, I remember many occasions when I code switched to fit in. I’d tone down my voice when offering ideas or giving feedback so that I wouldn’t be perceived as the aggressive or “angry Black woman.” I’d listen to all of the buzzwords they were using and inject them into my speech when I could even when I didn’t know what all of them meant; I pretended to know. I dressed the way they did to fit in and went out to the bars after work with them, even though I don’t like that scene and didn’t drink. I had to pretend to like certain sports or other activities so that I’d be seen as “one of them.” The point is, I didn’t feel that I could be my true and authentic self and be accepted. The culture didn’t give me a sense of belonging or safety to be myself. Truthfully, everyone code switches to a certain degree. Even people who belong to nearly every dominant group behave differently at work with their colleagues than they do on the weekend with friends. But unlike cultural competence, repeated and necessary code switching involves a denial of self and can take an emotional and psychological toll. If you’re adapting to cultural norms to create a more inclusive environment for staff, that’s cultural competence. If you’re shielding your own culture from view because it’s unwelcome at work, that’s code switching — and a sign that your organizational culture needs work.

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Marketing Content Marketing Solutions for Hybrid Cloud Services Companies

Article / Updated 03-27-2023

The global hybrid cloud computing market size was valued at $85 billion in 2021 (USD), and it’s expected to reach $262 billion by 2027, according to market analysts. As the industry grows, companies seeking hybrid cloud solutions will find expanded services to choose from, which makes marketing your hybrid cloud services business more important than ever. You need to reach potential clients to show what you can do for them and why your business stands out among the competition. The surefire way to do this is through high-quality, engaging content. Reaching your audience with custom content Content marketing involves producing and distributing engaging, educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your hybrid cloud computing business as an authority, get the attention of potential clients, and strengthen connections with your customers. Why does content marketing work for hybrid cloud services companies? Educational content written in a straightforward and no-nonsense way allows you to address topics that you know your audience is interested in. It answers their questions, provides insight into your firm’s core values, and is an excellent way to establish your expertise. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for a truly unique to stand out in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley offering. 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 book sales just continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate information presented in an easy-to-understand way. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies 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, a book, and other materials that help you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. 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 Cyber Threat Intelligence Companies

Article / Updated 03-24-2023

As a cyber threat intelligence business, you continually face the challenge of reaching potential clients in today’s highly competitive landscape. In this article, we’ll discuss: The marketing challenges cybersecurity companies face Why a B2B marketing strategy is critical Why content marketing works so well The cyber threat intelligence industry’s continued expansion Market analysts report that in 2022, the size of the global cyber threat intelligence market was about $4.24 billion (USD). The industry is projected to grow to approximately $18 billion by 2030, according to Fortune Business Insights. This growth is great news, but it also means stiffer competition. Your cyber threat intelligence business needs to find effective ways of reaching potential customers to show what your company can do for them and why it stands out among the competition. B2B marketing in the cybersecurity industry is complex, yet crucial As technology continues to evolve and new products and services emerge, the problems and solutions are more complicated than ever. At the same time, buyers of cyber threat intelligence services are doing more research and taking longer to make decisions on their spending. So, how do you spotlight what your company can do and how it shines brighter than your competition? The best way is through engaging, customized, content marketing. Reaching your audience with custom content Content marketing involves producing and distributing high-quality, educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your company as an authority, get the attention of potential clients, and strengthen connections with your customers. Why does content marketing work for cyber threat intelligence businesses? More than ever before, companies are seeking more knowledge about the best ways to handle their cyber threat intelligence needs and decisions. Educational content written in a straightforward and no-nonsense way answers their questions, builds brand awareness, and fosters confidence in your industry experience. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for an additional way to distinguish yourself in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley offering. 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 book sales continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate information presented in an easy-to-understand way. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies 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 We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. 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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Human Resources Diversity, Equity, and Inclusion For Dummies Cheat Sheet

Cheat Sheet / Updated 03-22-2023

Let’s face it. Although the term diversity, equity, and inclusion (DEI) may be common knowledge, it’s not commonly understood. Moreover, as the workforce continues to be redefined by demographic shifts, this adds additional layers of complexities and responsibilities for leaders. You already have a lot on your plate, and with DEI becoming a greater focus for many companies, it can be daunting to be expected to know all that you should in demonstrating new behaviors and practices and making decisions. The following sections provide a quick reference to give you food for thought, best practices, and strategies on some key DEI considerations, as well as guidance on how to perform an aspect of DEI effectively.

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Sales How to Find Business after Relocating

Article / Updated 03-22-2023

Once you have built a direct sales team and a large list of customers, relocating can be very challenging. You are dealing with a lot of emotions and the feeling that you have to start over. The key is to stay positive and look at it as a new opportunity in a different area. You actually have the opportunity to expand your business. But no matter what, relocating can be difficult. So you will need some reassuring to happen: Reassure your team. An important first step you will want to take when you decide to relocate is to reassure your team that you will still be there for them and will not abandon them. Let them know everything is going to be fine and put in place some concrete systems for staying in contact. The best thing you can do is find someone who is either a leader or close to promoting and give them some ownership of that area. Train them on what it means to be a leader and instruct them on how to handle your monthly meetings. A lot of times when someone is suddenly given this responsibility, they rise to the occasion and become the leader you always knew they could be. Make sure you choose wisely and talk with them so that everyone on your team is clear of the change and expectations. Phone and video conferencing — for example, Skype — are good ways to stay in touch with your team. If you don't have one already, creating a Facebook Group for everyone in your downline is something you will want to start. Posting training tips, news, and recognition in your Facebook Group will build confidence in your team that you have not abandoned them or have lost interest. Reassure yourself. Some people go through a feeling of depression, and have a tendency to feel like they don't even know where to begin. This is and can be daunting, so first things first. Take it in small steps. Reassure yourself that you can continue to grow your team back home and expand your business in this new area. Try to set simple daily goals, like meeting one new person per day or making five phone calls a day. Don't feel like you have to build a new business in a new location overnight. Also, depending on the level of leadership you are at and the size of your team, you may have been more in the leadership or managing mindset — meaning less personal business. Pretend you're new. Perhaps the easiest way to start over is to start from the beginning. This can be challenging to wrap your head around, but acting as if you are a new representative is the easiest way to start your business in a new location. Pretend you are a new representative and continue to re-promote yourself through the ranks of your company. Aside from needing to do it because of your relocation, this exercise can challenge you and get you excited about your business again. This time around, you will find yourself achieving promotions much faster than you did when you actually started your business. Provide excellent customer care to existing clients. With the Internet and social media, running a business far away from your clients is very doable. And not only doable, but can still be very successful. The key is to maintain your relationships with your customers through phone, email and social media. Continue to service them as you would in your previous local area and they will order from you again and again. And don't forget to ask your existing clients if they know anyone in the area you are moving to who would be interested in your product or service.

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Sales Learning to Deal with No in Direct Sales

Article / Updated 03-22-2023

One thing you need to learn quickly in the direct sales business — in any business, for that matter — is that people are going to tell you no. There are people who will not like or want your product. They won't want to book a party, and they won't think direct sales is for them. And that's okay. You can't let them bring you down, because getting a no actually means you are closer to getting a yes. When someone tells you no, remind yourself that they aren't saying no to you because they don't like you as a person. They are saying no to the experience or to the product, maybe even because they don't understand it. Sometimes people are so fearful they're going to get a no that it prevents them from getting a yes. The truth is, to get a yes, you need to get a number of no's. If you ask ten people and one says yes, that means nine say no. So, when you get the no, be excited about it — because you know that a yes is just around the corner! Many tend to take rejection personally and let it affect the way they think about their business. The first few times you hear no from your friends, family, or coworkers, or if no one shows up to your launch party, you may want to abandon your dreams. You will want to lose your positive attitude. You will start convincing yourself of things like these: Well, I really just wanted the products in the kit anyway. I guess it wasn't meant to be. I'm actually too busy with my other job. I've earned back the cost of the kit, so it's no big deal. In fact, many people talk themselves out of the business before it even starts. This is why you need to remain positive and committed to your goal. To get the results you want your for business, you have to stay focused, give your business the time and attention it deserves, and don't let the no's bring you down. As with any new job, there are going to be times when you feel uncomfortable and unsure, especially at the beginning. But as long as you remain positive about your business — even through the no's — you will find yourself attracting people you want.

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Start-Ups Starting and Running a Business All-in-One For Dummies Cheat Sheet (UK Edition)

Cheat Sheet / Updated 03-22-2023

So you've decided to start running your own business but are at a bit of a loss when it comes to some of the basics? Here, you find useful breakdowns of everything from how to plan, run and most importantly profit from your new and exciting venture.

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Marketing Content Marketing Solutions for Wealth Management Services Firms

Article / Updated 03-22-2023

In an increasingly competitive wealth management services market, it’s more challenging than ever to get the attention of potential clients. These days, when most clients learn about wealth management companies online, it’s critical to spotlight your expertise and tell the story of why your firm is a cut above the rest. Fortunately, there is an extremely effective method for accomplishing these goals: content marketing. Reaching your audience with custom content Content marketing involves producing and distributing high-quality, educational content that your audience finds valuable and interesting. This 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 capital markets firm as an authority, get the attention of potential clients, and strengthen connections with your customers. Why does content marketing work for wealth management firms? Educational content written in a straightforward and no-nonsense way allows you to address topics that you know your audience is interested in. It answers their questions, provides insight into your firm’s core values, and is an excellent way to establish your expertise. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for an additional way to distinguish yourself in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley offering. 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 book sales continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate information presented in an easy-to-understand way. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies 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, a book, and other materials that help you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. 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 Insurance Services Analytics Companies

Article / Updated 03-20-2023

As data analytics and business intelligence play increasing roles across industries, the global data analytics market is expected to expand by a CAGR of 29 percent during the next several years. By 2030, industry analysts expect the market size to reach $330 billion (USD). This is good news, but your insurance services analytics business also is facing growing global competition. You need to reach insurance clients, show them what your company is all about, showcase your platform, products and services, and explain why your solutions stand out as the best for the client. The surefire way to do this is through high-quality, engaging content. Reaching your audience with custom content Content marketing involves producing and distributing custom-created, educational content that your audience finds valuable and interesting. This can include blogs and case-studies articles on your website or industry sites, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your analytics firm as an authority, get the attention of potential clients, and strengthen connections with your customers. Why does content marketing work for financial services analytics companies? Educational content written in a straightforward and no-nonsense way informs your audience, answers their most important questions, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for a truly unique to stand out in this growing, global marketplace, consider Dummies Custom Solutions, a Wiley offering. 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 book sales continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate information presented in an easy-to-understand way. 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 We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. 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 Financial Services Analytics Companies

Article / Updated 03-20-2023

As data analytics and business intelligence play increasing roles across industries, the global data analytics market is expected to expand by a CAGR of 29 percent during the next several years. By 2030, industry analysts expect the market size to reach $330 billion (USD). This is good news, but your financial services analytics business also is facing growing global competition. You need to reach financial institution clients, show them what your company is all about, showcase your platform, products and services, and explain why your solutions stand out as the best for the client. The surefire way to do this is through high-quality, engaging content. Reaching your audience with custom content Content marketing involves producing and distributing custom-created, educational content that your audience finds valuable and interesting. This can include blogs and case-studies articles on your website or industry sites, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your analytics firm as an authority, get the attention of potential clients, and strengthen connections with your customers. Why does content marketing work for financial services analytics companies? Educational content written in a straightforward and no-nonsense way informs your audience, answers their most important questions, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience. Dummies Custom Solutions: Great Value for Boosted Recognition Social media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for a truly unique to stand out in this growing, global marketplace, consider Dummies Custom Solutions, a Wiley offering. 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 book sales continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate information presented in an easy-to-understand way. 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 We help you make that all-important connection to your audience in ways that build confidence in your brand and deliver results for you. 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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