Marketing Articles

Article / Updated 05-15-2023

Marketing your company within the vast and varied world of biotechnology is challenging, especially given the industry’s constant state of change. Whether you’re focused in medical, agricultural, industrial, or environmental pursuits, it’s easy for the core message of your company to get lost among the competition. The market size of the global biotech industry was estimated to be about $1.35 trillion in 2022, and growing at a compound annual growth rate of about 13 percent, according to Grand View Research. So, how do you continue to reach potential clients and attract new business in such a competitive landscape? You can always point to your accomplishments as part of your marketing strategy, but you’re missing out on a huge opportunity if you aren’t also showcasing your core message and expertise through high-quality, engaging content. Reaching your audience with custom content Custom 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 existing partners and clients. 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

Article / Updated 05-12-2023

As a banking institution, you face the challenge of reaching potential clients in today’s highly competitive landscape. You need to ensure that your bank’s message is being heard, and communicate why you stand out among the competition. The surefire way to do this is through high-quality, engaging 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 bank as an authority, get the attention of potential clients, and strengthen connections with your customers. Why does content marketing work for banks? People are always seeking more knowledge about the best ways to handle their personal and business financial decisions. Educational content written in a straightforward and no-nonsense way answers their questions, offers them something new, and is an excellent way to establish your expertise in the market. 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 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. With Dummies, people trust they will get a straightforward, easy-to-follow, and fun way to learn. Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your company or product that you can distribute in a variety of ways, including: Sign-ups on your website Webinar attendance Trade shows and other events Email marketing campaigns Dummies Custom Solutions distinguishes your business among the noise in the marketplace with something unique — increased exposure through the Dummies network of properties and a book/e-book that helps you: Boost awareness of your company or product Nurture relationships with current clients Establish your company as an authority/expert/thought leader Generate leads What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley. a.drops-article-callout.callout-mobile{display:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:35px 0 40px 0;margin-bottom:35px;border:0;border-bottom:1px solid #d8d8d8;background:#fff;width:100%}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:focus-visible{outline:none}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic img{margin-bottom:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{content:"";display:block;margin:40px 0 35px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background:none;border:none;padding:0}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{max-width:100%;height:auto}@media only screen and (max-width:1023px){[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{padding:32px 0 30px 0;margin-bottom:28px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]{padding:0!important}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe]:after{margin:32px 24px 27px;border-color:#d8d8d8}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{background-color:#f2f2f2;width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout img{width:66.7%}}@media only screen and (max-width:767px){[data-v-d27f2bfe] a.drops-article-callout.callout-desktop{display:none}[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{display:block}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic{background:#ffd200;padding:0;margin:22px 0 60px;position:relative}[data-v-d27f2bfe] a.drops-article-callout.drops-callout-generic:after{display:block;border-bottom:1px solid #d8d8d8;position:absolute;padding-bottom:35px;width:100%;content:""}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout{padding:0 16px}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile{width:100%}.drops-callout-col.has-drops-callouts[data-v-d27f2bfe] a.drops-article-callout.callout-mobile img{width:414px}} Case Study: Thron Key objectives: Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books Find new companies interested in our Intelligent DAM How were the assets used? Free e-book to download from our websites to inform and develop people on CI Free promotional materials for events to widen the audience and make them aware of the topic Gift for our clients and THRON employees to strengthen engagement What results did you see? 8,000 e-books downloaded 750 print books given out How have your customers reacted to the book and what feedback have they shared with you? The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading! “The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies

Article / Updated 05-12-2023

Architecture and planning firms continually face the challenge of reaching potential clients in today’s highly competitive landscape. You can always point to your accomplishments as part of your marketing strategy, but you’re missing out on a huge opportunity if you aren’t also showcasing your expertise through high-quality, engaging content. The architectural services market’s continued expansion Market analysts report that in 2022, the size of the global architectural services market was about $360 billion (USD); the size of the North American market in 2022 was around $89 billion. The industry is projected to expand at a compound annual growth rate of 4.8 percent from 2023 to 2030, according to Grand View Research. This growth is great news, but it also means stiffer competition. Your architectural services business, whether it specializes in design, planning, and/or engineering, needs to find effective ways of reaching potential customers to show what you can do for them and why your firm stands out in the crowd. The best way to accomplish this is through 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 existing partners and clients. Why does content marketing work for architecture and planning businesses? More than ever before, initial research on architecture and planning firms is conducted online. Educational content written in a straightforward and no-nonsense way answers people’s 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, 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

Article / Updated 05-12-2023

If you haven’t already tried content marketing as a way to reach B2B partners and clients, you should know that it’s a natural fit for alternative medicine providers. Today, when most people and businesses conduct their initial research online, custom-created content offers an effective way to grab the attention of potential clients and spotlight your expertise. Reaching your audience with engaging, high-quality information Content marketing involves producing and distributing high-quality, educational articles and other materials that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, books and e-books, case studies, white papers, as well as email marketing campaigns and regular social media posts. These strategies offer you the opportunity to pique the interest of potential clients and establish your alternative medicine business as an authority. This opens the door to explaining what your company offers. Content marketing also helps strengthen connections with your current partners and clients. 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

Article / Updated 05-11-2023

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, while showcasing your expertise. 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

Article / Updated 05-11-2023

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 wealth management 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

Article / Updated 04-25-2023

Learning from other marketers’ mistakes is always better than making your own. This information presents ten all‐too‐common marketing mistakes businesses of all sizes make and how to avoid them so you can keep your sales and marketing efforts on track. Making assumptions Assuming that you know your customers, their preferences, their loyalty to you, and the competitive environment in which you operate is one of the most costly mistakes you can make. In most cases, you’re likely wrong. With all the research and feedback tools available today to help you monitor the voice of your customers and their real needs and attitudes, there’s no reason to ever assume anything. Regularly survey your customers to see what they like and don’t like about your brand, your products, and your service. Do surveys to update your Net Promoter Score (NPS) as well. During transactions, ask for individual feedback and engage in social listening. Analyze results to identify trends and things you can do to maintain and increase satisfaction. Ignoring customer complaints With all the social media channels available, unhappy customers can share a bad brand experience with literally thousands of people in a matter of minutes. In addition to their Facebook, Twitter, and other social accounts, they can quickly post negative reviews about you and/or your products on Yelp, Google, Amazon, and other sites that masses of consumers browse daily. Whenever this happens, and it will, respond immediately on the site the customer used for the complaint, and let the unhappy customer and others know that you care about each customer and ask what you can do to make it right. Faking popularity Just like all the “fake news” on social media channels, there’s often also a lot of “fake likes.” Just look at your Twitter messages; chances are you have an offer from someone trying to sell you “followers.” Like fake news, this isn’t acceptable by any business standards because you’re portraying your brand as more popular and successful than you are and misleading consumers about your market position. Using dirty data Nothing’s quite like getting a great offer from a brand you’ve been loyal to for years only to find out that the great offer applies only to new customers! When this happens, it’s often the result of a brand not cleaning up its data to sort out prospects and customers. With all the customer relationship management (CRM) and data management systems available today at many price points, there’s no excuse for this anymore. Customers expect personalized communications about their relationships with you and rewards for their loyalty, and when, after years of giving you their business, non‐customers get a better offer than you’ve given them, you can damage that relationship beyond repair. Competing on price Discounts and price cuts have their place but only temporarily, such as when you’re trying to stimulate first‐time trial and build a base of customers for future email or social media campaigns. Keeping prices low for an extended period of time or offering low prices frequently just puts customers on notice to hold off and never pay full price. You quickly position your brand as the budget option, which limits your appeal, and once you lower a price, you’ll have a hard time ever raising it again. Although reducing prices to meet sales goals may be tempting, keep in mind that repeated price promotions can erode brand value and create fickle customers who abandon you for the competitors’ promotions. Ignoring the emotional drivers of choice 90 percent of people’s thoughts and behavior are driven by their unconscious minds. People respond more to dopamine rushes that make them feel euphoric and unbeatable and oxytocin that makes them feel connected, accepted, and loved than they respond to clever ads or blow‐out pricing specials. When you tap the emotional drivers that influence how people feel about themselves and the world around them, you influence behavior. All you do should be based on creating positive feelings and on building trust. Without trust, you can’t tap into much of anything else. Forgetting to edit If your letter, email, website, print ad, sign, or billboard has a typo in it, people remember that goof and forget the rest. Not only can sloppy mistakes make a bad first impression among prospects, but they can also make people question the amount of attention you pay to detail when producing your products, managing your invoices, and executing on customer service. Edit carefully and get someone else to look over your shoulder to make sure nothing slips by. Your brand is only as good as your reputation. Offering what you can’t deliver When you make promises you’re not sure you can deliver on, you put yourself in the category of bad salespeople who can’t be trusted. In addition, if you try to roll out a product that doesn’t work yet or before you’ve worked out all the details for execution, service, and troubleshooting, you set customers up to have a bad experience with you. Either way, you lose trust and potential sales. In most, if not all cases, those disappointed customers can find another supplier from whom to purchase and to whom to assign their loyalty. Treating customers impersonally Every customer is a person who likes to be treated as such. No one likes to be a number. Today, with all the CRM technology, you can usually identify who is on the other end of a phone call. When you can, you should address that person by name, thank her for her business, and ask if you can do anything else to make her happy. Put yourself in the customer’s shoes and take a hard look at all your customer interactions. Are they as personal as they should be? If not, invest in better list‐checking, a central database of customers, training in how to pronounce customer names, and whatever else it takes to allow your business to treat all customers like important individuals. Blaming the customer It’s easy to think that an irate customer is out of line and overreacting. But regardless, you need to take the high road and let the customer be right — within reason, of course. As Neiman Marcus is famous for stating, “The customer is always right” when it to comes to how she feels she should have been treated or the ­quality of product she thought she was buying. This doesn’t mean you have to let people take advantage of you. But when someone has to vent, listen. Try to offer a solution that you both can live with. Whether you work it out or not, you need to remain professional, reasonable, calm, and courteous. If you don’t and even if you were justified, the customer can easily smear your reputation online, and that’s a risk you can’t take.

Article / Updated 04-18-2023

Who does what, when, and where? Such organizational questions plague many sales or marketing managers, and those questions can make a big difference to sales force productivity. Should your salespeople work out of local, regional, or national offices? Should you base them in offices where staff members provide daily support and their boss can supervise their activities closely? Or should you set them free to operate on the road or out of their homes? Or, if you have a small business, should you do all the selling, or does bringing in a salesperson on commission make sense? Determining how many salespeople you need If you have an existing sales force, you can examine the performance of each territory to decide whether more salespeople can help or whether you can do with less and where basic sales service may be falling through the cracks. Ask yourself the following questions to help you optimize your sales organization: Are some territories rich in prospects that salespeople just don’t have time to get to? Then consider splitting those territories or adding salespeople. Are you experiencing high customer turnover in a territory as a result of poor service or other factors that can be controlled? Are you operating in some territories with little sales potential that could be detracting your efforts from those with higher potential? Hiring your own or using reps You have to decide whether to hire salespeople yourself or subcontract. Most industries have good sales companies that take on the job of hiring and managing salespeople for you. Called sales representatives (or just reps), they usually work for a straight commission of between 10 and 20 percent, depending on the industry and how much room you have in your pricing structure for their commission. Reps that perform consultative selling and customized service often expect, and deserve, a higher commission. If you have a small company or a short product line, using sales reps makes the most sense. They’re the best option whenever you have scale problems that make justifying the cost of hiring your own dedicated salespeople somewhat difficult. Scale problems arise when you have a too‐short product line, which means that salespeople don’t have very much to sell to customers, and/or sales calls produce small orders that don’t cover the cost of the call. Reps usually handle many companies’ product lines so that they have more products to show prospects when they call making the potential of a return much higher. If you have a long enough product line to justify hiring and managing your own dedicated salespeople, doing so will give you more control and better feedback from the market. A dedicated sales force generally outsells a sales rep by two and ten times as much because their sales focus is your product line. Finding good sales reps How do you find sales reps? Word‐of‐mouth referrals or meeting at a trade show or industry conference are great ways to find out who is reputable, presents well, and is available. Or, even simpler, ask the buyers of products such as the one you sell for names of reps who currently call on them. A growing number of hub websites offer access to sales reps and manufacturers reps as well as freelance salespeople who work under short‐term contracts. These sites provide leads, not final answers, so make sure you do your screening carefully, and if you do hire someone, do it on a trial basis to start. Here are some of the options on the web today: Goodcall, which claims to have “everything you need to run an outsourced sales team” Time to Hire, which helps you locate sales reps Guru, which cues up sales reps’ ads or posts your project description for them to respond to RepHunter, which specializes in manufacturers reps and independent reps SalesAgentHUB, where you can register as a company in need of reps GreatRep, where you can search the rep database, view postings of Lines Wanted, or post under Reps Wanted Managing reps effectively After you have reps lined up for each territory, you must monitor their sales efforts on a regular basis. Which rep firms sell the best (and worst)? Usually, 10 or 15 percent of the reps make almost all your sales. Monitor your reps to find the best and make changes quickly to cut your losses and maximize your sales potential. And train each rep in how to tell your brand story so your message and ESP are consistent across all reps and marketing channels. Compensating your sales force If you want to recruit top‐tier salespeople, you need to offer them a top‐tier compensation plan. Find a way to make your compensation model different from the norm in your industry to make your job openings really stand out. For example, if you want to make sure your salespeople take a highly consultative, service‐­oriented approach with long‐term support and relationship building, make your compensation salary‐based. If you give them sales incentives, consider bonuses linked to long‐term customer retention or to increased value among existing customers. Your compensation plan will then stand out from competitors and send a clear signal about the kind of sales behavior you expect. Similarly, if you want the most self‐motivated salespeople, offer more commission than the competition. The details of what you must offer in base salary and in commissions vary so much from industry to industry and region to region that you need to research comparable positions to establish a base before you design your compensation plan. Whatever you pay them, salespeople and reps do best when they have high task clarity, defined as clear links from their sales efforts to positive results. Make sure they have the products, leads, knowledge, and support to be successful. You’ll find that success is the greatest motivator, and your sales force enjoys the process of selling for you.

Article / Updated 04-17-2023

Here are some things you can begin to do for a new marketing campaign for your small business. Before you hire professionals, see what you can do yourself. Compare your approach to that of your competitors When you compare your marketing approach to competitors, you easily find out what customers like best. Make a list of the things that your competitors do differently than you. Does one of them price higher? Does another give away free samples? Do some of them offer money-back guarantees? Make a list of at least five points of difference between your business and its major competitors based on an analysis of marketing practices. Now ask ten of your best customers to review this list and tell you what they prefer — your way or one of the alternatives — and ask them why. Keep a tally. You may find that all your customers vote in favor of doing something differently than the way you do it now. Create a customer profile Collect or take photographs of people (from Facebook or email thumbnails, and with the individuals’ permission) who you characterize as your typical customers. Post these pictures on a bulletin board — either a real one or a virtual one like Pinterest (set this board to private because it’s definitely not for sharing beyond your marketing team) — and add any facts or information you can collect about these people. Consider this board your customer database. Whenever you aren’t sure what to do about any marketing decision, sit down in front of your bulletin board and use it to help you tune in to your customers and what they do and don’t like. Entertain customers to get their input Entertaining your customers puts you in contact with them in a relaxed setting where they’re happy to share their views. Hold a customer appreciation event or invite good customers to a lunch or dinner. Use such occasions to ask for suggestions and reactions. Bounce a new product idea off these good customers, or find out what features they’d most like to see improved. Your customers can provide an expert panel for your informal research — you just have to provide the food! After they get to know you, they may be happy to give you ongoing quick feedback via a chat room, Twitter, or a group text message, especially if they use these media routinely themselves. Use email to do one-question surveys If you market to businesses, you probably have email addresses for many of your customers. Try emailing 20 or more of them for a quick opinion on a question. The result? Instant survey! If a clear majority of respondents say they prefer using a corporate credit card to being invoiced because the card is more convenient, well, you’ve just gotten a useful research result that may help you revise your marketing approach. Always ask people for their email addresses whenever you interact with them, through your website or in person, so as to build a large email list. Emailing your question to actual customers or users of your product is far better, by the way, than trying to poll users of social networking websites for their opinions. Sure, you may be able to get a bunch of responses from people on Twitter, but would those responses be representative of your actual customers? Probably not. Research government databases Many countries gather and post extensive data on individuals, households, and businesses, broken down into a variety of categories. In the United States, you can find out how many people earn above a certain annual income and live in a specific city or state — useful if you’re trying to figure out how big the regional market may be for a luxury product. Similarly, you can find out how many businesses operate in your industry and what their sales are in a specific city or state — useful if you’re trying to decide whether that city has a market big enough to warrant you moving into it. If you want to use the web to explore useful data compiled and posted by various agencies of the US government, visit the United States Census Bureau website and check out the data on households and businesses. This site is your portal to US data from the economic census (which goes out to 5 million businesses every five years) and the Survey of Business Owners. Establish a trend report Set up a trend report, a document that gives you a quick indication of a change in buying patterns, a new competitive move or threat, and any other changes that your marketing may need to respond to. You can compile one by emailing salespeople, distributors, customer service staff, repair staff, or friendly customers once a month, asking them for a quick list of any important trends they see in the market. (You flatter people by letting them know that you value their opinions, and email makes giving those opinions especially easy.) Print and file these reports from the field and go back over them every now and then for a long-term view of the effectiveness of your marketing strategies. If you don’t work for one of the handful of largest and best-funded companies in your industry, then your trend analysis should also include careful tracking of what those giants are doing because they may be setting marketing or product trends that affect the rest of their industry. Tracking media coverage is easy on Google or other search engines. Analyze competitors’ collateral Print out or clip and collect marketing materials (brochures, ads, web pages, and so on) from competitors and analyze them by using a claims table. Open up a spreadsheet (or draw a blank table on a piece of paper or poster board) and label the columns of this new table, one for each competitor. Label each row with a feature, benefit, or claim. Add key phrases or words from an ad in the appropriate cell. Include one to three of the most prominent or emphasized claims per competitor. When filled in, this claims table shows you, at a glance, what territory each competitor stakes out and how it does the staking. One may claim it’s the most efficient, another the most helpful, and so on. Compare your own claims with those of your competitors. Are you impressive by comparison, or does a more dominant and impressive competitor’s claims overshadow you? Do your claims stand out as unique, or are you lacking clear points of difference? Research your strengths Perhaps the most important element of any marketing plan or strategy is clearly recognizing what makes you especially good and appealing to customers. To research your strengths, find the simplest way to ask ten good customers this simple but powerful question: “What’s the best thing about our (fill in the name of your product or service), from your perspective?” The answers to this question usually focus on one or, at most, a few features or aspects of your business. Finding out how your customers identify your strengths is a boon to your marketing strategy. Investing in your strengths (versus your competitors’ strengths or your weaknesses) tends to grow your sales and profits more quickly and efficiently. Probe your customer records Most marketers fail to mine their own databases for all of the useful information those databases may contain. Study your customers with the goal of identifying three common traits that make them different or special. This goal helps you focus on what your ideal customer looks like so you can look for more of them. Test your marketing materials Whether you’re looking at a letter, catalog, web page, tear sheet, press release, or ad, you can improve the piece’s effectiveness by asking for reviews from a few customers, distributors, or others with knowledge of your business. Do they get the key message quickly and clearly? Do they think the piece is interesting and appealing? If they’re only lukewarm about it, then you know you need to edit or improve it before spending the money to publish and distribute it. Customer reviewers can tell you quickly whether you have real attention-getting wow-power in any marketing piece. Just ask a half dozen people to review a new marketing piece while it’s still in draft form. Interview defectors Your company’s records of past customers are an absolute gold mine of information that can be easily overlooked. Use these records to figure out what types of customers defect, when, and why. If you can’t pinpoint why a customer abandoned you (from a complaint or a note from the salesperson, for example), try to contact the lost customer and ask him directly. Ask kids about trends In consumer marketing, it’s best if customers think you’re cool and your competitors aren’t. Because kids lead the trends in modern society, why not ask them what those trends are? Ask them simple questions like, “What will the next big thing be in (name your product or service here)?” Or try asking kids this great question: “What’s cool and what’s not cool this year?” Why? Because they know, and you don’t. For example, if teenage girls know what the next cool color combo will be, the way to find out is simple: Ask them what colors they want their room to be. (Or visit social media sites that skew toward younger members and see how they’re decorating their pages.) Create custom web analytics Web analytics are readily available for your websites and blogs, but they’re mostly traffic counts of various kinds. You probably want to know about sales, not just visitors. What are the most meaningful indicators of success on the web? Just as you (hopefully) do off-line, track online sales, repeat sales, lead collection, quality of leads (measured by rate of conversion), sign-ups, use of offers (such as you may post on a business site on Facebook, for example), and overall revenue and returns from e-marketing. These numbers tell the story of your marketing successes and failures online and give you something to learn from as you go.

Article / Updated 04-11-2023

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