<?xml version="1.0" encoding="ISO-8859-1" ?><rss version="2.0" xmlns:media="http://search.yahoo.com/mrss/"><channel><title>Posts in Content</title><link>http://www.marcomprofessional.com/categories/content</link><description>Posts in the Content category on MarCom Professional</description><language>en-gb</language><lastBuildDate>Thu, 28 Aug 2008 21:15:34 +0100</lastBuildDate><copyright>Copyright: (C) 2008 MarCom Professional and contributing authors.  For full copyright info and terms of use visit http://www.marcomprofessional.com/</copyright><ttl>15</ttl><image><title>MarCom Professional</title><url>http://www.marcomprofessional.com//lib/img/rssimg.png</url><link>http://www.marcomprofessional.com/categories/content</link></image>	<item><title>What’s Your Copywriting’s Personality?</title><description><![CDATA[If copywriting is salesmanship in print then all you&rsquo;ve got to do is weave a benefit laden pitch that will persuade anybody to buy, right? Well, whilst that&rsquo;s generally true, what you&rsquo;ve also got to consider is that different people respond to your words in different ways. The trick is to write in a style that appeals to your target group, rather than to as wide an audience as possible. You have to give your copywriting a personality that resonates with their attitudes and aspirations.]]></description><link>http://www.marcomprofessional.com/posts/matt.ambrose/whats-your-copywritings-personality</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/matt.ambrose/whats-your-copywritings-personality</guid><pubDate>Thu, 28 Aug 2008 14:43:40 +0100</pubDate></item>
		<item><title>Anna from IKEA is intellectually challenged (but she has a sense of humor)</title><description><![CDATA[This morning the wife was shouting at her computer &quot;Anna is retarded!&quot; What&#39;s going on? I wondered&hellip; Turns out my better half was trying to buy a bed online at IKEA and was using Anna, IKEA USA&#39;s &quot;Automated Online Assistant.&quot; (On the IKEA USA homepage, you&#39;ll find a link to Anna on the top right or bottom left). &quot;I just want to know if the bed includes a mattress!&quot; my wife shouted. I decided to check it out. The greeting seemed inviting: &quot;Welcome to IKEA.]]></description><link>http://www.marcomprofessional.com/posts/david.meerman.scott/anna-from-ikea-is-intellectually-challenged-but-she-has-a-sense-of-humor</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/david.meerman.scott/anna-from-ikea-is-intellectually-challenged-but-she-has-a-sense-of-humor</guid><pubDate>Wed, 20 Aug 2008 23:49:41 +0100</pubDate></item>
		<item><title>Are sub-editing and proofing dying skills?</title><description><![CDATA[We have two massive proofing jobs underway at the moment at Rainier PR, in the form of a book and a series of white papers that are working their way through the agency&rsquo;s editorial team.Proofing and sub-editing are skills that are disappearing fast in the shift to multi-skilled editorial teams where material is no longer filed for review by a sub-editor, but more often than not published straight to the web. But they are really important, valuable skills and without them our language will be all the poorer.The rise of SEO-crafted copy is exacerbating this issue, causing real issues for journalists and writers keen to promote their craft ahead of the attention of Google.Grammar is a topic that polarises people like no other.]]></description><link>http://www.marcomprofessional.com/posts/stephen.waddington/are-sub-editing-and-proofing-dying-skills</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/stephen.waddington/are-sub-editing-and-proofing-dying-skills</guid><pubDate>Wed, 20 Aug 2008 17:58:00 +0100</pubDate></item>
		<item><title>Nobody cares about your products and services (except you)</title><description><![CDATA[Let&#39;s be honest, OK? Nobody cares about your products and services except you and the others in your organization. What your buyers do care about are themselves. And they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so). The good news for smart marketers is that this knowledge has the potential to make you many times more successful. It may quite literally transform your business (that&rsquo;s not just my opinion; many people write me to tell me so).]]></description><link>http://www.marcomprofessional.com/posts/david.meerman.scott/nobody-cares-about-your-products-and-services-except-you</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/david.meerman.scott/nobody-cares-about-your-products-and-services-except-you</guid><pubDate>Mon, 18 Aug 2008 23:08:38 +0100</pubDate></item>
		<item><title>Conflict. To make your marketing much more interesting, add conflict</title><description><![CDATA[I was fortunate to have taken a bunch of fiction writing classes and spent a lot of time writing fiction prior to starting this blog and writing books about marketing. Something you learn very early in creative writing classes are the various elements of the craft like plot, dialog, characters, setting, and the like. But what I always recall as being a particularly important element in fiction is conflict. According to Wikipedia, conflict is &quot;a state of discord caused by the actual or perceived opposition of needs, values and interests.]]></description><link>http://www.marcomprofessional.com/posts/david.meerman.scott/conflict.-to-make-your-marketing-much-more-interesting-add-conflict</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/david.meerman.scott/conflict.-to-make-your-marketing-much-more-interesting-add-conflict</guid><pubDate>Tue, 12 Aug 2008 21:35:53 +0100</pubDate></item>
		<item><title>Stuck in Google’s sandbox? Here’s how to find your way out</title><description><![CDATA[[Photo courtesy Hamed Saber] Since moving to my new domain in March I&rsquo;ve been stripped of my glorious Google page one rankings for my key terms (copywriter, copywriting etc), and left groveling with a begging bowl in the dank, dark depths of its search listings. Whilst a brief fall from grace was expected, I&rsquo;d hoped it would only be a few months before Google learned to love me again. However, when I noticed that my Yahoo page one ranking had been reinstated I started to panic. Well, it would appear that Google has banished me to their &rsquo;sandbox&rsquo;.]]></description><link>http://www.marcomprofessional.com/posts/matt.ambrose/stuck-in-googles-sandbox-heres-how-to-find-your-way-out</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/matt.ambrose/stuck-in-googles-sandbox-heres-how-to-find-your-way-out</guid><pubDate>Tue, 12 Aug 2008 16:37:08 +0100</pubDate></item>
		<item><title>Simple Communication Beats Tech Jargon Every Time</title><description><![CDATA[Why is it that many (most?) technology companies that deal directly with the general public don&#39;t &#39;get it&#39; when it comes to written communication? I upgraded my internet service today, which was all easy and relatively painless. I then received an email telling me to:Please reset (or cycle the power on) your ADSL modem to activate new&nbsp;package parameters.Whaaaat? Who talks like that? I suggested to the ISP a better way to communicate the instruction might be something along the lines]]></description><link>http://www.marcomprofessional.com/posts/trevor.young/simple-communication-beats-tech-jargon-every-time</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/trevor.young/simple-communication-beats-tech-jargon-every-time</guid><pubDate>Tue, 12 Aug 2008 07:31:12 +0100</pubDate></item>
		<item><title>55,000 free hotdogs and a dozen free videos</title><description><![CDATA[There&#39;s been some debate recently about totally free content vs. gate content. On one side are people like me who say put your stuff out for free (my ebook The New Rules of Viral Marketing that has been downloaded around a quarter of a million times in 2008). On the other side are people like Bob Bly who believe that gated content (such as white papers that require an email address to download) is the way to go. Many people suggest a combination. Last week I was in New York spending time with my publisher at Wiley.]]></description><link>http://www.marcomprofessional.com/posts/david.meerman.scott/55000-free-hotdogs-and-a-dozen-free-videos</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/david.meerman.scott/55000-free-hotdogs-and-a-dozen-free-videos</guid><pubDate>Thu, 07 Aug 2008 13:41:36 +0100</pubDate></item>
		<item><title>Junta 42 releases eBook: ‘How to attract and retain customers with content NOW’</title><description><![CDATA[A great blog if you&rsquo;re a believer in the benefits of valuable content for converting browsers into buyers (which I am), Junta 42 has released a new eBook on content marketing and why you should implement it as part of your marketing strategy. The eBook&rsquo;s 11 pages long, and provides some inspiring case studies and excellent advice on getting your campaign rolling. Here are a few points I scribbled down: 2007 Forrester research showed that 90% of purchasing decisions begin online Content]]></description><link>http://www.marcomprofessional.com/posts/matt.ambrose/junta-42-releases-ebook-how-to-attract-and-retain-customers-with-content-now</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/matt.ambrose/junta-42-releases-ebook-how-to-attract-and-retain-customers-with-content-now</guid><pubDate>Tue, 05 Aug 2008 18:05:30 +0100</pubDate></item>
		<item><title>Online video isn't long enough</title><description><![CDATA[A couple of years back, there was much talk about the increased use of online video, thanks to the launch of YouTube. Then along came video on the iPod and the BBC launched its iPlayer. The online video revolution, we were told, was upon us; soon, we were &quot;reliably&quot; informed by all those gurus, that we&#39;d stop watching the TV and that the Internet was going to be the place where we would watch video. Some even predicted the end of broadcasting. Well, unless I&#39;m in some parallel universe, broadcasters are doing OK;]]></description><link>http://www.marcomprofessional.com/posts/graham.jones/online-video-isnt-long-enough</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/graham.jones/online-video-isnt-long-enough</guid><pubDate>Mon, 04 Aug 2008 22:36:00 +0100</pubDate></item>
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