<?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, 08 Jan 2009 00:05:51 +0000</lastBuildDate><copyright>Copyright: (C) 2009 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>Persuasive Writing 4 - Structure</title><description><![CDATA[In earlier chapters you identified how to appeal to your target audience and compiled a list of your product&rsquo;s benefits. Now you need to plan how to structure your writing so it leads your reader along a logical path of thought towards taking action. Just like how a seasoned debater or lawyer prepares to argue their case, you need to assess how to communicate your points so they resonate with the reader and seduce them into agreeing to your proposition. Remember that people make buying decisions based on logic and emotion, so your writing needs to trigger both if you&rsquo;re going to persuade the reader to pull out their credit card.]]></description><link>http://www.marcomprofessional.com/posts/matt.ambrose/persuasive-writing-4---structure</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/matt.ambrose/persuasive-writing-4---structure</guid><pubDate>Wed, 07 Jan 2009 10:33:29 +0000</pubDate></item>
		<item><title>Extra Extra, Read All About It! Newspapers Respond to the Social Web</title><description><![CDATA[SourceYes, the headline isn&#39;t really breaking news to many of us. However, I received an interesting report this week that ties numbers to the tumultuous newspaper industry and its struggle to remain relevant, today and tomorrow. I wanted to share the numbers with you...Every year, The Bivings Group, analyzes how and to what extent America&#39;s largest newspapers are embracing the Web. With Social Media opening the flood gates for innovation in online content creation and distribution, newspapers are struggling to swim back upstream - even though the proverbial &quot;upstream&quot;]]></description><link>http://www.marcomprofessional.com/posts/brian.solis/extra-extra-read-all-about-it-newspapers-respond-to-the-social-web</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/brian.solis/extra-extra-read-all-about-it-newspapers-respond-to-the-social-web</guid><pubDate>Fri, 19 Dec 2008 16:07:00 +0000</pubDate></item>
		<item><title>World-class, cutting-edge gobbledygook</title><description><![CDATA[Yesterday I sent out a tweet &quot;Gobbledygook alert!!&quot; pointing to the web site of Ossk Interactive, which has this gem on the homepage. &quot;We&rsquo;re dedicated to providing results oriented, cost efficient solutions for customer outreach by employing existing and proprietary technologies that maximize exposure and obtain a leadership position in your market through the use of E-Ossk, our interactive digital outreach system.&quot; I asked my Twitter followers &quot;What does this company do?&quot;]]></description><link>http://www.marcomprofessional.com/posts/david.meerman.scott/world-class-cutting-edge-gobbledygook</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/david.meerman.scott/world-class-cutting-edge-gobbledygook</guid><pubDate>Fri, 12 Dec 2008 14:52:36 +0000</pubDate></item>
		<item><title>Now we discover people don't believe blogs - so stop blogging...!</title><description><![CDATA[A major survey of over 27,000 people has discovered that blogs are the least credible source of information online. Coupled with similar research on the trustworthiness of blogs, this most recent study suggests the end is nigh for blogging.According to the study, we believe &quot;word of mouth&quot; over and above everything else. The TV news comes next, then online news with newspapers just a little bit behind. Blogs are way down the bottom, with only one in every ten people believing them.So, how are you going to increase the credibility of your blog? Firstly - and this is crucial - don&#39;t call it a blog...! You automatically enter the territory of the unbelievable if you do.]]></description><link>http://www.marcomprofessional.com/posts/graham.jones/now-we-discover-people-dont-believe-blogs---so-stop-blogging</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/graham.jones/now-we-discover-people-dont-believe-blogs---so-stop-blogging</guid><pubDate>Fri, 12 Dec 2008 07:27:00 +0000</pubDate></item>
		<item><title>Writing Persuasively 3 - Features Tell, Benefits Sell</title><description><![CDATA[&ldquo;In our factory, we make lipstick. In our advertising, we sell hope.&rdquo; - Charles Revson Whenever someone reads your website&rsquo;s landing page or sales letter they&rsquo;re not thinking about how clever the wordplay is but &lsquo;what&rsquo;s in it for me?&rsquo; They want to know how your product can solve their problem and benefit them personally, not how great your company is or how many speed settings your widget has. If you&rsquo;ve provided them with the right triggers, their imagination will also be picturing what life would be like if they took advantage of your offer.]]></description><link>http://www.marcomprofessional.com/posts/matt.ambrose/writing-persuasively-3---features-tell-benefits-sell</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/matt.ambrose/writing-persuasively-3---features-tell-benefits-sell</guid><pubDate>Thu, 11 Dec 2008 12:46:48 +0000</pubDate></item>
		<item><title>Online, honesty is the best policy</title><description><![CDATA[Tyrone is a hapless chap in the British soap opera, Coronation Street. In the latest storyline he is in trouble because he is not telling his wife-to-be the entire truth. She is putting two and two together and coming up with the wrong answer.If only he told her that he was spending his spare time trying to sell cheap tat in a bid to raise some extra cash so they can have a perfect wedding. Instead, he has invented this cock and bull story about going to the gym. Now Tyrone has obviously eaten a pie or two in his life and so the gym story doesn&#39;t convince his fianc&eacute;e - and now she suspects he is having an affair.]]></description><link>http://www.marcomprofessional.com/posts/graham.jones/online-honesty-is-the-best-policy</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/graham.jones/online-honesty-is-the-best-policy</guid><pubDate>Thu, 11 Dec 2008 07:51:00 +0000</pubDate></item>
		<item><title>Business blogging isn't worthwhile says new study</title><description><![CDATA[New research from Forrester suggests that business blogging could well be a waste of time. It seems that only 16% of Internet users trust what they read on business blogs. And - worse - this is the lowest trust rating for any web content.What the study reveals is a huge thumbs down for blogging. So should you carry on?There is no doubt that the lack of trust is down to the appalling way in which many businesses have used blogs. Big businesses in particular has a lot to answer for here. They have abused blogging substantially by publishing &quot;puffery&quot;]]></description><link>http://www.marcomprofessional.com/posts/graham.jones/business-blogging-isnt-worthwhile-says-new-study</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/graham.jones/business-blogging-isnt-worthwhile-says-new-study</guid><pubDate>Tue, 09 Dec 2008 22:26:00 +0000</pubDate></item>
		<item><title>Persona focused Web site leads to 4x conversions for RightNow Technologies</title><description><![CDATA[In early 2008, San Mateo, CA based RightNow Technologies kicked off a project to rebuild the company Web site around buyer personas. &nbsp; As you probably know, a buyer persona is distinct group of potential customers, an archetypal person whom you want your marketing to reach. Creating a site based on buyer personas gets you away from an egotistical site based on your products and services (which nobody really cares about, after all). What people do care about are themselves and answers to their problems, which is why buyer personas are so critical for marketing success.]]></description><link>http://www.marcomprofessional.com/posts/david.meerman.scott/persona-focused-web-site-leads-to-4x-conversions-for-rightnow-technologies</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/david.meerman.scott/persona-focused-web-site-leads-to-4x-conversions-for-rightnow-technologies</guid><pubDate>Tue, 09 Dec 2008 16:01:51 +0000</pubDate></item>
		<item><title>Naked girl picture causes unrest in Wiki-land</title><description><![CDATA[A picture of a naked girl, aged around 11-years-old is causing a major stir thanks to its appearance on Wikipedia. The picture has been deemed pornographic by British legal advisers to the Internet Watch Foundation. This has led several Internet Service Providers to being forced to ban access to the page - and in some instances to prevent anyone contributing to Wikipedia via that ISP. Furthermore, Wikipedia has refused to remove the offensive picture on the grounds it does not censor user-generated content.]]></description><link>http://www.marcomprofessional.com/posts/graham.jones/naked-girl-picture-causes-unrest-in-wiki-land</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/graham.jones/naked-girl-picture-causes-unrest-in-wiki-land</guid><pubDate>Mon, 08 Dec 2008 07:27:00 +0000</pubDate></item>
		<item><title>Writing Persuasively - Planning Why You’re Writing, Who To And What Action You Want Them To Take</title><description><![CDATA[&ldquo;The more informative your advertising, the more persuasive it will be.&rdquo; - David Ogilvy As any lawyer knows, it&rsquo;s not the strength of your words but the strength of your arguments that wins. The same rule applies to persuasive writing. Dazzling the reader with your use of a thesaurus or adopting a pushy tone isn&rsquo;t the best way of convincing them to respond the way you want. Persuasive writing is thinking on paper and salesmanship in print, rather than clever wordsmithing. The aim isn&rsquo;t to impress the reader with stylish prose, but to present your case as clearly and logically as possible.]]></description><link>http://www.marcomprofessional.com/posts/matt.ambrose/writing-persuasively---planning-why-youre-writing-who-to-and-what-action-you-want-them-to-take</link> <guid isPermaLink="false">http://www.marcomprofessional.com/posts/matt.ambrose/writing-persuasively---planning-why-youre-writing-who-to-and-what-action-you-want-them-to-take</guid><pubDate>Fri, 05 Dec 2008 19:58:30 +0000</pubDate></item>
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