As it Turns Out RELEVANT Content is King.

Relevance - 

Peggy Winton, CMO over @AIIM, reposted an article on LinkedIN about the benefits and pitfalls of content. Read the article, here. The essence of the piece is good content is better than bad content and bad content may hurt your reputation.

Earth shattering, isn't it?

It doesn't take a Marketing Degree agree or disagree with the author who presents good insight

From the article, "Being barraged with irrelevant content, misleading titles and promotion actually damages the brand." this is, and ALWAYS has been true, from late-night infomercials to toilet paper adverts.

Another great quote applicable in the copier/imaging industry, "A strategy based primarily on vendor generated content negatively impacts conversion because buyers consider that information biased and untrustworthy."

This includes content(sponsored) in free magazines, white papers and especially from the analyst community - it is all bought and paid for.

We've been saying this for years, the top-down, 'build it and they will buy' mentality propagated by OEMs and supported through hardware quota's was once old-fashioned.   

Today, its dangerous to the channel.

The phrase "Content is King" assumes 'relevant' or 'pure' is in there somewhere, as in "Pure Content is King". Which leads to the next level, "How pure can your content be, if you outsource its generation?"

In the turbulent world of content marketing and marketing content, Purity is difficult to muster.  The foundational question is,  "How can your content be relevant if you and what your offering is irrelevant?" Like it or not, the act of printing and copying is not that important and if you've built your business on the reliability and relevancy of office printing and copying, you could be in dire straits.

But I don't believe you are irrelevant, yet.  I believe you have happy customers with great stories.  I believe you ARE transforming into a leaner and more intelligent organization.

You just need to get your clients' stories out into the open.

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What the #LatteSalute Says About Managed print Services

The internet is afire with accusations and defense around the President of The United States(POTUS) lackluster salute.

Say and think what you want, but our personal, core values are illustrated every day, on a subconscious level.  The clothes we wear, our body language even the way we look at others, tells the world who we are and what we believe.  How we move and act when nobody is watching displays how we feel about ourselves and the world around us.

The #Apple Watch and Printing: What? No #AirPrint?

The other day I Tweeted, “Is #Apple part of Mopria?

With digital content growing, wouldn't it make sense to print from my Apple Watch?” My point was with all the fanfare and hoopla, printing is never mentioned. Users rarely think about printing and when they do, it’s a pain.

The Apple Watch is the latest example of the shrinking relevancy of the printed document. Granted, the category is consumer based, but the Apple Watch and iOS 8 represent the fading frontier between B2C and B2B . More employees are bringing devices to work because the devices are easier to use and present information in the manner that is pleasing to the consumer. That’s all. If paper were more relevant, we’d all have the daily under our arms and my watch would only tell time.

But that’s not happening, is it?

Consider the lowly photocopier. Once the hub of communication, copiers hummed along churning out everything from memos, file copies of invoices and bound reports. Today, more information is read off a screen in your lap, or palm of your hand than ever before. Tomorrow, your wrist.

Read the rest, here.


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