This week we move from a light-hearted anniversary look at the industry’s leading search engine, to a hard-to-stomach metaphor for making analytics results more, well, digestible and useful, to some no-nonsense advice on developing content for a global B2B audience. Dan Pacifico helps us mark the passing of Google’s 15th birthday, inviting us to learn some things about the company we probably didn’t know. Leanne Terpak introduces us to the appealing phrase “number vomit reporting” with important tips on how to avoid it and actually do something less regrettable and more valuable instead. Equally hard to swallow for some career writers may be the point of view Jenn Vitello shares on the necessity of writing not so much for a person but rather for a CMS (content management system) as the most effective and efficient way to develop content for an international base of customers, prospects and influencers. Just a little slice of the diverse topics making up the B2B marketing environment this week. Thanks for checking us out.
Chuck Manners, CEO
This week we take a lighter look at recent events on Google and we recognize the major Search Engine’s 15th birthday. There wasn’t any “special” Google doodle and they didn’t play one of their infamous April Fool’s day pranks (probably due to it being September), they simply kept on doing what Google has done for the past 15 years and provided their industry-leading search result pages. To celebrate their belated birthday, here are 15 things you may not have known about Google.
Dan Pacifico, Search Marketing Analyst
Frankly, “number vomiting” and just producing excel spreadsheets full of data isn’t useful to anyone. In this blog by Vic Drabicky, he explains 5 good steps to keep everyone focused and to turn all that data into valuable actions for your business:
Leanne Terpak, Analytics Director
Regardless of where your customers are located throughout the world, the content you deliver to them needs to be relevant, clear and concise—in addition to being findable, accessible and usable. All in their native language. So what does that mean when it’s your turn to start copywriting? And where does translation fit? The most effective way to write for your global B2B audience is to think of your content management system (CMS) first. Creating content that can be translated within a CMS ensures the content you’re providing is easily and accurately understandable. Some tips to think about when writing include: write shorter sentences, limit vocabulary to a subset of the English language--strip it of jargon, Americanisms, metaphors, etc. And remember: none of this should be done in a vacuum. Work with your content strategist and software developer. Collaboration is key!
Jenn Vitello, Content Manager