Marketing Matters - A thorough Marketing and Business Development Blog

Every company website contains lot of marketing materials such as white papers, case studies, presentations and brochures in it. Once the company has created these collaterals, they will upload it in the website and forget it till the new website has got launched. Maximum people don’t even think of reviewing or updating it based on their new targeting verticals, technologies et al.

So, What are all the points that need to be noted when updating a collateral?

•  Copyright: For example,If you created a brochure now, you’ll mention the copyright statement as “© 2008 Company Name, All rights reserved“ . After one or two years, if you are not updating the collateral, it will so show 2008 copyright instead of 2009/10. So, if a hot lead is checking your document for their requirement, they won’t be convinced when seeing the copyright policy. They’ll feel you haven’t updated the document yet and they might have doubt on the quality of your services.
  • It’s very important that we’ll take to store the core document of every collateral all along.

• Some of your links may not work after some 3 to 4 years. You might have redesigned your website with innovative technologies. So, all your links would be changed. For example, if you had a website in html, your page will be www.companywebsite.com/mypage.html. And if you have redesigned the website in ASP.NET, your page will look like, www.companywebsite.com/mypage.aspx. You didn’t even think of changing the links in all your materails. So, when a prospecting customer is checking your website, he might click your “request for proposal” link and that may not work. So, you’ll loss a potential lead.

• You weren’t a certified company when you were creating a white paper (”about x technology implementation in y vertical”). After one year, you might have got a valuable certification for your company. If you haven’t updated that in your white paper, that would also affect your business.
• They might be some advanced up gradation in your targeting technology: You wrote a white paper on “x technology implementation in y vertical”. After some time, “X” technology have got lot of upgrades which contains lot of advanced features in it. If you haven’t updated the relevant features implementation in particular to “y” vertical, you might be outdated.
• User experience in very important in the web. You might have used “arial” style in your document, converted into pdf and uploaded it into your website. Now, we have lot of new font styles available in Microsoft Office 2007. For example, If you redesign your website in these advanced style fonts and better pixel images, your presentation will look better and people will feel best experience in reading your presentation.
• Make sure that the external links you have given are working properly.