No business operates in a vacuum. Whatever you do, you have to share your story with others to build understanding, dialogue and the trust that sustains business relationships. This is especially true today, when there is so much chatter and noise, your message needs cut through the clamour.
If ‘content is king’ why are there so many content-poor web sites out there? These sites often look attractive, they have the right structure so they are easy to understand and navigate, good pictures, good use of colour, easy responsive resizing and a hint that there could be something interesting to read. They even include tabs that say news, blog, case studies and video. However, when you click these tabs you are usually presented with something from three years ago at best or, at worst, simply left with a blank.
Most of us get our news from established and, in general, trusted media. Though these outlets are not perfect they are usually staffed by professionals who want to get as close to the truth as they can by researching and presenting data, discovering facts, seeking opinion from qualified and experienced experts and relaying this to us in an informative way.
In the contest of ideas, you need white papers in your armoury. Historically, white papers were used by government to pilot new ideas and encourage public debate and contributions before legislation. In business they are used to demonstrate depth of knowledge, win respect and often to support a new technical approach over an established alternative.
Congratulations to Easyfairs, organisers of the Advanced Manufacturing show that took place early in November. Embracing the key pillars of modern engineering, aerospace, automotive, composites, advanced materials and smart factory the show attracted major exhibitors and tens of thousands of visitors to its stands and presentation suites, proof of a continuing resurgence in UK manufacturing.
Like the builder who sometimes doesn’t get to complete their own garden wall, we have been steadily chipping away at creating our new web site over the last twelve months. The development has coincided with a busy time working on fantastic customer projects, so occasionally we have had to down tools and re-focus our attention.