Many companies are active abroad. The impact of business content in the local language is often neglected during the transition into other markets. For companies, that risks not only embarrassment and possible controversy, it can also severely restrict sales potential.
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Volkswagen’s “Das Auto” slogan has acquired an entirely new connotation since VW's Dieselgate affair was uncovered. Once the news broke that the supposedly environmentally friendly VW Group had been manipulating software to simulate better emission-test results, a big scandal ensued with a huge loss of confidence among VW stakeholders.
The severe crisis at VW is not over yet, but it does seem to have died down a little. Meanwhile, it's interesting to see how hard the VW is trying to regain the confidence of their stakeholders through their content – so far with limited success.
Unfortunately, no company is immune to crises, whether through their own failings or as a result of misfortune. In such a situation, a good communication plan is a useful crisis-management tool.
Ever thought about custom search engine optimized product content? Or are you among those who simply copy the manufacturer's photos and information? This is common practice because it’s simple and quick. So why is this problematic? Because you are actually throwing away ranking and conversion potential. In the following article, we will explain why optimized product content is a worthwhile investment.