Joseph A. Santiago in Pawcatuck, CT | University Of Rhode Island - Walden University

Joseph A. Santiago

Male, 45 years old

Today getting information out to a target audience effectively demands that SMEs think of all communication published as either instantly updateable, or designed as information anchors for consumption in both the digital and face-to-face facets of our lives. I worked with a client that thought getting out whitepapers was enough to make people connect with them. Since information provided to others is often checked, the decision pathway for potential clients is almost - to contact you if youre using whitepapers in this manner. Using whitepapers like this is like putting a flyer on a bulletin board and waiting for the people to come to you. Utilizing a Lean Six Sigma philosophy, I learned the benefits of having a company connect its information through electronic and print documents to source different parts of the company in order to connect information and people. Ive realized that information builds or breaks communities, and technology is always ready to connect an interested individual to another source. Any smartphone can steer a search towards or away from you with the information youre providing. What this change in goals did for the company was establish an outcome where documents themselves were utilized as an information network that brought together experts, source materials, current projects, contacts ready to answer questions, and purchase services from. This change in perspective established a five years ROI from the digital content and a consistent cycle of individuals bringing additional materials forward, and driving future communication along with the trends in the industry. The companys brand had three times the recognition from the target audience and the sales force had double the leads after the first year. In todays information economy building community translates into building business. read more ...