Page 32 - gs260902
P. 32
Insights and Expertise
• Ask an AI platform what it knows about your • Expansion into new markets
company. • Product developments and enhancements
• Ask the same questions about several competitors. • Meaningful involvement in your industry or
community
Then ask yourself a harder question: If my website
disappeared from the results, would there still be enough Not every one of these deserves a press release. That's
credible information online for someone to understand an important distinction. But many companies have
who we are, what we do and why they should consider us? legitimate stories worth telling and simply aren't doing
anything with them. The goal is to develop a consistent
For many companies, the answer may be uncomfortable. If process for identifying the right stories and getting them
most of what you find comes from your own website and into places where prospects can discover them.
social media accounts, there's an opportunity to build a
stronger presence beyond the channels you control. Consistency matters. One press release or industry article
isn't going to change how your company is perceived
The next step is to look inside the business for stories online. Over time, however, a steady flow of credible
you're probably already creating: information gives prospective buyers more evidence of
• Partnerships and integrations who you are, what you're doing and why your company
• Customer successes may be worth considering.
• Research or insights your team can share Your website still matters—it's just not alone
• Expertise from company leadership Your website remains one of your company's most
• New hires and leadership changes important digital assets. It needs to explain what you do
• Certifications and awards clearly, give prospects confidence, and make it easy for
them to take the next step. But your website can't tell the
whole story anymore.
2026 Events
Buyers are researching companies across more
sources, and AI is making it easier to gather and
National ATM Council compare that information before you even know a
NAC2026 Conference & Expo prospect is looking. That means companies need to
Oct 13 - 15, 2026, Las Vegas, NV think beyond what appears on their own websites.
The articles, news, partnerships, expertise, and
other credible information available elsewhere
Money20/20 USA are increasingly part of how prospects form an
Oct 18 - 21, Kas Vegas, NV opinion about your business.
Your website still matters. Just make sure there's
EPCOR Payments Conference a larger story for buyers to discover. Build the
Nov 2 - 4, 2026, Overland Park, KS website. But also build the story around it.
WBR’s The Future Branches 2026 Melih ("may-lee") Oztalay is the founder and CEO of SmartFinds
Dec 1 - 3, 2026, Austin, TX Marketing, a B2B marketing firm originally incorporated in
1987 and operating in digital strategy since 1994. He works
with CEOs and marketing leaders to help technology, man-
ufacturing, logistics, and professional services companies
strengthen market visibility, build authority, and generate
Visit www.greensheet.com/datebook.php for qualified demand. Melih is a published industry author, pod-
more events and a year-at-a-glance event chart cast guest, and speaker on marketing, buyer behavior, and the
or email events@greensheet.com if you have a growing impact of artificial intelligence on business growth.
event/show you wish to be listed. For more information about SmartFinds Marketing, visit
https://smartfindsmarketing.com. Connect with Melih at
melih@smartfindsmarketing.com or via LinkedIn at https://
www.linkedin.com/in/melihoztalay
32
