Powerful B2B Content

Beschreibung

Engage audiences, grow trust and convert more customers as a B2B marketer or organization, by developing compelling and authentic content through your own platforms and channels.
Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman. Global audiences are sceptical about advertising content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort. Addressing these changes, Powerful B2B Content will help readers understand the importance of building a brand narrative and demonstrates how successful organizations can create brand journalism that has influence and impact. Using the rigour of journalistic practices to construct content that is developed and crafted with a journalist's sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains: - What makes a great story? - What audiences want to hear; - And shows the most effective ways to deliver it By demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience customers know they can trust.
Explains why brand storytelling and journalistic skills are key to developing content tailored specifically to B2B clients
Demonstrates how to use content and storytelling to develop trusting and long-standing relationships with customers, connections and potential clients
Shows how to engage with B2B consumers at multiple stages in the sales funnel and understand how customers are responding to specific messages
Features case studies such as Adobe, Aviva, Dell DMC, Fujitsu, General Electric, GSK and Sap

Autor*in

Gay Flashman
Gay Flashman is a former television and news journalist for BBC, ITN and Sky and was Managing Editor of Channel 5 News and Channel 4 News, where she was responsible for all Channel 4 and More 4 News programme output. She is the founder of Formative Content, a corporate digital content specialist, where she works with clients such as Nestle, Tata, BlackRock and the World Economic Forum.

Themen in »Powerful B2B Content«

B2B marketing Content marketing Brand storytelling Brand trust B2B customer engagement Brand journalism Sales funnel entrepreneurship business and marketing products and services buy a story marketing and branding build an audience building a story buy the product

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"A richly illustrated guide to how businesses can create their own media brands."
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"This book is a comprehensive review of how B2B brands can build the most important aspect of sales and marketing today: trust."
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"An in-depth examination of how B2B brands can build trusted relationships in today's volatile information environment."
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"Rich in examples, frameworks and models, this book provides hands-on analysis exploring the careful balance between creating compelling digital content that actively engages audiences throughout the customer journey and brand positioning that is authentic. A top read for brand experts and business leaders alike."
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"What constitutes a good story? How can compelling content be created not just once, but continually and indefinitely? And how, in the era of fake news, can brands engender and earn trust of their audiences? This book tells you how, both with practical advice and scores of real world examples. It's a must for the B2B content marketer."
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