- 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
Powerful B2B Content
Using Brand Journalism to Create Compelling and Authentic Storytelling
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.
Key features at a glance
EAN: 9781789660999
Edition: 1
Published:
Format: 233x156
248 pages
About the book
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.
About the authors
Gay Flashman is a former television news journalist for the BBC, Sky and ITN, based in the UK, where she was Managing Editor of Channel 5 News and Channel 4 News. She is the founder of Formative Content, a global digital marketing and communications agency, which develops content strategy and output for clients including Microsoft, Coca-Cola, Tata Consultancy Services and the World Economic Forum.
A richly illustrated guide to how businesses can create their own media brands.
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