One difficulty we’ve noticed companies running into as they make the transition to meet the needs and preferences of today’s B2B buyer concerns the ability to hit the right tone and style of a Voice of Industry. If your marketing and communications departments have become used to churning out company-oriented, product-based texts, videos and events, it can be tough to break the habit. What’s required is a more neutral, “journalistic” style, varied depending on the type of message being communicated. We all meet this style almost every day—when we read Voice of Industry publications for our own industries or when catching up with national and international news commentary. So really, you would think it wasn’t that hard to copy this more neutral style – if you are using professional writers, that is. Breaking long-established practices within the corporation, however, may require a complete change of content supplier and editor. You may also find it necessary to educate upper management on the new Voice to change editing and review practices from the top down.

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