If you’re looking to hire a B2B content copywriter – or you’d like to become one, this post is the perfect place to start.
What makes a good content copywriter?
Content strategy
Why it’s worthwhile to be an industry advocate – or 8 reasons to stop talking about yourself!
Shifting the perspective of your communications and taking on the role of an industry advocate can bring many benefits for your company. Offering customers valuable, objective advice on your industry can boost your credibility, website traffic, social media engagement – and give you better sales leads.
Deloitte: Storytelling boosts sustainable innovation
Monitor Deloitte’s Camilla Marie Thiele shares her perspective on why business innovation is important for the sustainability agenda and how storytelling can inspire other companies to follow.
Why don’t engineers trust blogs?
A blog can be many things. Fashion, food and lifestyle bloggers saturate the internet with millions of posts daily. But in B2B, do engineers have the same love affair with blogs?
How to make Nordic engineers come alive on video
Engineers from the Nordic countries may be wizards at turning innovative ideas into reality in everything from sustainable energy to medical devices. But on camera, some can come across a little, uh, uncomfortable. Here’s a quick (and yes, a little dirty) trick to bring the most wooden of engineer-on-video performances to life.
New tech and new approaches: What’s happening in internal communications?
After many years of supporting companies with internal communications, I’ve seen a slew of changes in approaches and tools. Here’s my take on the current state of internal communications – and the possibilities for the way forward.
How to create affordable testimonial videos for employer branding
Most marketing or HR directors would love to have several high-quality employee testimonial videos to support the company’s employer branding efforts – particularly when it comes to recruitment. They also say, however, that it’s one of those difficult and expensive tasks that they just don’t seem to be able to manage with available resources. Frankly, I disagree that producing testimonial videos for employer branding is difficult – or expensive. Continue reading
8 hot tips for creating direct mails that sell
A good direct mail can be worth its weight in gold. But you need to get the content just right. Here are eight hot tips to help you on your way. Continue reading
Please, no more propaganda
The disciplines and craft of journalism have changed corporate communications – for the better. New opportunities to cut through the noise and engage an audience abound, partly because so many companies still seem to believe that bragging about themselves in buzz words is the best way of making sure their target audience will understand the value of their brand.
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How to flesh out your B2B buyer personas
Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. They are basically character sketches that lay out your target prospect’s background, demographics, objections, challenges, hobbies, and interests. B2C buyer personas are relatively straightforward. What does your target prospect do for a living? How does he spend his time? What car does she drive? Where do they work? But, that is not the case for B2B.
B2B buyer personas are a tad more difficult. Now you have multiple people in charge of buying decisions, usually stakeholders or board members. So, how can you possibly create an accurate persona when you’re trying to nail down several different personalities, lifestyles, and habits? Continue reading