Whether the objective is clever headlines that hook the audience, or long copy that engages and informs the reader and gets them to take action, successful B2B marketers have always realized the importance of carefully crafted words and messages in their marketing plan. But compared to its more prestigious cousin “design”, writing has been an unsung hero. Continue reading
While preparing the annual report of a global manufacturer of industrial products recently, it struck me what an ideal channel the annual reports are for establishing thought leadership. But it seems that many companies lock themselves into a standard formula that is all about reporting from the perspective of the company – like a true propaganda Voice of Company channel. It’s easy to miss the opportunity to truly engage stakeholders with content that is relevant and interesting to them. Continue reading
In a conversation two days ago with social media veteran Jomar Reyes, one of the people who inspired us to write The Death of Propaganda, he spoke enthusiastically about the role of storytelling in B2B marketing and communication—and emphasized that, in his view, storytelling was a key component of any Three Voices™ strategy. Continue reading