This second article of a two-part series discusses two of the four strategic pillars of building a B2B corporate website. In the first article, we looked at Strategy and Value Proposition. This time, we look at Brand and Offerings. Continue reading
Voice of Company
Keeping a close eye on your communications
While we are all adapting to doing business and maintaining close relationships with our stakeholders from a distance, there are, of course, some factors that make connecting and communicating with people challenging.
But maintaining transparency and compassion through communications can help you stay top-of-mind for customers, clients, partners and employees alike. How can you ensure this?Continue reading
Content is king – but only in the right place at the right time
With a six times higher conversion rate than other methods, it’s no wonder that more and more companies are integrating content marketing into their marketing strategy.
Whether it’s a company targeting cement plant owners in the Middle East or another launching a new seed brand in Eastern Europe, many B2B companies use content to engage their audiences.
So, we know that content marketing works, but how do you decide what content works best – and when?Continue reading
Storytelling symbiosis and sustainable innovation
In Denmark, small- to medium-sized B2B companies are emerging as sustainability superheroes – supported by powerful storytelling. In a market where the Sustainable Development Goals are hot, how might your company use storytelling to gain a competitive edge and bolster partnerships?Continue reading
Words to watch out for – if English isn’t your native business language
cylindr’s home market is Scandinavia. And, while the Scandis (thanks to one of my colleagues last week for proving to me that the word “Scandi” has become mainstream these days) are known for being well-versed in the English language, there are still a few common errors that squeeze through the cracks in the world of business.Continue reading
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.
What’s a B2B visual identity worth?
Recently, an industrial client asked a question I had never considered before: What is the value of a company’s visual identity? The request came as part of an acquisition process, and he was involved in discussions aimed at determining this value, partly as a component of the acquisition price, and partly to assess whether to continue with or drop the acquired company’s visual identity.
While coming up with a definitive answer to the question is probably beyond any consultant’s capability, I was able to help him think about the issue – and some of those insights are shared below… Continue reading