Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling

di Gay Flashman (Autore)

Kogan Page Ltd, 2020

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 helps 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 and constructing content that is developed and crafted with a journalist's sensibility, B2B companies will ensure that stories are engaging and eye-catching, 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, describes what audiences want to hear and shows the most effective way to deliver it. By demonstrating how to create focused content that is tailored to a B2B audience, Powerful B2B Content will help B2B marketers and communicators listen, observe, understand their customer's goals and deliver an experience that their customers know they can trust.

• Autore: Gay Flashman
• Editore: Kogan Page Ltd
• Anno: 2020
• Rilegatura: Paperback / softback
• Pagine: 248 p.
• Dimensioni: 233 x 156 mm
• Peso: 380 gr.
• EAN: 9781789660999

Testo in English