Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman.
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 will help 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 to construct content that is developed and crafted with a journalist's sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can 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? - What audiences want to hear; - And shows the most effective ways to deliver it By demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience customers know they can trust.
Kogan Page Ltd
Country of Publication:
15 January 2020
Professional and scholarly
Chapter - 01: Why use brand journalism as part of your content marketing mix?; Chapter - 02: A newsroom approach - defining brand journalism for the B2B marketer; Chapter - 03: Building your storytelling strategy; Chapter - 04: Finding the narrative - telling the stories that matter; Chapter - 05: Story mining - uncovering your powerful brand journalism; Chapter - 06: Choosing your format - audience needs and the power of text; Chapter - 07: Choosing your format - developing visual, video and audio content; Chapter - 08: Content hubs - finding a home for your stories; Chapter - 09: Distribution and amplification - growing loyal audiences; Chapter - 10: Thought leadership - insight from your people; Chapter - 11: Measuring impact - building a metrics framework; Chapter - 12: Bringing your newsroom to life;
Gay Flashman is a former television news journalist for the BBC, Sky and ITN, based in the UK, where she was Managing Editor of Channel 5 News and Channel 4 News. She is the founder of Formative Content, a global digital marketing and communications agency, which develops content strategy and output for clients including Microsoft, Coca-Cola, Tata Consultancy Services and the World Economic Forum.
Reviews for Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling
A richly illustrated guide to how businesses can create their own media brands. --Mark Jones, Head of Digital Content, World Economic Forum An in-depth examination of how B2B brands can build trusted relationships in today's volatile information environment. --Arun Sudhaman, CEO and Editor-in-Chief, The Holmes Report Rich in examples, frameworks and models, this book provides hands-on analysis exploring the careful balance between creating compelling digital content that actively engages audiences throughout the customer journey and brand positioning that is authentic. A top read for brand experts and business leaders alike. --Christine Diamente, Head of Brand, Nokia This book is a comprehensive review of how B2B brands can build the most important aspect of sales and marketing today: trust. --Robert Rose, Founder, The Content Advisory What constitutes a good story? How can compelling content be created not just once, but continually and indefinitely? And how, in the era of fake news, can brands engender and earn trust of their audiences? This book tells you how, both with practical advice and scores of real world examples. It's a must for the B2B content marketer. --Rebecca Lieb, analyst and author of Content: The Atomic Particle of Marketing