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

Gay Flashman

ISBN 10: 1789661013 / ISBN 13: 9781789661019

Edité par Kogan Page, 2020

A propos de cet article

2020. 1st Edition. hardcover. . . . . .

N° de réf. du vendeur V9781789661019

Détails bibliographiques

• Titre: Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling
• Éditeur: Kogan Page
• Date de parution: 2020
• Langue: anglais
• ISBN à 10 chiffres: 1789661013
• ISBN à 13 chiffres: 9781789661019
• Reliure: Couverture rigide
• Édition: Edition originale
• État de l'article: New

A propos de ce titre

Synopsis

Global audiences are sceptical about advertising content, banner ads and promotional messaging that pushes content or products at them. In the B2B market, building an authentic brand is even more difficult and buying decisions are more complicated, take longer and are more involved. Building trust and credibility requires time and effort.

Powerful B2B Content helps readers understand the importance of a brand narrative and explains how successful organizations can create brand journalism content that has influence and impact. Using the rigor 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 creating focused content that is tailored to a B2B audience, Powerful B2B Content will help B2B organizations listen, observe, understand their customer's goals and deliver an experience that their customers know they can trust.

À propos de l?auteur

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.