Marketers from Accuweather, Cyrus One and Kaiser Permanente posed a series of tough questions about brand voice: How can a brand quantify content ‘tone’ as in ‘brand voice’? How do you create a consistent brand voice? What should be written from the brand voice versus an author? Do you have best practices/tips for creating a […]
To prioritize content: Put your audience needs first. Build your content base. Create a content calendar, starting with mega-content. Ride the currents of trends and news. 1. Put your audience needs first. To discover what kind of content is best to build, first learn all you can your audience, your tribe and your customers. The […]
How do you come up with your company’s message? Do you create it yourself in marketing or communications? Or involve a group of leaders from your company to co-create the message? Here are 4 reasons why it’s better to co-create the company message in a group. First, a group can recall more anecdotes and stories […]
Fresh Ideas on Storytelling, Disruption, Messaging, Customers, Content & Analytics The Business Marketing Association (BMA) 2016 Conference convened 600 B2B marketers and marketing thought leaders. Here are quotes from the most thought-provoking speakers: Linda Boff on storytelling: “Be creative. Nothing will take the place of great storytelling. Nothing would matter if the material we create […]
