Gay Flashman

Powerful B2B Content

Using Brand Journalism to Create Compelling and Authentic Storytelling

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 12074
• Seitenzahl: 248
• Erscheinungstermin: 28. Januar 2020
• Englisch
• Abmessung: 231mm x 154mm x 17mm
• Gewicht: 377g
• ISBN-13: 9781789660999
• ISBN-10: 1789660998
• Artikelnr.: 56749194

Autorenporträt

Gay Flashman

Inhaltsangabe

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;