How to Strategize Content Writing for (Distracted) Online Reading Styles (Infographic)

Posted by Owen Matson, Ph.D. on Apr 25, 2017 7:23:57 PM
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Topics: Content Strategy, Content Writing, Content Marketing, B2B Content Writing, B2B Content Strategy

Why it's More than "Content."

Posted by Owen Matson, Ph.D. on Apr 24, 2017 10:58:14 AM

Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content."  We may be stuck with the word.  Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.

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Topics: B2B Content, B2B Digital Marketing, Content Writing, Content Marketing, B2B Content Writing

Differentiating Brand Voice in an Age of Excessive Exclamation!!!

Posted by Owen Matson, Ph.D. on Apr 21, 2017 7:16:16 PM

Excessive Exclamation Points?!!!  Who? Me?  

I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse?  Overly emphatic?  Me?  OK.  Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback.  I was just curious about the commentary.  I sensed a big discussion behind the advice. Alas, I received no reply. 

So I began to think about the meaining of my reader’s feedback.  I "might" want to reconsider my overuse of exclamation points?  Was this a complaint?  A soft recommendation?  Sarcastic criticism?  

At the end of the day, the use of exclamation points is about communicating tone.  And tone is largely a matter of taste—as in “there is no accounting for…”

For my part, when it comes to issues of usage and style, I tend to be rather pragmatic: Whatever works, I say!!!  

Still, tone is hard to determine in online communication.  But then that's the whole point: Communicating tone in digital media requires content writers rethink the traditional rules and tools of style--including the use punctuation to project meaning and tone.  Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here's some issues to consider...

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Topics: Content Strategy, B2B Digital Marketing, B2B Brand Writing, Brand Voice, B2B Content Writing, Digital Marketing, B2B Branding,, Brand Strategy

High- and Low- Brand Diction: Little DIfferences, Big Differentiation

Posted by Owen Matson, Ph.D. on Apr 5, 2017 7:05:04 AM

Small is Tall: Marketing in a Nutshell

 

Yeah yeah--small, tall, whatever.  Just give me the caffeine.  

We all know that clever little "disruptor": Some sneaky marketing genius at Starbucks decided that their small coffee would be known as a "tall"--a shift in diction that happens to earn about twice as much for the comparably sized "small" cup of coffee at McDonalds.  

Words matter.  What's the difference between a hotel and a motel?  Sometimes--maybe often--just a letter and about $50 a night.  And there you have it: Marketing in a nutshell. 

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Topics: B2B Content, B2B Brand Writing, Brand Voice, B2B Content Writing, Content Creation, Brand Writing, Brand Style Guide

How to Differentiate Your Brand Voice: Some Essential, if Unusual, Tips.

Posted by Owen Matson, Ph.D. on Apr 4, 2017 7:29:54 PM

How to Differentiate Your Brand Voice: Some Essential Tips

 

 

When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”

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Topics: Differentiators, B2B Content, B2B Digital Marketing, Content Writing, B2B Brand Writing, Style, Brand Voice, B2B Content Writing, Tone, Brand Writing, Brand Style Guide

Studies Suggest Marketers Confront Increasing Stress: Here's Some Tips to Help Manage Content Creation

Posted by Owen Matson, Ph.D. on Apr 3, 2017 3:10:25 PM

Stressed by the Demand to Create all that Content? 

If the answer is "yes," you're not alone.  Studies show that marketers are undergoing increased job stress.  And it's no wonder, given the increased complexity of the work.  Marketers face many challenges today: High growth expectations, hyper competition in crowded market places, and the digital and social-media revolution. What’s more, growing pressure from the C-suite to implement marketing return on investment measures as a way to track and evaluate marketing success is increasing the marketer’s workload. Studies show that stress rates for marketers are on the rise.

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Topics: B2B Marketing, B2B Content, Content Strategy, B2B Digital Marketing, Content Marketing, MarketScale B2B Marketing, B2B Content Writing, Content Creation

What is the Adjacent Possible?

Posted by Owen Matson, Ph.D. on Mar 30, 2017 5:59:09 PM

In an interview for The Guardian, Steven Johnson describes his notion of the "adjacent possible" as a vision of cultural history in which innovation develops as a collective process, like "one door leading to another,  exploring the palace one room at a time."

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Topics: B2B Content Writing, Quotes

Why Concrete Language is Essential to Engaging Content

Posted by Owen Matson, Ph.D. on Mar 30, 2017 4:23:02 PM

Making the Abstract Concrete: The Challenge of Content Writing in Niche B2B Markets

One of the most challenging aspects of developing effective B2B content involves the need to produce writing that speaks on two levels: On one level, content must engage the highly specialized language, or “jargon” (to risk an unnecessarily pejorative term) of professional audiences in niche markets; on another level, target audiences are often diverse, and content must consequently present material with the clarity necessary to remain accessible to a broader range of stakeholders.

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Topics: Content Writing, B2B Brand Writing, B2B Content Writing

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