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

One Brand, Many Targets: Developing Content Across Verticals

Posted by Owen Matson, Ph.D. on Apr 24, 2017 9:02:56 AM

Marketers know all-too-well that successful content strategy requires the ability to engage a target audience.  Engaging a single audiences in is challenging enough. But brands often target markets in multiple verticals.  As a result, Marketers commonly grapple with greater challenges:

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Topics: B2B Content, B2B Digital Marketing, B2B Content Strategy, Marketing Across Verticals

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

SEO Zen Wisdom: To Enhance SEO, Do Not Aim for “SEO”

Posted by Owen Matson, Ph.D. on Apr 20, 2017 6:44:51 PM

The Danger of SEO as “SEO”

In the content marketing biz, one tends to get a lot of questions about Search Engine Optimization (SEO).  Certainly, concerns about enhancing SEO make sense.  After all, publishing content on a company blog site will not generate business growth if prospects can’t find that content when searching the web.

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Topics: Content Strategy, B2B Digital Marketing, SEO

Tips for Networking on LinkedIn--Infographic

Posted by Owen Matson, Ph.D. on Apr 19, 2017 4:22:23 PM

Want to grow your network on LinkedIn?  Check out this infographic!

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Topics: LinkedIn, B2B Digital Marketing, B2B Social Media Marketing, Content Marketing, Networking

Why B2B Content Marketing?

Posted by Owen Matson, Ph.D. on Apr 19, 2017 12:39:26 PM

How do B2B Brands Benefit from Content Marketing?  Check out the Stats on this Infographic...

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Topics: B2B Content, B2B Digital Marketing, Infographics, Content Marketing Statistics

The Value of Infographics in B2B Marketing

Posted by Owen Matson, Ph.D. on Apr 19, 2017 12:17:02 PM

The Value of Infographics in B2B Marketing

Infographics have emerged in status from powerful option to essential strategy. Consider the stats:

  • According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts." 
  • Demand for infographics has increased 800% in the past year.
  • Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner

The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.

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Topics: B2B Marketing, B2B Content, B2B Digital Marketing, Content Marketing, Infographics

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

Quick Tips for Growing Your Network on LinkedIn

Posted by Owen Matson, Ph.D. on Apr 3, 2017 8:00:00 AM

Quick Tips for Growing Your Network on LinkedIn

Anytime someone calls into your office looking for information but is not yet ready to become a customer you should be connecting with them on LinkedIn and nurturing that lead even further. Building these types of connections is a great way to build up your potential client base and connect with a much broader network. LinkedIn has 3 degrees of connections, 1st, 2nd and 3rd, so you have the potential to connect with millions of people.

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Topics: Social Media Marketing, Social Selling, LinkedIn, B2B Digital Marketing, B2B Social Media Marketing

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