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

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

Why Marketing and Sales Need to Collaborate on Content Strategy

Posted by Owen Matson, Ph.D. on Apr 19, 2017 9:30:45 AM

Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.

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Topics: Content, B2B Marketing, Content Strategy, Marketing and Sales

Subscription as Artistic Service: Autonomy On Demand at HBO and Netflix

Posted by Owen Matson, Ph.D. on Apr 3, 2017 3:52:01 PM

Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.

 —Martin Scorsese            

Subscription Service and the Importance of Risk Taking

Martin Scorcese is not alone in his opinion that HBO offers an "opportunity to experience creative freedom."   References to creative freedom and idependence have become hallmarks of HBO's brand identity. Less aknowledged, however, is the business model that supports this freedom.  At its core, HBO's capacity to provide "an experience of creative freedom" reflects the autonomy of a subsrciption-based business model that enables independence from external commercial funding.  

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Topics: Content, advertising, Brand, B2B Marketing, Content Strategy

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

How Inbound Marketing Can Optimize ROI on Trade Shows

Posted by Owen Matson, Ph.D. on Mar 27, 2017 6:03:10 PM

In an era of digitized marketing, one might think trade shows and other live-event-based marketing strategies would move into decline.  To the contrary, tradeshow marketing as a tactic has shown remarkable resilience.  After all, marketers realize that there is no substitute for face-to-face meetings with clients and key business partners.  Moreover, digitization has only enhanced the potential marketing power of trade events. 

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Topics: Video, B2B Content, Content Strategy, B2B Digital Marketing, Event Marketing, Trade Shows

The Grammar of Brand Writing: Effective Branding and the Myth of Proper Grammar

Posted by Owen Matson, Ph.D. on Mar 27, 2017 9:00:00 AM

Effective Marketing is Effective Writing. But what is effective writing? 

Wait, one second, let me get my Mark Twain on: Now there ain't a rule in this here language what can't be broke. The so-called rules of English grammar and style were not spoken by a burning bush; they're just guidelines about what's likely to be effective. If you learn to treat them that way, you'll live a happier life.

Effective writing comes down to 3 simple steps:

  1. Figure out where your audience is now.
  2. Figure out where you want your audience to end up.
  3. Take them from one to the other.

If you can pull it off, anything goes.

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Topics: Content, Content Strategy, Writing, Content Writing, B2B Brand Writing, Grammar, Style, Brand Voice

Ask a Kid: 5 Insights on Human-Centered Experience

Posted by Owen Matson, Ph.D. on Mar 24, 2017 8:12:45 PM

WHAT CHILDREN CAN TEACH US ABOUT DESIGNING HUMAN-CENTERED EXPERIENCE

A recent article on "Designing a Human-Centered Pediatric Experience" draws on opinions and insights from children to develop guidelines for optimal pediatric care.  The article is not only useful; more importantly, it's moving.  Coming from outside the profession of healthcare design, the article represents a model of effective content: It speaks to professional protocols in terms of common emotional needs.  It's 5 key points focus on issues specific to hospital facilities management, but the inights resonate on a much broader level:

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Topics: Content, Business Communication, Thought Leadership, B2B Marketing, B2B Content, Content Strategy, Healthcare Industry, Healthcare Design and Engineering

Why Your B2B Strategy Needs SlideShare

Posted by Owen Matson, Ph.D. on Mar 24, 2017 3:18:18 PM

Social media for B2B has changed its landscape more times than most of us can count. We all continue to participate in the evolution of an ever-growing share of platforms that started with basics like Facebook, LinkedIn and Twitter. Not to mention that there are many of you who have quickly learned how to source Pinterest and Instagram for mobile marketing outreach. 

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Topics: Video, Content, B2B Content, Content Strategy, B2B Social Selling

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