Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.
Market-Tech Writing: The Rising Values-Based B2B Branding Requires New Forms of Content Writing
While 88% of B2B marketers currently incorporate content marketing strategies, 60% say they struggle to create “engaging content.” In other words, the rise in content marketing has not necessarily meant a rise in content that actually engages audiences. Where’s the disconnect?
For Ann Handley of Marketing Profs, the challenge of creating engaging content reflects fundamental challenges in the quality of content writing. While 72% of B2B Marketers want to focus on creating engaging content, Handley notes that only 41% express interest in improving their storytelling skills. And only 19% are focused on becoming stronger writers. Hadley argues that the tendency to "undervalue writing" and storytelling in the content process “is why we have a tough time creating 'engaging content'—and why that has consistently been a top challenge in the past six years.”
Reaching Decision Makers Remains a Priority in B2B Marketing Strategy
Despite the growth of collective and consensus-driven decision-making, C-Level executives still have the power to make or break a deal, and they can at least be expected to have the final say. So it’s as important as it ever has been to attempt to engage them.
CEOs need to understand the importance of an ultimate business to business marketing plan to guarantee great results. Although it’s really hard to catch the attention of customers today as they are always busy, there are effective tips to help you get positive feedback or at least make them notice your brand. Don’t worry because here are 5 of the best techniques to make them recognize the value of what you offer.
Once Upon a Time, There Were Linear Stories
Linear stories are straightforward, literally: They present a beginning, a middle, and an end. Wherever we are in the story, we are aware that there are pages preceding and pages to come. Epic poems and, later, theater, followed the more linear progression we might better associate with a scroll or bound book. In all these forms, the linear progression of the story sets our path for us. We do not surf across novels in varying directions. We can’t skip ahead or turn the channel while watching a play. Our place in the scroll, book, or third act indicates how close we are to finishing, and our emotional experience is entirely bound up in time.
HOW THE ONE-TIME BATTLE FOR RETAIL’S FUTURE HAS NOW RECONCILED INTO AN ALLIANCE OF PHYSICAL-DIGITAL INTEGRATION
Not long ago, in a galaxy not at all far away, the rise of online shopping inspired a wave of speculation forecasting an apocalyptic end to brick-and mortar-retail. In 2013, driven by the emergently urgent need to compete with online giants like Amazon, real-space retailers like Wal-Mart and Target announced plans to remain open on Thanksgiving.
Can we locate the secret power of stories and“re-install” that power into other texts, like batteries in an old toy? Might we somehow perform some Frankenstein-ian surgical “transplant” of “story” to breathe life into non-storied forms of information?
Content Marketing and the Future of Storytelling
In the world of content marketing, one hears a lot about the power of storytelling as an important aspect of brand strategy. Effective brand strategy thus requires knowing something about stories.
Content Marketing fundamentally involves an attempt to inform—that is, educate—a specific audience. Effective content marketing thus requires the ability to educate effectively. The key phrase here is "effective education." Anyone who's seen Ferris Bueller's Day Off knows what ineffective education looks like. Teaching is a kind of marketing--and vice versa. Whether in classrooms or on company websites, nobody learns much from droning abstractions. Students can be a tough audience--marketing can learn a few things from effective teaching practice.