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

Posted by Owen Matson, Ph.D. on March 27

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 March 24

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 March 24

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

B2B Marketing Needs to Get More Emotional

Posted by Owen Matson, Ph.D. on March 23

Why B2B Marketing Needs to Get More Emotional

Traditionally the life sciences industry has been product-centric, focused on share of voice and marketing messages. Changes to the healthcare business model are forcing organizations to adopt a customer-centric model in order to align with the way the “buyer” buys. The good news is that industries like retail, consumer goods, and telecommunications have blazed a trail for Life Sciences companies to follow when making this transition.

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

How (and Why) to Personalize Your B2B Email Marketing

Posted by Owen Matson, Ph.D. on March 21

HOW (AND WHY) TO PERSONALIZE YOUR B2B EMAIL MARKETING

When you personalize elements of your marketing emails like the subject line and email content, you’re speaking directly to your subscriber. And if you’re using more advanced personalization information like location or past purchases, you’ve successfully created a relevant experience

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Topics: B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy

15 Expert Tips for How to Curate Effective Email Newsletters

Posted by Owen Matson, Ph.D. on March 21

Curation, not Automation: 15 Expert Tips for How to Curate an Effective Email Newsletters

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

36 Reasons Why B2B Marketers Need Email Newsletters

Posted by Owen Matson, Ph.D. on March 21

36 Reasons Why Email Newsletters

In a recent interview for MarketScale, Publicate founder and CEO Chris Bradley, discussed the why email newsletters offer As a term, 'Email Newsletter' does sometimes prompt eye-rolling and visions of business marketers "endless opportunities" to engage clients and grow business:

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

Are We Containers for Content? The Origin of Memes

Posted by Owen Matson, Ph.D. on March 20

"When you plant a fertile meme in my mind you literally parasitize my brain, turning it into a vehicle for the meme's propagation in just the way that a virus may parasitize the genetic mechanism of a host cell.”--Richard Dawkins, The Selfish Gene 

MEME

  1. A cultural item that is transmitted by repetition and replication in a manner analogous to the biologocal transmission of genes. 
  2. A cultural item in the form of an image, video, phrase, etc., that is spread vie the internet and often altered in a creative or humorous way.

The word “meme” was invented about 40 years ago by evolutionary theorist Richard Dawkins.  Dawkins coined the term in his controversial 1976 book, The Selfish Gene.  The book is famous.  The word “meme” is even more famous.

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Topics: Creative, Content, inbound, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

Marketers in MedTech Must Strategize for an Ever-changing Audience of Decision Makers

Posted by Owen Matson, Ph.D. on March 20

MEETING THE CHALLENGES OF MARKETING MEDICAL DEVICES

Content Creation:

According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:

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Topics: Marketing Services, Creative, Solutions, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

Posted by Owen Matson, Ph.D. on March 17

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

As with any major business decision, when it comes to choosing a marketing agency, you will find endless advice.  And, as with much advice, the guidance provided tends to reflect the priorities of the one giving it.  So, in the interest of full disclosure, as Content Director at an agency that focuses on actually producing content for clients—not all agencies create content—I tend to see quality content creation as the central consideration. 

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Topics: Video, Creative, Content, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

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