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

Posted by Owen Matson, Ph.D. on Apr 25, 2017 6:23:57 PM
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Topics: B2B Content Writing, B2B Content Strategy, Content Strategy, Content Writing, Content Marketing

Why it's More than "Content."

Posted by Owen Matson, Ph.D. on Apr 24, 2017 9:58:14 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: Content Marketing, Content Writing, B2B Content, B2B Content Writing, B2B Digital Marketing

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

Posted by Owen Matson, Ph.D. on Apr 4, 2017 6:29:54 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: B2B Brand Writing, Brand Voice, Brand Writing, Differentiators, B2B Content Writing, Content Writing, B2B Content, B2B Digital Marketing, Tone, Style, Brand Style Guide

Why Concrete Language is Essential to Engaging Content

Posted by Owen Matson, Ph.D. on Mar 30, 2017 3:23:02 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: B2B Brand Writing, B2B Content Writing, Content Writing

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

Posted by Owen Matson, Ph.D. on Mar 27, 2017 8:00:00 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 Strategy, Content, Content Writing, B2B Brand Writing, Writing, Grammar, Style, Brand Voice

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