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Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic

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Specificaties

Objectstaat
Nieuw: Een nieuw, ongelezen en ongebruikt boek in perfecte staat waarin geen bladzijden ontbreken of ...
Book Title
Powerful B2B Content: Using Brand Journalism to Create Compelling
Publication Date
2020-01-03
ISBN
9781789660999
Publication Year
2020
Type
Textbook
Format
Trade Paperback
Language
English
Publication Name
Powerful B2b Content : Using Brand Journalism to Create Compelling and Authentic Storytelling
Item Height
0.6in
Author
Gay Flashman
Item Length
9.2in
Publisher
Kogan Page, The Limited
Item Width
6.1in
Item Weight
13.5 Oz
Number of Pages
248 Pages

Over dit product

Product Information

Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman. Global audiences are sceptical about advertising content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort. Addressing these changes, Powerful B2B Content will help readers understand the importance of building a brand narrative and demonstrates how successful organizations can create brand journalism that has influence and impact. Using the rigour of journalistic practices to construct content that is developed and crafted with a journalist's sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains: - What makes a great story? - What audiences want to hear; - And shows the most effective ways to deliver it By demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience customers know they can trust.

Product Identifiers

Publisher
Kogan Page, The Limited
ISBN-10
1789660998
ISBN-13
9781789660999
eBay Product ID (ePID)
26038399719

Product Key Features

Author
Gay Flashman
Publication Name
Powerful B2b Content : Using Brand Journalism to Create Compelling and Authentic Storytelling
Format
Trade Paperback
Language
English
Publication Year
2020
Type
Textbook
Number of Pages
248 Pages

Dimensions

Item Length
9.2in
Item Height
0.6in
Item Width
6.1in
Item Weight
13.5 Oz

Additional Product Features

Lc Classification Number
Hf5415.1263
Reviews
This book is a comprehensive review of how B2B brands can build the most important aspect of sales and marketing today: trust., Rich in examples, frameworks and models, this book provides hands-on analysis exploring the careful balance between creating compelling digital content that actively engages audiences throughout the customer journey and brand positioning that is authentic. A top read for brand experts and business leaders alike., An in-depth examination of how B2B brands can build trusted relationships in today's volatile information environment., What constitutes a good story? How can compelling content be created not just once, but continually and indefinitely? And how, in the era of fake news, can brands engender and earn trust of their audiences? This book tells you how, both with practical advice and scores of real world examples. It's a must for the B2B content marketer.
Table of Content
** Chapter - 01: Why use brand journalism as part of your content marketing mix?; ** Chapter - 02: A newsroom approach - defining brand journalism for the B2B marketer; ** Chapter - 03: Building your storytelling strategy; ** Chapter - 04: Finding the narrative - telling the stories that matter; ** Chapter - 05: Story mining - uncovering your powerful brand journalism; ** Chapter - 06: Choosing your format - audience needs and the power of text; ** Chapter - 07: Choosing your format - developing visual, video and audio content; ** Chapter - 08: Content hubs - finding a home for your stories; ** Chapter - 09: Distribution and amplification - growing loyal audiences; ** Chapter - 10: Thought leadership - insight from your people; ** Chapter - 11: Measuring impact - building a metrics framework; ** Chapter - 12: Bringing your newsroom to life;
Copyright Date
2020
Topic
Marketing / General, Marketing / Industrial, Storytelling, Marketing / Direct
Lccn
2019-047562
Dewey Decimal
658.804
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics, Performing Arts

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