Powerful B2B content : using brand journalism to create compelling and authentic storytelling / Gay Flashman.
Material type:
TextPublisher: London : KoganPage, 2020Description: 288 pagesContent type: text Media type: unmediated Carrier type: volumeISBN: 9781789660999 (pbk.) :Subject(s): Industrial marketing | Business and Management | Business and ManagementDDC classification: 658.8'04 Summary: Global audiences are sceptical about advertising content, banner ads and promotional messaging that pushes content or products at them. In the B2B market, building an authentic brand is even more difficult and buying decisions are more complicated, take longer and are more involved. Building trust and credibility requires time and effort. 'Powerful B2B Content' helps readers understand the importance of a brand narrative and explains how successful organisations can create brand journalism content that has influence and impact. Using the rigor of journalistic practices and constructing content that is developed and crafted with a journalist's sensibility, B2B companies will ensure that stories are engaging and eye-catching, develop trust and attract the attention of the right audiences.
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.804 FLA (Browse shelf(Opens below)) | Available | 06745040 |
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Global audiences are sceptical about advertising content, banner ads and promotional messaging that pushes content or products at them. In the B2B market, building an authentic brand is even more difficult and buying decisions are more complicated, take longer and are more involved. Building trust and credibility requires time and effort. 'Powerful B2B Content' helps readers understand the importance of a brand narrative and explains how successful organisations can create brand journalism content that has influence and impact. Using the rigor of journalistic practices and constructing content that is developed and crafted with a journalist's sensibility, B2B companies will ensure that stories are engaging and eye-catching, develop trust and attract the attention of the right audiences.
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