Powerful B2B Content

Using Brand Journalism to Create Compelling and Authentic Storytelling

Gay Flashman

• Publisher: Kogan Page
• Year: 2020
• Print ISBN:
  9781789660999
• Edition: 1
• eBook ISBN:
  9781789661002
• Topic: Business
• Subtopic: Marketing
• Index: Business

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.

INDEX

academic research 70, 84, 213

account-based marketing research (ABM activity) 204, 205

accuracy 27–28, 117

active sentences 117

Adobe (Adobe Summit) 54, 149, 175

advertising 7–8, 11, 15, 162, 168, 172–73, 177, 195

agencies 59, 85, 90, 134, 138, 187, 190, 207–09, 212

see also StoryFuel; VaynerMedia

Agenda 31, 37, 54, 55, 57, 70, 110, 140, 151, 185

aggregated information 74, 85, 105, 115, 140, 186, 203, 205

see also listicles; VMWare Influencer Network

agility 31–32, 60, 212

Agilitylogistics.com 85, 148

AI (artificial intelligence) 76, 130–31, 140

AIDA 10

alpha audience 35

Altimeter 45, 47, 213

American Express 45

amplification 41, 43, 53, 54, 55, 78, 96, 129, 161–78

see also content hubs; social media

analogies 64, 106

analysis 36, 94–96, 168, 210, 215

analyst relations 205

animations 130, 140

AnswerThePublic 31, 187

Aon 49, 140, 149, 150, 155–56, 158, 164

arresting the scroll 23, 36–37, 64, 65, 117–21

see also attention

articles 53

Aspen Institute 85

atomizing content 55, 168

attention 2, 8, 25–26, 64–65, 68, 106

see also arresting the scroll; authenticity; brand awareness; images (im...

Table of contents

• Cover
• Praise for Powerful B2B Content
• Titlepage
• Dedication
• Contents
• List of figures and tables
• About the author
• Foreword
• Acknowledgements
• 01 Why use brand journalism as part of your content marketing mix?
• 02 A newsroom approach: defining brand journalism for the b2b marketer
• 03 Building your storytelling strategy
• 04 Finding the narrative: telling the stories that matter
• 05 Story mining: uncovering your powerful brand journalism
• 06 Choosing your format: audience needs and the power of text
• 07 Choosing your format: developing visual, video and audio content
• 08 Content hubs: finding a home for your stories
• 09 Distribution and amplification: growing loyal audiences
• 10 Thought leadership: insight from your people
• 11 Measuring impact: building a metrics framework
• 12 Bringing your newsroom to life
• Index
• Copyright