Content marketing continues to gain traction with B2B tech marketers because it builds awareness, educates prospects, and creates valuable engagement. But even as more companies invest in it, too many fall into the same trap: creating content built on internal perspectives rather than customer behavior. The …
The success of your marketing strategy and activities depends on many factors – creativity, relevance, execution, etc. – but it is anchored by clear, precise and relevant marketing messaging. Marketing messaging can be defined as a structured presentation of your product’s value proposition – that …
I ran across Forbes’ The Most Annoying, Pretentious and Useless Business Jargon the other day and I’m embarrassed to say I am uncomfortably familiar with quite a few of the top 45 items listed. In my defense, I never use jargon in written content meant …
One of my clients, Exec|Comm, a business communication skills consulting firm, recently hosted its Action Writing public program and invited me to join as a participant. The program is designed to help business people write better to achieve action from readers. As someone who has …