Powerful B2B Content - by Gay Flashman (Paperback)

About the Book

Engage audiences, grow trust and convert more customers as a B2B marketer or organization, by developing compelling and authentic content through your own platforms and channels.

Book Synopsis

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 organizations 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. Building on many years' experience in award-winning newsrooms, Gay Flashman explains what makes a great story, describes what audiences want to hear and shows the most effective way to deliver it.

By creating focused content that is tailored to a B2B audience, Powerful B2B Content will help B2B organizations listen, observe, understand their customer's goals and deliver an experience that their customers know they can trust.

Review Quotes

"A richly illustrated guide to how businesses can create their own media brands."-- "Mark Jones, Head of Digital Content, World Economic Forum"

"An in-depth examination of how B2B brands can build trusted relationships in today's volatile information environment."-- "Arun Sudhaman, CEO and Editor-in-Chief, The Holmes Report"

"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."-- "Christine Diamente, Head of Brand, Nokia"

"This book is a comprehensive review of how B2B brands can build the most important aspect of sales and marketing today: trust."-- "Robert Rose, Founder, The Content Advisory"

"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."-- "Rebecca Lieb, analyst and author of Content: The Atomic Particle of Marketing"

About the Author

Gay Flashman is a former television news journalist for the BBC, Sky and ITN, based in the UK, where she was Managing Editor of Channel 5 News and Channel 4 News. She is the founder of Formative Content, a global digital marketing and communications agency, which develops content strategy and output for clients including Microsoft, Coca-Cola, Tata Consultancy Services and the World Economic Forum.