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Powerful B2B Content

Powerful B2B Content

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About the Book

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.


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.


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Product Details
  • ISBN-13: 9781789660999
  • Publisher: Kogan Page
  • Publisher Imprint: Kogan Page
  • Height: 234 mm
  • No of Pages: 248
  • Spine Width: 17 mm
  • Weight: 353 gr
  • ISBN-10: 1789660998
  • Publisher Date: 28 Jan 2020
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Sub Title: Using Brand Journalism to Create Compelling and Authentic Storytelling
  • Width: 156 mm


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    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!

    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!


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