Every industry has its own set of jargon and buzzwords that, despite making perfect sense among peers in the field, can leave outsiders scratching their heads. As a result, businesses that rely heavily on acronyms or abbreviations to explain their processes, services and products need to be sure they aren’t toeing the line of comprehension when using too much jargon in their PR and marketing.
In his latest LinkedIn Pulse piece, our CEO Martin Jones discusses how the acronym-laden telecommunications industry – itself often referred to with the abbreviation “telco” – balances the use of jargon between industry peers and outside audiences.
This isn’t a problem that only plagues those in the field of telco. As Manny Veiga discussed in his recent video, “Stop Using Buzzwords in Your Content Marketing Writing,” the overuse of often meaningless jargon is reaching pandemic levels across the PR and marketing landscape.
If some content is good, more is better, right? Marketers know that’s not always the case, especially in today’s content marketing environment, where the sheer volume of content available for buyers to read can be overwhelming. When there’s too much content out there, you have to change your own content creation strategy to get noticed.
In the final Hacks and Flacks of 2016, we talk with Joe Flynn, Managing Editor at Sales Engine Media, about that exact challenge. A veteran B2B content marketer, Joe tells us how his own content strategy has changed to reflect the current state of SEO, social media and content consumption habits.
Guest Post by Matt Press5.3 trillion ads are shown online every year.
The statistics look impressive – but did they make you feel anything? Probably not.
Chances are that most people reading this article will have forgotten those numbers by the time they reach the conclusion.
The reason is that numbers look great on PowerPoint presentations … but they aren’t memorable.
Ever since we were kids, our parents, grandparents, and teachers have been telling us stories – to teach us lessons, help us understand something – or even just to make us happy.
Yet for some reason, brands continue to drone on about facts, instead of taking the same, tried-and-tested approach for emotional communication.
If you want to make a real impression with someone, you need to tell a story.
Stories are an essential component of our lives… and good corporate stories are perhaps some of the
Guest Post by Jessica Davis
What do you feel when you see the visual on this post?
Imagine recreating this visual verbally! I wouldn’t be satisfied with the result unless it was penned down in Dylan style – with so much said in just a few words.
Sometimes, visuals can make people understand and feel things that words can’t.
A few months ago, when I was buried in research for a visual marketing piece, I came across an interview of Marcel Just, a cognitive imaging expert. In his interview with the Nieman Foundation at Harvard, he said that the human brain was built to process visual cues in nature, and that text was an artifact invented by man.
By design, our minds are more inclined towards visual communication than they are to text.
Social media and blogs require a certain frequency of posting to remain “viable” and effective.
If you’re a marketing writer, then you’re probably a ghostwriter too. Most, if not all content marketers have been asked to assume the (writing) identity of their boss, their boss’s boss, or someone else in the organization. To do a good job, you have to satisfy regular editorial demands while making sure the piece fits the tone and voice of your author. These ghostwriting tips can set you on your way.
For many, “seasonal” content brings to mind blogs drenched in B2C-centric allusions to Christmas carols and Black Friday flash sales. While retailers and other consumer-facing businesses certainly have a lot to gain by ramping up their brand awareness during the lucrative final quarter of the year, B2B companies have the benefit – and challenge – of having tentpole holidays and events all year round that can help flavor their content initiatives.
It’s intuitive that the purpose of B2B content – specifically in the tech sector – isn’t to drive fast sales or leads in the same way as B2C content. Instead, a lot of B2B content, especially blogs, is meant to engage industry peers and thought leaders, maintain brand awareness among existing clients and to promote new or existing services.
Still, when B2B companies are marketing to their business clientele, they are still attempting to engage regular, everyday people with common
Content marketing is typically seen as just that – a marketing tool, one you can use to develop awareness of your business, earn leads and build business. But you should also be writing and creating content for other audiences, like potential employees.
In this video, I describe the benefits of content marketing for recruitment, and cover the tactics, ideas and channels you should know about when developing content to appeal to the people you want to hire.
In The Evolution of PR, Content Marketing and Blogging, we cover:
The ongoing changes in the world of PR
The principles of content marketing for tech companies
Important blogging strategies
How to use press releases for more than just brand-building