Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling

by Gay Flashman

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
- 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.

248 pages, Paperback

Published January 28, 2020

Reviews

[Ioanna · Rating 4 out of 5]

What makes a great story? In Powerful B2B Content, Gay Flashman explains the fundamentals of not just good, but powerful B2B content. In it, the reader finds out what makes a story great,as well as how to engage their audience. A simple, straight-forward, and very engaging book that provides the reader with advice they can put straight into practice, Powerful B2B Content is ideal for everyone in the B2B business.

[Darya · Rating 3 out of 5]

Interesting angle on content creation for brand activities. Every brand aims to stand out in a crowded marketplace. Content is one of the most powerful tools. This book will guide you in how to become a journalist for your brand positioning and marketing activities.