The Easter Weekend is nearly upon us, which means its time for a round-up of this week’s top news stories on B2B marketing as voted for by our followers on Twitter.
In 2014, Google and Facebook cracked the whip on page-view practices such as blackhat SEO tactics and click-bait headlines in order to increase the quality of information users see on these platforms. With the focus of two Silicon Valley giants shifting to user experience, others are sure to follow suit in 2015. Digital marketers need to be armed with knowledge to take on these changes.
In this increasing wired, interconnected world, it’s easy to get hung up on delivery, process and technology, and to miss what really engages people – that indefinable thing that is called, for want of a better word, ‘content’. Content is the stuff that makes up a marketing message, the thing that prompts people to act, change their behaviour or embrace a brand or service. It’s by far the most important component of marketing, and in many ways the most underrated.
Doug Kessler once said, “tone of voice can make your message 10 times, maybe even a hundred times more convincing.” He goes on to define tone of voice in content marketing, “its how you say what you say, so if you remove all the content part of it – the ‘what’ you are trying to cram down people’s earholes, your left with the ‘how’, and this is what we want to talk about.” Doug was at TFM&A 2015 to present his keynote on mastering tone of voice. If you missed out on his presentation or simply need another fix, the session was recorded, so watch it here.