The Spice Report - Critiques & Commentary
Based on recent surveys, nearly every B2B marketer is using some form of content marketing and most of them are planning to further increase the amount of content they create.
While technology gives us the capacity to consume increasing amounts of content, there is a limit on how much people can consume. Content production has exceeded that limit, which means quantity as a strategy no longer works.
There’s plenty of awful copywriting out there in the world, copy that’s boring, or without any personality, or that’s confusing, or that drones on and on and on and on and on and …
But there’s a secret to writing effective B2B copy. Honestly, it’s not much of a secret, or at least it shouldn't be:
B2B people are people, too.
If you think that your digital presence isn’t critical because your buyers are “old-school,” you may want to think again.
According to a recent study by Merit, some 73% of 20- to 35-year-olds are involved in product or service purchase decision-making at their companies, with one-third reporting that they are the sole decision-maker for their department. It’s a generation who clearly defaults to digital, and will make up 50% of the entire workforce in the next two years.
Talent Marketing™ is our term for enlisting marketing to help your organization win the talent wars. One of the eight areas in our Talent Marketing Framework is community involvement and employee volunteering. We’ve found this to be very high impact and relatively easy to execute. In fact, we have become experts in helping our clients do that!
The average office worker gets 121 emails every day and sends out 40. That’s a lot of words, a lot of wasted inbox space and, probably, a lot of deleted and never-read emails.
For a writer, few things are as wonderful as a tagline. In only a few words, a tagline can capture a brand’s essence and compel a consumer to action. While there have been lots of great taglines, nearly every list agrees on which tagline is the all-time best.
Nike’s “Just Do It.”
The line was originally conceived in 1988 by Dan Wieden of the (then unknown) Portland agency Wieden & Kennedy (now spelled Wieden+Kennedy). But you might not know the surprising inspiration behind the line.
Did you know that a strong talent brand can help cut your costs per hire in half, reduce turnover rates by 28% and increase profitability by 16%? Your company’s ability to attract the best talent, and keep the best talent, gives you a tremendous competitive advantage.
Identifying and packaging your company’s strengths, and developing and communicating an authentic talent brand message, will deliver true and measurable ROI.
My wife, Lauren, is a big fan of punctuation (yes, we are a family of grammar geeks) and she introduced me to “Eat, Shoots and Leaves” by Lynne Truss.
In the book, Truss bemoans the state of punctuation in the United Kingdom and the United States, mixing in examples, astute comments and humorous barbs.