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As Content Marketing becomes more influential in purchase decisions, companies are challenged with delivering a constant stream of original content to customers. Product engineers, account managers, and C-level executives are now called upon to author content in the form of thought leadership, product collateral, and PR materials. Companies can enforce style & messaging guidelines, but even those policies do not guarantee a high-quality result that will mesh with the content mix.
If you haven’t been approached by your marketing department to author new content, don’t get too comfortable; you might be next. Our webcast will cover the Best Practices of professional writing to prepare and encourage you to create valuable content for your customers.
Takeaways from the webcast include:
Techniques for addressing your audience
Bringing “boring” content to life
Balancing product and brand through messaging
Establishing a voice through your content
But really…why do writing skills matter?
A 2012 study conducted by B2B Magazinesurveyed 440 B2B professionals and concluded Content Marketing to be the most utilized tool for lead generation purposes:
51% of participants cited Content Marketing
38% cited Brand Awareness
34% cited Thought Leadership
29% cited Sales
In addition, a 2012 study conducted by the Content Marketing Institute revealed that on average, B2B marketers develop and deliver 12 forms of content to customers — 4 more than what the study concluded last year (8). Increasingly popular forms of content included research reports, videos, mobile content, and virtual conferences.
About the Presenter:
Nick Pinkerton, Assistant Marketing Manager
Nick manages a variety of Regalix and client-driven projects, specializing in content and messaging for product videos, email campaigns, and social media. Prior to joining Regalix, he worked in professional sports sales and in marketing for the PC hardware industry. Nick holds a bachelor’s degree in Communication from Santa Clara University.