My friend and colleague Brad Shorr has invited me to share some writing duties over at B2B Insights, a new blog focused on provided Business-to-Business marketing and operational advice.
My column will be published on Thursdays and the first one, here [Thanks for your attention] is looking for some input on the Marketing and Operational issues that you need help and advice on solving.
Take a look at the kind of material you can expect from contributors like Brad:
All of Joe’s insights are tremendous, but I’d like to elaborate just a bit on three points that B2Bs should pay particular attention to.
1. Less Content Is More
Joe talks about the value of white space and how Twitter has destroyed our attention spans. More than ever, it’s imperative to eliminate “information dumps” that attempt to convey every conceivable feature and benefit of a product, service, or company. The information dump mentality creeps into all types of content, from web pages to landing pages to brochures.
If you’re lucky, people will remember one or two things about your product, service, or company. The more information you throw in the reader’s face, the harder it is to remember anything. This, I think, is one reason why Joe recommends content that is visually engaging and clean.