Blog

Build a business identity

So what’s your story? You know what you do, but do you know who you are? We’ve written several times in this space about the importance of the strategy component of thought leadership—among other things the need to consider why you’re creating content, the audience, and the most effective manner of distributing the content to […]

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From B2B content marketing to science fiction: The first rule of writing in every genre

Has your company struggled to engage your audience through content marketing? You’re not alone—and the solution involves getting back to the basics of good writing in any genre. This past fall, a survey by The Economist Group and Peppercomm found a persistent disconnect between business executives and the brand marketers who are trying to reach […]

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Cheap content marketing: You get what you pay for

Just before the holidays, a friend forwarded me an e-mail offer from a company that specializes in lead generation, online marketing, and content creation. For a limited time, customers who ordered one white paper would receive a second one for half price. As validation for the quality, the e-mail noted that the company had been […]

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Which font? A three-step typography guide for busy professionals

Regardless of the merit of your data and ideas, the benefit of an aesthetically pleasing presentation cannot be overstated. In fact, the evidence is overwhelming; in the digital space, an oft-referenced study by the Stanford Web Credibility Project found that, “Nearly half of all consumers (or 46.1%) in the study assessed the credibility of sites […]

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A golden opportunity to make an event last beyond the day

As 2015 ramps up, many organizations are fleshing out this year’s event calendar. Whether they’re client conferences, road shows, or other forums or symposiums, such events can provide an effective opportunity for companies to bring value to clients, demonstrate authority and expertise, and engage in business development through the identification of prospective clients. I’ve been […]

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Forecasting 2015: A technique for planning a B2B editorial calendar

‘Tis the season for predictions for what the coming year might hold: publications and blogs are aglow with the latest from pundits and prognosticators. The continued popularity of these year-end offerings speaks to our ritual of girding ourselves for the coming 12 months as well as our desire to take comfort in knowing what the […]

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Business communication design: Don’t make this mistake

POP QUIZ: Let’s say your company has five products, and you want to show which one sells the most. What you need is: A 3-D bubble chart, where the size, color, and viscosity of the bubbles reveal trend data on their performance Clip art of your products next to the price list A bar chart […]

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Breaking the traditional PR mind-set

In my previous life as a business journalist, I received frequent communications from public relations firms looking to connect me with experts on various subjects the senders hoped might ultimately become sources for my stories or contributors of authored pieces. Their goal was clear: they were looking for platforms through which their B2B clients could […]

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Understanding the thought leadership cycle

Several years ago, I was working with a client to refine his ideas for a white paper. We spent four to six weeks developing and shaping a draft; at that point, we agreed that it was ready to be syndicated to an external audience. It was at that point that he asked whether I had […]

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Rodd Zolkos joins Leff Communications as editorial director

Excellence in a given field depends on many factors, including talent, drive, passion, and the right set of circumstances. We admire other people whose performance is consistently distinctive because it’s a joy to watch someone in his or her element; because those of us who aspire to achieve that level understand the sheer amount of […]

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