Does clickbait work in the B2B world?

Most of our clients are B2B companies with content marketing strategies that increasingly involve blogs, LinkedIn posts, social media, and other informal channels. So, as one would expect, our writers and designers increasingly need to adapt their style to convey a more conversational tone. Generally, writing in a relaxed style is a welcome relief. The […]

Figures of speech: Four schemes to spruce up your writing

In writing, it’s so important to add variety: of sentence length, sentence type, schemes, tropes. Do you want your reader to fall asleep to the cadence of your words? Not unless you write bedtime stories. Today, let’s talk about schemes. What are schemes? They’re figures of speech that are a deviation from the ordinary pattern […]

Five typography rules to design by

My colleague Brittany recently wrote a post on the “Five rules to write by.” (If you haven’t read it, check it out—after you finish reading this one, of course.) To complement her top five hard-and-fast rules for professional writing, I am sharing five typography rules for those who want to ensure their final documents and […]

Do the fundamentals of B2C communication translate to a modern B2B world?

Advertising giant Ogilvy & Mather is a fan of occasionally Tweeting advice from David Ogilvy, one of its namesakes. One recent Tweet included a brief memo penned by Ogilvy in 1982 on effective writing. As a time capsule from a simpler time when business communication was one way, very analog, and deliberate, it provides a […]

Leff Communications, emphasis on communications

As a client, it can be hard to express precisely what you want—largely because doing so requires you to know precisely what you want. Determining what you want typically entails lots of conversations and thinking on your end with many different groups of people. We’re not judging—this is truly difficult. It’s natural to feel like […]

The best content marketing strategy for your company: A B2B and B2C comparison

A couple weeks ago, my colleague Alia and I attended a webinar on how to build a content marketing methodology. We’ve both advised clients on various aspects of this challenge, but we were interested to hear how other companies approach it. The webinar material, particularly strategies for content distribution and promotion, was clearly geared to […]