But what separates good jargon from bad jargon? It’s difficult to come up with a definitive rule or principle that can guide your path through the warzone of trite phrases. So how about a trial-by-fire? Below is a list of the top 26 words and phrases that should be eliminated from the English language–or, at the very least, eliminated from your vocabulary. Read them. Study them. Excise them.
When you or someone on your team suggests a marketing video, is “talking head” the format that comes to mind? If you’re nodding “yes,” that makes sense. The talking-head video is one of the most common Web formats, plus, it’s what marketers are most familiar with. But by and large, they’re not as effective as they could be. The talking head needs a refresh and I have some ideas for how to do it.
To be clear, there is nothing inherently wrong with a video of a person speaking on camera. I’m a huge proponent of telling stories through video. Surely there are dozens of articulate speakers within your organization that have interesting stories and insights to share, but there’s a better way to get your message across.
The efficacy of traditional outbound marketing channels—such as print advertisement, radio ads, and TV commercials—is in decline. As a result, savvy B2B marketers have turned to inbound tactics like content marketing and opt-in email marketing to provide customers with compelling, relevant, valuable content. But the question is: How do you know if your content is […]
We have exciting news! Tendo has acquired DEFT Digital, a content and digital strategy agency based in Washington, D.C. The acquisition of DEFT adds to Tendo’s already robust content strategy capabilities, bringing fresh perspective and new talent to the team. DEFT has a wealth of experience in content and digital strategy, from front-end brand definition […]
If the $5 million price tag for a 30-second Super Bowl LII commercial tells us anything, it’s that video is still viewed as a powerful messaging tool. Even in B2B marketing, video is promoted as a way to help boost businesses from obscurity to relevance. Its power and popularity mean video is here to stay. […]
Way back when, years before Tim Berners-Lee put a user-friendly face on the internet, I distinctly remember the criticism USA Today faced when it launched: the color photography, the short articles, and those big infographics. That’s journalism? Do the editors have no faith in America’s ability to read? Well, sure enough, even the venerable New […]
B2B marketers understand the value of establishing thought leadership in the marketplace. Sales cycles are long, and prospective customers often conduct hours of awareness research to understand the people and products that can help solve their business problems. That’s why it’s critical that your company’s thought leaders have visibility in the marketplace. A talking-head video […]
The annual Marketo Marketing Nation Summit just wrapped up at Moscone Center in San Francisco. For more than 6,500 marketing fanatics and 60 vendors, this is a “must attend” event, chock full of insightful keynotes, educational sessions, celebrity speakers, networking opportunities, and even a concert from the Bay Area’s own band, Train. I had a […]
Artists create to inspire. Builders create for function. In the world of B2B marketing, we create for engagement. We want people to download, share, subscribe—to interact not only with what we’ve created, but also with all its supporting materials. When it comes to B2B video, marketers want viewers to know “there’s more where that came […]
Creating an emotional hook in a story about enterprise technology can be challenging. Such stories often focus on a technology’s business and organizational benefits, rather than how that technology affects people. Additionally, technology strategy and investment decisions at the enterprise level are usually determined by committee. This makes it hard to develop a focused, compelling […]