In a world where content is omnipresent, how do you cut through the noise? Whether you’re building a brand, engaging a distributed workforce, or trying to stand out as a thought leader, being authentic and intentional about the stories you tell makes a world of difference. I had the opportunity to talk about the power […]
Author: Jennifer Roth
Building brand trust in the digital-first market
With so many business interactions done via computer, how can modern B2B brands establish lasting customer relationships? It’s Sales 101: The way to win business is to focus on the customer’s needs and get them to believe you have what it takes to best meet those needs. Traditionally, this is done through a series of […]
How storytelling drives organizational change
Creating meaning, memories, and motivation A good change management strategy has many components, including a solid stakeholder analysis framework, a network for creating and empowering change advocates, and feedback channels to measure adoption. Perhaps the most important and undersold element, though, is storytelling. There are three key ways that storytelling helps drive organizational change: meaning, […]
Strategy beats no strategy
When I start working with a client, one of the first questions I ask is: “What’s your current content marketing strategy?”
The power of communication
Many things failed in Texas this week — including communication. I’m not talking about the spotty cell service; more jarring was the mix of silence and tone-deaf statements from our electricity and water providers.
How acronyms kill productivity and undermine trust
While the prevalence of corporate jargon and acronyms is easy to laugh off, it’s a real problem that has real costs for organizations in the form of time, misunderstanding, and distrust.
Why the error message is the most important content on your website
By creating error messages that are empathetic to the user’s situation, you have the opportunity to make your customer’s worst day a little more pleasant.