Being given direction over and over again without clarification or elaboration can be downright frustrating.
B2B marketing has a content problem: there’s more of it all the time… and the people we actually want reading it have started tuning it all out. We can’t exactly stop the content deluge (look, we’re even contributing to it right now!), so instead we’ve got to figure out: Why are decision makers tuning out content? How can we keep them from tuning out ours
When it comes to the craft of writing, my favorite luminary is the late William Zinsser.