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Thorpe I: Your Brand's Content Sucks

Your Brand's Content Sucks

How to Develop Your Brand Voice and Strategy, and Create Content That Doesn't Get Ignored

Dieses Buch erklärt Verantwortlichen in B2B-Marketing und -Vertrieb, wie sie die Aufmerksamkeit potenzieller Käufer gewinnen, Vertrauen aufbauen und Kaufentscheidungen positiv beeinflussen können. Die Experten zeigen in ihren Beiträgen, wie Unternehmen entlang des gesamten Funnels wirkungsvoll agieren, welche Strategien, Technologien und Daten dafür entscheidend sind und welches Know-how nötig ist.&nbsp;
 
 Ein Buch für alle, die mit innovativen, wirksamen Ansätzen nachhaltiges Wachstum erzielen wollen.
 Der Inhalt<ul><li>Hybrid Selling im B2B</li><li>Daten und Datenarchitektur als Grundlage der (digitalen) Buyer‘s Journey</li><li>Corporate Influencer als Teil der Buyer’s Journey</li><li>Podcasts als Marketinginstrument entlang der Customer Journey</li><li>LinkedIn Leverage: Digitale Strategien und Personal Branding</li><li>B2B-Kommunikation: Emotionen und Bedürfnisse als Schlüssel zum Vertriebserfolg</li><li>Buyer’s Journey und Künstliche Intelligenz: Praxisbeispiele und Erfahrungen</li><li>Videokommunikation in der B2B-Buyer's-Journey</li><li>Die Rolle von smartem LinkedIn Social Selling im modernen B2B-Vertrieb</li><li>Algorithm Knowledge for Social Selling on LinkedIn</li><li>Customer Experience und Executive Branding</li><li>Wie Generative Engine Optimization (GEO) Sichtbarkeit schafft – und Social Selling Vertrauen</li><li>Was ist gute Werbung – in einer Zeit, in der KI Werbern den Job streitig macht?</li><li>Die Möglichkeiten von Künstlicher Intelligenz in der B2B-Buyer‘s-Journey – eine Übersicht</li><li>Interview mit Dr. Natalia Wiechowski über Sichtbarkeit, Vertrauen und persönliche Innovation im Marketing</li></ul>Die Herausgeber Pier Paolo Perrone 
 ist Unternehmer mit Schwerpunkt in der Beratung und Weiterbildung für B2B-Organisationen.&nbsp;
 Björn Radde 
 ist Senior Director Global Digital Experience bei Quadient und war zuvor u. a. Vice President für Digitales Marketing &amp; Innovation bei T-Systems International.
 Julia Stoetzel
 ist eine führende Expertin im Bereich Kapitalmarkt und (digitale) Investor Relations mit über 15 Jahren Branchenerfahrung.&nbsp;
 Richard van der Blom 
 ist Internationaler Social-Selling-Trainer sowie LinkedIn-Experte und seit 12 Jahren Unternehmer in diesem Bereich.

Instrumente, Prozesse und Technologien für mehr Aufmerksamkeit und Wachstum

Die innovative Buyer's Journey im B2B

“A fascinating look into why people reveal what they do about themselves—and how we can all communicate better with others.” —Arthur C. Brooks, bestselling author of From Strength to Strength A groundbreaking book on the surprising potential of revealing more of ourselves to others, from a celebrated Harvard Business School professor and expert on the psychology of personal disclosure decisions We all know the feeling: that gut-wrenching post-conversation replay, cringing at how much we just revealed. We live in fear of saying too much, so we keep our mouths shut, guard our emotions, and lock away our most personal thoughts. But what if we’ve been worrying about the wrong thing? A growing body of research shows we vastly underestimate the value of sharing more than we think we should, with our spouses, friends, colleagues, and even strangers. Drawing on over a decade of research and real-life stories, behavioral scientist Leslie John explores why we hesitate to open up, when sharing really does backfire, and how to strike a balance between too much and too little. Learning to be more vulnerable and open at work and at home can unlock some of life’s richest rewards: deeper friendships, stronger professional relationships, greater well-being, and, yes, even love. Revealing is a road map for making smarter, bolder, and ultimately more satisfying decisions about just how much you want to share and why.

The Underrated Power of Oversharing

Revealing

In today's tech-infused workplace, human creativity is the key to public relations writing that will set you apart from the crowd. Effective PR writing goes beyond templates and traditional techniques to focus on purposeful messages that build trust, foster human relationships, and resonate across diverse audiences. Using AI as a coworker can speed execution and assist with editing, but you are still in charge of the uniquely human elements of empathy, storytelling, and judgment. From press releases to modern AI-powered skills, this hands-on guide gets you writing from day one, crafting clear, strategic, and persuasive content tailored for specific platforms. A pantry of "What" and "How" essentials includes: -How PR campaigns work -Giving and receiving writing feedback -AP style tips and helpful AI terms -Writing SMART Objectives -PESO model for Paid, Earned, Shared, and Owned Media Learn to find your creative voice by optimizing copy for different platforms, leveraging keywords, and growing your confidence, creativity, and adaptability. Whether you're writing press releases, pitches, and fact sheets or perfecting social media copy, long-form pieces, or speeches, your human-centered skills make you the problem-solver for any team. Become one of today's PR leaders by crafting meaningful messages that truly engage with audiences. This book shows you how!

The PR Writing Workshop

Market smarter, not harder Marketing moves fast. Keeping up with changing customer demands and competitors depends on your ability to act on market and consumer behavior trends, and the technologies that let you communicate quickly and personally. Marketing For Dummies uncovers the psychology behind why customers buy, then pairs those insights with AI, social media, search, email, and more. You'll learn to build a brand that earns trust, create personalized experiences that connect, and measure results so you can market smarter. Whether you're a business owner, entrepreneur, or marketing manager, this friendly guide makes modern marketing accessible and fun. Inside... <ul><li>Use AI responsibly for insights and creative work</li> <li>Nail SEO, AEO, GEO, and Google Ads</li> <li>Set dynamic budgets and track ROI</li> <li>Align sales, retention, and loyalty strategies</li></ul>

Marketing For Dummies

Daniel Jung

Alexander Hennig

Lehrbuch mit eLearning-Kurs

Digitales Marketing Schritt für Schritt

mitp Professional

<ul><li>In KI-Suchen sichtbar sein und als relevante Quelle genannt werden</li>
<li>SEO, Content und PR gezielt und effektiv zusammenführen</li> 
<li>Zahlreiche Übungen und Praxisbeispiele</li></ul>
 

Wer heute etwas im Internet sucht, fragt immer öfter ChatGPT, Perplexity oder Claude statt einer klassischen Suchmaschine. Selbst in Google werden KI-Zusammenfassungen automatisch ausgespielt. Das Buch "Sichtbar in der KI-Suche" zeigt dir, wie dein Unternehmen in den Suchergebnissen relevant bleibt. 
Die Autoren Frank Bärmann, Nicole Busch und Dominik Plaszewski zeigen dir, wie technische Grundlagen, gute Inhalte und PR-Arbeit zusammenwirken, damit KI-Systeme dein Unternehmen kennen, richtig einordnen und empfehlen. 
Beispielunternehmen aus Industrie, Handwerk und Dienstleistung begleiten dich durch das Buch und machen die Theorie greifbar. Übungen und Praxistipps helfen dir, GEO schon während des Lesens umzusetzen. 
Das Buch richtet sich an Marketing- und Kommunikationsverantwortliche in KMUs, an Selbstständige und Freelancer mit digitaler Präsenz, an Onlinehändler und E-Commerce-Verantwortliche und an Unternehmer, die die KI-Sichtbarkeit ihres Unternehmens zukunftssicher aufstellen wollen.

Das Praxisbuch für Geo

Sichtbar in der KI-Suche

Die digitale Transformation hat die Rahmenbedingungen im Marketing neu definiert. Während herkömmliche Werbekanäle und lineare Kommunikationsstrategien an Wirksamkeit verlieren, sind digitale Instrumente und Kanäle, datengestützte Prozesse und interaktive Formate immer relevanter.
Dieses Lehrbuch richtet sich an Studierende der Wirtschaftswissenschaften, für die Kenntnisse im Digitalen Marketing heute unverzichtbar sind. Schritt für Schritt führt es in die wichtigsten Grundlagen des Digitalen Marketings ein: Digitale Marktforschung, Suchmaschinenoptimierung, Content-Management-Systeme, App-Marketing, KI-Marketing, Retail Media, Social Media Marketing, Influencer Marketing und vieles mehr.
Eine klare Struktur mit zahlreichen Aufzählungen und Schaubildern sorgt dafür, dass schnell ein Verständnis für Digitales Marketing entwickelt wird. Viele realistische Beispiele aus unterschiedlichen Branchen ermöglichen den sofortigen Transfer der Marketing-Theorie in die Praxis. Zur Überprüfung des Wissensstands bietet das Lehrbuch einen eLearning-Kurs mit 300 Lernfragen und Lösungen.

Schreib dich zur Marke
 Sprache ist das mächtigste Werkzeug für den Aufbau deiner Brand. Lerne, deine Marke schreibend zu entdecken, zu schärfen und auf den Punkt zu bringen – mit Branding-Know-how, stilsicheren Texten und strategischem Content auf allen Kanälen.
 Praxisnah zum eigenen Stil
 Finde deinen unverwechselbaren Sound. Anhand zahlreicher Beispiele und Übungen lernst du, wie du Wortwahl, Rhythmus, Haltung und Tonalität einsetzt, um eine authentische Markenstimme zu formen, die Nähe, Vertrauen und Autorität erzeugt.
 Weg vom KI-Einheitsbrei
 Schaffe eine charakterstarke Markensprache, für die dich deine Kunden lieben werden. Hier erfährst du, wie du mit authentischen Marken-Texten aus dem digitalen Lärm aus Wettbewerb und KI-Rauschen herausstichst.
 Markenidentität im Alltag
 Mit Brandwriting machst du deine Marke fit für die Praxis im Alltag. Finde heraus, wie du auch in mehrköpfigen Teams mit einer einheitlichen Brand Voice sprichst und mach deine Marke fit für die Zukunft, indem du sie pflegst, weiterentwickelst oder völlig neu erfindest.

Schreiben mit Stil. Marken mit Resonanz. Überzeugen mit Persönlichkeit

Brandwriting

Updated guidance for communicating with clarity and connection in the modern workplace Simply Said delivers an all-encompassing guide to improving your communication, based on the philosophy that we are all better communicators when we focus less on ourselves and more on other people. With over 100,000 copies of the first edition sold since publication in 2016, this fully revised and updated edition connects skills with scenarios and purpose to help you hear and be heard. You'll learn the skills to deliver great presentations and clear and persuasive messages, handle difficult conversations, effectively manage, lead with authenticity, and more, as you discover the secrets of true communication. "In an increasingly noisy world, the ability to communicate with clarity and impact has never been more important. Jay Sullivan brings years of experience to Simply Said, distilling what works into a practical, powerful guide. This book is a valuable tool and will transform your ability to impact and influence an audience." -Susan Reid, Global Head of Talent, Morgan Stanley "Simply Said is an indispensable resource for those who want their ideas to be heard and their leadership to be felt." -Joseph Landau, Dean, Fordham University School of Law

Communicating Better at Work and Beyond

Simply Said

Most communication failure isn't a skill problem. It's a clarity problem.

You already know something is wrong. You've felt it in meetings that ran long and landed nowhere. In emails that got no response. In the moment you finished talking and realized the room had already moved on. You haven't lacked confidence or vocabulary. You've lacked clarity - and no one taught you what that actually means.

Say It in the Hall teaches one discipline: know what you mean before you open your mouth.

The HALL framework gives you four tools that work in every professional context - spoken, written, in real time, under pressure:
H - Hallway version first. The most powerful version of anything you need to say is the one you'd deliver in six seconds. That's not a shortcut. That's the thing itself.
A - Axe the explanation. The sentence after your point is almost always unnecessary. The room got it. The explanation dilutes it.
L - Lead with the survivor. Write everything. Find the one sentence you'd highlight. Move it to the top. Delete the rest.
L - Let them fill it in. The most persuasive communication leaves room. When people reach conclusions themselves, they own them.

This book covers the full discipline - how to think before you speak, how to listen so you can respond to what was actually said, how to use silence as a tool, how to compress feedback without losing warmth, and how to run meetings that produce decisions instead of more meetings.

Sixteen chapters. Approximately 2.5 hours of reading. No filler - the book practices what it teaches.

The HALL framework applies whether you're an executive or an intern, in a boardroom or on Slack. Executive presence isn't a personality trait. It's the byproduct of knowing what you mean. This book builds the discipline that produces it.

Say It in the Hall is for anyone who has ever left a conversation thinking: I had the right answer. I just didn't say it right.
You did. You just hadn't finished thinking yet.

Know What You Mean. Say Only That

Say it in the Hall

From the creator of AdviceWithErin, the definitive book on how to use the right words at work—so you can build the career you deserve We’ve all been there: you’re sweating, sitting in front of your laptop, and the interviewer on the screen says, “Tell me about yourself.” You freeze. Is that even a question? What are they expecting from you? What do you say? If that paragraph made your heart beat a little faster, TikTok star, career educator, and “the internet’s big sister” Erin McGoff is here to help. In The Secret Language of Work, McGoff shares her best, customizable scripts for how to communicate in the professional world—word-for-word, exactly what to say during interviews, while negotiating salaries, when you need to set boundaries with co-workers, as you advocate for yourself, and in any sticky situation at the office. With McGoff’s advice, you will master the unwritten rules of work speak that are key to career advancement. Learning how to say the right words, in the right order, in the right way, at the right time, is an art that too few people are taught. Stellar communication is probably the most valuable skill you can possess—and once you know the secret language of work, you will be able to confidently tackle anything your sure-to-be outstanding career presents to you.

Hyper-Helpful Scripts for Every Situation

The Secret Language of Work

<div>Learn how the world’s most memorable brands find the words that make them impossible to ignore. Visual identity has its canon. Logos, typefaces, color systems, and design principles have filled bookshelves for decades. But behind every successful brand is another system that shapes perception, builds trust, and creates emotional connection: language. In How Brands Find Their Voice, brand writer and Brand Impact Awards founder Nick Carson gives verbal identity the visual design-book treatment it has long deserved. With a foreword by John Simmons—the acclaimed writer who coined the term “verbal identity”—and built on unprecedented access to leading branding agencies and in-house creative teams, this richly illustrated volume reveals how brand language is developed, expressed, and sustained across every touchpoint. Through in-depth case studies spanning hospitality, technology, consumer goods, and nonprofits, from global institutions to challenger brands, Carson explores how language becomes part of a brand’s DNA. Readers meet the people who do the work and discover how verbal identity emerges from collaboration, research, and craft. Inside, you’ll discover: <ul><li>The evolution of brand voice from advertising copy to modern verbal identity</li><li>How leading agencies develop language systems alongside visual identity</li><li>The strategic thinking behind memorable brand voices</li><li>Different approaches to tone, personality, storytelling, and communication</li><li>How organizations embed verbal identity across teams and touchpoints</li><li>What separates effective brand guidelines from documents that are never used</li><li>The opportunities and challenges that AI presents for brand language</li></ul> Featuring brands such as Ben &amp; Jerry’s, Mailchimp, Virgin, Liquid Death, Innocent, Oatly, and many others—and world-renowned agencies including COLLINS, Wolff Olins, and JKR—the book demonstrates that successful verbal identity is not about clever taglines or isolated campaigns. It’s about creating a coherent language system that shapes every interaction people have with a brand. Filled with photography, packaging, digital experiences, environmental graphics, annotated guidelines, and expert commentary,&nbsp;How Brands Find Their Voice presents language in context, where words and visuals work together to create meaning. For brand strategists, designers, copywriters, marketers, students, and business leaders, this book offers both inspiration and practical insight into one of branding’s most important—and least understood—disciplines.</div>

Why Brands Should Watch Their Language

How Brands Find Their Voice

Your Brand's Content Sucks

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