A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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The Internet has revolutionized the way we consume content and key messages. That shouldn’t be a surprise – even my mom gets it despite the fact that she can’t tell the difference between a private message and a status update on her Facebook account.
But many executives and internal copy producers still haven’t wrapped their keyboards around the idea that the Internet has also changed the way we create brand content. Styles of writing that have delivered big wins in the print arena don’t automatically translate into online success and in fact, may be completely inappropriate for web audiences.
Whether you’re writing a contributed article for an online journal or posting to the company blog, there are at least five key differences that need to be incorporated into the content you create for online audiences.