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Creating B2B Content That Connects

When creating copy, do you write what you want to say—or what your audience actually wants to hear?

“Having the right words is critical, because in marketing as in scrabble, some words are worth more than others,” says Nancy Harhut, chief creative officer, Nancy Harhut & Associates. “Some words and phrases pull you in, and as content creators we need to focus on those.”

It’s critical to know what words help create engagement. On average, only about 28% of the words on an average webpage are actually consumed, says Harhut.

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