The number one complaint about B2B copy? The content is too wordy. In boils down to one simple fact: The more difficult the copy is to digest, the less value it will have to your audiences. When developing content for a B2B audience, whether it’s for sales collateral or content marketing, it is crucial to … Continue reading “How to Write Copy for B2B Marketing”
Insights: Industry Trends
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The Importance of Digital Credibility
Much has changed in a short time in the world of digital technology. And while we certainly don’t have the flying cars that were promised to us in the 1960’s, the role of digital tools have irreversibly changed our world. All demographics have embraced digital, and while there are differences in how they use the … Continue reading “The Importance of Digital Credibility”
Pros & Cons: The Evolution of AI-Driven Content
Rapidly developing variations of AI programs such as Chat GPT are revolutionizing the way that we create content. Chat GPT transforms the way that we interact with and compile information to create content for our businesses and brands. Chat GPT specifically uses a very expansive knowledge base to transform questions asked in natural, everyday language … Continue reading “Pros & Cons: The Evolution of AI-Driven Content”
AI & Its Value in Building Products Marketing
As we have discussed before, AI platforms such as Chat GPT are rapidly taking up more space and grabbing people’s attention in the world of marketing. Algorithms that can out-perform humans, and that can spawn their own brand of intelligence are intimidating, although certainly not a viable replacement for humans and work produced by human … Continue reading “AI & Its Value in Building Products Marketing”
3 Metrics to Help Bolster Your Social Campaigns
Before 2020, social media use had been trending toward a slow decline, with concerns over screen time, false information and threats to quality in-person interaction. But the pandemic renewed its relevance in one swift stroke when we quite literally couldn’t interact in person. In 2020, Americans social media use jumped to 82 minutes per day … Continue reading “3 Metrics to Help Bolster Your Social Campaigns”
How are you measuring earned media success as the industry changes?
Increasing pay-to-play editorial requires a fine-tuning of pitching. From the shrinking number of pages in popular A&D magazines to the increase in advertising space and a decrease in journalistic editorial, to print publications closing their doors altogether, there’s no denying the print and media landscape is changing. In the past, the separation between paid and … Continue reading “How are you measuring earned media success as the industry changes?”
How Healthy Are We Building?
The commercial design industry has seen a significant shift in recent years towards designs that prioritize the well-being of a building’s occupants. We see new trends emerging in our offices, hospitality spaces, and even public transit. As a result, occupant wellness has become a top priority for many commercial architects, interior designers, and building owners. … Continue reading “How Healthy Are We Building?”
Biophilic Design Trends: Harnessing the Power of Earth Day in Product Marketing
Occupant wellbeing and sustainability are at the forefront of interior design today. The A&D community are increasingly turning to design strategies and building products that benefit both people and planet. With Earth Day upon us, now is a good time to be thinking about the ways to communicate how your products empower the architects and … Continue reading “Biophilic Design Trends: Harnessing the Power of Earth Day in Product Marketing”
The Best Ideas from New York Build Expo 2023
From exteriors to interiors this year’s New York Build Expo was full of innovative products from forward-thinking manufacturers. But we were also struck by many of the panel discussions—ideas that are helping to propel the building industry and its people forward. Here’s a recap of some of the most important topics. Diversity, Equity & Inclusion … Continue reading “The Best Ideas from New York Build Expo 2023”