I read a lot of B2B marketing content, so I continue to wonder why people complicate their writing (and undermine their case) with the passive voice. It makes reading and comprehension more difficult....
We've been with IPS from the beginning, naming and branding the company, launching its marketing, and we’ve been tending to the brand and the relationship ever since....
If you know your subject, then speak your piece, but don’t think that avoiding contractions or plain speech makes you sound more professional or adds legitimacy to your argument. Anything that dulls the edge of your writing — avoiding contractions, passive sentence structure, 50-cent words — works against engagement because it makes it harder to read....
We’ve worked with Steele, a Statesville, NC-based heavy machinery manufacturer, since 2011. The company dominates the U.S. brick production market, with more than 90% of the market, and has worked aggressively in recent years to introduce its stiff extrusion technology to iron & steel mills...
We worked closely with Diligent’s management on brand development, creating a new brand, value proposition, messaging architecture and visual identity. Our development process included ongoing conversations with Diligent’s principals and extensive market research....