Scripts and casting

In the theatre, the play is written before casting begins. This gives the playwright freedom and responsibility, and it puts the text first. Writing for a sitcom is different. The 50th episode of Seinfeld was a lot easier to write because the cast and the tropes were already set. Easier, but also more difficult to…

Creating a B2B buyer journey map in 8 steps

When I started working with B2B companies, I quickly realized that understanding how your customers make purchasing decisions is just as important as knowing your product inside and out. This is where a B2B buyer journey map becomes an invaluable asset. A well-crafted buyer journey map provides valuable insight into your potential customers‘ decision-making process….

Why writing with clarity matters in marketing (+ 9 ways to simplify your message)

Writing with clarity means making your content easy to read and understand. If your audience can’t grasp what you’re trying to say, what’s the point? Hi, I’m Alana, your friendly neighborhood blog editor. I spent most of my early marketing career in the public health field. We focused on one main writing principle: using plain…

How marketers are navigating a possible recession (and advice about what you should do during it) [new data]

Right now, some people will absolutely, 100% say that we’re in, without a doubt, a recession. Others will say that we’re absolutely, positively not in a recession. I think those people should argue with a brick wall. Regardless of where you might personally stand, there’s a lot of ambiguity about what’s actually going on; I’m…