Long ago, a friend in the magazine business told me about his publication’s story-gathering process. If he came across an interesting story in the newspaper, he’d clip it out and stick it in a file — so now it was on his radar.
As much as you might admire websites such as Amazon, ESPN, or Apple as a user, the likelihood is that your business-to-business (B2B) firm has an entirely different mission as well as fewer potential customers (for now!) than those big brands. As such, your strategy needs to be tailored to reaching the right audience and motivating them into action.
You’ve surely heard the statistics about the trends in STEM (a.k.a., science, technology, engineering, and math) careers. Only 16 percent of American high school seniors are proficient in mathematics and interested in STEM careers, and the majority of them aren’t ready for college-level science and math courses.