3 Key Ways Authenticity In B2B Writing Helps Solve People Problems

Being given direction over and over again without clarification or elaboration can be downright frustrating.We’re guilty of this in marketing. When we repeatedly suggest that authenticity is the secret sauce to writing amazing content, what are we actually saying? The word “authentic,” as the wise and witty Ann Handly argues, is a lovely but vague directive, but “no one knows what it means.”It has become a marketing buzzword — but buzzwords do have their place