OK, the original plan for this article was to provide great examples of ledes in B2B and B2C content marketing.
But a funny thing happened in that search – mediocre ledes dominated.
That’s disappointing because, next to the headline, the lede is everything. It’s the determining factor on whether to read the article. The lede has many responsibilities – to hook the reader, to indicate the subject matter, to set the article tone, etc.
It’s time for content marketers and content strategists to take back control of their visual content strategy.
That’s the message Buddy Scalera delivered in a Content Marketing World talk earlier this year. It’s a topic close to his heart. By day, Buddy works as a mild-mannered content strategist in the pharmaceutical industry. By night, he’s an avowed comics geek who consults for Marvel Comics and teaches and writes about visual content strategy.
But don’t worry. He’s not suggesting you upset your relationship with your creative services or visual design teams. He’s suggesting you wrest control of your visuals from Microsoft, Google, Facebook, Twitter, and LinkedIn.
