The Alternative Press

Storytelling. Editorial calendars. Social media. Video. These can be unfamiliar concepts to many organizations, especially business-to-business marketers who are making the shift to a content-focused marketing strategy.

Though Ramsey, NJ-based Konica Minolta Sensing Americas has successfully integrated many new tools into its marketing mix, its staff wanted to strengthen the company’s approach to creating engaging content to promote its sophisticated color, light and shape measuring instruments. The marketing team reached out to Fahoury Ink to schedule a customized half-day workshop, which will take place in Suffern, NY on September 12.

Konica Minolta Sensing President & CEO Hal Yamazaki feels that his team has some great content and is already using a diverse array of marketing channels. Says Yamazaki, “We believe by learning more about storytelling skills and the power of words, we can communicate with a wider audience.”

According to Fahoury Ink Chief Creative Officer Lisa Fahoury, the rise of social media is a boon to companies like Konica Minolta Sensing. “Marketing more than ever is about conversation — connecting with customers and prospects across multiple channels and providing engaging, useful content. This presents a significant opportunity for progressive marketers like Konica Minolta Sensing to break out of the typical bland ‘features/benefits’ model and showcase their unique expertise.”

The half-day workshop will focus on the basics of creating and leveraging content — best practices for strong business writing, storytelling and media-specific features such as email subject lines. It will also use Konica Minolta Sensing’s current marketing materials to illustrate examples of strong content and uncover opportunities for further strengthening the company’s marketing strategy.

Yamazaki, who plans to be in attendance at the workshop, says “We’re really looking forward to it.”

The NJ copywriters at West Orange-based Fahoury Ink help companies of all sizes create and market effective content. The company also publishes Creative Compost: Where Great Marketing Ideas Grow, a quarterly newsletter focusing on offbeat marketing strategies, and presents customized workshops for corporate marketing teams. For more information, visit www.fahouryink.com or call (973) 324-2100.