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Stephanie Tantum

bridging the gap between businesses and their communities

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Why marketers need to embrace the inverted pyramid

Not sure what inverted pyramid is in reference to writing? Here’s a brief 101. It’s pretty simple.

Structure your writing so that the most important details are at the top, and least relevant are at the bottom. News writers around the world thrive on this structure of writing. You start with a compelling lede, transition to the most important facts, and work your way down to the nuances. Why? Because your readers are going to start at the top and more and more will drop off as you go on.

And here’s why it matters to marketers.

In a content-saturated world, it only makes sense that marketers need to follow the journalists’ cue. Content marketing (which absolutely is NOT new, but more on that later) has inundated the digital space. It’s harder and harder to get your audience to find you through the noise on the internet. And once they have found you, it’s darn near impossible to keep them to the end of a piece. Continue reading “Why marketers need to embrace the inverted pyramid” →

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Philosophy made me a better marketer

Philosophy is a bunch of hogwash written by self-righteous, pie-in-the-sky, detracted from the real world, idealists. Or at least that’s what I’m used to hearing every day from politicians, hard science educators, and even my own parents. (Edit: my parents have come around…for the most part.)

As a newly accepted student to the University of Scranton, to which I begrudgingly agreed to go after my father made a deposit without talking to me, I received the craziest letter in the mail. Paraphrasing: You’ve been selected to enroll in the University of Scranton’s Special Jesuit Liberal Arts program, invite-only for the [insert some string of flattering adjectives here] students. (Note: When I was there, SJLA wasn’t called an “honors” program. In fact, at least one professor was actually disgusted by anyone who referred to it as such. Times have change.) While it sounded terribly boring, I signed up. I figured it couldn’t hurt my resume and I could always leave the program later if I hated it. Continue reading “Philosophy made me a better marketer” →

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