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B2B content marketing
Doing new things in content marketing gets you the Innovator’s Dividend. Here’s why you want it and how to get it.
Every great content journey must find a way to keep best practice methods intact.
Where is content marketing going? Doug took a shot at answering this at the B2B Huddle last week. Slides here.
Short interviews are better than long ones. Here’s a recent three-minute session on Content vs Crap.
Velocity is looking for two account people, a planner and a designer. Superstars. (No recruiters.)
To content marketers, every problem looks like a case for content. Sometimes it just isn’t. Know when to say no.
Big companies are suffering from content proliferation syndrome. A Center of Content Excellence can help.
SEOs fall over each other every time Google updates its algorithm. Here’s why we don’t do that at Velocity.
How to turn blog comments into great content for your content marketing programs. A simple tip but a powerful one.
Decorated veterans of content marketing join us to explore how marketers can build a case for it.
It took 17 hours to make this image. Just when I got the cats to stay still for one word, the others would be off.
An angry mob is forming to denounce content marketing. Here’s why I think they’re mostly (but not all) wrong.
We marketers work hard to attract prospects. Here’s why you need to actively chase them away, too.
A diary of the roller-coaster ride we took when the Crap slideshare went kind of viral on us. Hint: it was fun.
All about the shape and tasks of the modern B2B marketing team and the 19 verbs that tell you what you need to do.
In preparation for our Content Strategy Hangout,we talk to Doug about the imminent content marketing deluge.
There are 1000s of ways to do content marketing. Pick your partner wisely with this infographic…
B2B marketing works best when there’s an alliance between marketing artists and scientists
We’re convinced that – even for the driest of B2B markets – successful marketing is fun marketing.
Why the content marketing deluge will force all B2B marketers to raise their game and build a great content brand.
Doug ‘Der Kessler’ talks Content Marketing Resolutions 2013.
The difference between B2B and B2C: an obscene B2B video. Parental Warning: mild but emphatic profanity.
We finally signed up for Slideshare PRO. Here are our first impressions for fellow content marketers.
2012 was a great year for content about B2B content marketing. Here are 27 examples that we admired this year…
How you say things can be even more important than what you say. So actively manage your Tone of Voice.
37 ways to put yourself at the cutting edge of B2B content marketing and win hearts and minds to your brand!
Funnel 2012 was a mirror on the B2B marketing industry. We went, we saw and now we’re reporting back to you.
Loving it! Former VP Optimization at a demand gen agency shares no-holds-barred observations on content marketing.
Stan Woods tells you why you’d be insane to miss his session at FUNNEL 20122, the major B2B marketing event.
We all use these three metaphors as we discuss B2B content marketing. But maybe we should think twice…
A short, sharp interview with Velocity MD Stan Woods on the power of B2B content marketing and the value of story.
All aboard! A single doodle that summarises how everyone and their uncle is becoming a content marketer.
Most B2B marketing strategies are still fueled by some serious denial. Time to wake up and smell the coffee.
Holger Shulze’s survey of the B2B Technology Marketing community shows content marketing trends. It’s booming!
Words are dead. Visual marketing is the new religion. A doddering old wordsmith fights back while admitting defeat.
A statistical study of the performance of our blog posts in series (like this one) versus stand-alone posts…
Doug took part in this BrightTalk webinar on B2B marketing video. Tune in for some sound advice and a few examples.
We’re, in the local vernacular, ‘chuffed to bits’ to be a finalist for the Content Marketing Institute’s award!
Everybody has a content plan these days but too few have content promotion plans. Here’s ours for the ‘Checklist’.
The one about our goals for the Content Marketing Checklist campaign and the metrics we’ll use to track them.
Take time to prowl your market for great online content, and share the best of the best with your audiences.
Doug joined Joe Pulizzi of the CMI and Jim Burns of Avitage on this Marketing Made Simple TV show. Check it out.
The first in a series of posts telling the story behind the Content Marketing Strategy Checkllist campaign.
A Content Marketing Strategy Checklist is born! We’re proud of our new baby and hope it helps you do great things.
A DemandCon talk on mapping content to different purchase stages – by Doug Kessler and Bob Apollo.
B2B technology marketing analyst Peter O’Neill of Forrester Research really gets the new B2B content marketing.
A friend alerted me to Piktochart, the online Infographics creator so I thought I’d give it a try. Here’s my first impression after making two infographics, the one you see above (which took about 7 minutes) and a spoof Content Marketing Strategy infographic I cranked out last week and shared on Pinterest (yes, it did [...]
A quick bit of B2B marketing research: a comparison of ‘Content Marketing’ compared with the general Advertising and Marketing category search volumes and with other related terms. From Google Insights for Search.
As B2B marketers get serious about content marketing, they’re starting to bring together the people, processes and technologies needed to run a continuous content-generating machine. An editorial calendar is central to this new discipline and the core of a marketing plan. To call it best practice is like calling breathing a best practice technique for [...]
The power of buyer personas in B2B content marketing. You mean you don’t do personas?
Prezi is the cloud-based presentation software that’s like Powerpoint on LSD. Its ‘zoomable user interface’ (ZUI?) with swoopy transitions and infinite drill-downs make it a sexy alternative to boring old slides. Here’s how and why you should put it in your B2B content marketing toolkit…
Golden B2B content marketing rule: Thou shalt not be dull as dishwater! In this humorous video segment, two B2B con
Great B2B content marketing is teamwork. But it’s rare to have all the necessary talents in one person, so here are the ten types you need on your team…
Kieran Flanagan has written an excellent summary on SEOmoz of the Salesforce Social Success content microsite. He tells this B2B content marketing case story so well, I won’t try to re-tell it here. Just wanted to share my favourite graphic from it: Says it all — the sweet spot for all B2B marketing is where [...]
At Velocity, we never let a bandwagon rattle past without at least making a token effort towards hopping on board. So when Pinterest started to pick up steam, we registered without a moment’s hesitation. Our excuse? We need to learn about this stuff even if it’s not exactly suited to our business. As soon as [...]
The first of our “Content Marketing Mickle Series” tells you how to boost conversions and better measure campaign e
When it comes to structuring a B2B marketing argument, it’s hard to beat the good old ‘Problem/Solution’ structure. It’s stood the test of time for some very good reasons: It gets the target audience nodding in agreement – if they recognise the problem you’re describing, they’re much more likely to lean forward and give you [...]
Guest blogging is a great way to extend your reach, get discovered by new people and earn some valuable backlnks. Here are a few guest posts we’ve done recently that you may have missed.
Find out why content marketing is one of the best examples of enlightened self-interest ever seen after 350 years of disagreements and disputes.
‘Jumping the shark’ is one of my favourite expressions. Wikipedia tells us it means “the moment in the evolution of a television show when it begins a decline in quality that is beyond recovery. The phrase is also used to refer to a particular scene, episode or aspect of a show in which the writers [...]
I was honoured to be invited to be Jeff Ogden’s guest on Mad Marketing TV, the excellent series of interviews with B2B marketers. Here’s the interview — and the ‘after-party’ chat — on Content Differentiation (the next big challenge for content marketers).
Yes, there are good infographics and bad infographics. But, more importantly, there are different kinds of good infographics. Here’s a basic taxonomy to frame your thinking.
A client asked for a bit of help in putting together a video strategy for next year’s marketing plan. In writing a reply, we realised that there are so many different ways of using video in B2B content marketing – not just the obvious video demos and viral videos…
Sam Goldwyn, legendary Hollywood film producer (famous for malapropisms, paradoxes and errors of speech) once said: “We want a story that starts out with an earthquake and works its way up to a climax”. I’m not sure we quite achieved that at Velocity’s first live Marketing Masters one-hour-long interview with John Watton from Expedia.
We’re inordinately proud to announce the launch of a new microsite by Salesforce UK that Velocity helped with. The site is called Social Success and it’s all about helping businesses harness the power of social media. Our job was to find the considerable pockets of expertise within Salesforce (the place is crawling with very, very [...]
To stay at the cutting edge of B2B content marketing you can’t just sit in your office. So Velocity decided to get out of London and discover how B2B content marketing works for B2B content marketing agencies over in Paris, the French capital of B2B content marketing. This B2B content marketing blog post is a [...]
Every B2B marketer should watch Moneyball. It’s another sign that science will change every world. It’s time to adapt or die.
Marketers are instinctively inclusive. Our default is to set our crop-sprayer on the widest possible setting, covering the largest possible audience for everything we do. But content marketing is different. The best content marketing tends to be narrowly targeted, focusing on a very specific audience. That’s how we maximise relevance, earn downloads and reward engagement. [...]
Getting it right. How some of our clients are starting to produce content that’s just ripe for promotion from day one.
Content marketing has hit the tipping point for B2B marketers. At Velocity, we used to have to evangelise the concept of content marketing , then spend lots of time telling clients and prospects why it’s such a powerful thing. Today, those conversations are a lot shorter. B2B marketers have discovered content marketing as the engine [...]
We’ve been huge fans of information graphics at Velocity ever since Edward Tufte self-published his brilliant ‘The Visual Display of Quantitative Information‘ book. But as the B2B marketing world has gone B2B infographic crazy in the last year or so, we’ve been much more likely to be disappointed than delighted. Most B2B infographics are really [...]
Ryan came across a blog post by Jay Baer on a tool called Inbound Writer which is designed to help writers create better B2B content marketing pieces. Jay was so enthusiastic that Ryan gave it a go and Ryan, while considerably less enthusiastic, thought it might be worth playing with. So I’m creating this very [...]
A simple how-to of a powerful content marketing technique. Share thought leadership and boost online reputation management in a few a few quick steps.
FUNNEL is a great idea (well, we did help develop it). It’s a B2B marketing event that covers the entire sales/marketing pipeline. It happens on 1 November at the Lancaster Hotel in London. As a friend of Velocity, you get a 20% discount to the event just by using this code: FLD508. Four tracks: Attract, [...]
Find out happens when creative ideas get sidelined in the B2B content marketing process. It’s not clever, it’s not fun and it’s certainly not pretty…
As content marketing gains momentum, we find that we’re not having to work quite as hard explaining the principles to prospective clients. But one objection does keep popping up that we thought would have died off by now: “Why should we give content away that tells people exactly how to do what we do? Won’t [...]
In case you missed last week’s Content Marketing & Marketing Automatation webinar put on by DemandGen’s John Sweeney, here’s a link to the archived talk with slides. In it, Bob Apollo of Inflexion Point and Hubspot takes you through his principles of content marketing and Doug Kessler from Velocity shares Twelve Lessons learned from our [...]
Testing is the single best way to improve your conversion rates and turn more traffic into customers. Here’s help.
When he was working for a big B2B company, Andrew Walker did a brave thing. He audited every piece of communication that his company put out, with a cold, clear eye. And the result was, in Andrew’s words, “overwhelmingly bad. Every page on our website, every article we’d written, every e-newsletter, every piece of collateral [...]
We know you like the backs of our hands. You’re a B2B marketer who’s always looking for new ideas, strategies, tactics and technologies. (See? Nailed you in one sentence). With this persona in mind, via the magic of content curation, here are five blog posts we’ve enjoyed recently: Social Media, Pretend Friends, and the Lie [...]
Content Marketing and Marketing Automation are the two new pillars of B2B. We’re taking part in an upcoming DemandGen webinar that brings the two topics together. It’s on 15 September at 1pm London time and you can register here. Facilitated by John Sweeney of DemandGen, the marketing automation consultants, the web panel will include Velocity’s [...]
You’re a marketer, we’re marketers. It’s good to share the things we like. Here are nine companies you ought to know about. They all help marketers make more money for their companies; they’re all great at what they do; and they’re all Velocity clients – which says a hell of a lot about their judgement [...]
If you’re feeling overwhelmed by all the change taking place in digital marketing – and all the blogs, eBooks, videos and research reports that try to explain it all – take an info-break and read this one report from the Gods of Digital Marketing: Econsultancy. It’s the new Internet Marketing Strategy Briefing and, unlike the [...]
We’re big believers in the power of a great FAQ section on a B2B website . Here’s an FAQ about why.
We’re big believers in doing guest posts on other marketing sites. It reaches new audiences, builds backlinks and boosts our page rank and overall search rankings. The only bad thing: our regular blog readers don’t get to see them unless they happen to follow the blogs we’re posting on. We wouldn’t want to simply cut [...]
We’ll be wrapping up the results of the B2B Marketing Manifesto campaign soon, but here’s a quick tour of some of the lessons learned as we brought the Manifesto to market. There’s some yadda-yadda to go with it but you’ll probably get the idea… 12 Lessons from the B2B Marketing Manifesto Campaign View more presentations [...]
Even the smallest company has at least one guy who can tell its story really, really well. He’s the guy you always want to bring to important sales calls and meetings. The one who can make your story seem so simple, clear and compelling. This guy is a priceless asset – but the one thing [...]
I was at a meeting the other day with the CMO of a leading cloud-based software vendor. Why, he asked, was it so difficult to get the lead machine working here in the UK. Three reasons sprang to mind.
This is typical: you put a lot of effort into a chunky piece of marketing content — then retire it, move on and start working on the next piece. When you do that, you’re leaving a lot of content value behind and wasting a real opportunity to get more goodies for just a little more [...]
How do you create great content? This quick Prezi will take you by the hand and show you the way.
There are lots of ways to build your content marketing strategy — around personas, products, organisational structure… We’d like to suggest a new way to go: build your content around your most important buying triggers.
Marketing is entering the post-digital era. It’s not that digital is going away, just that it’s being dissolved into everything we do. This means we can also stop the digital myopia and start thinking about ideas in the real world again (then spin them in digital directions). A cool example from the consumer world: The [...]
One of the experiments we’ve run as part of Project Open Kimono was to set up an automated Direct Message to everyo
We’re big infographics fans so when LinkedIn launched their new LinkedIn Maps tool, we were first in the virtual queue to have a play. The tool generates a colourful, dynamic map showing all your connections and how they’re related to each other. It colour codes the clusters it identifies and lets you assign your own [...]
LinkedIn just sent me a nice piece of highly personalized B2B email. I’ve never seen ‘visual persoanlization’ in an out-bound email before but it’s pretty compelling to see the faces of so many friends and contacts looking back at me. I also like the little scribbled comments like ‘See Simon’s new job’. The only question [...]
We cursed the web form. But warned it might fight back. Has the form risen, Phoenix like from the Velocity flames,
We talk a lot about the Battle for Attention in B2B and about Buyer Attention Deficit Disorder and the relentless Mississippi of info-dreck that gushes through us all every hour of every day and about how the best-laid campaigns of the humble B2B marketer doesn’t stand a snowball’s chance in Haiti anymore. But we haven’t [...]
One of the experiments we ran in our B2B Marketing Manifesto campaign was to send a simple, quirky text email as a follow-up to our sexy HTML email announcing the Manifesto. In the spirit of Project Open Kimono, here’s what we’ve learned. What we did To announce the publication of the B2B Marketing Manifesto, we [...]
We were mapping out the B2B Marketing Manifesto campaign on a sheet of A4 lined paper and this is what was left behind on the meeting table. Pretty much all there.