B2B content marketing

The B2B Marketing Fun Poll

We’re convinced that – even for the driest of B2B markets – successful marketing is fun marketing.

B2B Content Marketing Roundtable

Doug joined Joe Pulizzi of the CMI and Jim Burns of Avitage on this Marketing Made Simple TV show. Check it out.

Using Piktochart: a marketing technology review

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 [...]

B2B Marketing Research: content marketing goes mainstream

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.

The editorial calendar for content marketing: a round-up

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 [...]

How to use Prezi for B2B content marketing

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…

Salesforce Social Success case study

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 [...]

Pinterest for B2B marketing: Velocity dives in

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 problem/solution structure in B2B content marketing

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 [...]

Is B2B content marketing jumping the shark?

‘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 [...]

Starting with an earthquake and building to a climax

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.

Social Success: a new content site for Salesforce.com

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 [...]

Velocity’s B2B content marketing research trip to Paris

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 [...]

B2B content marketing: when target audiences clash

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. [...]

Content Development: Nine Tips for B2B marketers

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 [...]

Now THAT’s an infographic (most B2B infographics aren’t)

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 [...]

Content Development using Inbound Writer

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 [...]