Design for non-designers. An introduction.
Letting other people tell your story is actually quite a good idea. Here’s why.
We’re so crazy about nurturing our prospects through the funnel. But what happens to them once they bought from us?
Everybody’s talking about brand stories. Looks like we’re not all talking about the same thing.
What’s between a landing page and a full content site? The Content Cluster, a useful tactic for content marketers.
Ho-hum content starts with a boring brief. If you want to hit a home run, get these 7 things in your brief.
Why doing social media is not an end in itself. And some really good literature.
Joe Pulizzi has captured all his experience in this new book: Epic Content Marketing. Here’s why you should buy it.
Just back from the Marketing Profs B2B Forum in Boston, our intrepid reporter… um… reports.
A crowdsourced list of tools for content marketers. Add your own and upvote your favourites. A List.ly experiment.
There’s a single ingredient you’ll find in every piece of great content. That’s what this is all about.
Doug is just back from Content Marketing World. This is his random, retrospective report for those who couldn’t go.
The results part of our content retargeting experiment. We learned a lot. And we like this stuff.
Thirty-six of the world’s most over-paid and ill-behaved content marketers gathered to spam the world with this.
Can ad remarketing work for content marketers? We ran an experiment to find out. Here’s the first installment.
I’ll be there. Ann and Joe and Ardath and Michael will be there. And this secret code will save you $200.
Why metrics are a critical success factor in content marketing – including 8 really good pieces of content,
Which digital marketing content gets loved, and what does that tell us about the content
Online no one can tell if you sweep the shop floor. How do you show you give a shit?
Where is content marketing going? Doug took a shot at answering this at the B2B Huddle last week. Slides here.
We’re trying out a new little piece of tech – tell us what you think!
Short interviews are better than long ones. Here’s a recent three-minute session on Content vs Crap.
A data-driven argument to focus your efforts at ongoing improvement around one content metric. It’ll surprise you.
You’re not the New York Times. You’re not even Cisco. Be something else. Something better.
To content marketers, every problem looks like a case for content. Sometimes it just isn’t. Know when to say no.
Content marketing’s disrupting…everything. Either you’re part of the disruption, or you’re chasing irrelevance
Big companies are suffering from content proliferation syndrome. A Center of Content Excellence can help.
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.
In which we share all our secrets of hosting the Content Strategy Hangout on Air…
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.
This 13 February, five experts will take part in a Google+ Hangout about content strategy. Tune in. Register today.
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
Why the content marketing deluge will force all B2B marketers to raise their game and build a great content brand.
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.
It ain’t easy. Break the content marketing challenge into discrete chunks to get more results with less overhead.
37 ways to put yourself at the cutting edge of B2B content marketing and win hearts and minds to your brand!
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.
Making an infographic? Here are 14 ways to present data visually, with examples and tips on when to use them
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…
We’re, in the local vernacular, ‘chuffed to bits’ to be a finalist for the Content Marketing Institute’s award!
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.
A DemandCon talk on mapping content to different purchase stages – by Doug Kessler and Bob Apollo.
Content Merchandising – what the &!?$ is that?
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 [...]
Listen in to some surprising thoughts on services like Klout and LinkedIn, in this social media segment of the B2B
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
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 [...]
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.
‘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 [...]
In the first B2B Masters video, John Watton and Stan Woods discuss the role of today’s senior B2B marketer.
I was honoured to be invited to be Jeff Ogden’s guest on Mad Marketing TV, the excellent series of interviews with
A client asked for a bit of help in putting together a video strategy for next year’s marketing plan. In writing a
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.
If you think you’re done when the stuff’s written and posted, you’re wrong. Why does distribution get neglected? An
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 [...]
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 [...]
A simple how-to of a powerful content marketing technique. Share thought leadership and boost online reputation man
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 [...]
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 [...]
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 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 [...]
Does your site have a pulse? Here are three content marketing vital signs you should look at. Stat. The Dead Cat Toss. The Hourglass Figure. And the Jesus Pizza.
What would it look like if creatives and content were rewarded only for the traffic and revenue they generated? Read on.
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.
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 [...]
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 [...]
You might call us brave. You might call us stupid. But I like to think we’re honest. Project Open Kimono is a warts
As B2B marketing content libraries start to grow, we all need to think about how we cross-promote our content to people who have already engaged with us.
B2B marketing always comes down to building an argument; telling a story that leads to an inescapable conclusion: ‘You need to buy this, now.’ If your argument isn’t solid, the creativity of Björk and the budget of Nike will not move your business.
Ice the champagne: our ‘Margin Killers’ campaign for IBS has been shortlisted for the Best International Campaign category in this year’s B2B Marketing Awards.
Here’s an eBook we’ve written and designed for our friends SmallWorlders, the people who create fun and social intranets for marketing teams. Since it’s been up on the SmallWorlders website they’ve seen traffic increase 10 to 20 times the usual, which is pretty damn impressive.
My oh my have we been having fun over here recently! Long-term Velocity client and all-round legend John Watton from ShipServ asked us to produce a video to promote Pages, the maritime ‘Find Engine’.
Find out how you can get people to share your work before they’ve even taken a look.