Topic results for "Content"
The Content Marketing Workbook
It’s here. The book of the webinar of the movie: The Velocity B2B Content Marketing Workbook. Over 45 breezy pages of good, solid advice about thought leadership and content marketing…
Watch the Velocity web seminar on Content Marketing
Stan just presented our web seminar with B2B Marketing magazine, called “Content Marketing: Thought Leadership in a Web 2.0 World”. Seemed to go really well.
Over 130 people attended and the…
Why we steal from our clients.
In the marketing world, agencies are supposed to be the ‘creative’ ones and clients are supposed to be the dullards who are grateful for a fresh source of ideas. In…
How strong is your B2B positioning?
Positioning is one of the essentials of B2B marketing but it’s very rare to see it done well. It’s a simple idea: as a marketer, you should explicitly manage the…
The Disruptive Idea: that’s what it’s all about
There is so much written about the black art of marketing and even more written about digital marketing (or internet marketing). Zillions of blog posts. Millions of white papers, books,…
Digital Velocity in eight tweets: accelerate your online engagement
B2B marketing has become almost synonymous with digital marketing. If you’re not getting your story out on the web, you’re probably not getting your story out at all. Now,…
7 tips for writing number-based headlines
Recent research from Spurious has proven that every piece of thought leadership content in the world now has to have a number in the headline or it just won’t get…
Microsoft gets it right
We’ve given Microsoft some bad reviews here — especially for the “I’m a PC” ad campaign, so it feels only fair to give them some credit when they get it…
17 Strategies to Killer Ads
I stumbled across a great blog today that attempted to categorise advertising strategies. Based on an analysis of The Advertising Concept Book by Pete Barry, it’s a really useful list…
Who needs editors?
Google has dis-intermediated the content business.
You don’t have to hire a PR agency to kiss the arses of the editors any more.
You just have to generate content that people really…
Digital PR: Shut up and listen
A good interview on ScobleizerTV with Joshua Reynolds who oversees Hill and Knowlton’s global technology practice. Traditional PR firms get a lot of stick lately about being slow to pick…
Slugwatch: the power of content marketing
We were just having a really thought-provoking conversation about content marketing with Andrew Findlater and Hooman Bassirian from Reed Business and they told us about Slugwatch, a service for UK…
Drop-down positioning at the Royal Opera House
We’re always telling clients that everything you do contributes to your positioning.
A great example from a drop-down menu in a Royal Opera House web form:
That’s just a small sample. Check…
Five Basic Social Theories of Online PR
Roger , our web wonderwall, posted a terrific article on the essentials of Online PR. The central metaphor: the web is a party — work the room instead of stumbling…
Velocity Xmas B2B Technology Marketing Newsletter: the Gift That Keeps on Giving
That’s right, deck the halls - it’s that giving time of year….
In our bumper edition Xmas newsletter, you’ll find:
A super-shiny new White Paper, ‘The Hierarchy of Benefits‘, which identifies one of…
Opt-Out: Digital Marketing’s punch in the stomach
Marketing used to be all about the upside. You fired off a message; some people responded; others didn’t. Net gain.
In the digital world, there’s a downside that’s as painful as…
Zappos’ culture: paying employees to leave is great marketing
Saw a fantastic video online today that I thought I’d share.
It’s a presentation by Tony Hsieh, the CEO of Zappos, the US online retailer famous for shoes. He talks about…
Customer Value Propositions in B2B Markets
Andrew Findlater from Reed Business Information recently turned us on to an excellent article in the Harvard Business Review (back in 2006 but still daisy-fresh):
Its called Customer Value Propositions in…
Credit Crunch B2B Marketing: Demand Generation, Lead Nurturing and Online PR
The CEO is stalking the corridors, blood dripping from his Budget Axe — and he’s on his way to the marketing department. Your department.
How will you defend your marketing plan? “That…
Evel Knievel, corporate positioning & corporate message development
B2B tech companies are often run by engineers. Engineers are great at talking about technology, but not so great at translating the technology into business benefits that people actually believe.
Being…
Your new content may not be as relevant as your old
All the best B2B tech marketers are mini-publishing houses — they never stop cranking out thought-provoking content on the issues their target market cares most about. White papers, blog posts,…
A really good newsletter
We know we ‘big up’ Pär Almqvist, the Marketing Dude at VNL, quite a bit. But we thought you’d like to see what we consider a really, really good eNewsletter…
Microsoft’s baffling “I’m a PC” campaign
Apple got a lot of attention with its “PC vs Mac” commericals. They were simple, funny, well-scripted and seemed to capture the essence of what Mac people love about their…
Branding as body language
A friend of ours who also happens to be a God of Branding just sent us an article he wrote ten years ago but could have been written yesterday. He’s…
I beg you: don’t bore the bejesus out of me
Marketing is communication.
B2B marketing is bad communication.
That’s how your audience thinks about everything you put out.
Their expectations couldn’t be lower.
They’ve waded through thousands of case studies and brochures and web…
B2B Web Marketing Tools Around Town
Being a nice chap, I thought I’d share a few of our secret web marketing tools with you. These are the apps and widgets that we use day in, day…
Wordle Does Velocity
James Pearce and his mobiForge blog turned us on to Wordle, the online toy that turns any text into a word cloud.
We pointed it at the Velocity blog and this…
Buff Your Pitch Up. Google Suggest & B2B Content Marketing
It’s funny, but oftentimes we marketers are our own worst enemy when it comes to marketing ‘ideas’. In my time I’ve had the pleasure of conceiving some truly dreadful press…
The C word: the importance of confidence in B2B marketing
A great website. Lots of white papers and thought leadership content. Case studies and customer testimonials. Great campaigns and creative. Awards, editorial coverage and analyst attention. They’re all important to…
Quick Start Pimp Your Content Guide to SEO
I’ve been doing a stack of content optimisation for client web sites lately, so I thought I’d share some of my ‘how to’ notes with the interweb.
As I do this…
A Different Kind of Growth Equity Investor Needs a Different Kind of Web Presence
Don’t know about you, but it’s Friday evening and we’re offski. Peroni awaits. We’re celebrating the launch of a brand new web site for Kennet.
This is our latest and greatest…
Marketers everywhere - get a little mobiThinking
…check out mobiThinking.com, which was launched today to help the world’s marketing community to better understand the opportunities and challenges presented by mobile marketing. (Note: it’s web marketing Jim, but…
New Velocity B2B Marketing Newsletter Available!
The latest edition of our semi-regular newsletter update is now available. It’s packed with goodness inside, including our star new white pager, Marketing, Meet Sales, which offers eleven ways to…
The Velocity B2B Social Media & Web Engagement Mind Map
We’ve been working on a number of ‘web engagement’ programs lately, where we’ve been helping clients to increase their web ‘footprint’ in order to improve their general SEO and awareness…
B2B lead generation with thought leadership content: ditch the web-to-lead forms and win
Here’s an experment for you to try.
Open your web stats app and check out which pieces of content are your top performers over the past month. (By top performers, I…
Your First (Free) Baby Steps in B2B Web Marketing
OK, Listen Up
Your web site is not your field of dreams. Build it and most likely they will not come.
Nope, once it’s built your goal is to make it work as…
Why ‘Web-to-Lead’ Forms Suck for B2B Lead Generation
I just returned from a great week away in the Inner Hebrides - the small cluster of islands to the west of Glasgow. The single malts were stunning, the weather…
How Steve Jobs (and Dick Hardt) wows the crowds
Our friend and client John Watton, Marketing Director of ShipServ, recently shared with us a Business Week article that dissects and analyses Steve Jobs’s latest keynote at Macworld (the one…
Empathy and foreplay in B2B Marketing
I don’t know how else to put this: nobody gives a shit about you. Your software or service or widget may be the center of your world but the people…
The difference between B2B and B2C… in one New Yorker cartoon
I’ve been thinking a lot about the difference between B2B versus B2C marketing. Thought maybe I’d write a white paper on it. Then I came across this cartoon in the…
7 ways to improve the signal-to-noise ratio in B2B marketing
Every marketing communication has two parts:
• The Signal – your message; the thing you want people to take away
• The Noise – everything else; the things that distract, delay and get…
Building a B2B case: 8 tips from criminal lawyers
We B2B marketers are in the business of building cases. We’re advocates. So it pays to look at how other professional persuaders ply their trades. I started with a little…
The Power of Content: a video case study
We’ve been experimenting with ‘guerrilla video’ as a promotional tactic for our clients and thought we should taste our own medicine. So here’s a rough draft video case story about…
Building a case: structure before style
If you’re marketing fabric softener, beer or perfume, you’re in the business of manipulation. You win if you make someone feel a certain way. If you’re marketing security software or…
B2B web marketing trends for 2008
Here’s our first broad brush, crystal ball prediction of the year: 2008 is the year of web engagement for B2B technology firms.
You built v2 or v3 of your site last year.…
Selling to existing customers
They’ve already bought something from you. You’ve already jumped nine of the ten hurdles on the way to a sale (or however many there are these days). Wouldn’t it make…
Your 2008 marketing plan: the B2B Svenn Diagram dilemma
Aside from tinsel and cheap booze offers, it’s that planning time of year again. A special place where you need to create futurama fireworks out of Powerpoint.
Co-incidently, it’s also time…
What’s the freakin’ (Power)point!!??
What’s the point of Powerpoint?
A crutch to help you through an uncomfortable challenge (public speaking)?
A useful visual aid to convey stories?
A pain in the butt, killed to death, hackneyed, eyesore,…
Content Sells: harvest your two big assets
As a technology vendor, you’ve got two major assets that your customers and prospects value highly. Your job is to harvest them and put them to work for you…
…
Recent papers
The B2B Content Marketing Workbook
Content Marketing is probably the single most important weapon in the B2B marketing arsenal. This eBook takes you through velocity’s approach to the art. Download it and see what you think…
A B2B Social Media Checklist
You’ve just published a great piece of content. Don’t just stick it on your website. Use social media to drive people to it (and vice versa). Here’s a one-page checklist to help you socialize your content, driving traffic and downloads…
The Benefit Hierarchy in corporate positioning & corporate message development
Managing the relationship between value and credibility is the key to good corporate positioning and corporate message development…
Riding the Hype Cycle
Gartner’s Hype Cycle maps a curve that describes the way new technologies become adopted by the marketplace over time. Here’s how you should ride it to your advantage…
Topics
Featured Paper
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The B2B Content Marketing Workbook
Content Marketing is probably the single most important weapon in the B2B marketing arsenal. This eBook takes you through velocity’s approach to the art. Download it and see what you think…
Latest Papers
-
The B2B Content Marketing Workbook
Content Marketing is probably the single most important weapon in the B2B marketing arsenal. This eBook takes you through velocity’s approach to the art. Download it and see what you think…
-
A B2B Social Media Checklist
You’ve just published a great piece of content. Don’t just stick it on your website. Use social media to drive people to it (and vice versa). Here’s a one-page checklist to help you socialize your content, driving traffic and downloads…
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