Topic results for "writing"
How to write FAQs – an FAQ for B2B
We're big believers in the power of a great FAQ section on a B2B website -- not just for customer support but for marketing. So here's our FAQ on FAQs:What B2B marketers can learn from Viagra Spam
Viagra spammers have a tough challenge. They know that if they can get their message to a few billion people, a few thousand morons will place an order. But…
Sex, Lies, and Advertising
Back in the 19th Century, you could make all kinds of wild claims about your Tincture of Gripe Water or Dr Astoundo’s Patented Baldness Liniment. Nobody could sue you if it didn’t do what it said on the tin. That changed in the early 20th Century, which is all to the good. It means marketers have to be more creative when promoting products or services, and not just resort to bare-faced lies.How to structure a B2B argument
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.B2B summed up in two words: the writing’s on the road
B2B is a lot simpler than the gurus would have you believe. After all the e-tomes and blog posts and webinars it really all boils down to two words -- and you can see them painted on almost urban street road in the land. When in doubt: look down.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 feedback was excellent. The seminar is based on our imminent Content Marketing Workbook, which you'll be able to download from this site very, very soon...Zappos’ culture: paying employees to leave is great marketing
Zappos, the online shoe retailer, takes a distinctive approach to company culture that delivers real marketing and brand benefits. Check out his excellent presentation from O'Reilly's Web 2.0 Summit here...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 Business Markets and it makes a compelling case for what the authors call "Resonating Focus"...The Velocity B2B Social Media & Web Engagement Mind Map
This Mind Map gives you everything you need to do web / social media engagement by yourself. It's easy. Just pin it on your wall and - once you've published a great piece of content to your site - follow the map clockwise and post it to the relevant destinations...B2B lead generation with thought leadership content: ditch the web-to-lead forms and win
For B2B web sites, the content that really matters in terms of positioning and prospecting isn't your 'markitecture' pages - your product and services descriptions, corporate histories and such.... it's your 'thought leadership' pages - the places where you express opinions and ideas rather than features and benefits. Here's why...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 where he launched the MacBook Air). This 'ten point framework' will make your PPT's hum...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 you're selling to have better things to think about. Once you accept this simple fact, your marketing will get a lot better – because you'll realise that your first and toughest job is to stop people in their tracks and offer you a small flake of their most precious, scarcest resource: their attention.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 in the way of the signal Most B2B marketing – especially in technology businesses – is so full of noise, the static drowns out the music.Building a B2B case: 8 tips from criminal lawyers
We B2B marketers are in the business of building cases. We're advocates. So I did some research into how lawyers do what they do, focusing in on the summation to the jury, where the whole case comes together into one clear argument...Recent papers
The B2B Content Marketing Tutorial
A roll-up-your-sleeves guide for marketers
If you’ve read the B2B Marketing Manifesto or the Content Marketing Workbook, you’re already hip to the power of B2B content marketing.
But you need a bit of practical help on the process side of content…
The B2B Marketing Manifesto: Five Imperatives and Six Staples for Winning the Battle for Attention
There’s never been a more exciting – or a scarier– time to be a B2B marketer.
It’s not about social media, the web, or email. It’s about a completely new mindset, new buyer behaviours and a shiny new set of tools to address it all.
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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The B2B Marketing Manifesto: Five Imperatives and Six Staples for Winning the Battle for Attention
There’s never been a more exciting – or a scarier– time to be a B2B marketer.
It’s not about social media, the web, or email. It’s about a completely new mindset, new buyer behaviours and a shiny new set of tools to address it all.
Latest Papers
-
The B2B Content Marketing Tutorial
A roll-up-your-sleeves guide for marketers
If you’ve read the B2B Marketing Manifesto or the Content Marketing Workbook, you’re already hip to the power of B2B content marketing.
But you need a bit of practical help on the process side of content…
-
The B2B Marketing Manifesto: Five Imperatives and Six Staples for Winning the Battle for Attention
There’s never been a more exciting – or a scarier– time to be a B2B marketer.
It’s not about social media, the web, or email. It’s about a completely new mindset, new buyer behaviours and a shiny new set of tools to address it all.
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