The B2B Content Marketing Workbook

Thought Leadership for B2B
Lead Generation and Beyond
A Velocity Guide for marketers

There are a hundred skills and disciplines Why? Because traditional, ‘broadcast-style’
to master if you’re a B2B marketer. marketing is broken.
But nothing matters more than getting This is about a new kind of B2B marketing...
this part right.

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This is Content Marketing.
Sometimes called
Thought Leadership.
This is without doubt the most important thing you They’re also more important now than ever before.
can do this week and next. You can screw up the With so much attention being given to the many
budgets. You can be ham-fisted with your web new ways to get your story out to the world
analytics. You can be a social media Luddite. But if (the cult of Twitter being only the most recent),
you get this part right, you will succeed so blatantly the primacy of ideas, insights and issues has never
that even the most hard-boiled sales cynic will bow been more clear.
down to you in tribute.
Content Marketing is about playing to your
The ideas presented here are not new or strengths and adding value to the sales
revolutionary or even particularly surprising. conversation from the very start. Good content
But they are under-valued in almost every B2B marketers recognise that no company has been
company we know. gifted the right to sell – we have to earn it.

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“Traditional marketing
talks at people.
Content marketing
talks with them.”

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A definition:

Thought Leadership is exploiting
your unique position in your markets
to generate valuable insight and advice
on issues your customers and prospects
care most about.

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Let’s explode that statement:

No one has exactly your
perspective on the market Value is in the eye
of the buyer

Thought Leadership is exploiting
your unique position in your markets
to generate valuable insight and advice
on issues your customers and prospects
care most about.
You are the expert
Their priorities, not yours
If the materials you bring to market don’t follow
Not products this recipe, they’re not thought leadership,
they’re brochures. Brochures are only valuable
when the hardest part of marketing is already done.
A brochure will never move a market.

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Another definition:

Content Marketing is turning your
insight and advice into campaigns
that change people’s minds
and incite action.

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Let’s explode that statement, too:

Multi-step, planned
and measured activities
Action starts between
the ears

Content Marketing is turning your
insight and advice into campaigns
that change people’s minds
and incite action. A lot of marketers are good at the thought
leadership part but fall down when it comes
to proper content marketing. So their wonderful
content sits on a virtual shelf gathering… squat.
The only measure of Others run great campaigns but skimp on the
success that matters quality or credibility of their insight and advice.
That’s the fast track to irrelevance.

Content marketing starts with great content
but can never end there.

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Why you need to do
content marketing.
We can think of nine reasons right Position your company as an expert Contribute to communities
a company that understands the important issues making you a good social media citizen instead
now, any one of which is enough of a leech
to justify your next campaign: Encourage your audience to consult you
to at least pick your brains Give your sales team a reason to engage
so they can add value before and after
Generate new leads the sales call
by asking people to raise their hands and say,
“I’m interested in this issue too.” Boost your search engine performance
used well, good content does wonders for SEO
Progress existing leads
moving them along your marketing funnel until
they’re sales-ready There aren’t a lot of marketing tactics that can
do as much as that…
Build your database
by asking for a few details – the better your content,
the more willing they’ll be to share

Raise awareness
getting yourself on the radar screens of the people
who matter (including editors, analysts, investors
and prospects)

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“Stop shouting
and make yourself
useful.”

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Why you’re in a unique
position to help and
advise your prospects.
Too many tech companies are You’ve seen the whole market landscape, Confidence sells
over time.
intimidated by the expertise of their You know the competitors, solutions and Just standing up and announcing that you have
target audience. But if you think substitutes; the analysts, buzzwords and fads; something valuable to say about an issue positions
you as a company with confidence in its own
about it, you’ve got a lot to offer your audience only follows a bit of this.
expertise.
when it comes to advising and The real experts work for you.
sharing insights: In many markets, especially dynamic tech markets, This confident stance is a critical brand value.
vendors are at the cutting edge. No one knows this If you don’t have it, everything you say is
stuff better than your best people. undermined. If you do, you will be heard.
You see more deployments. Just as salespeople have to ask for the order,
Each buyer sees only his or her own situation. You have a strong point of view. marketers have to ask for people’s attention.
You see many different deployments that can shed You feel strongly about this stuff. You’re passionate.
light on how they can do things better. Time to tap into it. Think of it this way: no prospect can ever have
more confidence in your own expertise than you
You spend all your time on your area yourself do. You set the ceiling height. Set it high.
of expertise. Your company’s knowledge is your most important
Each buyer probably only spends a slice of theirs asset as a B2B marketer. It’s a crime to squander it.
thinking about the issues you address.

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“If you don’t believe
you’re an expert,
no one else will.”

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The principles of
content marketing.
Content marketing plays Pick a single, high-priority issue. Support your story with data.
Content marketing is issues marketing. A strong story is compelling. A strong story
by different rules than traditional, Pick a topic that matters to your audience and stick supported by credible data is irresistible.
‘broadcast-style’ marketing, to it. One issue at a time is usually best but we have Do anything you have to do to get that data.
here are some of the key ones: produced some successful pieces that summarise Don’t argue your case, prove your case.
several issues together.
Use your customers.
It’s not about you. Find some clear water. Real users of your solutions have more credibility
Your critical first step as a content marketer is to You need to find an issue that hasn’t been beaten than you do. Harness the enthusiasm of your best
put your own agenda aside and put your prospect’s to death already by competitors, analysts and customers to tell your story. But it’s still your story.
agenda at the heart of your marketing. editors. If there’s only really one main issue at stake, You frame the debate and structure the argument.
give it a novel spin; zoom in on a detail; zoom out Your users are witnesses.
You may be desperate to talk about your vision, to put it in context – anything to keep things fresh
your technology and the benefits they confer. and make people want to know more. Consider third party credibility.
Suppress the urge. Your prospect couldn’t care Bringing in a recognised analyst or high-profile
less. They want to talk about their problems, their Aim for an independent tone of voice. editor is a good way to add credibility and the
challenges, their opportunities and the very real If it’s really not about you, you don’t have to cram appearance of independence. But it’s not a magic
things that stand in their way. your widget into every paragraph. There will be bullet. People still know whose tune is being
opportunities to allude to your offer but if you played. Don’t over-pay for authority.
over-exploit them, you undermine the value of the
piece. The reader knows you have an agenda but
will respect you more if you can set it aside and
speak as a neutral advisor.

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continued.
The principles of
content marketing.
Pick a good title. Why should I believe you? Your job is to get people to ignore that sign for
The best piece of content in the world is useless long enough to hear you out. You don’t do this
if it never gets consumed. A good title is essential A lot of these principles touch on the issue by pretending you’re not a vendor or that you
when asking for someone’s time. Forget the dry of credibility – the magic ingredient in content don’t see the neon sign on your head. You do it by
description (that can be a subtitle); make it punchy marketing (and the second of the three critical being open, honest and balanced; by respecting
and imply the benefits you’re offering. questions in our Holy Trinity of Tech Marketing your audience; by supporting each point in your
paper). argument; and by keeping your sales sword
Share some negatives. sheathed (try saying that three times fast).
There’s no better way to increase your credibility When you embark on a content marketing
as an advisor than to admit some of the downsides campaign, you’re leaving traditional marketing
of your approach. This is never easy but ‘opening territory and entering the domain of the consultant,
your kimono’ will surprise your audience, make advisor, analyst and journalist. Unfortunately,
your positive points more believable and show you’re entering this domain with a bad reputation:
how confident you are in the overall strength you’re a vendor.
of your offer. It also lets you air (and neutralise)
objections that will usually pop up at some point Because you’ve got something to sell,
in the sales cycle. there’s a big, red, neon sign on your head
that sizzles, “Caveat Emptor”.

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How do you
pick the right issues?
If you know your market, Use Google Alerts See which of your blog posts get
Get alert emails on key terms to find out who’s the most comment
you probably know the issues talking about what out there on the web. A sure sign of a hot issue.
that will be the most compelling
to your target prospects. But if Use Twitter Search tools Take a prospect to lunch
Twilert, Twitter Search and search features built There’s really no substitute for a direct,
you’re entering a new market, into Twitter tools like TweetDeck let you find out face-to-face chat.
or are just running dry, here are what’s tweeting.
some short-cuts:
Follow the top bloggers and news feeds We often set up our clients with a dashboard
They know what’s up. that brings together all of the above sources
(except for the lunch one) into one place for quick,
Check out the competition up-to-the-minute market tracking.
Not to copy them but to better position
your content.

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“Credibility is the
magic ingredient
of content
marketing.”

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So where do you get all this killer content?
Here are a few tried and tested ways...

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Interview your
best experts.
Do it on video, in print or as a podcast. No need to We prefer interviews that edit out the questions
be fancy about it. Just get them talking, capture it (sometimes using title cards to introduce each topic)
and edit to highlight the best bits. If it helps, give but you can keep the interviewer onscreen or on
them a whiteboard. the page too.

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Interview your
customers.
Make them the hero. Prospects like to see how ‘people The brand name of the customer is always important,
like me’ approach the same challenges they’re facing. but a ‘top performer’ can be even better.

This can be incredibly powerful - or dull as ditch-water
if you pick someone who’s unable or unwilling to open
up and speak frankly.

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Interview your
customers’ customers.
A very powerful tactic. Skip over your customers’ heads The key: get straight insight on the timely issues and get
and talk directly to their customers. A great way to get plenty of frank, even brutal, quotes.
prospects to sit up and listen.

This can be the most effective (but least practised) arrow
in the content marketing quiver.

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Commission
original research.
New data that throws light on a hot issue will always get Remember: a few good, qualitative interviews can be
attention. Spend time on the methodology to make sure as valuable as a big, quantitative survey.
the results are relevant and, ideally, statistically significant.

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Conduct
a web survey.
There are lots of inexpensive (or free) survey tools that Don’t ‘lead the witness’ with questions designed to elicit
make it easy to poll your audience. Turn the results into the right answers -- people see right through that.
a blog post, white paper and press release.

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Run a round-table
discussion.
You’re the centre of a community of users. But don’t overwhelm your guests -- one or two
Play the facilitator role and get people together – of your own people and six to eight other participants
capturing the proceedings with video, audio or in print is a good mix.
(with lots of photos).

Keep the sales people away from this unless they
promise to keep their guns holstered.
Your top techies are great for this though.

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Invent
a new metric.
New ideas usually need new metrics to track them. A new metric says, “These guys know what
Invent a new metric, show people how it works they’re doing.”
and why it adds value to their business.

You might just be combining existing metrics into
a new ratio, but if it helps people focus on an important
dimension, it just might catch on.

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Create a guide
or workbook.
Kind of like this one… Help your audience do their jobs.

Don’t worry about giving away trade secrets -- there’s
plenty you can share that’s not commercially sensitive.

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A few examples from the Velocity Content
Marketing Cupboard...

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White Papers
This used to be the only kind of content marketing. We still produce lots of white papers but we try to make
Now it’s getting a bit stale. them a bit more approachable.

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Printed books
With everything going virtual these days, it can be nice
to drop a proper book on someone’s desk.

This 52-page Guide to Shrink (employee theft)
for IntelliQ helped attract new business from
some major new retailers.

Video
Let’s face it, your audience has broadband now.
Why are you still presenting only flat HTML content?
This is the YouTube era. You don’t need Hollywood
production values. Get an HD camcorder, a good
microphone and (only if you’re nervous) an agency
that has done this kind of thing before.

We went to Deorhi, a rural village in India to make
this film for VNL, showing how mobile phones
can change the lives of millions of people.

Here’s a simple tour of the Weather.mobi mobile
website for our dotMobi client. A great way to show
marketers how the mobile web is different from
the desktop web.

eBooks
An eBook is a white paper turned on its side and made
more visually interesting, with fewer words on each page.
It’s designed to be read on-screen but can be printed
This eBook for ShipServ helps bring suppliers
out, too. in the maritime industry into the world
of ecommerce and online marketing.

These eBooks for mobiThinking.com generated
a lot of traffic and downloads.

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Microsites
Creating a whole website on a specific topic can
be a powerful thought leadership tool.

mobiThinking is dotMobi’s online resource
for mobile marketers. It’s packed with videos,
best practice papers, guides, a popular blog
and a showcase of mobile websites.

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Webinars
A great way to present a live event for an audience
that may not be able to travel.
We like short, sharp, content-rich webinars.

We turned the eBook you’re reading into a webinar,
first presented with B2B Marketing Magazine in the
UK (130 people showed up). Get in touch to view
the archived presentation -- though you may find
it a bit familiar...

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Podcasts
Audio can be a powerful medium – and it lets people
take your content on the train home.

For BT Global Services, we loaded an iPod Shuffle
with eleven podcasts and some music, then sent
it to 150 CIOs in America’s biggest companies.
See our short video case study of this campaign.

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The Handbook
For techies, a practical workbook that doesn’t scream
‘marketing’ can open doors – especially if it really helps
them do their jobs.

This Picocell Applications Handbook shows mobile
network planners how to use ip.access picocells
to improve coverage and drive down costs.
All very hands-on.

The Web ‘Lens’
Your web content can be thought leadership content too.
We like to create ‘Lenses’ within a website that tackle
a relevant issue.

For Psion Teklogix, the Lens technique let us
address issues such as Return On Mobility,
Natural Task Support (the company’s unique
approach to ergonomics) and Ruggedness
(you can drop kick these handheld computers
and they just keep working).

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Flash demos
Short audio-visual demonstrations (with or without
screenshots) can be a great way to explain complex
products in a clear, non-threatening way. Use metaphors
to make abstract ideas more real.

A short flash demo for ShipServ Pages took
prospects through the product, screen by screen.
Another for TradeNet involved selling more abstract
ideas including a before and after view
of purchasing department communication flows.

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Presentation slides
Sharing slides works well for topics than can be easily
summarised in very few words. If your slides need
the commentary, add audio.

Our own presentation on Twitter in B2B Markets
got 1300 views in its first two days on Slideshare,
the presentation sharing website.

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Articles
Don’t forget traditional media!
An article in a well-regarded industry journal is great
positioning, with the added authority of the magazine.

Our article on Mobile Web Marketing in B2B
magazine got some attention and comment.

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You’ve produced a great piece of content. Here’s a quick guide to how we like to do these
Now it’s time to turn it into a campaign. two things...

You can think of any content marketing campaign
as having two parts:

Driving people to your content – promoting it online
and offline while spreading backlinks that bring people
to your website to get it.

Driving your content to people – putting the content,
or versions of it, all over the social media sites where
your prospects can trip over it.

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Drive people
to your content.
The basics of online promotion. Put it on your website – duh. Comment about it – drop comments on relevant
blog posts – be transparent and keep it relevant.
Don’t forget to use your keyphrases Flag it on the home page – double duh. No one likes a spammer.
every time you do any of these things
to maximize the SEO value: Optimise it – make sure the download page Tell your Social Media groups about it –
is crammed with keyphrases and meta-tags as news or discussion items on the right groups
for SEO performance. on LinkedIn or Facebook.

Blog about it – at least once. Feature it in your email newsletter –
a natural cover story; tell people what’s in it
Issue a press release – and get it on the and why they need it.
distribution hubs.
Make it the call-to-action of all outbound
Tweet about it – you don’t have hundreds marketing – every ad, mailing and web banner
of Twitter followers yet? Go get them. needs an offer.

Bookmark it – social bookmarking services Put a link to it on every business email –
like digg, delicious and Stumble Upon increase that footer/signature space is great for promoting
backlinks and traffic. the latest paper or video.

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Drive your content
to people.
Online marketing used to be only Turn it into a presentation –
and post it on Slideshare.
about getting traffic to your site.
Now it’s also about atomising your Post it on other sharing sites – the video version
content and spraying it around the goes into your YouTube and Vimeo channels;
the document version on Scribd.
web where people (and search
engine spiders) can come across it. Turn it into an article – on social sites such
Like this: as BizNik and FastPitch.

Put it into new web pages – using services
like Squidoo or YouBundle.

Make a Wikipedia entry – don’t bother if it’s
purely commercial/promotional but if there’s merit,
Wikipedia works.

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Now nurture
the leads.
Generating downloads and views We’re big believers in lead scoring and nurturing
tools that let you walk each prospect through your
is not the end goal of your content marketing funnel, scoring as you go (based on
marketing campaign – they’re just behaviours like downloading a paper or opening
steps towards a sale. an email) as well as demographics (based on
company, sector and job title).

Running your content marketing campaigns in this
kind of environment puts each campaign in context
with every other marketing activity. It also lets you
wrap up leads that are really sales-ready and deliver
them to your grateful sales team.

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Get smart.
Get help.
Thought leadership and content marketing is Every B2B marketing department should be built Velocity
the new face of B2B marketing – especially in around the processes that content marketing The Printworks, Dunstable Road,
information-hungry technology markets. demands. Doing as much of it in-house as possible Richmond, Surrey TW9 1RR,
makes sense. United Kingdom
In contrast to the old ‘interruption-based’
marketing model, this is based on real But in the great content marketplace, +44 (0)208 940 4099
customer engagement that moves naturally you’re battling for attention not just against the
into profitable dialogue. competition but against Hollywood, Twitter and the stan@velocitypartners.co.uk
latest kitten video. Your content doesn’t just need www.velocitypartners.co.uk
And it all starts by thinking about your customers, to be good, it needs to be great.
identifying their pressing issues and sharing the
expertise that already exists inside your company. We know a digital B2B agency that gets this stuff.
Talk to us.
The sign that you’re on the right track?
Customers and prospects actually thank you
for your content marketing efforts (instead
of resenting the intrusion).

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Some content
marketing resources.
Websites and blogs Other stuff Books
Velocity’s Blog – The Velocity Vimeo Channel Content Rich by Jon Wuebben
a joy ride through the mean streets of B2B For some videos that worked
World Wide Rave by David Meerman Scott
Junta24 – The Benefit Hierarchy
the content marketing and custom Linking features to benefits and vice versa All Marketers are Liars by Seth Godin
publishing site A short paper
Speak, Memory by Vladimir Nabokov
Econsultancy – a fantastic digital marketing A B2B Social Media Checklist Nothing to do with content marketing
community and resource A one-page worksheet to help you ‘pimp’ but what a book…
your content on the web
Web Ink Now – David Meerman Scott’s blog
on online thought leadership

Content Marketing Today –
Newt Barrett’s blog

Seth Godin’s blog –
which needs no introduction

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About
Velocity.
Velocity is a consulting-led B2B marketing agency Like the idea of doing an eBook like this instead © Velocity Partners 2009
specialising in technology markets. of a boring old white paper? Written by Doug Kessler
Drop us a line. Designed by Stuart Rothwell
We help B2B companies create compelling stories,
turn these into great content and use the content
to generate sales leads.

Visit us at www.velocitypartners.co.uk
or contact stan@velocitypartners.co.uk

©

The B2B Content Marketing Workbook

The B2B Content Marketing Workbook

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