Welcome!

CRM Authors: Xenia von Wedel, Ian Khan, PR.com Newswire, Steve Mordue

Related Topics: Agile Computing

Agile Computing: Blog Post

Velocity's B2B Content Marketing Workbook

Content Marketing is the single most powerful weapon in the B2B marketing arsenal

We are very excited to bring to you Velocity's latest eBook: The B2B Content Marketing Workbook -Thought Leadership for B2B Lead Generation and Beyond. Velocity's latest eBook not only has a great overview on strategic B2B content marketing but also a very slick design.

Velocity's B2B Content Marketing WorkBook covers these topics.

  • What is Content Marketing
  • Why you need to get good at  Content Marketing
  • Why you’re perfectly placed to do it really, really well
  • How to pick a topic prospects care about
  • What ‘good’ B2B Content Marketing looks like — lots of examples

We have invited Doug Kessler, the author of B2B Content Marketing WorkBook to discuss his eBook. Doug Kessler is the Creative Director and co-founder of Velocity, the London-based B2B marketing agency specializing in technology markets.  He started his career at Ogilvy & Mather New York on consumer accounts but quickly migrated to B2B, where his heart lies.

Doug Kessler

Blog Velocity-B2B Marketing Twitter DougKessler

 

Ambal Balakrishnan: Doug, it is a great pleasure to discuss your B2B Content Marketing WorkBook. What prompted you to embark on writing this eBook?
Doug Kessler: At Velocity, we believe that content marketing is the single most powerful weapon in the B2B marketing arsenal.  But we don’t see it well-executed very often.  The eBook is a quick, approachable way to introduce people to the principles and practices of content marketing.

Ambal Balakrishnan: Please walk us through the eBook writing life-cycle. How did it evolve and its journey from concept to launch?
Doug Kessler: It was quite quick, really.  I wrote it in a few hours (we live this stuff), had colleagues review it and comment, then gave it to Stuart Rothwell, one of our designers.  He did a great job making it friendly and easy to read.

Ambal Balakrishnan: Who is your eBook addressed towards?
Doug Kessler: It’s aimed at business-to-business marketers (though the ideas work in consumer marketing as well).  I was picturing a less experienced marketer but I hope there’s some value in it for more experienced people too.

Ambal Balakrishnan: How is B2B Content Marketing different from B2C?
Doug Kessler: B2B is about convincing someone to do something with rational argument.  B2C is often about appealing to people’s emotions.  I like building a case, in the same way as a lawyer does.  Of course, this also involves emotion, but you need a strong, rational argument. When I was in the consumer world, I never felt so good about executing strategies that essentially boiled down to ‘Be a good mother, use this fabric softener.’  It wasn’t so much a moral objection – just a bit embarrassing!

Ambal Balakrishnan: What is one change you recommend to B2B firms to do better in their Content Marketing initiatives?
Doug Kessler: Sounds obvious, but work hard to deliver real value to your audience.  The triple goal is to make them go out of their way to get the piece, to ‘consume’ it to the very end, and to recommend it to others.  That’s a tough challenge.  You can only meet it by putting yourself in the audience’s shoes and thinking hard about what information or insight they need to do their job better.

Ambal Balakrishnan: Give us few examples of businesses that are great at B2B Content Marketing?
Doug Kessler: Marketo is really good at it.  IBM and Cisco are massive (and pretty slick) content publishing machines.  Salesforce is excellent.  And one of our clients, ShipServ, really gets it too.  They’re tiny compared to the big boys mentioned here but they use Content Marketing really effectively (shameless brag: we just got shortlisted for a New Media Age Effectiveness Award for our work with them).

Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from your eBook?
Doug Kessler: 1) Content Marketing is the most important thing you can do as a B2B marketer. 2) Harvest the expertise you have in-house and package it up with confidence. 3) Don’t just stick it on a shelf. Market the hell out of it (measuring all the way).

Ambal Balakrishnan: What one “get started on right way” change do you recommend to the reader of your eBook?
Doug Kessler: Look at your current content archive, decide what’s under-exploited and correct that. Re-package a boring white paper into a sexy eBook.  Stick it on SlideShare and ‘pimp’ it across the relevant social media groups (and Twitter).

Ambal Balakrishnan: Doug, thanks for taking the time to discuss Velocity's B2B Content Marketing WorkBook and sharing your insights with us.
Doug Kessler: Thanks Ambal.

Download Velocity's B2B Content Marketing Workbook here. Also check out Doug Kessler's Using Twitter in B2B Marketing and Going social in B2B: seven automatic actions for every piece of content.

Over to you...
What is the one lesson from Velocity's B2B Content Marketing WorkBook you will put to use in your Content Marketing?

More Stories By Ambal Balakrishnan

Ambal has robust 17+ years experience working at and partnering with high-profile technology companies in both B2B and B2C marketplaces building scalable, reliable, high performance products (both hardware and software) for business with multi-billion dollar in annual revenue. She has done various roles that includes engineering, program management, business development, strategy and marketing for premium and fast growing product divisions at Cisco, Telecordia (prior name Bell Labs) and strategic marketing consulting firm ClickDocuments. At Cisco, she focused on world wide marketing and positioning of Cisco's Cloud & Data Center switching business. She brings both strong engineering & marketing skills with verticals experience from many different industries. Ambal received her Masters in Computer Science from Purdue University and an MBA in Marketing, Strategy and Entrepreneurship from Wharton University of Pennsylvania. Ambal is an avid reader and hiker. Her hiking pursuits have taken her to several mountains including Mt. Whitney at 14,500 feet (which she managed to climb in 1 day). Ambal lives in Austin, TX with her family of 3 boys (that includes her husband!) and a border-collie+lab mix dog named Rainbow.

@ThingsExpo Stories
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, will discuss how by using...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
SYS-CON Events announced today that Daiya Industry will exhibit at the Japanese Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ruby Development Inc. builds new services in short period of time and provides a continuous support of those services based on Ruby on Rails. For more information, please visit https://github.com/RubyDevInc.
As businesses evolve, they need technology that is simple to help them succeed today and flexible enough to help them build for tomorrow. Chrome is fit for the workplace of the future — providing a secure, consistent user experience across a range of devices that can be used anywhere. In her session at 21st Cloud Expo, Vidya Nagarajan, a Senior Product Manager at Google, will take a look at various options as to how ChromeOS can be leveraged to interact with people on the devices, and formats th...
SYS-CON Events announced today that Yuasa System will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Yuasa System is introducing a multi-purpose endurance testing system for flexible displays, OLED devices, flexible substrates, flat cables, and films in smartphones, wearables, automobiles, and healthcare.
SYS-CON Events announced today that Taica will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Taica manufacturers Alpha-GEL brand silicone components and materials, which maintain outstanding performance over a wide temperature range -40C to +200C. For more information, visit http://www.taica.co.jp/english/.
As hybrid cloud becomes the de-facto standard mode of operation for most enterprises, new challenges arise on how to efficiently and economically share data across environments. In his session at 21st Cloud Expo, Dr. Allon Cohen, VP of Product at Elastifile, will explore new techniques and best practices that help enterprise IT benefit from the advantages of hybrid cloud environments by enabling data availability for both legacy enterprise and cloud-native mission critical applications. By rev...
Organizations do not need a Big Data strategy; they need a business strategy that incorporates Big Data. Most organizations lack a road map for using Big Data to optimize key business processes, deliver a differentiated customer experience, or uncover new business opportunities. They do not understand what’s possible with respect to integrating Big Data into the business model.
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, will discuss how they b...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities – ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups. As a result, many firms employ new business models that place enormous impor...
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
SYS-CON Events announced today that TidalScale, a leading provider of systems and services, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale has been involved in shaping the computing landscape. They've designed, developed and deployed some of the most important and successful systems and services in the history of the computing industry - internet, Ethernet, operating s...
SYS-CON Events announced today that TidalScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale is the leading provider of Software-Defined Servers that bring flexibility to modern data centers by right-sizing servers on the fly to fit any data set or workload. TidalScale’s award-winning inverse hypervisor technology combines multiple commodity servers (including their ass...
Amazon is pursuing new markets and disrupting industries at an incredible pace. Almost every industry seems to be in its crosshairs. Companies and industries that once thought they were safe are now worried about being “Amazoned.”. The new watch word should be “Be afraid. Be very afraid.” In his session 21st Cloud Expo, Chris Kocher, a co-founder of Grey Heron, will address questions such as: What new areas is Amazon disrupting? How are they doing this? Where are they likely to go? What are th...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, will lead you through the exciting evolution of the cloud. He'll look at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering ...