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December 18, 2009

Nine ways to use B2B web video

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As this quick showreel demonstrates, we’ve been doing more and more video for our B2B marketing clients. Why? because it’s a great way to get even the most complex ideas across clearly and forcefully.

Here are nine ways to use video on your website (and beyond):

Simple interviews – with the client’s smartest, most articulate people, like this one.

Case studies – interviewing our customers’ customers and telling their stories. Or doing one ourselves like this one for BT.

Product demonstrations – screen-shot tours or flash animations like this one.

Vox Pops – fun, quick-cut, ‘man on the street’ videos (great for getting the consumer view on a topic that effects our audiences).

Funky virals – maybe sticking a new soundtrack to an archive film like this one.

Guided Tours - like this one for the weather.mobi mobile website done for dotMobi

Blogger Engagement – using video to respond to influential bloggers, like this one we did for Cisco

Community-building – like this one, simply announcing the winner of a ‘name our newsletter’ contest (bit of fun).

Documentary-style – like this one shot for VNL in rural India

There are no rules for B2B web video. Some of these are shot with professional crews, some are shot on camcorders. Some are scripted, some just shot and edited.

But all of them show the power of B2B web video for stopping people in their tracks and delivering a clear, engaging story.

Flat, HTML web pages are so yesterday. Get some video on your website in 2010.  Need help?







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Filed under  //   B2B   B2B content marketing   B2B web video  
Posted by Doug Kessler 

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October 25, 2009

3 Things Your Home Page Must Do

Getting a website developed can be fraught with unrealistic expectations from the client. When it comes to the Home Page copy, what the client wants is often very different from what the web designer expects. This post discusses the work of the Home Page and why client requests are often turned down.

I’ve been writing a lot of website copy lately. I’m consistently caught between the web designer’s instructions and the desire of the client. The client, invariably, wants more content on the front page of the website. If they can’t get more text, they will usually ask for different wording. While client satisfaction is a driving factor in my business, when it comes to the Home Page, my answer is always the same. “Your Home Page has a job to do.”

Read Sarah’s full blog post: 3 Things Your Home Page Must Do.

Follow Sarah Mitchell on Twitter: @globalcopywrite

Attend my FREE seminar on Content Marketing at The Small Business Expo Perth on 5 November at Challenge Stadium, Perth. 

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Filed under  //   b2b   copywriting   seo   webcopy   webdesign  
Posted by Sarah Mitchell 

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October 11, 2009

More Proof Content is King

 

Increasingly more data is being published to support the importance of content marketing. Changing consumer habits and a healthy relationship with social media have made original content a vital business tool. A new report from Eccolo Media proves, once again, content is king. The good news for copywriters is it also states high quality content is the most influential.  

Last week as I was trawling through my regular listening posts, I started to see mentions of a recent report published about the use of B2B marketing collateral in technology decision making. I spent nearly 20 years in the IT industry, as a developer and in direct sales, so that sort of thing interests me. Having been both a buyer and a seller of software, I was curious to know which role found more value in marketing collateral. My real surprise was that the findings of the survey had more to do with my current job, copywriting, than anything I’d done before.

 

Read Sarah Mitchell’s full blog post: More Proof Content is King.

 

Sarah is presenting a seminar at the Perth Business Expo titled Educating Your Customer: Why Content Marketing is the New Trend.

Follow Sarah on Twitter: @globalcopywrite

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Filed under  //   b2b   case study   content marketing   copywriting   white paper  
Posted by Sarah Mitchell 

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