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  • Three great examples of marketing videos for B2B firms | Grist
    pops and presentations the video clearly demonstrates Capsticks expertise while providing illuminating insights from a rich list of speakers including clients and other industry experts The ten minute production is currently highlighted on both the Capsticks and Local Government Chronicle websites Demonstrating corporate credentials ACE European Group a leading insurance company wanted to stand out in the challenging environment of an exhibition hall Rather than the traditional approach of printed literature ACE created a distinctive and powerful motion graphics based video The production provides a highly visual display of key information showcasing core strengths in an interesting and engaging manner Strong visuals ensure it is true to brand and the modular format allows ACE to amend tweak and upgrade so for low incremental costs the film has a very long shelf life It has been translated into Spanish with numerous other translations on the way Communicating thought leadership To help communicate its expertise in the insurance sector international law firm HFW commissioned a series of short videos to be hosted on youTalk insurance a free website which provides industry specific information to insurance brokers and general insurance professionals The videos feature the firm s insurance specialists exploring topical issues such as why private companies should consider D O protection and cyber security and the business interruption implications Tania Phayre head of marketing communications at HFW reveals that video is a perfect way of capturing the thought leadership of partners These videos have been well received with some quite impressive download numbers and even a LinkedIn request based on a viewing she says We will be doing some more Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span the full range of marketing communications including integrated

    Original URL path: http://www.gristonline.com/insight/blog/2013/06/10/three-great-examples-marketing-videos-b2b-firms/ (2016-02-15)
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  • Successful content marketing for B2B events | Grist
    the day In most cases you will want your content to be picked up by relevant media The key messages from each presentation can form the basis for a series of impactful news articles for release on the day And your guest list should include favoured journalists to provide an overview for readers or report on specific sessions Live tweeting from conferences and events is no longer a novelty in the B2B world Providing a dedicated event hashtag and preparing a series of tweets highlighting the key messages will help kickstart the debate But just pushing your own agenda is not best practice in content marketing Interacting with guests and non attendees on Twitter and other social media channels using photos and links will make them feel part of the event and encourage others to contribute Including video footage such as interviews and vox pops from the event can add real impact to your marketing and be a useful showcase for future events But careful planning is needed to capture the essential messages effectively and succinctly Understanding what you want the videos to do and when and how you will use them will have a major impact on the style format participants and technical set up required Remember that conference speakers will be more at ease on camera after their presentations and simpler pithy questions tend to garner the best sound bites from attendees Footage can also be successfully edited into multiple videos for different purposes An overview summary of the day for example can include those who could not attend and will also act as a taster to drive sign ups for future events Post event With the energy dedicated to making a successful event it is easy to breathe a collective sigh of relief when it s over and mentally move on to the next thing on the to do list In fact this means missing a trick as much of the opportunity in content marketing lies in maximising value from the content you create What s old news to you won t be for a potential client Rather than gathering dust your speakers presentations can be usefully repurposed for wider distribution This could include adding them to a dedicated channel on Slideshare or distilling the core messages into an infographic summary which can be readily shared on LinkedIn and other channels Including photos and useful links optimised for search will help to maximise the impact A series of thought leadership articles or blog posts based on the main conference topics exploring in full the issues raised can form an ideal follow up allowing your audience to engage in more depth These could also be used as the basis for placed articles in relevant trade press and as the focus for a concerted email or social media campaign Using the principles of content marketing to build awareness desire and action will help to maximise the impact reach and longevity of your next B2B event Author Phil Harding Phil

    Original URL path: http://www.gristonline.com/insight/blog/2014/05/09/successful-content-marketing-b2b-events/ (2016-02-15)
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  • Buyer behaviour makes content marketing a must for B2B brands | Grist
    events to personal networks on and offline colleagues contacts and advisers But for B2B buyers of all shapes and sizes and for the individuals in the networks that support them online search and social media are playing an increasingly important role And with the rapid take up of tablets and smartphones in the business world that trend is set to continue All of which means a major opportunity for brands wishing to influence their thinking from established firms wanting to reinforce their status to challenger brands aiming to capture attention around a particular specialism Google s changing algorithms are giving added value to regular richer original new and varied content delivered in responsive mobile friendly formats It s no longer enough for B2B firms to add a few white paper PDFs brochures and case studies on a static website and hope for the best Brands that don t want to be left behind must regularly create and adapt key pieces of content in a rich variety of formats to answer the questions buyers might face at each stage informative clear up to date and without the hard sell Making that content accessible and shareable means it can easily be discussed with others in the buying team and across existing networks driving awareness and engagement and increasing the chances of securing the business In fact analysis by the CMO Council found that some 28 of B2B buyers share content with more than 100 colleagues and 59 forward content to more than 25 people Pace yourself Successful content marketing requires time commitment and the confidence that continued investment in providing quality information in the earlier stages of the buying cycle will pay dividends at the business end of proceedings Some B2B firms question the value of content to deliver real business benefits

    Original URL path: http://www.gristonline.com/insight/blog/2013/09/26/buyer-behaviour-makes-content-marketing-must-b2b-b/ (2016-02-15)
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  • Creating compelling case studies | Grist
    to see the bigger picture A trained journalist will instinctively look for the strongest hook for your target audience presenting the challenge introducing the characters and building narrative tension towards a final resolution Show them the money While storytelling helps to connect with readers emotions and builds desire for your products or services potential clients will also be looking for hard facts to support their business case Powerful performance statistics are helpful such as the time and money your services saved them a specific increase in sales or a percentage improvement in productivity Don t fall into the trap of talking more about the product or service that you provide rather than the benefits and outcome for the client Clients want to see examples of their peers faced with similar problems the effective solutions they adopted and the proof This is where the battle for hearts and minds is won Test different formats Sticking to a standard template can be useful to ensure that you do not miss any of the key data But it can also be boring and repetitive if followed too slavishly You might therefore want to consider a more bespoke approach which gives the writer a free rein Profile articles interviews video case studies client stakeholder Q As infographics guest blog posts roundtables and other formats can all be used to explore client challenges and solutions Test the most effective formats for your audience and don t forget that the same case study can be successfully reformatted for different purposes Institutionalise the process Use a successful outcome to help instil a best practice culture where each new project is automatically the subject of a new case study If possible capture information along the way rather than trying to remember details thought processes and actions and retro

    Original URL path: http://www.gristonline.com/insight/blog/2013/11/14/creating-compelling-case-studies/ (2016-02-15)
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  • Three steps to improving partner biographies | Grist
    will search for a specific problem Using templates with each of these sections highlighted ensures that nothing is left on the table remembering that a website is not a static entity and you can always go back and fill in the missing holes later Make more of what you have Aside from the specific problems you have helped clients overcome effective profiles should give potential clients a glimpse of your thought leadership to help validate their decision to hire your firm rather than another You should therefore list all of the content that you have created the articles and white papers that you have written or have been quoted in the events that you are speaking at or attending And remember that it does not need to be actually authored by you referencing content created by the team provides an idea of the expertise potential clients are buying into Classifying your content correctly and using a content management system will ensure that content appears on your website in all of the appropriate places Cap Gemini s expert connect is a good example Differentiate Once you have the basics right it is time to break a few rules Very few professionals truly stand out from the crowd on experience alone Featuring something different such as the video profiles created by the private client team at Wright Hassall is one way to differentiate in a crowded market There is also social media Blogs Twitter feeds presentations on Slideshare webinars etc are also an excellent way to demonstrate your expertise Finally don t forget to revisit your LinkedIn profile too Many LinkedIn profiles are obviously based on CV s written years ago certainly not the right way to go about attracting the kind of work that you currently want to win Author Andrew

    Original URL path: http://www.gristonline.com/insight/blog/2013/10/15/three-steps-improving-partner-biographies/ (2016-02-15)
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  • 8 questions to unlock your firm's thought leadership potential | Grist
    from readers Nod their heads and stroke their chins or pick up the phone to get some advice The more integrated the call to action is within the research the better For example survey responses may produce fascinating data to secure media coverage but if that data can be turned into a benchmark index which allows the respondents to measure themselves against their competitors they are far more likely to take up the offer of a consultation at a later stage 4 What are the anticipated findings storyline and key messages This is where you need to sense check what you re doing and where your thought leadership will lead If the answers aren t convincing you should go back to the start and think about your objectives Thought leadership projects are rarely all things to all people even if you have a massive budget Don t invent findings to sell your product And don t just see where the research takes you you will probably end up with fascinating but useless information Instead you should take an educated guess as to what the findings might be and how you might wrap that up into a compelling story that furthers your business objectives 5 How will you develop the insights Assuming you have confidence in the answers to the first set of questions it s time to think about the content creation process What research methodology will deliver fresh credible and differentiated thought leadership If you want media coverage or benchmark data you will need to develop a quantitative survey If you re looking for deeper more thoughtful insight you might conduct a series of in depth interviews or a roundtable of experts and clients Debate may be stimulated by predicting and exploring future scenarios Deep expertise can be evidenced by comprehensive state of the nation annual reviews 6 How will you communicate the insights Remember the research activity itself is an opportunity to engage so don t just wait until it s time to publish before you think about dissemination Sweat the asset Consider how you will engage across all appropriate channels including your website social media trade press meetings and events And do so at the beginning so you can structure the analysis appropriately reports are rarely consumed in a linear fashion nowadays so you should be thinking from the beginning about how you turn the insight into a coherent campaign across articles blogs infographics videos tweets slides presentations interactive tools and so on 7 How will you measure success Time to go back to question one what are your objectives It might be more than enough to get positive feedback and follow up meetings with a group of key clients who are impressed at how much you are thinking about their problems Or it might be that you need 1 000 new qualified prospects for a new service But try to be specific general measures of success like media coverage or page views often flatter to deceive

    Original URL path: http://www.gristonline.com/insight/blog/2015/01/07/8-questions-unlock-your-firms-thought-leadership/ (2016-02-15)
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  • Web analytics: measuring not counting | Grist
    for Having several thousand or even million users visiting your website is irrelevant if they are not the kind that you want What do users view on the site The obvious measure is of the most popular content versus the least popular content Gaining an understanding of this over time will allow you to create more of the content that works and just as importantly less of the content that doesn t Tracking content type article blog case study etc and author as well as the topic provides a more granular picture especially when combined with the goals listed below This will give you a greater awareness of the best format for your content You may want to look at engagement levels so the time spent on the page versus the time it would generally take a user to read the full article is a very interesting measure This can help you to better understand the optimum length of an article briefing or white paper and should logically lead to an audience that is more willing to answer the call to action What do they do as a result The content on each web page should be created with a goal in mind and the overall purpose should be to move prospects along the sales pipeline Only then can you measure how effective it is in achieving that goal Sales processes and pipelines vary depending on the firm but most split the process into stages such as awareness research comparison and action see graphic above If you are aiming to raise awareness about a particular issue for instance your goal might be to encourage a user to view the associated service offering details of the people that could help or your case studies on that issue or even better make

    Original URL path: http://www.gristonline.com/insight/blog/2014/01/13/web-analytics-measuring-not-counting/ (2016-02-15)
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  • The problem with PDFs | Grist
    looks like a lot of hard work the latter far more reader friendly and attuned to their sensibilities Show your reader that you understand their time starved sometimes stressed skim reading habits by sending only one or two articles at a time Are you sitting comfortably The print medium is often consumed at the reader s leisure when they have time to read from cover to cover as a lean back experience at the office desk travelling to and from work or even in the bath with a glass of wine Not so for your digital readers These guys will often have reached your content through online searches and are leaning forward to find answers to a specific question They have no time to luxuriate in purple prose They want information whether it is service descriptions case studies client testimonials or partner profiles Categorising your content and directing the reader to related material is critical Otherwise they ll get bored decide you re a poor source of info and return to YouTube Twitter or worst of all looking on your competitor s savvy website Break it down Content formatted for A4 is clunky and difficult online Diagrams and charts are impossible to read when scaled down to 320 pixels wide Tailor your content to whatever device your reader is using You ll immediate leap ahead of your rivals who try to shoehorn their content into a one size fits all PDF solution A good digital experience must be about speed and usability Text should look easy on the eye and include shorter sentences regular use of bullet points and frequent crossheads B2B firms should learn from the past not repeat its mistakes Changing the way we communicate digitally is a key step in that process You wouldn t confine cinemas

    Original URL path: http://www.gristonline.com/insight/blog/2013/11/27/problem-pdfs/ (2016-02-15)
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