Why the single biggest threat to
content marketing is content marketing.
and how building a Great Content Brand
will help ...
Do the math.
Content marketing has
taken off.
Nine out of ten B2B
marketers will be
producing much more
content next year than
they did this year.

The tenth is clueles...
Most of these will produce
even more content the year
after that.
.
.
.
.
This creates some real
problems.
The first is a content
marketing skills gap.
B2B marketing departments
need to build out their
internal content teams.
SEO agencies are becoming
content marketing shops.
Social media agencies
have discovered content as
the new social lubricant.
Every B2B marketing agency is
cramming the word ‘content’
into everything they do.
Making us old-timers
go all snippy
Copywriting
Agencies
are now
content farms.

Video
production
companies
are now
“rich content
creators.”

Contract
publish...
All of them need
people and all of them
are already struggling
to find the right talent:
People who ‘get’ content,
underst...
Again:
Do the math.
Lots and lots and lots

More Content.
From more and more sources.
From a pool of inexperienced content
creators that are s...
We’re all about to be buried in
‘Me-too’ blog posts.

Three-sentence ideas pumped
up into 36-page eBooks.
Video interviews that might
as well be subtitled...
This doesn’t just suck
because we’re all
going to be targeted
by all this drek.
It sucks because
the people we’re
marketin...
After all,
a main source
of the power of
content marketing
is that it gets
prospects to lower
their Marketing
Defense Syst...
Co
Con
nte
ten
nt
t
Content

But when the Content Effluent
Deluge begins (many would say
it already has), people will star...
If you’re in the business of

the kind that really helps
people do their jobs;
the kind that entertains
as well as informs...
To make
things worse,

The weak content will look
from the outside a whole lot
like the good stuff.
Snappy titles. Come-hi...
And that will make them much more
reluctant to trust the next content that
comes along.

Your
Content
It’s inevitable.

Less traffic.
Fewer page views.
Fewer opens, click-throughs, downloads, form fills.
Fewer leads.
Less re...
But we won’t all suffer this fate.
Some of us will be protected against it.
Some of us will find
our traffic and open
rates and downloads
and revenues actually
increasing – against
the market trend....
The winners in the Post-Deluge era
will be the companies that
build something precious.
The winners will be those who build

Great Content Brands
Great.

Content.

‘Great’
‘Content’
because you
because this is
aim high and hit different from
your product or
the target...
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always wo...
‘Well-known’
is not enough.
Go for famous
(in your market).

A Great Content Brand
is a brand that’s famous for
producing ...
Six Principles of
Great Content Brands
Six Principles of
Great Content Brands

Be the buyer
Everything starts with their
challenges, needs, prejudices and
concer...
Six Principles of
Great Content Brands

Be authoritative
Stay in your Sweet Spot, where
the things you understand better
t...
Six Principles of
Great Content Brands

Be strategic
One-off content islands
don’t add up to a content strategy.
Six Principles of
Great Content Brands

Be prolific
Content Marketing is a marathon
not a shot put.
Six Principles of
Great Content Brands

Be passionate
If you don’t care about this stuff,
why should anybody else?
Six Principles of
Great Content Brands

Be tough on yourself
You’ll know if you’re being lazy.
Don’t be lazy.
If you build
a Great Content Brand,
you will never struggle
to get your stuff read.
Your Return on Content
will always ris...
Because people
who consume your
content really like it.
And they share it
with other people.
Who also really like it.
And ...
There’s an added benefit.
Remember the skills gap that
kicked off this whole rant?
Well Great Content Brands also
attract ...
Finally, a Great Content Brand
will throw a bright, clear light
on your main corporate, product
and service brands.
Just a...
Let’s not kid ourselves,
Building a Great Content Brand
has always been hard.
Today — with all the pressure
to produce mor...
But as the Content Effluent Deluge
gets nearer and nearer
building a Great Content Brand
is also more important
than ever ...
A thought experiment.
Pull out that pocket compact you have
in your handbag or bottom drawer.
Flip it open and look in the...
If the little round face in the mirror says,
‘The latter’, close the compact and
go revisit your strategy.

“I’m building ...
But if it says, ‘The former’,
then may the light of a thousand
beacons shine on your career.

“I’m building a Great
Conten...
£

$

£

€

£
€

And may the revenue
of a thousand eager
buyers wash over your
naked, quivering body.

$

£

$
€€

£

€

£
Bottom line:
The Content Deluge is approaching.
Raise your game, build a great content
brand or prepare to get soaked.
Thank you.
Some more content you may like.

The B2B Marketing
Manifesto

B2B Content Marketing The B2B Content
Strategy Checklist
Mar...
Velocity is a B2B content marketing agency.
We help great companies capture all they know
to delight the people they need ...
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  1. 1. Why the single biggest threat to content marketing is content marketing. and how building a Great Content Brand will help you survive the deluge.
  2. 2. Do the math. Content marketing has taken off.
  3. 3. Nine out of ten B2B marketers will be producing much more content next year than they did this year. The tenth is clueless and probably won’t be bothering anyone anyway
  4. 4. Most of these will produce even more content the year after that.
  5. 5. . . . . This creates some real problems.
  6. 6. The first is a content marketing skills gap. B2B marketing departments need to build out their internal content teams.
  7. 7. SEO agencies are becoming content marketing shops.
  8. 8. Social media agencies have discovered content as the new social lubricant.
  9. 9. Every B2B marketing agency is cramming the word ‘content’ into everything they do. Making us old-timers go all snippy
  10. 10. Copywriting Agencies are now content farms. Video production companies are now “rich content creators.” Contract publishers are rebranding themselves as content marketing experts. Even their UK trade group is now called the Content Marketing Association — a smart play
  11. 11. All of them need people and all of them are already struggling to find the right talent: People who ‘get’ content, understand context and can actually produce things that audiences want to consume.
  12. 12. Again: Do the math.
  13. 13. Lots and lots and lots More Content. From more and more sources. From a pool of inexperienced content creators that are stretched to the limit.   There’s only one conclusion:
  14. 14. We’re all about to be buried in
  15. 15. ‘Me-too’ blog posts. Three-sentence ideas pumped up into 36-page eBooks. Video interviews that might as well be subtitled, ‘Yadda-yadda-yadda.’ Microsites full of the obvious disguised as the profound.
  16. 16. This doesn’t just suck because we’re all going to be targeted by all this drek. It sucks because the people we’re marketing to will start to raise their barriers again.
  17. 17. After all, a main source of the power of content marketing is that it gets prospects to lower their Marketing Defense Systems for a few minutes. Long enough, we hope, to get their attention and earn their custom.
  18. 18. Co Con nte ten nt t Content But when the Content Effluent Deluge begins (many would say it already has), people will start to invoke those Marketing Defense Systems again. tent Con tent t Con t en en nt nt Co Co t en t nt Con Content nte Content Content Co Content Content Content Content Content Content Content Content Content Content Content Content Con Content ContentContent Content Content Content ontent tent Content Content Content Content Content Content Content Content Con tent And they’ll be right to do so.
  19. 19. If you’re in the business of the kind that really helps people do their jobs; the kind that entertains as well as informs; the kind that blows people’s socks off, then sells them slippers; you’re increasingly going to be up against the other kind of content. The Shite
  20. 20. To make things worse, The weak content will look from the outside a whole lot like the good stuff. Snappy titles. Come-hither subtitles. Friendly, open design. It’s only when people actually eat the stuff that they’ll discover just how bad it is.
  21. 21. And that will make them much more reluctant to trust the next content that comes along. Your Content
  22. 22. It’s inevitable. Less traffic. Fewer page views. Fewer opens, click-throughs, downloads, form fills. Fewer leads. Less revenue. Ouch.
  23. 23. But we won’t all suffer this fate. Some of us will be protected against it.
  24. 24. Some of us will find our traffic and open rates and downloads and revenues actually increasing – against the market trend.   Who will these people be? What makes them so damn special?
  25. 25. The winners in the Post-Deluge era will be the companies that build something precious.
  26. 26. The winners will be those who build Great Content Brands
  27. 27. Great. Content. ‘Great’ ‘Content’ because you because this is aim high and hit different from your product or the target. service brands. this is about being known for producing top-notch content. Brands. ‘Brands’ because a brand is a promise. And a strong brand is built on promises upheld.
  28. 28. A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
  29. 29. ‘Well-known’ is not enough. Go for famous (in your market). A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming. Never condescending or over-simplified. Utility is the essence of content marketing. Make yourself useful. This doesn’t mean a laugh riot. It means confident, clear and easy to read with a bit of attitude and energy. If you fail once, you damage the brand. Even if each piece doesn’t nail their exact info-needs, they’ll be glad they invested the time.
  30. 30. Six Principles of Great Content Brands
  31. 31. Six Principles of Great Content Brands Be the buyer Everything starts with their challenges, needs, prejudices and concerns.
  32. 32. Six Principles of Great Content Brands Be authoritative Stay in your Sweet Spot, where the things you understand better than anyone else intersect with the things your prospects really care about.
  33. 33. Six Principles of Great Content Brands Be strategic One-off content islands don’t add up to a content strategy.
  34. 34. Six Principles of Great Content Brands Be prolific Content Marketing is a marathon not a shot put.
  35. 35. Six Principles of Great Content Brands Be passionate If you don’t care about this stuff, why should anybody else?
  36. 36. Six Principles of Great Content Brands Be tough on yourself You’ll know if you’re being lazy. Don’t be lazy.
  37. 37. If you build a Great Content Brand, you will never struggle to get your stuff read. Your Return on Content will always rise. £
  38. 38. Because people who consume your content really like it. And they share it with other people. Who also really like it. And share it with other people. Who also… Share Share Share repeat until famous S
  39. 39. There’s an added benefit. Remember the skills gap that kicked off this whole rant? Well Great Content Brands also attract great content people who make… great content. It’s a virtuous circle and it’s FUN to ride.
  40. 40. Finally, a Great Content Brand will throw a bright, clear light on your main corporate, product and service brands. Just as surely as a weak content brand will drain hard-earned energy away from your main brands.
  41. 41. Let’s not kid ourselves, Building a Great Content Brand has always been hard. Today — with all the pressure to produce more and more and more content — it’s harder than ever.
  42. 42. But as the Content Effluent Deluge gets nearer and nearer building a Great Content Brand is also more important than ever before.   In fact, it’s critical. hear that roar?
  43. 43. A thought experiment. Pull out that pocket compact you have in your handbag or bottom drawer. Flip it open and look in the mirror. Now ask yourself, “Am I building a Great Content Brand or am I just building an efficient content machine?”
  44. 44. If the little round face in the mirror says, ‘The latter’, close the compact and go revisit your strategy. “I’m building a Great Content Brand or I’m just building an efficient content machine”
  45. 45. But if it says, ‘The former’, then may the light of a thousand beacons shine on your career. “I’m building a Great Content Brand or I’m just building an efficient content machine”
  46. 46. £ $ £ € £ € And may the revenue of a thousand eager buyers wash over your naked, quivering body. $ £ $ €€ £ € £
  47. 47. Bottom line: The Content Deluge is approaching. Raise your game, build a great content brand or prepare to get soaked.
  48. 48. Thank you.
  49. 49. Some more content you may like. The B2B Marketing Manifesto B2B Content Marketing The B2B Content Strategy Checklist Marketing Workbook Three Poisonous Metaphors in B2B Content Marketing A tirade against the reactionary forces of traditional marketing. A wake up call. Okay, a bit of a temper tantrum. Great content marketing starts with a sharp content marketing strategy. This Checklist will help you sharpen yours. We like metaphors. But sometimes, metaphors leak back into the real world and distort our view of that world. A short primer on the single most important weapon in the B2B marketing arsenal: content marketing. It’s hot! www.velocitypartners.co.uk/ideas-and-insights The B2B Content Marketing Blog A joyride through the mean streets of B2B
  50. 50. Velocity is a B2B content marketing agency. We help great companies capture all they know to delight the people they need to meet (then turn that delight into revenue). www.velocitypartners.co.uk
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