Nothing we didn’t already know right?

As B2B marketers we’ve understood for some time now that content is king. That by creating and distributing relevant and valuable information we can attract, engage and acquire new customers. That by giving people content that makes them look good and/or helps them do their jobs better, we are in fact demonstrating our own expertise and value to them. Happy day’s right?

Well not quite.

As more and more B2B brands latch on to the idea of content marketing we’re beginning to see something of a back-lash. Earlier this month research company TNS UK launched a campaign urging businesses to think again about how they share information with their audiences. Arguing that due to being blasted with  more information than we can physically process, we have now officially entered the age of information obesity.

So as brands continue to produce lots and lots of content in an attempt to keep up with the trend (most of which is blatantly marketing material badly dressed up as thought-leadership), do we risk drowning the very people we want to engage.

Not if we do it right.

Top tips for producing great B2B content:

• Give them what they need. While it can be tempting to overcomplicate content and show-off your understanding of the subject matter, you’re not in it to prove how clever you are. People want their information in an easily digestible format that gets them to the point as succinctly as possible. Long-winded copy will get you nowhere.
• Stop trying to please the sales team. While we can all argue that all B2B content should, ultimately, lead to increased leads, people will soon dismiss anything they see as ‘too salesy’.  The Lord Sugar school of marketing just won’t cut it here. Think editorial not advertisement. That doesn’t mean you can’t place signposts that point people on the path to more sales focused information. Just make it clear and make it obvious.
• Think about ROI. Rather than producing vast quantities of content, you should be looking at a model where everything is produced with a clear purpose and measured outcomes. While ROI on content is not linear, that doesn’t mean you can’t apply some specific metrics. Decide what the average lifetime value of a customer is worth to your business and you can start putting values on known and measured engagement.
• Don’t clutter up your website. By cramming content into every nook and cranny of your website you could diminish the user journey; distracting them from more necessary calls to action and promotional information. Think carefully about the platforms you use to promote such content. Often microsites,  landing pages and/or social media are far more targeted and appropriate ways to get your messages out there.
• Be strategic. It’s not enough to produce a piece of collateral and tweet about it a couple of times. Before you start to create any content, make sure you have a content marketing plan in place. Think about web platforms, social media, email systems etc. Here, as with almost all B2B marketing, joined up thinking is required.
• Don’t forget the bigger picture. While there is pressure on B2B marketers to keep up with new developments and trends, a more holistic marketing strategy is necessary. Simply creating content and sharing it on Facebook, Twitter, Pinterest etc. just  isn’t enough to keep up in this game. Is content really the right priority for your business at this time?

Despite the backlash, here at Marketecture we are firm believers in the power of good quality content, but in this game a slap-dash approach just won’t cut it. Do it right or risk getting lost in the noise, or even worse, alienating the very people you are trying to impress.

In the first few pages, Paul Arden encourages you to aim high and beyond what you believe your capable of. Then there are "The Fundamentals" such as "Do not seek praise. Seek criticism", "Do not covet your ideas". My favourite is "It's right to be wrong", where he points out how anything is possible when you're not trying to be right.

My favourite part of the book is towards the end, which puts into perspective 'Life's Creative Circle'.

Yes we know - fairly unthinkable right?

You’re not alone. More than any other communications device, the mobile phone is an ‘always on’, ‘always available’ medium, connecting us to the wider world anytime, anyplace, anywhere. In theory a great device for outbound marketing and promotion, but in practice not so easy, as people tend to view their mobile phone (even a business one), as a personal item, and as such marketing directly to mobile devices is often viewed as intrusive.
However, mobile marketing means much, much more than simply sending messages to a mobile phone. With the rapid growth in sales of smartphones, especially for business use, and the success of tablet devices, there’s a great opportunity to mobilise marketing beyond the desktop. And, with the increasing adoption of location services on mobile devices you can really make your communications highly targeted, driving consumers to content relevant to their current location.
Mobile is just one of many growing trends in today’s b2b environment. Discover the rest here.

So how can b2b marketers exploit advances in mobile technology?

Fact: There are over five billion mobile subscribers worldwide, that’s an incredible 77% of the entire world’s population. In Western Europe this figure is quite staggering; with penetration of 130% or more, as many people have more than one device. So it’s clear to see, why as b2b marketers we can’t afford to ignore the reach of mobile marketing.

So if you’re looking to get ahead in mobile marketing, a good starting point would be to look at what’s happening in b2c. In more than any other discipline, b2b has lagged behind its consumer counterparts when it comes to mobile. Whether it’s the ‘old’ technology of SMS messaging or the latest developments in mobile applications, social media (an ideal channel for mobile marketing) localisation or viral marketing, there are some great examples of consumer-oriented campaigns out there – and what’s more they are delivering tangible results. And as mobile marketing has now been ‘test driven’ by almost all of the largest global brands, b2b marketers can learn from some of the mistakes that have been made by the early adopters.
When developing a mobile marketing strategy, a general rule of thumb is to ensure that your mobile strategy makes your audiences’ work-related activities better, faster and easier, exploiting the key benefit of mobile – ‘always on’, ‘always available’.
A great example of this is the mobile app developed by Regus, the world’s leading office space provider. In addition to the ubiquitous iPhone app they have developed an augmented reality application which enables users to point their camera phone down any major city centre street and the app will overlay the image with details of where Regus offices are located and the ability to contact an individual office with one click. Now that’s an example of making a user’s work-related activity better, faster and easier!
And don’t forget, if you’re communicating to your audience on their mobile, they are likely to then visit your corporate website or a campaign landing page. This is where a mobile strategy often falls down as websites are not optimised for mobile devices.

Fact: In January 2010 under 0.1% of all UK web traffic originated from a mobile device. By January 2012 this figure had increased to almost 15%.

So, when developing your website make sure that you think ‘inside the box’ – i.e. you consider the space constraints of mobile devices and build accordingly. But, it’s not just about design. Content is king. When people are on the move they want quick answers and maybe your mobile site content should be repurposed to give visitors easy access to the type of information they are likely to need when out and about and not pages and pages of content ‘About Us’.
Thinking about how you can expand the reach of your marketing? Then don’t stand still, get mobile.
For a guide to the marketing techniques and technology of the moment, download a free copy of the b2b Zeitgeist.

Guess the images below?

Special edition portraits were also made of the five FC Barcelona players and the five Manchester United players, where the players themselves were asked to colour in their own portraits. These special edition portraits will be auctioned. All the proceeds raised from the FC Barcelona portraits will go to the FC Barcelona Foundation, and all the proceeds raised from the Manchester United portraits will go to the Manchester United Foundation.

The Dutch brewers use Sheen's journey out of rehab, beginning with Sheen exiting a rehab centre, he quickly becomes tempted to fall off the wagon as he spies everyone he sees enjoying the new lager. To his relief he soon discovers a guilt-free way to give.

Jump From Paper makes cool, cartoony, 2-D style bags and accessories. As you can see from the photos, they almost look fake, like cardboard cut-outs. The whole site has a really fun, almost childlike feel, which is great to see in an industry that often takes itself far too seriously.

The bags don’t come cheap, about $80, but it’s well worth it to own a great bag that will no doubt put a smile on the face of every person who sees you with it.
To see the full range, and to get the full effect of how cool these bags really are, visit the Jump From Paper website.

Chances are you will have seen Google’s recent Project Glass video (in which a budding ukulele player wanders round New York wearing Geordi La Forge’s visor).

Despite the cloying sunset finale, even the most jaded amongst us ought to concede that having the internet streamed directly into your eyeballs is pretty amazing. It reminds us of a grounded version of the heads-up display in military aircraft, as seen in many action films. Think: receiving incoming video calls, rather than avoiding incoming missiles (depending on who’s calling!).

However, there remain many hurdles before this kind of technology reaches market, not least including a battery that lasts longer than a few hours without also breaking your neck. And the small question of style… Sunglasses manufacturer Oakley has filed numerous patents for similar visor technology, and could be a safer bet unless you’re a dedicated Trekky.

In the meantime, you’re probably already using AR, whether you realise it or not. One of the most common examples is Google Maps, in which you can overlay road and town information onto satellite imagery.

The wider use of augmented reality has really been kick-started by the app market. Layar is one such app which allows the user to view everything from tourist information to Government action plans, overlaid onto the real world as viewed through a smart phone camera.

At this stage, AR is predominantly consumer focused technology. But where does it fit in b2b marketing?

B2b use remains in its infancy, but we predict augmented reality will increase in usage throughout this year and hereon in. A promising area is in events, where AR technology reinforces the importance of mobile marketing. Consider potential customers navigating directly to your stand via a real time map, or your speakers’ vital statistics being overlaid onto mobile screens pointed at the podium.

However, you shouldn’t need a special visor to navigate the hype. Remember that, as with any marketing techniques, AR technology must be closely linked to your business objectives. Caution is advised. Monitor the market and balance the potential ‘wow’ factor with the costs and what you can expect to receive in return.

That said, seeing as we’re in an aspirational mood, we’ve dreamt up a few more AR applications that you could deploy in b2b…

• As your client or customer walks through your office entrance, they are picked up by your Augmented Reality software using facial recognition and your computer’s webcam. On top of a live video feed, the software overlays a status update on your latest project, a personalised welcome note outlining an agenda for your meeting and even a gentle reminder about an outstanding invoice maybe?

• Your reseller is running out of stock of one of your products.
Using your mobile app, he scans a QR code and it displays how much stock is left in your warehouse and an estimated earliest delivery time. Relieved, he clicks to place an order and returns to his customer to take their order.

Augment your reality today!

For a guide to the marketing techniques and technology of the moment, download a free copy of the b2b Zeitgeist.

The sequences are as follows:

:01 -- Stars over southern United States
:08 -- US west coast to Canada
:21 -- Central Europe to the Middle East
:36 -- Aurora Australis over the Indian Ocean
:54 -- Storms over Africa
1:08 -- Central United States
1:20 -- Midwest United States
1:33 -- United Kingdom to Baltic Sea
1:46 -- Moonset
1:55 -- Northern United States to Eastern Canada
2:12 -- Aurora Australis over the Indian Ocean
2:32 -- Comet Lovejoy
2:53 -- Aurora Borealis over Hudson Bay
3:06 -- United Kingdom to Central Europe

The product is called the iZen Bamboo Keyboard for iPad.

The pitch page has a lot to say about this product idea. What I have to say about it is rather short by comparison... lovely.

I have a special place in my heart for these types of things where a juxtaposition is created by combining tactile materials or traditional elements with cutting-edge technology and this falls directly into that sweet spot.

I suppose if I like it that much I should be considering backing the project myself, but I find, in the face of all of the things on my wish list, it hard to justify the expense. If you are interested, a $100 investment will see you owning both the keyboard and stand.

Still, I wish Robin well and hope it actually comes to a full production run as I would certainly consider it a worthy addition to my workspace in the future.