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What Does the Fox Say? B2B Companies Need Visual Style

As storytelling becomes more and more part of marketing, another trend has emerged: Brands have become more visual.

In the business-to-business space, this means companies are loosening up a bit, producing content with a greater emphasis on visual style and design and with a more compelling visual storyline. That’s happening on visual platforms like Pinterest and Instagram and in social media, of course — Ekaterina Walter and DunkinDonuts’ Jessica Giglio have a book coming out in March about that. But it’s also happening with the tried and true tactics like ebooks.

My friend Lee Odden at TopRank Marketing has become a master at incorporating a compelling visual theme (two great examples are here and here); so has Doug Kessler at Velocity Partners. Working with Scorch, Jason Miller at LinkedIn recently produced an e-book featuring some of its marketing influencers (including me) as portly snowmen and women.

People like pictures, as Doug Kessler says: If you can tell your story with a picture, he adds… “well, you probably should.”

Another example of business-casual visual style

Since I’m always looking for good new examples, I like the latest e-book from Marketo, The Definitive Guide to Lead Generation, released last week. It takes a complex topic (lead generation) and communicates it a stylish, fun, accessible business-casual style, dismembering a beast of a topic with a series of checklists, charts, and bulleted how-tos. (Is dismembering a beast a gross analogy… ? Ha!)

I like that the text makes lead generation seem (relatively) simple, but it never makes the reader feel stupid, which I believe is key to effective content.

And probably because I am a sucker for animals, I like the ebook’s visual style, which features a slew of pets owned by people who work in marketing at Marketo (a Westie, a beagle, a few mutts, a Hermit crab, and what appears to be a Pomeranian) along with a fox (who’s from Sales — funny).

It’s a marketing menagerie that lends a lighthearted visual punch line to what might’ve otherwise been a buttoned-up how-to featuring advice and experts (including me and many others who work in content, B2B marketing, and so on).

It underscores a point we made in Content Rules about the opportunity of e-books (quoting Jonathan Kranz):

What’s the difference between an e-book and a white paper? A white paper is a guy in a grey flannel suit: a man of stature who wants to establish authority by demonstrating what he knows in a formal manner. The e-book, meanwhile, is the colleague in a Hawaiian shirt who sits next to you at the bar, eager to share insights hard won through experience.

Dayna Rothman, who wrote and produced the guide for Marketo, says the visual aspect of the guide was as important as the text. It’s “tough to immediately envision what an abstract concept like ‘lead generation’ would look like,” said Dayna, whose boxer Haley is featured in the first chapter. (Her cat Moof appears in chapter 2, and Eggs the Argentinean mastiff mix is the star of chapter 4.)

Dayna Rothman and dog

Side note: I would’ve played up the pet aspect of this piece a little more, because it’s  not obvious that this collection of animals are real pets that belong to real people. Why not use that to convey a bit of personality and humanity…?

I  like how Marketo plans to extend the theme through reimagining (not just repackaging!) the content. From one of its heavyweight guides, like this one, a content-centric company like Marketo can generate as many as 20 or more additional ebooks, cheatsheets, and checklists. “We are using some personalized aspects of this campaign in our demand gen emails—for instance, the emails are coming from a member of the marketing team whose pet is featured,” Dayna said.

There’s a good lesson in there for squeezing every last drop out of every content asset you produce.

By the way, you’d think that a 160-page guide about lead generation by Marketo would be one massive 16o-page commercial for Marketo, right? Well, it’s not.

Smart marketers know how to strike the balance between useful and yet on-brand —letting their expertise speak for them, versus shouting their brand-centric messaging. As MarketingProfs and the Content Marketing Institute found in our 2014 joint content marketing research, e-books are a great way to deliver a lot of value comprehensively and dynamically: 34% of marketers said they rely on e-books as a content marketing tactic, while 57% of them consider e-books to be an effective tactic. (Full research on Slideshare.)

Check out Marketo’s Menagerie (err… lead generation guide!) here.

FYI: It’s gated behind a lead form. Here’s why, for those of you who wrestle with this issue: Marketo determines its gating strategy by what stage in the buying funnel the content aligns to. Early-stage content is never gated, as it’s designed to spread awareness and incite engagement. Neither is “late stage” (customer testimonials and pricing sheets), because Marketo figures it already has your information.

“Mid-stage content” like this guide (or ROI calculators, and other assets that align closer to its core competency of marketing automation) are gated, since they are “such a huge piece of thought leadership for us,” Dayna said. “A ton of time gets put into perfecting the copy, creating engaging design, and launching the guide, so we want to collect lead information off of who downloaded the guide.”

Filed Under: Annarchy, Business, Content, Pets, Social Media, Technology

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Reader Interactions

Comments

  1. Jose Sanchez says

    January 21, 2014 at 6:10 pm

    Totally agreed, Ann. I would also add that, with so much content being produced these days, brands can differentiate themselves from the rest and break through the clutter by communicating a visual identity through their content marketing. This means not only creating and sharing compelling visuals, but also providing breaks and visual hierarchy to all content pieces (bullets lists, charts, text styles, etc).

    Reply
    • Ann Handley says

      January 22, 2014 at 7:25 am

      Excellent point, Jose. Thanks for chiming in…!

      Reply
  2. Doug Kessler says

    January 22, 2014 at 6:50 am

    If your comments section allowed pictures I’d post a photo of me with both thumbs up. As it doesn’t, I will attempt an emoticon (Wish me luck):

    :–)

    No…

    ;=}

    Hmmm…

    $>)

    Yikes.

    Reply
    • Ann Handley says

      January 22, 2014 at 7:26 am

      😀

      (That seemed to do the trick!)

      Reply
  3. Christina says

    January 22, 2014 at 7:39 am

    And people identify with a (real) story, not a product…some very wise lady taught me;) Thanks Ann – and I agree, b2b ned to loosen up a bit (putting on the Hawaiian shirt once in a while:-)

    Reply
  4. Christina says

    January 22, 2014 at 7:40 am

    Ups – need (Not ned) thx iPad 😉

    Reply
    • Ann Handley says

      January 23, 2014 at 9:14 am

      Hate it when that happens…. Thanks, Christina. And agree on the Hawaiian shirt!

      Reply
  5. DJ Waldow says

    January 23, 2014 at 2:41 pm

    Ann!

    As always, thanks for the Marketo love. We really appreciate it. You do know that we’ve learned from the best, right? CONENT RULES is required reading at Marketo.

    And your “side note” about playing up pet aspect? Good call.

    Reply
    • Ann Handley says

      January 25, 2014 at 9:17 am

      Thanks much, DJ. As always.

      Reply
  6. Ken Glick (EEI) says

    January 23, 2014 at 4:48 pm

    I can’t decide if this trend towards B2B visual advertising is simply the latest fad or just another example of “dumbing down” by marketers towards the public.

    I dunno’; maybe it’s both.

    Reply
    • Ann Handley says

      January 25, 2014 at 9:17 am

      Hi Ken – I don’t see it as “dumbing down” information. I see it as loosening up and making the text more artful and appealing. In other words, I see it as an end to dense white papers — and taking advantage of an opportunity to create narratives that are a whole lot more engaging.

      Reply
  7. Lee Odden says

    January 25, 2014 at 11:11 am

    Being mentioned in the same sentence as Doug Kessler about visual marketing? By Ann Handley? Sah-weet! (you are so generous Ann, thank you)

    I’m writing something about this myself and I think it’s interesting how relevant Aristotle’s “On Rhetoric” and the modes of persuasion are to the topic: ethos, pathos, and logos – especially pathos. So much of B2B marketing is focused on the credibility of the brand and the logic of things, the “information”.

    Beyond the facts, visual experiences are pretty powerful for connecting with B2B humans. Imagine that!

    I don’t think getting the right information to the right people is enough anymore. Creating an experience they can feel and connect to at some emotional level is what smarties like MarketingProfs (love the comics), Marketo and LinkedIn are doing with their visually focused content.

    Oh crap. I’m sure I’ve broken some rule about writing a blog comment more than 50 characters and referencing Greek philosophers. Surely Tom Fishburne has a cartoon about that?

    Reply
    • Ann Handley says

      January 25, 2014 at 11:27 am

      Excellent point, Lee. Did you see the piece in the New Yorker about why things go viral?

      http://www.newyorker.com/online/blogs/elements/2014/01/the-six-things-that-make-stories-go-viral-will-amaze-and-maybe-infuriate-you.html

      It calls out Aristotle’s ethos, pathos, logos business… Ethics, emotion, logic… and relates it to “content.”

      Thanks for chiming in. I couldn’t agree with you more…. !

      Reply
      • Lee Odden says

        January 28, 2014 at 8:35 pm

        I did, that’s what inspired me to write my post – been thinking about it a lot lately, seeing the trend a lot in more our work too.

        Reply
  8. blogsport.de says

    February 7, 2014 at 2:01 pm

    As per B2B market survey, 60% of the businesses bank on B2B telemarketing techniques
    for lead generation. Business to business marketing, commonly known as b2b marketing,
    refers to the interaction and marketing methods used too connect
    various busioness tto other business rather than to end consumers.
    According to more thban 500 terchnical buyers surveyed by
    Tri – Com – B2B, the overwhelming first ste in thee research process is a broad Internet search by product category.

    Reply
  9. Brian Willsone says

    February 12, 2014 at 12:57 am

    First of all, well differentiation of e-book and white paper. You are absolutely right, today’s digital marketers give much importance to content. However, new innovative social mediums like Instagram provide a best opportunity to enhance your business profile with creativity of pictures.

    Reply
  10. Unmana says

    March 26, 2014 at 7:28 am

    Pet photos are always cool. I’ve seen a business blog or two do this as well — instant generation of interest.

    Reply
  11. http://free.yudu.com/item/details/2095389/Make-the-most-of-social-media-direction-today- says

    July 30, 2014 at 4:10 pm

    Sweet blog!I found it while browsing on Yahoo News.

    Do you have any suggestions onn how to get listed in Yahoo News?
    I’ve been trying for a while but I never seem too get there!
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    Heere is my site: social media management Baldock; http://free.yudu.com/item/details/2095389/Make-the-most-of-social-media-direction-today-,

    Reply
  12. Mustafa Cıngı says

    August 16, 2015 at 8:24 am

    This is great explanation about difference between white paper and e-book. I will use this in my manuscript. Thanks…

    Reply

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