Entries by Jon

Liven up video with B-roll footage

‘Talking head’ videos can quite quickly get a bit boring, which is reason enough to use cutaway shots. This means that instead of staring at an interviewee’s face, we hear their voice while watching more interesting action — what we call the B-roll footage — that is relevant to what they are talking about. For […]

Don’t do innovative marketing just for the sake of it

Do you worry that you’re not being innovative enough with your B2B marketing? You’re not alone if you do; research by Accenture indicates that many marketers worry that they aren’t being innovative enough to deliver. We’re worried too, but mainly because the value of ‘innovation’ seems unquestioned. Unless we define ‘innovation’ as ‘whatever works best’, […]

Abridging quotes – how to do it properly

A great quote can give a piece of writing impact and emotional context, making it more compelling for the reader (as this case study demonstrates). But many people struggle to give you a quote that packs a punch in just a few words. If you don’t want your brochure, case study or presentation to lag, […]

B2B copywriting: cut corners, not quality

Recent reports show that marketers are working harder than ever. For content marketers, a significant contributing factor is, no doubt, the sheer quantity of content they’re expected to produce. Now we know you all love your jobs — marketing is the best job in the world after all — but that doesn’t mean you want […]