‘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 […]
Given we’re a B2B content marketing agency, it probably won’t be a huge surprise to learn that we always put the audience at the heart of the content we write. After all, that content needs to persuade someone to take an action — be it to download a white paper, or call a salesperson. And […]
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’, […]
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 […]
April may have come and gone, but this year still marks the 400th anniversary of Shakespeare’s death. In this post, we take a look at one of his greatest enigmas – and the content marketing lesson we can draw from it. ‘Exit, pursued by a bear’, appearing in Act III scene iii of The Winter’s […]
As video continues to grow in popularity in B2B land, it’s likely that many businesses will start to get more ambitious with their B2B video marketing. That event in Los Angeles, that case study in Paris, or the new site you’re building in Abu Dhabi could all be great opportunities for video – but who […]
Are you struggling to create B2B content that provides business value? If so, then you’re not alone — it’s been said that as many as 83% of B2B marketing leaders are failing to produce content that engages their customers. Here are four top reasons content fails to engage and some practical advice to put it right. […]
Listicles — bulleted lists of information presented as an article — are a great way to engage today’s time-poor readers. But have you ever stumbled on one that feels like it’s missed the point? You know the kind: “Top 250 PR stunts” or “61 social media tips you don’t know about”. Listicles are designed to […]
It’s no surprise that we’re big on B2B here at HN. But we’ve always maintained that the one thing that underpins all our communications is that Holy Grail of marketing: H2H, or human-to-human interaction. It’s also no coincidence that the rise of social media has corresponded with this more personal way of doing business, but […]
Here at HN, we’re big on recycling — and we don’t just mean paper and glass. We think that when you’ve spent time (and money) producing great content, it’s important to use it in as many ways as possible to get the best value out of it. We’ve written about this before in the context […]
