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100 Content Marketing Examples July 2012 : Page 8

10 0 CONTENT MARKETING E X AMPLE S 6 B2B Marketing Manifesto Company: Velocity Partners Ltd. Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: How do you find more of the customers you love to work with? That’s exactly the question London-based B2B marketing agency, Velocity Partners Ltd., asked itself while developing its new eBook, “The B2B Marketing Manifesto,” using humor, illustrations and a touch of edginess to deliver a stand-out message. To gather content for the eBook, Doug Kessler, Creative Director and Co-founder of Velocity Partners states, “We found three common traits among our most successful customer relationships. Those traits became the basis of the eBook. We focused on getting our passion on the paper, which led to presenting a call-to-arms to our profession, all designed to attract those core psychographic traits.” The result? An innovative eBook that drew a large volume of comments, downloads and conversations. As Kessler states, “We’ve been almost overwhelmed by the success of our approach on this project.” Example: Read the inspiring Manifesto 4 Steps to Publish an E-Book Make your own “manifesto” by following these four simple steps. (To read more, visit the complete original blog post submitted on CMI by Thomas Clifford.) 1. Discover a common theme from your existing content (articles, videos, podcasts, etc. – the sky’s the limit) and organize your content around it 2. Write an introduction 3. Hire a professional proofreader (make the eBook clean and polished) 4. Create a cover page (make it impossible for your customers to resist reading!) 8

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