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The C word - why you need to use it in your content marketing.
Under a deluge of content audiences are growing frustrated at wading through the mass of content to discover what is meaningful and matters to them. This is leading to diminishing returns for B2B brands from the content they are investing in creating and demanding return from. Which is why clarity and context is everything when it comes to creating successful content marketing.
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Death of a salesman?
B2B Marketers now have more ways to attract, engage and nurture potential customers than ever before. They can even automate many of the processes and gain insight at every stage of the process. Could we be approaching a time where sales teams dwindle or even become a thing of the past at the hands of the marketing department? We take a look a look at the journey up to this point and explore the changing relationship between sales and marketing it’s time for a different model – it’s time for smarketing.
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Creating clarity from complexity
Business expectations for marketing grow ever higher. But with an over-stretched budget, limited resources and a communications industry brimming with ideas and opportunities, being a B2B marketer can feel like being caught between a rock and a hard place
However, despite all these challenges, we believe nothing's really changed. B2B marketing is still about doing the basic things well. Differentiating your brand, sharing its story, driving sales and building loyalty.
Marketing is at its best when it's integrated. When the foundations of a brand are reflected in everything the business says and does. When the brand's value to its audience is clear, through customer-centric content and engagement
Our approach is simple: say the right things, to the right people, in the right way, at the right time, in the right places. And get results.
From the tiniest, tactical teaser to the biggest, broadest branding, Origin collaborates with clients to help them get where they want to be.
Moving from meaningless metrics to actionable
insight
Although we live in the age of big data, real insight can be hard to find. Marketing metrics are everywhere, but can become meaningless. What matters is understanding your customers, what they engage with and what gets them take action
We cut through the clutter, with genuine, relevant insight that underpins your marketing.
There’s time for tactical: when the strategy is sorted
Successful B2B marketing starts with a clear & INTEGRATED strategy. Impulsive and feel-good marketing just doesn't cut it. Every action needs a reason, and a logical objective it can be measured against.
We think strategically before we 'do' creatively. The devil is in the detail - and the detail is the difference between underwhelming statistics and outstanding results.
Creativity: the difference between attention and anonymity
A great strategy and story won't get the attention they deserve if they're not expressed creatively. It's about using the right media and messages to reach and resonate with the people you care about.
We deliver creative that demands attention, connects with your audience, and inspires them to take action
Engine room of marketing transformation.
Not the pilot.
The world of marketing technology has exploded with new opportunities. Measure, automate, facilitate, engage, listen, personalise – pretty much anything is possible. But these technologies are nothing without the right input and application.
Digitally-neutral, we're not shackled to one technology over another. We'll simply work with what works for your objectives and infrastructure.
Optimised B2B Marketing
B2B Marketing is evolving faster than ever. As new ideas, approaches, media and technology emerge, B2B marketers are rushing to respond - using already overstretched, often siloed resources that weren't designed for such demands
There is a better way.
Optimised B2B Marketing creates clarity from the chaos, to help you achieve more by focusing on less. Its integrated, holistic customer-centric approach provides a strategic platform to build and differentiate your brand, engage your audience and generate the demand you need for growth.
Simple, sustainable and successful: what B2B marketing should be
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Creative thinking, Creative doing
We know every day is different in marketing. Sometimes it’s about the big strategic stuff, and other times it’s about getting the job done – fast. Either way, we're on it, and with the same commitment to thinking, creativity and quality.
A collective of thinkers and doers
We share a passion for brands, a commitment to creativity with purpose, a hunger to learn, an appetite for innovation and a desire for effectiveness.
The team that started it all.
We're a close team of creatives, designers & developers who work together to create beautiful, engaging digital experiences. We take pride in delivering only the best.
John Hammond
CEO, Creative Director
Pamela Wehinger
Marketing & Sales
Lance Dorgan
Art Director
And the ones that join us.
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Carolyne Dones
Financial Director
Lance Dorgan
Art Director
John Hammond
CEO, Creative Director
Talented, highly creative ideas and not afraid to innovate?
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Winning hearts and minds
Successful B2B brands continually listen and respond to their audiences. They don’t simply shout about themselves, hoping to get heard. It’s about connecting with people by telling a story that relates to them. Building relationships based on a mutual interest.
How do your products and services serve your customers’ needs? How does this make their lives easier? What else could it do for them? Your brand is integral to everything you say and do.
We know the right questions to ask and how to get the right answers to uncover your brand’s true value, the thing that will make your audience sit up and listen. We know branding comes in many guises, from brand new to brand evolution, and we’re ready - whatever your challenge.
BRAND
GENERATION
Great brands start with great names but this is just the beginning. The dimensions and complexities are many and varied - we’ll help you navigate them.
BRAND STORY
Your positioning, proposition, difference, value, mission and vision - we’ll help you stand and deliver your brand’s unique story.
BRAND IDENTITY /
LOGO DESIGNN
The search for the perfect logo is often surrounded by subjectivity - we’ll strip this away and replace it with objectivity and rational thinking.
BRAND LOOK AND FEEL /
BRAND GUIDELINES
Creative with capacity – guidance as a guardian. The creative dimensions that bring your brand to life - we’ll create the world beyond the logo.
BRAND
ENGAGEMENT
Your brand should be an ongoing conversation with employees, customers, investors and influencers - we’ll help you build messaging that is relevant, clear, consistent and compelling.
Giving the brand a new direction
TRAVELPORT
Today’s brands need to articulate big ideas, with the business delivering them in reality across every aspect of their activity. Travelport sought an approach that embodied this principle.
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Brand matters
Branding is a pretty all-encompassing term and can mean different things to different people. From repositioning or redefining your value or proposition, through to the more creative aspects of a new logo or look and feel.
Brand awareness and engagement, along with customer experience, can also be included in the mix. It's important to manage expectations of what can be achieved by making changes in one area without making changes in another.
Whichever area you are considering, getting the answers you're looking for relies upon asking the right questions in the first place. Branding Q&A is a workbook and guide that introduces a way of exploring your brand to help you create a firm foundation upon which to build.
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Content that makes your customer the hero
The demand for content seems to grow exponentially and brands can be in a rush to say something – say anything. This leads to them surrounding themselves with white noise when wise words would serve them better.
For your brand’s story to be heard, your content marketing needs to use its audiences as the central characters, with their needs and challenges as the plot. But most of all, it needs a clear and defined strategy.
All audiences are on a journey. The most effective content understands this journey and provides the answers to the questions they will have along the way. This investment needs to see a return and recognise preferences for different channels and media.
We'll help you create, build and tell your brand's story. We'll execute this story in a variety of media, with given objectives. We'll identify what works, and do more of it.
Content hub
AKA – Website
The hub of all your content is of course your website. User expectations are ever more demanding and user experience is paramount, no matter what device they choose - we’ll help you turn your website outside in.
Infographics/
Micro graphics
A picture paints a thousand words; truer now than ever. People are information-rich but time poor. Images get shared 50X more than text – we’ll help your audience get the picture.
Interactive content
Digital content for a digital age; interactive content can be both more engaging and of greater value to both you and your audience - we’ll help get you in the game.
Video
Live action or animation, video is one of the most compelling and consumable media available for a diverse range of content from use-case, to how-to - we’ll make your brand a blockbuster.
Articles & editorial
Your brand is now in effect a publisher across owned, earned and paid media. The lines between PR, content marketing and SEO are irrevocably entwined - we’ll get you in the headlines.
Reports, research,
papers & guides
The content marketers stalwart; awareness, credibility and establishing empathy with an audience's challenges all in one place - we’ll make you an author with authority.
Presentations &
Sales enablement
Your external content and engagement marketing needs to be joined up with your sales teams tools. From PowerPoint, competitor comparisons, interactive tools to RFP - we’ll help you close the business.
Magazines/E-zines
Inspiring, informing, educating, building. Keeping the brand front of mind without the hard sell. Online or off - we’ll make sure your customers read all about it.
Events
On screen, online, on demand, on stage. On your own or in a crowd - we’ll make sure you’re the star of the show.
Corporate collateral
The backbone of your content marketing, audiences still want the details around the company, its products and services - we’ll create a library that everyone wants to check out.
Case studies
People want proof – it’s as simple as that. Whilst their challenges might be their own, they get comfort from what you've done from others - we’ll help you make a compelling case.
Driving the humdrum from HR
LUMESSE
The HR market can be a dull place, that refers to "Human capital" rather than "human beings". A rebrand gave Lumesse the opportunity to disrupt and differentiate
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It’s time for Smarketing.
B2B Marketers now have more ways to attract, engage and nurture potential customers than ever before. They can automate many of the processes, and gain insight at every stage.
Could we be approaching a time where sales teams dwindle or even become a thing of the past at the hands of the marketing department?
We take a look a look at the journey up to this point and explore the changing roles of the sales and marketing department and consider how, with a smarter, TRULY integrated sales and marketing model the cost of sales can be driven down, while lead-to-sales conversion ratios go up – it’s time for smarketing.
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Connected conversations
Bombarded with messages, audiences have become desensitised to marketing they see as invasive or irrelevant. Audiences are also increasingly selective of how, where and when they engage with brands.
Successful engagement relies on multiple dimensions. The message, creative, data, calls to action, processes, and sales engagement, all aligned to make the most of every hard-earned lead.
We’ve moved on from traditional campaign models to delivering a more sustainable conversational approach that showcases your brand's value and understanding of its customers and resonates across multiple channels and media. There is still a place for tactical single-minded campaigns within this, it does not have to be big to be beautiful.
We’ll plan, create, execute and measure what matters, to learn and continually improve every aspect of the engagement process in order to drive efficiency and deliver results.
E & D Mail
Direct marketing is targeted, subject and stage specific – and measured. It’s online and off. Creative, content, data, technology and analysis are all vital elements in the pursuit of engagement - we’ll get you in all the right inboxes.
Social media marketing
Savvy brands know it pays to be social. There’s as much to be gained from listening as speaking. Social selling is creating a hybrid of sales and marketing and influencer relations; earned, shared and paid content are ever-more integrated - we’ll make you a social animal!
Search marketing
The lines have been blurred. The correlation and complexity of content on site and off grows ever more entwined - we’ll help you achieve optimal performance.
On & offline advertising
The channel and media opportunities are seemingly endless and increasingly intelligent. From paid search and the humble banner ad, to video and behavioural retargeting - we’ll get your brand the attention it deserves.
Content syndication
Great content deserves to be seen and shared. Relying on traffic through your own channels is a missed opportunity – we'll spread the word to grow exposure and engagement.
Events
On screen, online, on demand, on stage. On your own or in a crowd - we'll make sure you’re the star of the show.
Creating context amongst confusion
CIENA
The technology industry loves an acronym. It can be guilty of getting lost in a meaningless language of its own, when what’s needed is clarity and context.
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Driving engagement though integration
Most campaigns now use a mix of owned, paid and earned channels and deploy different media in each. But few budgets allow businesses to do them all. The most effective campaigns have clear focus and objectives for each, that combine to deliver a common goal.
The traditional short-term campaign model is being replaced with a medium-term conversation model that is united around a common theme. This delivers a more sustainable approach, where the cumulative impact builds to deepen market penetration and engagement.
The Integrated Campaign guide looks at the key elements to consider when planning a campaign. Used in conjunction with the Integrated Campaign Briefing guide, these components build a strong foundation from which to generate success from your next campaign.
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