The new
media message

Why innovation stories deserve
innovative formats

If you think about it –
there’s really only one
tech story.

"The old way of doing things made sense.
But then the world changed.

Now there’s a new way of doing things.
And it makes a lot more sense."

Every paradigm shift, every
strategic leap forward, and
every disruption

is a demonstration
of this neat, little story.

Because when we’re selling
innovation, we’re selling a better
way to do things.
We’re selling change.

But here’s the thing – just telling
this story isn’t enough anymore.

We’re living through the most
exciting era in the history of tech.
And we’re drowning in a flood
of innovation stories.

If we want our stories heard,
we’ve got to pierce through the
collective noise of all the other
marketers and publishers and
Kardashians out there.

We’ve got to embrace the
change we’re selling and
become as innovative as the
companies we serve.

We’ve got to start
thinking just a little bit
bigger.

Switch to
these guys.

Keep swiping

Let’s think about
how we got here.

When the Internet first hit marketing
we did what people always do when
they start playing with new media.

We took what we were good
at doing in old media and then
ported it over to the web.

So our
eBooks

look
like
books.

Our slideshares

look like presentations.

And our
whitepapers
look like,
well,
whitepapers.

 What we didn’t do was get good
 at using digital media to do the
 things only digital media can do.

So just when we need new
ways to tell our stories,
it’s important we realize…

Our ‘better way of doing
things’ is staring us right
in the face.

Because a screen is so much
more than just digital paper.

A screen is
a window.

It has height.

It has breadth.

It has

depth.

A screen can suck you in.

It has physical character
when we want it.

And digital freedom
when we need it.

It can send
different readers in
different directions.

Pick a route

So you can say one thing to
one group and another thing
to another group.

It can follow your
story all the way down
into the weeds.

So you can let some of
your readers drill deeper.

That might seem like
a nice-to-have.

But when you tell your reader they
can drill deeper, you’re telling them
your story’s worth a deeper dive.

And rewarding them
for wanting more.

A screen can even make
the marketers behind it a
whole lot smarter.

This is all the
data generated
by you, right now.
Cool, right?

Mouse-X: 000

Mouse-Y: 000

Elapsed time: 0   

Total slides read: 0

Total unique slides read: 0

Slide child position: 0

Slide clicks – random: 0

Slide clicks – targeted: 0

Slide position: 0

Slide url: 0

Time on previous slide: 0

Average time on slides: 0

Put simply, a screen gives us
everything we need to blow our
reader’s socks off.

Make no mistake:
our listicles and whitepapers
and blog posts and eBooks
and slideshares and case
studies all do important jobs.

But in our bid to standardize
and industrialize content
marketing – we’ve fallen into
a dangerous trap.

We’ve made it predictable.

And

predictable

will

never

beat

surprising.

If we want our stories
to be surprising,
our storytelling needs
to be surprising too.

So let’s use screens
to do what only screens
can do.

So our audiences
can appreciate what
only we can do.

"The old way of doing things made sense.
Until the world changed.

Now there’s a new way of doing things.
And it makes a lot more sense."

This is a Velocity String.

It’s a format we’ve been working on
to tell more engaging B2B technology stories.
We’re pretty excited about it.

Tell me more

Beam me back up

It’s based on the open source framework
Reveal.js and it combines deep interactivity
with granular measurability to give B2B
marketers the swagger their stories deserve.

Tell us what you think.

(We can even get a
form in this thing.)

Opt in to our crap?

Some strings we’ve done for clients

Some strings we’ve done for clients

Thanks for stringing.
Go on… share this sucker.
(make our day)

The new media message

There was a time when just telling your innovation story was enough. But when the world’s drowning in a flood of innovation stories, we need to start thinking about new ways to tell them.

We’d love to hear what you think – comments welcome. (And extra karma points for sharing.)

(Designed by: Dan Buxton | Developed by: Nick Fenton | Written by Harendra Kapur | Run by: Rudy Seeneevassen)

Comments

Following Velocity for a while already and I can say that your job is the best out there (specially considering the B2B approach). Keep going!
Cheers!

    Ah jeez that’s lovely, thanks Renato. 🙂

Schools, bastion of traditional delivery systems, talk about using technology and educating next generation on use of technology yet we are woefully behind the curve in both areas.

Shared this with our leadership and tech department, good timing as we are revamping our web presence and deciding on new marketing tools.

Always learn something when Kessler is around!!

    Thanks so much for the comment, Laurie! I’m sure you guys will do great things with the new tools.

This is great! I’m still dubious about String Theory, but string practice is exciting as hell.

    Cheers, Lee!

This is the best content I have seen so far this year! Great job.

Quick question: is this content indexed by search engines or is it worth putting a transcript below the presentation?

    That is high praise! 🙂

    Every page is indexed so the format’s great for SEO too.

    Tamas, my bad, I described that inaccurately. Google doesn’t index every page – it’s more like one big page with live text (so they do index it just not on separate pages).

As always, excellent stuf,f, guys. You never fail to engage and inspire with your content. Keeping a keen eye on my Inbox for the next big thing from Velocity. Cheers.

    That means a lot, thanks so much Asif. 🙂

You guys are always inspiring me. Shared with the team and one of our product owners loved the stats slide. Very clever.

Looking forward to more next-level content.

    Paul, this has totally made our day – we’re all huge Typeform fans in the office so to get a compliment from you guys means loads. Thanks so much.

Velocity, you continue to blow my mind.

Cheers, Michael.

EPIC! Absolutely love both the format and the content

    Daniele! Cheers, man.

Just curious about the code used for the presentation. Its very flexible – visually engaging and not as cumbersome as a slideshow sometimes can be.

Was it a custom script, or is it based on an already existing snippet?

Love your work,

    Hi Nandor

    Thanks!
    The String format is based on a framework called reveal.js.
    Check it out!

Love your style and innovation!
One suggestion: second last slide: “Opt in to our crap” – “Opt in” should be hyphenated: Opt-in 🙂 Sorry, it’s a ‘grammar nerd’ thing… I can’t help myself.

    Thanks Genna!
    Much appreciated.
    (We’ll have to agree to disagree about “opt in”, though… ).

Several years ago, your B2B Marketing Manifesto changed the way I thought about information delivery; I share it as an example of a kick-ass content format with all of my clients! I’m now starting to share your “string” idea, too, despite my worry that you’ll steal my clients 🙂 Your stuff inspires me, and is too good not to share. Keep it coming!

    So… exactly which clients?
    (Kidding: thanks for your kind words. Made our day!)

Thanks for this amazing article.

Leave a comment