{"id":381,"date":"2019-12-15T09:01:37","date_gmt":"2019-12-15T08:01:37","guid":{"rendered":"http:\/\/clleancode.xyz\/nuccobrain\/?p=381"},"modified":"2019-12-15T09:01:38","modified_gmt":"2019-12-15T08:01:38","slug":"complex-%e2%89%a0-complicated-4-best-practices-to-turn-b2b-communication-into-exciting-content","status":"publish","type":"post","link":"https:\/\/clleancode.xyz\/nuccobrain\/complex-%e2%89%a0-complicated-4-best-practices-to-turn-b2b-communication-into-exciting-content\/","title":{"rendered":"Complex \u2260 complicated: 4 best practices to turn b2b communication into exciting content"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[],"acf_fields":{"main_image":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008.png","subtitle":"Since our beginnings, developments in digital marketing have been happening faster than ever and we have learnt a lot on the journey. This article discusses how you can turn complicated B2B communications into exciting content.","content":[{"acf_fc_layout":"text","post_text":"<p>Since our beginnings, developments in digital marketing have been happening faster than ever and we have learnt a lot on the journey. The most important lesson of all? Visual storytelling is the most relevant and effective marketing solution to communicating complex ideas.<\/p>\n<p>Applying this lesson to a B2B context, a few months ago, Nucco Brain collaborated with the agency Mindshare, to design a campaign for HSBC\u2019s new China\u2019s Belt &#038; Road Initiative. This ambitious multi-faceted strategy aims to boost the flow of trade, capital, and services between China and the rest of the world. Involving over 65 countries, HSBC\u2019s campaign targeted an international audience of stakeholders and business partners. Our studio was asked to create a video to explain the strategy in all its complex features:<\/p>\n"},{"acf_fc_layout":"video","video":"<iframe src=\"https:\/\/player.vimeo.com\/video\/211488050?dnt=1&amp;app_id=122963\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>"},{"acf_fc_layout":"text","post_text":"<p>HSBC || From Silk Road to China\u2019s Belt &#038; Road<br \/>\nUsing this campaign as a case study, here are Nucco Brain\u2019s 4 best practices to turn any B2B communication campaign into exciting content everyone will want to watch:<\/p>\n<h3>1) ALWAYS TELL A STORY YOUR AUDIENCE CAN RELATE TO<\/h3>\n<p>The main challenge with this project was to deliver a coherent outline of China\u2019s Belt &#038; Road Initiative to a multicultural audience with different business customs. To ensure everyone could understand, we chose to open the video by making a parallel between the new initiative and the ancient silk road, which, as the video says, \u201ceveryone knows about\u201d. Just like the new China\u2019s Belt &#038; Road: \u201cIts routes forged paths between east and west creating international connections that helped shape the development of the world\u201d.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":383,"id":383,"title":"Picture11","filename":"Picture11.png","filesize":661309,"url":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11.png","link":"https:\/\/clleancode.xyz\/nuccobrain\/complex-%e2%89%a0-complicated-4-best-practices-to-turn-b2b-communication-into-exciting-content\/picture11\/","alt":"HSBC || From Silk Road to China\u2019s Belt & Road","author":"1","description":"HSBC || From Silk Road to China\u2019s Belt & Road","caption":"HSBC || From Silk Road to China\u2019s Belt & Road","name":"picture11","status":"inherit","uploaded_to":381,"date":"2019-12-15 07:59:04","modified":"2019-12-15 07:59:10","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/clleancode.xyz\/nuccobrain\/wp-includes\/images\/media\/default.png","width":939,"height":508,"sizes":{"thumbnail":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11-300x162.png","medium-width":300,"medium-height":162,"medium_large":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11-768x415.png","medium_large-width":768,"medium_large-height":415,"large":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11.png","large-width":939,"large-height":508,"1536x1536":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11.png","1536x1536-width":939,"1536x1536-height":508,"2048x2048":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/Picture11.png","2048x2048-width":939,"2048x2048-height":508}}},{"acf_fc_layout":"text","post_text":"<h3>2) VISUALISE DATA<\/h3>\n<p>Our team\u2019s approach with facts and data is to transform it from complex and dull into simple and engaging content using visual storytelling. The video we created for HSBC required an explanation of the opportunities and risks associated with the Belt &#038; Road Initiative as well as features of China\u2019s currency, the Renminbi, to businesses unfamiliar with the country\u2019s economy. Our team worked with HSBC in order to translate stats reports into engaging animated graphics. Woven into the silk road narrative, this approach enables the core information to transcend any language and cultural barriers.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":384,"id":384,"title":"HSBC_The_Belt_And_Road_1920x1080_005","filename":"HSBC_The_Belt_And_Road_1920x1080_005.png","filesize":1262439,"url":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005.png","link":"https:\/\/clleancode.xyz\/nuccobrain\/complex-%e2%89%a0-complicated-4-best-practices-to-turn-b2b-communication-into-exciting-content\/hsbc_the_belt_and_road_1920x1080_005\/","alt":"HSBC || From Silk Road to China\u2019s Belt & Road","author":"1","description":"HSBC || From Silk Road to China\u2019s Belt & Road","caption":"HSBC || From Silk Road to China\u2019s Belt & Road","name":"hsbc_the_belt_and_road_1920x1080_005","status":"inherit","uploaded_to":381,"date":"2019-12-15 08:00:00","modified":"2019-12-15 08:00:14","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/clleancode.xyz\/nuccobrain\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005-768x432.png","medium_large-width":768,"medium_large-height":432,"large":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005-1024x576.png","large-width":1024,"large-height":576,"1536x1536":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_005.png","2048x2048-width":1920,"2048x2048-height":1080}}},{"acf_fc_layout":"text","post_text":"<h3>3) GENERATE LEAD &#038; PROVOKE A RESPONSE<\/h3>\n<p>The ultimate aim of any campaign is to entice an audience to take a specific action; and this aim should be incorporated within the visual narrative approach. Brands no longer compete against each other but the entire media landscape, creating a unique visual style that will grab your audience\u2019s attention and provoke a response is therefore important. Provoking a reaction also means engaging the audience enough that they will want to share the content online with their own networks.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":385,"id":385,"title":"HSBC_The_Belt_And_Road_1920x1080_008","filename":"HSBC_The_Belt_And_Road_1920x1080_008-1.png","filesize":2080402,"url":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1.png","link":"https:\/\/clleancode.xyz\/nuccobrain\/complex-%e2%89%a0-complicated-4-best-practices-to-turn-b2b-communication-into-exciting-content\/hsbc_the_belt_and_road_1920x1080_008-2\/","alt":"HSBC || From Silk Road to China\u2019s Belt & Road","author":"1","description":"HSBC || From Silk Road to China\u2019s Belt & Road","caption":"HSBC || From Silk Road to China\u2019s Belt & Road","name":"hsbc_the_belt_and_road_1920x1080_008-2","status":"inherit","uploaded_to":381,"date":"2019-12-15 08:01:06","modified":"2019-12-15 08:01:18","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/clleancode.xyz\/nuccobrain\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1-768x432.png","medium_large-width":768,"medium_large-height":432,"large":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1-1024x576.png","large-width":1024,"large-height":576,"1536x1536":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/clleancode.xyz\/nuccobrain\/wp-content\/uploads\/2019\/12\/HSBC_The_Belt_And_Road_1920x1080_008-1.png","2048x2048-width":1920,"2048x2048-height":1080}}},{"acf_fc_layout":"text","post_text":"<p>With China\u2019s Belt &#038; Road, the objective was to explain the new initiative well enough to convince HSBC\u2019s stakeholders to take part in it. This is clearly communicated with the call to action at the end of the video: \u201cTake a step into the future of global economy\u201d.<\/p>\n<h3>4) MEASURE SUCCESSES TO IMPROVE FUTURE CAMPAIGNS<\/h3>\n<p>Essentially, did the campaign reach its aim? What proportion of the targeted audience took the action desired? Did the campaign generate lead? Overall, HSBC\u2019s China\u2019s Belt &#038; Road campaign was well received by its stakeholders. The success of this campaign has led HSBC to commission a second video for some of their other B2B activities.<\/p>\n"}]},"_links":{"self":[{"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/posts\/381"}],"collection":[{"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/comments?post=381"}],"version-history":[{"count":2,"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/posts\/381\/revisions"}],"predecessor-version":[{"id":387,"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/posts\/381\/revisions\/387"}],"wp:attachment":[{"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/media?parent=381"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/categories?post=381"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/clleancode.xyz\/nuccobrain\/wp-json\/wp\/v2\/tags?post=381"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}