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It can quickly become unfocused. Small businesses that are just learning the ropes. 8. When it comes to marketing for B2Bs, one of the hardest parts of the battle is pushing leads across the finish line and turning them into customers. Because Better Everyday isn’t attached to the company’s main URL, it provides an opportunity for NextView to experiment with different tones, voices, and stories -- all from a variety of experts that might already be using Medium to discover and contribute unique content. Some questions to keep in mind as you review these emails: Is it a personalized email? See all integrations. The sort of content that a prospect should or would be willing to register for in order to receive it. I wanted to draw attention to this particular aspect of content marketing. @meghkeaney. Learn more about Brainrider and our core values, Get a glimpse of some of the customers we've worked with, Come work with us! But Deloitte has also used that wealth of knowledge to position itself as a resource for those who want to know what it knows. A great example is VC firm NextView Ventures' Better Everyday, a Medium publication that focuses on “stories, analyses & resources to help seed-stage founders redesign the everyday.”. But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience's point of view. B2B content marketing, or business-to-business content marketing, can be very challenging, and it’s only going to become more so in the coming years (if such a thing were possible).That’s why we wanted to create a seriously comprehensive, detailed guide to content marketing for B2B-focused businesses.. We’ll cover a lot of territory today, including: Sell or offer an eBook. We absolutely love stumbling across B2B companies with an active presence on Medium. Zendesk might be an expert in the solutions provided by its product, but behind that product is a chorus of highly skilled experts -- the people who build and engineer the software. Hopefully, these content ideas will give you a great head start for planning and researching your content. Who says written content needs to be two-dimensional? Sure, Unbounce has a successful blog, but it saw Page Fights as an opportunity to expand beyond that copy. That can be difficult, especially when you’re working in a highly specialized industry. But off-site content diversifies your audience by engaging readers who might not have otherwise found your website. By using new and trendy ideas for content marketing as a B2B company, you can establish trust and gain credibility to get more leads. Here are some of our favourite B2B campaigns created with the Qualifio platform. We're committed to your privacy. B2B, Contentmarketing. Like Kickstartershows us here, a compelling narrative can work wonders for your brand. So while we don’t recommend abandoning blogs completely -- after all, written content is still vital to SEO -- we do emphasize the importance of diversifying content formats. Use these B2B content ideas to inspire practical content topics such as examples, guides, templates, plans, tips, reviews, etc. Now that you know what you want to achieve, who you want to target and where the gaps in your content are, you can start to brainstorm content ideas for your B2B content marketing strategy. If you want more traffic and more leads, you need to produce. Identify what your business does particularly well, and then make the most use of the channel that best aligns with your strengths. Quick! Yes, gifs are hilarious -- but in some contexts, they’re also worth $147 million. A simple way to prioritize your objectives, identify gaps and execute a better marketing program. But the moments like the one we described above are the ones that remind us: B2B companies are just as passionate about their products as B2C companies are. 9. They can have valuable information, genuine personality, and even be downright remarkable. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh. Of course, having a presence on visually-focused channels like Instagram and YouTube is vital -- but when it comes to your written content, don’t afraid to use visuals there, as well. There are two things I love about the CB Insights newsletter. B2B content ideas that address these questions include: If a prospect wants solutions and product suitability content they want to figure out how to solve their problem. When executed correctly, it can give publishers a huge boost in discoverability, variety, and quality, especially when making use of a highly popular platform like Medium. MYOB recognizes that many businesses are figuring out accounting and financial decisions as they grow, so it’s created content that positions the brand as a go-to resource to help those businesses navigate each stage of their development. A fast-food chain creates an investigative podcast into a forgotten food. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '902a9c1d-887f-4775-ac61-e5777a070b47', {}); Originally published Aug 31, 2018 8:12:00 PM, updated March 19 2018. Much like some of the other remarkable B2B content we’ve come across, it curates not only different pieces of highly helpful content -- but also a variety of content formats. Posted July 30, 2020 by Linda & filed under Content Writing, Infographics. It not only aligns with its brand -- after all, the company does provide technology to businesses that want hosting solutions for their visual content -- but it’s also just smart. B2B Lead Generation Ideas. Now, let’s jump to the next level. Rather, this is a “What to” article, with 35 B2B eNewsletter content ideas to help you think about “what” to write about. From blog posts, to webcasts, to podcasts, Deloitte Insights has a bit of everything for those who want to learn about its specialties and the industries it works with. Want to capture glorious shots like this with a DSLR camera? As they show, there's a world of content opportunities out there, just waiting for creative B2B marketers to take on. In December 2020, online retailers and B2B sellers can focus their content marketing on getting things done during Covid, launching a YouTube channel, profiling the Nobel Prizes, teaching skills, and raising AIDS awareness. B2B content ideas to address these questions include: The most common search phrases start with “how to” concepts not specific brand or product names. By the end of the article, you must have become aware of different places from where you can find innovative ideas for your B2B content strategy. One of the best things about well-curated content -- especially the kind that pertains to your line of work -- is that it eliminates a lot of work. (And we’re not discouraging that -- stick with it, and find ways to supplement those efforts.) Free and premium plans, Customer service software. First Round, an early-stage VC company, recognized the knowledge among entrepreneurs and leaders that wasn’t being shared -- knowledge that could be highly beneficial to their peers -- and created the First Round Review as a place for it to be shared. This time, it’s from Zendesk, a maker of customer service software that’s done something unique with its Medium publication, Zendesk Engineering. More established companies that need greater insight into all facets of their operations. If this one sounds a bit on the dramatic side, that’s intentional. Offer premium blog posts. Common forms of content marketing in B2B include blogging, podcasting, email newsletters and infographics. Then there are Here's the answer: "But I'm a B2B Marketer." The ability to upload videos, share stories and publish on IGTV has opened the door for B2B brands to experiment and push video-based content through Instagram. Then, keep it human. As we mentioned before, Wistia creates visual content technology -- so it makes sense that it would have unique visual content. The project came to a close after one year, but during its existence, Page Fights contained live streams of marketing optimization expert panels who critiqued landing pages in real time. But liberating that much-untapped knowledge can lead to the same problem we alluded to above -- an unfocused mass of content that makes it difficult to discover exactly what you’re looking for. With a specific audience and goals in mind, you can focus on finding content ideas for your B2B content marketing campaign. It knew that the web -- especially within marketing and web design -- was becoming increasingly crowded with content. With creative, effective content marketing ideas, you can elevate your B2B eCommerce sites to be an industry leader with a loyal following and customers in as little as a few months. 1 | Blog Posts. At risk of sounding like a broken record, we can’t emphasize enough the importance of B2B brands maintaining a human element. We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Sample 11 of the Best B2B and B2C Content Marketing Ideas of 2018. Here are 13 B2B content ideas to boost your Pinterest marketing strategy. 1. But if your company has a number of specialties, creating content microsites for each of them is one way to keep that information organized, discoverable, and easy to navigate. Maintain an amazing onsite blog. To learn how Brainrider can develop content that will help you reach your goals, request a proposal now. B2B decision makers are bored. Second, you learn a lot just by reading the newsletter, no need to click through a bunch of links.”, - Janessa Lantz, HubSpot Senior Marketing Manager. That’s why we like it when companies use social media channels to give audiences a “look inside” at the people who make the great products and services they love. This list is B2B content ideas is a cheat sheet for developing better B2B marketing content. Every B2B marketer knows that content is critical. That’s just not how this works. Host a podcast. Well, it’s an exercise in creating off-site content: the material you own but doesn’t live on your website. B2B blogs can be a challenge for even the most experienced content marketer. Sharing useful, relatable first-hand accounts conveys empathy, which helps to invoke trust among readers. For better results start by developing a customer-focused business to business marketing plan and then use this cheat sheet of 21 different B2B content ideas targeting each stage of a prospects decision process. Research Content Ideas. Other businesses spe… Medium, for example, connects your content with the people most likely to read it. As my colleague, Sam Mallikarjunan, writes in “Why Medium Works,” it can take up to six months of consistent publishing on your company’s blog before it gains significant traction. That’s why creating informed, useful content for individual, specialized audiences is core to its marketing strategy. Below, you'll find a few of our favorites, all with their own B2B marketing strategies that you can take with you. Much like some of the other remarkable B2B content we’ve come across, it curates not only different pieces of highly helpful content -- but also a variety of content formats. I didn’t put it first on the list for nothing. Use Your Blog. There’s the issue of tone, for example. Hexagon used augmented reality (AR) to spruce up their written company report, giving investors a more interactive experience when learning the latest updates on the company. Crafting high-level informational content and sharing it on your website, as well as undertaking guest blogging are … Royal … Keeping up with news and trends is never easy when you’ve already got a full plate, so when someone else is able to hand-pick the things you need to know, it can feel like you’ve struck gold. 03, Jun 2019 . We’re optimistic that the digital realm is full of strong B2B content marketing efforts -- and, we want to hear about them. With that in mind, the company recently "augmented" a presentation to its investors in a creative way. Here are 13 different ideas you can try as you look to jumpstart your B2B Instagram strategy. Verena Vogt . This means building internal consensus for the decision and building comfort with their choice. In this article, we will show you that B2B campaigns are no longer boring, thanks to interactive content. No marketing, including content, is uninteresting if you look at it certain ways. A post shared by Wistia (@wistia) on Apr 24, 2017 at 11:58am PDT. Content marketing starts with creating or curating content such as articles, videos, graphics, or podcasts. It works with a massive cross-section of industries, from government agencies to life sciences -- and that broad range of knowledge is a major selling point. This means understanding how different solutions work, how to compare different approaches, a building a short-list of relevant solutions. So, while it’s great to think outside of the box, use clever subject lines, or even write every email with an overarching humorous tone -- keep it relevant and include the information that the people reading it signed up to receive in the first place. The internet is only going to become more crowded. Link in bio! If you’ve ever wondered how to leverage the wealth of knowledge outside of your organization -- and inside your professional network -- here’s a great example. For more information, check out our privacy policy. Creating engaging content for your customers is a difficult task. Give up? To connect with prospects before they know who you are, you need to share practical and useful “how to” topics related to your subject matter expertise. Keep your audience in … Manufacturing in 2015: Best Insights, Tips and Innovations Stay up to date with the latest marketing, sales, and service tips and news. Plus, with Medium’s built-in ability for people to recommend, highlight, and search internally for relevant content, it makes the work published there that much more shareable. Premium plans, Connect your favorite apps to HubSpot. It’s your premium, high value content. That’s what Raise the Bar does, by compiling a “daily digest of timely, must-read posts on sales, marketing and growth engineering.” And, that was the intent all along. Here at HubSpot, some of the most awe-inspiring moments take place when we get to take new products and features for a test drive. A mobile app, based on technology from Samsung and zSpace, displays a virtual demonstration of a product when readers hold their mobile device over a "trigger image" of that product within the report. Writer’s block is a thing for everyone. And remember that tip to “keep it human” we mentioned earlier? Unlike other social media platforms, when people search on Pinterest they expect to leave the platform to get more information. But if you can also create content that aligns with the core of your product or service, that’s also great. Free and premium plans, Content management system software. After all, articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. 5. So, among its specialized hubs are educational content centers, including Deloitte Insights (formerly branded Deloitte University Press). Creating a content strategy to please a wide-scale audience like Deloitte’s is challenging. Free and premium plans, Sales CRM software. That’s why First Round organized the Review into a collection of nine online magazines, each specializing in a different aspect of building a business. Learn more about B2B marketing and how you can generate more revenue through pipeline marketing. To address that, it diversified the format of its expertise, to keep its audience engaged and learning. But what happens when you can’t come up with marketing content ideas? B2B businesses that are privy to industry-specific data are at an advantage when it comes to content. Don’t be afraid to reach out to the entrepreneurs and leaders you’ve met, or simply just admire, to figure out how they can work with you to create content with teachable experiences that your audience will value. Does it have a clear CTA? 7. A company doesn't work for its content; content works for its company. Host a webinar. Wistia, a video hosting platform, does that particularly well by sharing visual content on Instagram that lifts the curtain on its people -- and dogs. There are in fact, a number of excellent resources with “How to” tips for creating, producing, publishing, and managing newsletters—including our own B2B Email Marketing Best Practices eBook . Sure this information can be presented in a boring ol' white paper like every other competitor OR it can be turned into a bright and fun infographic. Sometimes it’s important to get your ideas down on paper. How? And so, under such subject lines as “so sad: tough to have a VC dad,” it includes relevant data. If well-executed, this kind of effort has everything to optimize the customer’s journey and facilitate its conversion. The following suggestions may help you think of some content topics that you can develop to encourage others to link to your website. Yes -- more offsite content. When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. MYOB, a provider of business management solutions in Australia and New Zealand, helps companies manage their finances, in part by connecting them with bookkeepers and financial services professionals. Brainrider can help you get better results with a B2B Website update, best practice marketing planning & execution, or a Pardot marketing automation implementation. For better results start by developing a customer-focused business to business marketing plan and then use this cheat sheet of 21 different B2B content ideas targeting each stage of a prospects decision process: If a prospect wants education or thought leadership what they are really trying to do is understand their problem or opportunity, get a fix on the landscape, and understand how to frame the market. Do the campaigners know their audience? Starting from what is B2B marketing to its different formats, I am sure you have soaked-up everything. It serves, reads the manifesto, to liberate the ideas and expertise that are “trapped in other people's heads.”. B2B newsletters definitely don’t have to be dull – at least for their core, intended audiences. 5 Effective Content … You offer solutions -- but what is your process? If you need to say something that a blog alone can't, the business demands that you make it work -- whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook. 8 Helpful Content Ideas for B2B Product Marketing. Your blog is an excellent resource for B2B social media content ideas. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL. Blogs are a great way for prospects to gain awareness of your brand and the solution you offer. Then, turn that into relevant content that’s going to both save time for and inform your audience -- and make it easy for them to access it. B2B Content Ideas for SEO. But even more than that, we want to hear how these examples inspire you. A mini-webinar run via Stories or IGTV can help your brand connect with a new audience. A legal team stars in a music video. Focus Only on B2B Marketing. This will probably work best if it’s a list post, but it doesn’t have to be. For B2B social media marketing ideas, Quora and groups on Linkedin and Facebook are a great source of content inspiration. Many B2B marketers have seen B2C content at least once and asked, "Why do they get to have all the fun?" The Tax Time center, for example, is angled to fit the needs of both customer groups, providing tips for those just starting out, and guides for breaking through new stages of development. And for every B2B product, there are even more B2B users out there looking for information, inspiration, and knowledge to provide them with solutions. 95 Creative Content Marketing Ideas for Your Website or Blog 1. What is gated content and can it improve your B2B lead generation efforts? We transform, if it's even imaginable, into even bigger geeks than we normally are, squealing with the excitement typically reserved for iPhone launches and new seasons of Netflix series. A cruise line writes romance stories. Many of the following ideas can function as a B2B email template for your content marketing initiatives. Even the best B2B content producers have days when they just can’t get it done. Implementations, migrations, templates and lead management, B2B marketing campaign strategy and execution, Tech assessment, optimization, integrations and API work, Digital and web design, branding, video and custom design projects, Content audit, copywriting, workshops, content experience, Getting started with ABM, ABM Pilot, and implementation, If you’re like many marketing leaders out there, you’re looking for strategies and resources that…. If your search traffic is primarily driven by your brand name you are missing traffic from prospects looking for practical information related to their decision process. Take advantage of the availability of off-site content platforms. The point? hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'e74edd8b-9be4-4ea5-9ac3-9555b184c305', {}); Done right, B2B content marketing can certainly match -- and sometimes, maybe even rival -- the creativity and appeal of the best B2C ones. Sit down with marketing and sales and try to come up with ideas related to the pain points of your personas. Use your website’s analytics to find your most popular post. But the messaging remains relevant, even among the hint of silliness. Head over to the Library for everything you need to know (dog sold separately). It was content that expanded far beyond the written word -- and that was one thing that made it so great. Best Ideas for B2B Content Marketing. Think about the problems that your product or service already aims to solve for customers. Here’s another example of a brand that does a great job of leveraging different categories of knowledge. Get to know Brainrider, our leadership, what we stand for, and what makes us the right partner for your B2B marketing needs. Sure, topics like engineering might be traditionally “unsexy.” But when leveraged and communicated in a storytelling manner, they can make for remarkable content. Meghan Keaney Anderson What have you learned that makes you do what you do so well, and how did you get there? Brainstorm content ideas. Deloitte is a professional services company specializing in consulting, tech, auditing, and more. B2B Marketing Ideas for Top of Funnel Content Blog Posts. Dig beneath the surface of the solutions your company provides. July 18, 2018. From blog posts, to webcasts, to podcasts, Deloitte Insights has a bit of everything for those who want to learn about its specialties and the industries it works with. First, it's surprisingly funny (the subject lines alone make it worth it). So, as you create these content hubs, consider adding a “knowledge center” among them that’s dedicated to teaching your audience the valuable things it wants to learn. Build a pilot program. INFOGRAPHIC: 8 B2B Content Ideas to Steal from Women’s Magazines. Gated content is the stuff you’ve invested time, energy and resource to create. What are the four most frequently used words by B2B marketers? Discover B2B content marketing ideas to help get your brand on the radar of influencers in your industry through blogging. B2B Content Ideas to Generate Links & Industry Influence. Don’t get mad at us —that statement comes from a survey of B2B buyers, where 82% said they wish B2B content had the creativity associated with B2C. Create Unique B2B Content ", - Sophia Bernazzani, Editor, HubSpot Customer Success Blog. For many B2B content writers, it can be scary or intimidating to start writing content and put your ideas out there in the wide world. Plus, you’re creating a publication on a platform that comes with a built-in audience of at least 6.3 million users. But alas -- this glee is caused by software we use every day at work, and will eventually get to share with other marketers. When you’re dying to create truly unique, cutting-edge content, it’s easy to stray from your organization’s mission and focus. B2B Content Marketing Ideas Content marketing is one of the dominant strategies in the digital environment, given its efficiency in attracting and educating leads. The next time you’re stuck, refer to this list of 15 creative ideas for B2B social media content. The discipline of content marketing has so far been known primarily from the B2C area, B2B companies usually find it more difficult to do so. Thinking about ABM? It's easy to feel limited by your medium as you create content -- especially for a business audience who you've all agreed is comfortable with that medium. Please, please, please don’t neglect to incorporate visuals into your content strategy. Take signups for an online course. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter. You have to maintain one that’s professional, yet still readable and friendly. B2B content marketing is the practice of producing and distributing content in order to increase brand awareness, traffic, leads and sales for business-to-business companies. This one's for you, B2B Marketers. Research can be as simple as looking up what your competitors are doing or finding keywords to use in your posts. © 2020 Brainrider Inc. All Right Reserved, Access to internal subject matter experts. In order to give you a few ideas for how to make your newsletters worth reading, I’ve rounded up 10 B2B newsletter content ideas. If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. 2. Which of These B2B Content Marketing Ideas Will You Use First? Take a look at the email design, structure, and messaging. There’s an understanding among the B2B marketing community that businesses aren’t going to spend money frivolously. Consider maximizing your content by summarizing key points in an infographic that others might link to from other websites. B2B content ideas that address these questions include: Prospects who have built their short-list then look for decision support and credentials. Balance your product, brand, commentary, opinion, and about-us content with practical content to see better inbound search results and content engagement. Among its other advantages, visual content can help boost a viewer’s retention of things like brand information. A mattress company appreciates the value of print. The following tips will help B2B marketers brainstorm new content ideas that appeal to the brand’s target market. 1. Turn Your Top Posts Into A Slideshare. How does it work? You may unsubscribe from these communications at any time. Is the language actionable? Conduct, publish, and offer original research. But it’s also about getting more eyes on your business. As a crucial B2B content marketing tactic, this can be done with blog posts, infographics, charts, tables, or other pieces of content. By now, you have an understanding of the basics of B2B content marketing. 13 B2B Instagram Content Ideas to Spark Your Creativity. The Best of B2B Marketing Content: 10 Examples, visual content can help boost a viewer’s retention. That’s why promoting your content is just as important as producing it, and why you need to cover the topics your customers truly want to know about — not just the things that you think are interesting. For Hexagon, an industrial IT solutions provider, "AR" doesn't just stand for annual report. 11 gated content ideas for B2B lead generation. This list is B2B content ideas is a cheat sheet for developing better B2B marketing content.

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