content marketing

Why Does B2C Content Get To Have All The Fun?

You know, you see all those cool B2C campaigns out there and you think, "well, I can't do that with B2B."

Actually, you can.

Perhaps it's because I come from the advertising agency side of thinking, but I'm a firm believer that all products and services can be interesting. Yes, seriously. And in my experience, B2B is one of the easier areas to break out with big ideas. 

Why? Because everyone else has already committed themselves to produce stodgy, uninteresting content that does nothing for their brand. That's the crack in the door to take your content to new heights. 

So, how? We're glad you asked. 

Look at your product. Now, look at the people who use your product or services? How are they using it? What else are they looking at? Your audience isn't always in business mode, they're real people, too. So, give them something fun. Maybe even cool. It's not about your brand being something that it's not, it's about letting down your guard and having a little fun. Check out these examples from Hubspot. 

See what I mean? Those are some serious B2B companies, but they're making a splash and having a little fun. For us, one of the biggest takeaways is to not be afraid to try something. Put your brand out there. See what happens. It's about letting your customers and your audiences see you in a different way. And content marketing is the perfect way to do it. Again, we're not telling you not to be you, but understand how you can push your brand forward.

You just might surprise yourself and your customers. 

How Simple Made Me a Better Content Marketer

There's a lot of stuff out there.

On what?

Everything.

If you've read my blog before, you know I'm a big fan of consistency. Well, I'm also a huge believer in simple. Keep. Things. Simple. 

Simple isn't easy, and people always underestimate the complexity of simplicity. 

And when it comes to content marketing. Simple is always the right recipe. 

I'm not the creator of the list below, but I like to keep it simple. So, maybe that's the copywriter in me, but these three things work for me.

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They are:

1. Get Found - Content marketing is about being found. We're being clever by getting deeper into what our audiences is looking for, wanting, curious about. The winding road makes its way back to us. Eventually. 

2. Connect - As some point there's engagement. They see what we're doing behind the glass case, and finally, they take steps to engage and connect. Click a button, sign up, order, etc.

3. Analyze - Ok, what just happened? Could it have happened sooner? Better? Simpler? There's always a more efficient way to do something. Not easier, just smoother. Find it. And apply it to the next evolution.

So, keep it simple. Nothing new. We're not reinventing the wheel here. However, people continue to complicate things when complexity isn't warranted. 

Pull back. Think about what you're doing, why you're doing it and how you just did it. It'll change the way you look at your content marketing. 

What Mom Never Told You About Content Consistency

There's this word that keeps popping up in content marketing. It's called (drum roll) ... consistency. 

Your mom told you all about moderation. Everything in moderation. Well, consistency rings true in a lot of different avenues. And especially with content marketing. Bet your mom didn't tell you that one.

Ok, so, dumb question: how much is the right consistency? Are we to be consistently consistent?

Consistency comes down to the channel. Some require more than others. So, let's take a look.

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Consistency Is Expected - blog posts, newsletters, social media and podcasts. These are items that your audience is expecting to see with great frequency.

Consistency Not Required - videos, white paper, ebooks, webinars and infographics. We don't want to overwhelm our audience with these things, but they're not to drop in when/where appropriate. 

Consistency Not Critical - events, games, guests. These are nice to have. Give your content marketing some variety. Again, not super important, but good to have in there every so often.

So, are you doing this right? There's not secret ratio when it comes to content marketing, but there are some common sense markers. The above markers are just the start. Play around with what works for you and go from there. Of course, it all comes down to what your audience needs and/or is looking for.