What do hundred-dollar cheesesteaks, a golf ball destroying blender and a phone booth with a trick door have to do with creating great B2B marketing content?
In his book Contagious: Why Things Catch On, Jonah Berger uses each of these viral marketing sensations to help explore the question of why some products, ideas and behaviours succeed while others fail (a question at the heart of all marketing).
If only there was a simple way for marketers to create the next Will It Blend? or United Breaks Guitars! Unfortunately, while there isn’t a formula to ensure your B2B marketing content will be popular and widely shared, as the book highlights there does tend to be six key ingredients that make up a recipe for contagious content.
For many B2B businesses, content marketing can seem daunting. Though all the signs point to marketers increasing B2B content marketing budgets at all levels of business, many still struggle with where to begin. What many businesses fail to realize is it’s likely they are already swimming in great content. They just don’t know it.
Of course, careful planning and analysis is necessary to understand your goals, what your competitors are doing, and your customers’ needs, paint points and triggers. But if startups and growing businesses reluctant to embrace content marketing just stopped to look, they would find treasure chests of knowledge, insight, and thought leadership. Here are 3 key resources your business can leverage to kickstart your B2B content marketing engine:
Chances are you’ve probably heard marketers throw around the phrase “content is king”.
While the phrase has joined ‘big data’ in the pantheon of overused marketing idioms, it remains true. Content marketing, defined by the Content Marketing Institute as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience”, can be one of the most cost-effective (and highest ROI) marketing tactics for startups. Content marketing tactics like blogs, white papers, newsletters, case studies, webinars, videos, amongst many others, are all great ways to ensure your startup has a consistent supply of inbound leads.
If you’ve been reluctant to dive into content marketing, here are 4 of the key benefits of content marketing that might change your mind: