According to a recent study by Content Marketing Institute, a little more than half of all surveyed B2B marketers are planning to increase their content marketing spending in 2013. This result almost mirrors the B2C oriented study and shows a clear trend of the increasing importance of content marketing across organisations.
B2B content marketing expected spending
Another promising development is the ongoing trend of B2B marketers, likewise to their B2C colleagues, to acknowledge the importance of content creation by gradually increasing in-house content creation efforts over outsources efforts. A trend which in my eyes is an inevitable step to create ownership, necessary processes and content creation experience. Contradicting this notion is however a slight increase in content marketing challenges, particularly in the category “producing enough content”.
Content Marketing Challenges
B2B organisations are rich of quality content, the crux for every marketer is however to unlock this content from Key Account Managers, R&D folks, manufacturing partners, field engineers and top management. It is not impossible, but for many organisations, the years relying on external partners for content creation meant these necessary internal relations haven’t been built up to now capitalise upon.
Take on the challenge for 2013 to make B2C content sexy and engaging:
> Acknowledge the richness of content in B2B! Content doesn’t just have to be consumer stories in the earned media category – it is unlikely that your heavy machinery customer will post a picture of him and his new crane to your Facebook channel, however asking him in person for an experience interview changes things dramatically! Most often you will find open customers who are as emotionally connected to their products or work like your B2C counterpart’s mobile user.
> Be a tactician! As with customers, the same applies to your own R&D and sales guys. It is very unlikely that they will knock on your door and ask you to write an article about their work or achievements; but there are surely some out there who are more outspoken or who like to glow in their own glory. Perfect – use them as forerunners. Creating a competitive environment by adding a section “success stories” to your publication will spark drive and challenge others to showcase their success in similar ways. It doesn’t happen over night but with patience this will lead to great success and a pipe full of publishing ready content.
> Measure everything! Use digital tools to measure the results of your content creation efforts. Show the time customers have spent reading or accessing various channels and show it in a dramatic fashion. 50% of your content creation efforts will be spent internally, as shown above, on your colleagues or even superiors to market the content marketing idea to them. See them as your audience which is easier won by strong use cases than shallow marketing jargon, especially in B2B.
> Be a risk taker! Content marketing has to be engaging otherwise it doesn’t show effects and or results as planned. Don’t just rely on content marketing tactics that you are familiar with such as blogs, websites, case studies or whitepapers. Think outside of the box and look for the sexy new thing such as mobile and gamification. Don’t let Kodak style content marketing efforts fool you – not everything B2C marketers do leads to a great ROI apart from its sexy look to outsiders. Try to think of other tactics as use cases, why no gamify content creation internally or run a best product in use picture with customer’s field engineers? Applying tactics to the B2B world is easier as it seem but the sale internally can be hard and daunting. Be prepared for that and create a lot of small use cases for new tactics – these will help to convince superiors and colleagues of new tactics and ease the approval process.
> Use your own organisation as testing ground! Over the years, my most critical yet most rewarding audience was internal. Every employee in your organisation is waiting to be engaged, more in B2B than ever imagined. They won’t take anything for granted nor jump on every campaign or effort coming from marketing but if you manage to convince this audience, everything else will be a piece of cake. Furthermore, this will provide you with a richness of feedback (mostly critical) which helps to learn and avoid mistakes in the outside world.
> Have fun! I have seen and meet many B2B colleagues who were nothing but worked up in what I would call sales support (that is updating brochures, organising exhibitions etc). Working in technically oriented organisations doesn’t come with the same audience and or work environment as in B2C but that doesn’t mean you and your team cannot have fun. Create a driving environment for ideas, host internal creative brainstorming sessions, have regular team retreats to come up with new tactics, go to conferences and speeches to learn from colleagues, competitors and even off the grid B2C marketers.