Unlock your B2B content creation creativity 

posted in: B2B content inspiration | 0
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Compelling content is the backbone of any successful B2B marketing strategy. 

But what do you do when you are stuck for ideas? Fear not! Our short guide reveals some places to go when you need to fill your creative well.  

1. Your competition

A great place to start is keeping an eye on what your competition is promoting. Take a quick look at their blogs, whitepapers and social media accounts.   

Consider: 

  • Topics of discussion 
  • Whether the approach is compelling 
  • How this aligns with your B2B products or services

An exercise like this offers a powerful way of identifying opportunities in the marketplace(s) and fresh ways to approach your audience. 

2. Your customers and prospects

A Man and a Woman Working in Call Center

Customers and prospects are paramount to your success. They can be a great place to mine for potential content.  Surveys, feedback forms and social media activity can be a great starting point. 

Consider aspects such as: 

  • Topics of discussion 
  • Any indication of trends or common customer pain points (eg product/service challenged by certain applications) 
  • Current and emerging challenges (eg budget cuts, KPI pressure) 

An activity like this allows you to reflect and respond to real-world concerns among your customers. Done well, it demonstrates your expertise and serves as a trust-building exercise.

3. Your frontline staff

Your sales, customer support and service staff can be a great source of B2B content ideas.

As the first (and sometimes only) point of regular contact for your customers, they have their ears to the ground.  

Reaching out to their managers – by email or phone – can provide you with a neverending source of content. (Particularly when you are hunting for case studies!) 

Pose questions such as:

  • What are the latest staff developments? Any new members of staff, anniversaries, promotions, personal challenges, etc?
  • Are customers or staff facing any new, challenging or unusual situations during the course of their work? (eg poor weather conditions)
  • Any feedback about staff, products or services worth sharing (eg [product/service] saved me XX%, I achieved ROI in <6 months, etc)? (These are perfect for case studies and testimonials.)

4. Your industry (and theirs) 

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Fresh content relies on keeping aware of the latest news and trends for you and your customer. There are lots of ways to do this, such as:  

  • Setting up alerts for keywords or phrases (eg specific locations, type of product or service, dealer, customer or manufacturer name, etc.) 
  • Joining social media or networking groups where your customers or competitors are active to stay ahead of emerging issues.
  • Subscribing to relevant publications and digital newsletters/substacks
  • Attending webinars aligned with your products or services
  • Get involved with proactive industry associations

5. Your data  

In a world where data is king, leveraging yours can inspire valuable content. 

By looking at a range of sources (eg web traffic, social media engagement, email opens), you can quickly identify the content and approaches that resonate with your customers. 

Ask questions such as: 

  • What propositions are customers engaging with? (Price, Time-sensitivity, USP)   
  • What types of content do clients prefer? (short-form, long-form, video)
  • What are they searching for? (FAQs, common search terms, etc)   

Conclusion

By exploring these diverse sources of inspiration, you’ll never run out of ideas for your B2B content. And remember, the key to successful content marketing is consistency and relevance. 

Keep your audience’s needs at the forefront to build and establish a loyal following.  

Ready for more tips and tricks to elevate your B2B marketing game? Follow us on social media.

Let’s create something amazing together!

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