Developing Exciting Content for B2B Brands
Our clients, like most B2B brands, are never going to air a Super Bowl commercial, inspire a trending Buzzfeed listicle, or end up on Oprah’s Favorite Things list. And we’re okay with that. Someone has to catch flies, take x-rays and fill our cereal boxes—and someone has to do the marketing for those guys, too.
You don’t need a wizard to tell you how to find content that isn’t too broad or two narrow (You’ve always had the power to go back to Kansas, Dorothy) as long as you have a strong understanding of your brand’s persona. Two examples from our clients:
Spee-Dee® builds rotary and auger fillers for the food packing industry. That’s a pretty narrow client base. But they also pride themselves on their customer service, so content that focuses on active listening and building client relationships comes naturally to them and is relevant to the packaging and materials handling industry.
On the other end of the spectrum is Snap-on®, a company with a huge presence in both consumer and industrial markets, and across several different industries. Covering too much general information that would be useless. By focusing on Snap-on® Industrial’s commitment to supporting technical education, they can dig into a content gold mine of tech tips, safety tips, and life hacks while still having room to discuss larger issues that affect both established and future technicians.
Working in the B2B industry may mean no Super Bowl commercial, but it doesn’t mean you can’t still provide engaging and exciting content for your brand. There’s always room for good content.
Erin’s left brain and right brain balance out nicely: while her creative side is thinking of new ideas, her rational side is assessing those ideas against our clients’ goals. With a background in market research, she geeks out over focus groups, survey design and demographic data. She relishes taking complex subjects and translating them in to clear, accessible language—a skill that’s invaluable to our many highly-specialized clients. Whether it’s a white paper, web content or a standard press release, she takes the time to get it right.