We’ve run the Killer Content Awards program for six years, so it’s safe to say we’ve seen some unique takes on content marketing trends and best practices over the years.
Some winners have relied on more traditional yet advanced techniques that drove stellar ROI; others, however, pushed the creative limits by using cutting-edge formats and quirky design themes. And we love them all. Featuring such a broad assortment of brands and approaches proves just how diverse the B2B world really is. There are truly no rules when it comes to engaging your buyers.
Of course, that doesn’t mean we haven’t seen some recurring trends and best practices over the years. That’s why for this post, we wanted to highlight some of the core characteristics of killer content we’ve found. As you read on, think about some of your recent campaigns and resources. Do you think they fit the bill? Then we encourage you to nominate them for our 2018 Killer Content Awards. Nominations are open now!
We believe that killer content is…
Buyer Focused: I put this first because I truly believe it’s the most important. You could have the most fun and creative content out there, but if it isn’t relevant to your target audience, it simply won’t perform well. During the early planning process, think about who you’re trying to target with your content. What devices do they use to access content? What formats or approaches do they gravitate to? Sure, there are still ways you can push creative limits, but you can still ensure that it aligns with your target customers’ expectations. For example, Oracle created a multi-touch, multi-channel campaign designed to engage ERP buyers. Although there was a diverse mix of content formats — like an interactive handbook and ROI calculator — all messaging was tailored to their primary buyers.
Multi-Channel: In order to get the most value out of your content investments, you should be able to promote all assets across channels. Buyers are using more channels to find information and discover content, so you want to amplify your assets across email, social, digital advertising and other outlets. It will help your brand stay top-of-mind and ensure your content is discoverable across channels. We spoke with Xerox about their award-winning “Digitization@Work” campaign, which was recognized for modular design and a comprehensive, multi-channel approach to promotion and amplification.
Easy to Digest: Yes, E-books, white papers and survey reports still play a starring role in B2B brands’ content libraries. But gone are the days you can jam a PDF with copy that drones on and on without making your buyers fall asleep. The brands that we recognize for their long-form content find new and compelling ways to break information down so it’s easy to navigate and digest. Veracode, which was a winner in the “Research-Based Content” category, reimagined the traditional survey report by putting it in an interactive, mobile-optimized environment. The content was broken down with interactive graphs, so people could consume as much (or as little) content as they wanted. Veracode also created some derivative assets — like an interactive listicle — to highlight some of the key themes from the report. If people wanted to learn more, they could click to download the full survey report.
Interactive: Our previous example from Veracode illustrates an interesting shift in the marketing world — from static PDFs to immersive, interactive experiences. Our Killer Content Awards report is chock full of great examples from brands in different industries. Think your industry is too stiff or buttoned-up for interactive? Think again! We’ve seen HR tech companies and even chemical companies try their hand at interactive content — with much success! Learn more about their experiences and get inspired!
Creative: All of our preceding points tie to the fact that B2B content no longer has to be boring. As long as brands have an understanding of their audience and have compelling and relevant messaging, they can be as creative and quirky as they want. Content design concepts and themes are a great way to capture attention and improve overall brand recall. Take LeadMD as a great example; its “Monsters of Funnel” initiative has been a mainstay…and people love it. Incorporating B2B experts and thought leaders, all assets and promotional vehicles carry a rock and roll theme, resonating with buyers in a more personal way…through music. (Who doesn’t love music, right?) It goes to show that you can find content marketing inspiration in the most unlikely places.
I hope this blog post has given you enough ammunition to go into your own content marketing arsenal and find some killer content. We’d love to hear your stories and experiences, and hopefully, add you to the winner’s circle for our 2018 awards!
