3 Ideas for Content Marketing

These days, it seems like B2B marketing can be broken down into three elements: content, content and more content. As content marketing explodes with widespread popularity, B2B marketers feel pressure like never before to produce a constant stream of new — and unique — content in order to capture and hold their audience’s attention. This task is not only daunting, it can get quite tedious. So if you’re looking for a break from continuously searching for new and interesting ways to discuss best practices, here are three ideas for mixing things up a little and increasing your content library — without having to write a whole lot of original content.

Share Your Sources
You spend hours upon hours keeping yourself up-to-date on the latest industry trends and looking for ideas for new content, so why not put together a blog post about your process of researching for your blog posts? Link to five articles you’ve found particularly informative, highlight some of your favorite blogs to follow, or suggest LinkedIn groups with useful conversations about your industry. These types of posts require minimal effort on your part (write up a brief introduction, link to your favorite sources and you’re done) and provide other B2B marketers trying to stay informed with valuable information. Bonus: giving other blogs a shout out might make them more inclined to do the same.

Look for Simple Research Projects
Keep an eye out for opportunities to compile simple statistics. An example of this type of content is our blog post comparing Google+ and Facebook Pages for businesses. This blog post started with a question: For brands using both Google+ pages and Facebook pages, how do numbers of followers compare between the two sites? From there it was just a matter of looking up the brands on each site, compiling the numbers of followers for each and opening up the floor for discussion. Gathering information like this might take a little effort, but by providing your audience with statistics from which they can draw their own conclusions spares you from having to be the expert, and getting a conversation going on your site keeps your audience engaged. Plus, this type of data can be displayed in an aesthetically pleasing chart or simple infographic and easily distributed through all of your social media outlets.

Compile Existing Content in a Book
Obviously, this project is a much larger and more long-term undertaking than the blog post ideas above, but consider compiling some of your existing content in a book. This project will be labor intensive in that it requires you to pick out your most valuable content, establish a theme and write transitions so topics flow cohesively. But binding your most valuable content in a book gives it credibility: we’ve been trained (with good reason) to approach information on the internet with a certain amount skepticism, while books are generally seen as more trustworthy sources. Furthermore, if you mail a prospect a book, it’s highly unlikely that it will be thrown out. Even if it’s not read immediately, books don’t seem as disposable as most promotional materials, so there’s a much better chance that it will be stuck on a shelf somewhere (the same cannot be said of mailing a prospect a white paper). And a book can easily be promoted through social media outlets; for example, you can request a free copy of our book, Think Outside the Inbox, on our Facebook page. This is a great way to easily distribute content to interested parties in a compact and permanent format, and well worth the effort of compiling valuable existing content.