b2b content concepts that inspire, incite and ignite: unleashing the power of ideation
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B2B Content Concepts That Inspire, Incite and Ignite
Unleashing the Power of Ideation
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Tonya Vinas, Senior Editor, Content4Demand Samara Hamilton, Director of Marketing, Instec Corp. Merrie Beth Salazar, Director of Marketing Communications, Cox Media
Presenters
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What Should Content Do?
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INSPIRE!
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INCITE!
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IGNITE!
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http://en.wikipedia.org/wiki/Ideation_(idea_generation) Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic element of thought that can be either visual, concrete, or abstract. Ideation comprises all stages of a thought cycle, from innovation, to development, to actualization. As such, it is an essential part of the design process, both in education and practice.
What is ideation?
B2B Marketing: Coming up with new ideas to further strategic goals.
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§ Previously unreleased information § Known information presented in a
different way to create new knowledge § Known information in new formats
designed to raise awareness and/or incite action
“New” content can come from…
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Ideation Is A Challenge For (About Half) Of B2B Marketers
But it’s the most important thing in content marketing. (I have a slight bias.)
Source: 2013 B2B Content Marketing Benchmarks-N. Amc: CMI/Marketing Profss
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Tactical Expertise Storytelling skills Subject matter knowledge Formats Delivery channels Strategic View Of Buyer Pain points and triggers Buying journey Behaviors and actions
Ideation Requirements
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Content4Demand Ideation
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Instec and Cox Ideation
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Instec Infographic
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Instec Checklist
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Cox Playbook
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Cox Infographic
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Get Started By: § Meeting with your SMEs and Sales Team. § Documenting what questions their customers are asking. § Documenting what questions they should be asking. § Assessing how conversational your current content is and if it is
answering these questions. § Assessing whether you are effectively using different content
formats—extending beyond the core menu.
Questions?
Key Takeaways
Creating content that inspires, incites and ignites is not easy. But it is possible.