Branded Content or BLANDed Content?
Let’s add some flavor.
Stuck in a content rut? Solution briefs. eBooks. Webinars. Same content, different day.
If only satisfying your audience were that easy.
In today’s dynamic B2B landscape, a monotonous, conversion-only, PDF-only content strategy won’t cut it. It’s time to spice things up with a full-funnel approach that not only attracts but also nurtures and converts leads.
The Conversion Conundrum
We get it—there’s immense pressure to show immediate results. This often leads to a laser focus on quick-win conversion campaigns. But over time, this approach can starve your pipeline. Investing in top-of-the-funnel content is a long-term play that sets the stage for future conversions. Neglecting it can leave you wondering why leads have dried up down the line.
The Funnel Isn’t Dead; It’s Just Evolved
There’s been buzz suggesting the traditional marketing funnel is dead. While the funnel’s linear path might seem old-school, in the B2B world, it remains a valuable framework. It’s evolved to accommodate a more dynamic buyer journey, acknowledging that prospects may enter at various stages before making a decision. Embracing this evolution and meet your prospects wherever they are in their journey.
Spice things up
Studies have shown that an absurd amount* of B2B content is still going unused. Why? Probably because it’s a smorgasbord of boredom. Diversifying your content types can invigorate your marketing strategy and cater to what your audience is actually hungry for. Here are some content formats that break out of the blah:
- Interactive eBooks and Guides: Enhance traditional eBooks with clickable links, audio narration, videos, and interactive charts. This transforms passive reading into a more engaging experience, allowing readers to explore content in a nonlinear way. Don’t have a big budget for custom interactive content? There are loads of no-code solutions out there.
- Calculators, Quizzes, and Assessment Tools: Create tools that allow prospects to input data and receive personalized insights relevant to their business. For example, ROI calculators or needs assessments can provide immediate value. Quizzes can help your audience identify pain points or suitable solutions.
- Interactive Infographics: Have a beefy report loaded with data? Pull out a handful of highlights and transform it into an interactive feast, giving your prospects the ability to dive into charts, maps, and stats. This makes complex information more digestible and engaging—encouraging prospects to access the full gated report.
- Podcasts and Webinars: Offer in-depth (and hopefully non-salesy) discussions, interviews, and insights on industry trends. These formats allow for a deeper connection with your audience, positioning your brand as a thought leader. And don’t forget to break down your video podcasts and webinars into shorter-form versions. AI-enabled video tools like Videospan can churn out instant social-ready shorts without actual editing.
- Data-backed Survey Results, Expert Insights, Trends, and Predictions: This is the kind of FOMO-inducing content that grabs attention. And make those investments sustainable—atomize the insights and serve up fresh derivatives throughout the year. Running a survey? Turn it into an interactive benchmarking tool because everyone (and I mean everyone) wants to know how they measure up against their peers.
- Pitfalls to Avoid: Prospects can’t resist content that reveals common pitfalls and how to sidestep them. By spotlighting these challenges and offering actionable solutions, you position your brand as a trusted advisor. Bonus: incorporating real-world examples from customers and partners further boosts your cred.
- Agnostic Conversion Content: We all know the usual trick: crafting buyer’s guides, comparison sheets, and evaluation checklists that not-so-subtly point to your own products as the best choice. But here’s a thought—what if you just played it straight? By providing unbiased, agnostic resources, you show your audience that you’re more interested in solving their problems than just making a sale.
Break free from the mundane. Cater to your audience’s diverse tastes and *chef’s kiss* build a long-term content strategy while you’re at it.
Ready to spice up your content game?
Let’s cook up something extraordinary together. Get in touch.