Is your company’s B2B content … well, boring? Rethink your approach with these inspirations from B2C content.
B2B content is often kind of—dare I say—boring.
Of course, any content produced by businesses, for businesses is bound to be more factual and professional and “safe for work.” There are limits to what B2B marketers can say without compromising their professional image, and that’s understandable. But in the world of content marketing, it seems like too many B2B marketers are playing it safe.
Some of the most creative and high-impact content marketing efforts are coming from the B2C world—maybe that’s because talking to consumers often gives companies more of a chance to be “fun” instead of just factual. But no matter what we sell, the evolving demands of the content marketing world are opening up new possibilities to tell stories in more creative and engaging ways. B2B marketers can learn a lot from the B2C content marketing world.
Here are three lessons that B2B content marketers can learn from B2C content.
Be creative
Look for ways to get out of the traditional B2B content marketing box of white papers and blog posts. Most B2B content marketing is focused on the written word—but not everyone prefers to get their information in writing. Instead of penning another white paper, consider creating colorful infographics that convey your statistics and survey results in a more visually-interesting way. Has your business ever thought about a podcast? Podcasts give you the chance to create your own online radio show where you can share stories with your clients and prospects in a personal and educational way. Check out this article in Slate about how the podcast format, after 10 years since it was invented, is experiencing a “renaissance” with more people tuning in to this medium than ever before.
