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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

  1. 1. PRESENTED BY #C2C14 B2B Content Concepts That Inspire, Incite and Ignite Unleashing the Power of Ideation
  2. 2. #C2C14 Tonya Vinas, Senior Editor, Content4Demand Samara Hamilton, Director of Marketing, Instec Corp. Merrie Beth Salazar, Director of Marketing Communications, Cox Media Presenters
  3. 3. #C2C14 What Should Content Do?
  4. 4. #C2C14 INSPIRE!
  5. 5. #C2C14 INCITE!
  6. 6. #C2C14 IGNITE!
  7. 7. #C2C14 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.
  8. 8. #C2C14 §  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…
  9. 9. #C2C14 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
  10. 10. #C2C14 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
  11. 11. #C2C14 Content4Demand Ideation
  12. 12. #C2C14 Instec and Cox Ideation
  13. 13. #C2C14 Instec Infographic
  14. 14. #C2C14 Instec Checklist
  15. 15. #C2C14 Cox Playbook
  16. 16. #C2C14 Cox Infographic
  17. 17. #C2C14 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.