B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

•

1 like•2,492 views

This document summarizes a presentation on ideation and content creation for B2B marketing. It discusses how content should inspire, incite and ignite. It defines ideation as the process of generating and developing new ideas. The presentation features three speakers and discusses how their companies approach ideation for content creation. It provides examples of ideation tools used by Content4Demand, Instec Corp, and Cox Media like infographics, checklists and playbooks. It concludes with recommendations for getting started with ideation like meeting with subject matter experts and sales teams.

PRESENTED BY
#C2C14
B2B Content Concepts That Inspire,
Incite and Ignite
Unleashing the Power of Ideation

#C2C14
Tonya Vinas,
Senior Editor, Content4Demand
Samara Hamilton,
Director of Marketing, Instec Corp.
Merrie Beth Salazar,
Director of Marketing
Communications, Cox Media
Presenters

#C2C14
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.

#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…

#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

#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

#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.

vivaldigroup.com The world needs one more agency about as much as it needs just another consulting firm. We are the best of both. But don't call us either. We are Company Builders. Together we draw on decades of business and brand strategy experience while seeking beauty {+} inspiration in all things. We are strategy-first. We live and we breathe the life of the customer. We are customer-first. People. Humans. And their journeys. We are digital-first. The life of a brand in the hands of who it was meant for. These things drive us. We use them to Consult, Create & Ignite Commerce. We are focused, agile and inclusive. We are many things. We are Vivaldi.

Growth hacking

Rayshum Naveed Kayani

Top 10 marketing quotes from industry leaders

Keith Kakadia

DemandGen Report (DGR) has announced the launch and preliminary agenda for the first annual Content2Conversion Conference, to be held Tuesday, April 24th at the Times Center in Manhattan. The leading industry source will host the educational conference in response to a growing need for progressive marketing — centered on using thought leadership as a connecting point for solution providers to effectively engage with prospective buyers.

Social Media PresentationMark Holmgren Consulting

Social media and relationship development for sales

Econsultancy

All about Marketing

TanyaSuhasini

9.29.15 webinar

Social Media Today

In an era where your customers’ attention spans are close to that of a goldfish, you have no time to waste in your marketing efforts. Customers will only respond to campaigns that fit seamlessly into their digital life, and they’ll only respond to content that is uber-relevant to their needs and desires. At the same time, you need to be meeting your own internal KPIs and consider your company’s relevance across media and trends. Anchoring your strategies in the place where audience desires and brand goals overlap can transform your marketing from digital noise to personalized, appealing content. Additionally, taking inspiration from events can make your campaigns useful as they toggle online and off. Approaching each campaign with a set of CX principles will ensure that your company remains relevant as the needs and desires shift. But where should you begin with all of this? In this webinar, we’ll discuss: -Finding the sweet spot where customer desires, industry trends, and brand goals overlap and using that to guide your marketing efforts; -Ways to create narratives for your campaigns that move seamlessly from online to offline and back again; -How to discover what kind of content is relevant for today’s online consumer and how your products or services can fit into it; -How to develop a system of marketing campaign principles that will allow your campaigns to stay fresh and creative.

2012 B2B social media summit - Building brand ambassadors from withinTrish Nettleship

What is customer 2.0?

InsideView

A Two-Minute Introduction to Thinktwice Communications

Thinktwice Communications

World’s Visionary Leaders Making A Difference in Middle East, 2024

Worlds Leaders Magazine

Thought leaders advantage presentation

Mark Hodgson

Power of the Inner Crowd

Sarah Reiter

Harnessing the power of employee wisdom to build successful brands in Asia Pacific. Championing Asia-relevant product and services, FutureBrand has pioneered new branding practices including reinventing traditional Brand Strategy and Identity by incorporating customer co-creation, developing an Employer of Choice Branding program to help business win the war for talent and raising the bar on brand ROI with a sophisticated Brand Effectiveness program.

CV-Pascal-B-D-van-KnijffPascal van Knijff

Riding the next wave of PR and social media trends in 2019

Lars Voedisch

Content Marketing featuring Joe Pulizzi

Find New Customers

Ideavibes - Crowdsourcing for Product Managers 05/31/11

Ideavibes | Paul Dombowsky

Good scout selling_cmfGood Scout Group

Digital Marketing @ GA HK

Allison Baum

Demand Generation vs. Lead Generation_ Unpacking the Difference.pptx

Biznift

Demand generation and lead generation are two essential strategies in modern marketing. Demand generation focuses on creating awareness, interest, and desire for a brand or product category. On the other hand, lead generation aims to capture contact information from potential customers who are actively interested in your offerings. Both strategies play a crucial role in driving business growth and should be implemented together for optimal results. Visit at: https://www.biznift.com/demand-generation-vs-lead-generation/

CommA Conference - Content Ready, Set, Go... Right?

Erica Klinger

April 3-5, New Orleans. CommA is a conference for Community Foundation communications and marketing professionals. Session Description: Content marketing – it’s the new buzzword that everyone is apparently now doing , even if we may not all be sure of exactly what it is! Many community foundations have stepped into the world of content marketing, the strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive stakeholder engagement and action. The Chicago Community Trust and Seattle Foundation are two organizations with both feet in this new world, each working through the cultural changes required to be successful. Erica Klinger, Director of Marketing, Seattle Foundation Kate Allgeier, Content Director, Chicago Community Trust

B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC

AllFacebook.de

2012 Killer Content Awards

G3 Communications

The First Annual Killer Content Awards recognize organizations that have raised the bar in content marketing tactics. Winners were formally honored at an awards ceremony April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.

2015 Killer Content Awards Report

G3 Communications

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172 Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about so much more than seeing their name. After this session, you’ll be able to: Identify new ways to personalize across your entire customer experience, including and beyond email Maximize the most valuable customer data that exists in your different tools and systems Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC "Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices. Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign. Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including: The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy The importance of identifying critical audit criteria to align to the desired outcomes Content to be used for upcoming demand generation campaign Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity) How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives. Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.

How a Partner-First Approach Drives Revenue & ROI

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach. Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process. Join us to discuss data around the partner journey: Awareness: 70% of partners learn about new technologies via vendor events; Consideration: On average partners consider 2 - 3 vendors against each other; Decision: Technical evaluation is the most important element in their decision to bring on a new vendor; Experience: People affect the experience the most (infrastructure second); and Growth: On average, partners drop 10% of their vendors each year.

5 Stages of the Partner Journey

G3 Communications

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

G3 Communications

Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

G3 Communications

Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

G3 Communications

Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

More from G3 Communications (20)

2012 Killer Content Awards

2015 Killer Content Awards Report

Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...

Building Customer Success With Enhanced Employee Engagement

Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...

Leveraging Omnichannel Trends for E-Commerce Marketplace Success

The Store is Media: Reengineering Frontline Teams for the New Age of Retail

Optimizing the Omnichannel Journey

Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...

Location Intelligence - A Critical Tool in Retail Performance Management

Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers

How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

How a Partner-First Approach Drives Revenue & ROI

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

5 Stages of the Partner Journey

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

Recently uploaded

15 ideas and frameworks on the art of storytelling

Aatir Abdul Rauf

The Old Oak - Press Kit - Cannes Film Festival 2023

Pascal Fintoni

10 Videos Any Business Can Make Right Now! - Shelly Nathan

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

10 Video Ideas Any Business Can Make RIGHT NOW! You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session. Key Takeaways: How to use the Video Matrix How to use additional "Lenses" Where to source original video ideas

Google Ads Vs Social Media Ads-A comparative analysis

akashrawdot

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

offisadizayn

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear. Key Takeaways: Understand Why Personal Stories Connect Better How To Remember Forgotten Stories How To Use Customer Experiences As Stories For Your Brand

Digital Marketing Trends - Experts Insights on How

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

A Guide to UK Top Search Engine Optimization

Brand Highlighters

Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches. To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Metaverse Marketing in the Generation of the Internet - Eugene Capon

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Monthly Social Media News Update May 2024

Andy Lambert

TL;DR. These are the three themes that stood out to us over the course of last month. 1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly. 2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth. 3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

Auxis Consulting & Outsourcing

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

FullSail: HOF - Presentation Phil Pallen

travisomalana

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Recently uploaded (20)

15 ideas and frameworks on the art of storytelling

The Old Oak - Press Kit - Cannes Film Festival 2023

10 Videos Any Business Can Make Right Now! - Shelly Nathan

Google Ads Vs Social Media Ads-A comparative analysis

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

Digital Marketing Trends - Experts Insights on How

A Guide to UK Top Search Engine Optimization

Digital Strategy Master Class - Andrew Rupert

Metaverse Marketing in the Generation of the Internet - Eugene Capon

Monthly Social Media News Update May 2024

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

How to Use AI to Write a High-Quality Article that Ranks

Winning local SEO in the Age of AI - Dennis Yu

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

FullSail: HOF - Presentation Phil Pallen

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

1. PRESENTED BY #C2C14 B2B Content Concepts That Inspire, Incite and Ignite Unleashing the Power of Ideation

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. #C2C14 What Should Content Do?

4. #C2C14 INSPIRE!

5. #C2C14 INCITE!

6. #C2C14 IGNITE!

7. #C2C14 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.

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. #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. #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. #C2C14 Content4Demand Ideation

12. #C2C14 Instec and Cox Ideation

13. #C2C14 Instec Infographic

14. #C2C14 Instec Checklist

15. #C2C14 Cox Playbook

16. #C2C14 Cox Infographic

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.

B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

Recommended

Recommended

More Related Content

Similar to B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

Similar to B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation (20)

More from G3 Communications

More from G3 Communications (20)

Recently uploaded

Recently uploaded (20)

B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation