The document outlines a B2B marketing content ideation workshop led by Nicky Szmala, focusing on developing a content framework, defining KPIs, and aligning on strategy. Participants will engage in activities such as mind mapping and rapid prototyping to generate content ideas, while also addressing what constitutes good content and the importance of target audience insights. The workshop aims to create a content calendar that prioritizes key objectives, measurable success, and innovative content formats.

1. B2B Marketing
Content Ideation
Workshop
Nicky Szmala

2. Develop a content framework
Define KPIs
What do we want to achieve today
Align on strategy &
Ideate ideas
Create a content calendar

3. Where are
you from
Favorite
2019 project
Name &
role
Let’s introduce ourselves first

6. What’s your favorite piece of content
(recently)?

8. My favorite content pieces

9. Content
Recap
What were the key objectives?
What went well?
What could be improved?
Please present your slides.

10. What is brewing elsewhere – best
practices

11. What is good content?

12. To produce great content we need to
know:
What’s the objective (what thought, or action should
the reader have in mind)?
Who is our target audience (what’s their objective /
need / want)?
Relevant insights that are new or presented in a new
way
What's actionable?

13. Channel
Dot com, FB, LinkedIn, Twitter,
Quora, Reddit, Medium
Format
Blog Post, Infographic, Op-ed,
Video, Whitepaper,
Promote
Organic or Paid, PR
Partnerships
Media, Customer, KOL, Brands
Sponsoring
Great content depends on a lot of
choices

14. Content Lifecycle
(Near)
Real Time Evergreen
Tik-Tok

15. Near Real Time Content

16. Evergreen Content

17. Tone & Manner

18. Mailchimp has a distinct voice

19. And so has Morning Brew

20. Swag to grow

21. Good content is extendable
Infographics
Videos
Interviews
Blog Posts
Op-eds

23. Make me better content

24. E-mail Courses

25. Community Building

26. Short & sweet: Launch Ticker

27. Virtual Events

28. Do good and tell the world

29. Part 2
Let’s work out a
framework & ideas

30. Throwing a few things on the wall
Calendar
Events
Objectives
What do we
want to achieve
in key markets
Important
holidays &
events
Product
Releases
What’s new
and coming
KPIs
How to
measure
success

31. Let’s aim high(er)

32. We're looking for two types of ideas
Low-Hanging Fruit
All resources available in-house
Takes days or weeks to start
Relatively small budget required
Needs partners
Takes weeks to start
Requires larger investment
Moon Shots

33. Our tools for today
Brain Writing (2 groups)
Mind Maps (2 groups)
Dot Voting
Rapid Prototyping (free style)

34. Recap: How to mind map
45 min

35. Let’s see what we've got

36. Let’s do some Brain Writing
We work again in our teams;
But using the other team’s mind map
to overlay our ideas / iterations
30 min

37. Time to vote
Dot.Democracy
Everyone has 10 colorful
stickers and can distribute
them as they like

38. Business Model Canvas for Planning &
Decision Making

39. It’s prototyping time
We have:
Play-Doh
Lego
Papers
Scissors
Colorful Pens
Hands & Minds

40. One more round presentations…

41. Recap & Next steps

42. The best way to
predict the future is
to create it.
Abraham Lincoln
Thanks a lot for your time &
attention.
You can reach me here:
nicky.szmala@outlook.com