Having worked with lots of B2B companies over the past year, one of the first challenges we’ve had to overcome is convincing them that – yes, your brand can be fun and interesting. Here’s how…
The conversation tends to come around because, thankfully, they already understand that B2B content marketing is a big deal, they’re just not sure how it can be applied to them. Our job is to open their eyes to a new way of thinking. Here are three of the best tactics (and examples) we use:
1. Find an angle
We worked with a company that produces electrical connectors. Admittedly it may sound a bit dull at first, but then we found out that these particular connectors are designed to work in extreme conditions, such as underwater or in the desert. A few Google searches later we’d put together a blog post – 10 things that shouldn’t work underwater, but do. It included a video of a car that doubles up as a submarine and, pogo sticks, guns and babies. Of course, we also found room to show their connectors being used in a fish tank without all the fish being electrocuted.
This started as just a blog post – but the concept could be applied to create a fun and engaging piece of content across a range of formats, drawing an audience – of mainly techie guys (their target market) to their website .
2. Be shocking
The web has a shocking photo for every occasion – and every industry. Last year, while on the hunt for some great content for a construction consultancy, I came across the ‘Idiots on Ladders’ campaign by the Ladder Association.
The campaign was all about raising awareness of ladder safety and it worked fantastically well for a simple reason – Ladders are not interesting, but people doing stupid things on ladders is really interesting. For three months they collected picture submissions in order to discover the biggest “ladder idiot” in the UK – and here he is:
The tweets and posts we published about this campaign attracted unprecedented levels of engagement to the brand and a raft of additional followers. 12 months on, our client is seen as industry-leading in its use of social media.
3. Be fun
At Social Media Marketing 2013, Doug Kessler showed an example that really hit home for a lot of people, presenting two similar companies, but with very different branding.
The first website told us that the company offers “an extensive range of fans based on external rotor motors, single or double inlet forward curved, single inlet backward curved motorised impellers, axial fans in a variety of configurations such as flat guard…” – you get the idea.
Then we looked at “Big Ass Fans”. The name came about after one of their customers exclaimed, “wow, that’s a big ass fan” and it stuck. Obviously, you need to figure out what’s going to appeal to your target market, but frankly, who wouldn’t buy a fan from Big Ass Fans? Kudos to the business owner for being brave enough to roll with it!
We specialise in B2B content marketing and lead generation for clients that think they’re boring. If that’s you, please get in touch for an informal chat.