People are hungry for human connections.
A running theme was humanizing our content marketing. In his keynote, David Meerman Scott noted that “the pendulum has swung too far toward superficial online communication.” He emphasized that people are hungry for human connections, and businesses need to treat customers as people.
Don’t be afraid to be human.
David Meerman Scott, Marketing Speaker & Best-Selling Author
To market to, collaborate with and connect to the digitally plugged, regardless of age, Brian Fanzo said to keep this important point in mind: “Millennials want to feel they are heard and that they are part of something.”
Millennials crave authentic communication.
• Real-time, authentic
communication is preferable
• Talk with people, not at people.
• Be transparent.
• Communicate how they
want and where they are
(their channels, not yours).
• Don’t tell them what you
do but why you do it.
Conductor created its own version of Cards Against Humanity.
PathFactory tapped a Star Wars design concept to raise GDPR awareness.
Sigstr used Vogue’s September Issue as inspiration for an e-book.
You may think that B2B is no place for cultural references, but many of this year’s Killer Content Award winners prove the contrary.
Tap pop culture.
Tying marketing performance to revenue dollars is becoming a must. Rethink which metrics you are using so they speak to executives.
Simplify your metrics.
“At the end of the quarter, our board comes to us and they don’t ask about MQLs created. They ask how much pipeline did you create? And what are your conversion rates?”
Bill Binch, CRO of Pendo
Influencer marketing is hot, but don’t settle for doing the same thing as everyone else. Many options exist.
Get on the influencer wagon.
How to Engage with B2B Influencers
• Guest blog post
• Written Q&A
• Social media activation
• In-person events
• Long-form content
Amanda Maksymiw, Content Marketing Director, Fuze
• Quote requests
• Video participation
• Podcast interview
• Webinar speaker
If the panels on podcasting and blogging proved anything, it’s that these formats can’t be last-minute additions to your content plans. Rather, they must be integrated into your multi-channel, end-to-end content strategy.
Get the most out of new formats.
Bonus Tip #1
Blogging is a great way to test different word counts, editorial styles and even different visuals.
Bonus Tip #2
Podcasting can provide a wealth of valuable insights that can be reused and reimagined for different formats, such as ebooks, checklists and social posts.
Make a calendar and
mark your calendar.
We won a Finny Award for a creative interactive calendar and are sharing some tips. We also can’t wait for next year’s #B2BMX, Feb. 24-26, 2020.
We Rock! And so can you.
See our Interactive Calendar Tips