B2B marketer with a content DNA | Head of Marketing @Stryber | Content creator at ๐
How most B2B companies involve their customers in their content strategy: ๐) ๐ฃ๐๐ฏ๐น๐ถ๐๐ต ๐ผ๐ป๐ฒ ๐ฐ๐ฎ๐๐ฒ ๐๐๐๐ฑ๐. ๐) ๐๐ฒ๐ ๐ถ๐ ๐ฐ๐ผ๐น๐น๐ฒ๐ฐ๐ ๐ฑ๐๐๐. ๐ Here are ๐ต ๐ฎ๐ฑ๐ฑ๐ถ๐๐ถ๐ผ๐ป๐ฎ๐น ๐๐ฎ๐๐ ๐๐ผ *๐ฟ๐ฒ๐ฎ๐น๐น๐* ๐ถ๐ป๐๐ผ๐น๐๐ฒ ๐๐ผ๐๐ฟ ๐ฐ๐๐๐๐ผ๐บ๐ฒ๐ฟ๐ in content production and distribution: ๐ญ) ๐๐ป๐๐ฒ๐ฟ๐๐ถ๐ฒ๐(๐) Instead of just letting them fill out a brief/ outline for a case study, ask for 40 min of their time and conduct an interview that goes beyond the case study. You'll gather input for the case study AND quotes AND video snippets AND input for messaging in one shot. ๐ฎ) ๐๐๐ฒ๐๐ ๐ฏ๐น๐ผ๐ด๐ด๐ถ๐ป๐ด ๐ฏ) ๐ข๐ฟ๐ถ๐ด๐ถ๐ป๐ฎ๐น ๐ฟ๐ฒ๐๐ฒ๐ฎ๐ฟ๐ฐ๐ต ๐ฐ) ๐ช๐ฒ๐ฏ๐ถ๐ป๐ฎ๐ฟ๐ - ๐ผ๐ฟ ๐ฒ๐๐ฒ๐ป ๐ฏ๐ฒ๐๐๐ฒ๐ฟ - ๐๐ถ๐ฟ๐๐๐ฎ๐น ๐ฒ๐๐ฒ๐ป๐๐ (yes, they're not the same!) ๐ฑ) ๐ฃ๐ต๐๐๐ถ๐ฐ๐ฎ๐น ๐ฒ๐๐ฒ๐ป๐๐ - panels and keynotes ๐ฒ) ๐๐ผ-๐ฏ๐ฟ๐ฎ๐ป๐ฑ๐ฒ๐ฑ ๐ฐ๐ผ๐ป๐๐ฒ๐ป๐ ๐ณ) ๐ฅ๐ผ๐๐ป๐ฑ-๐๐ฝ๐ ๐ด) ๐ฃ๐ผ๐ฑ๐ฐ๐ฎ๐๐ ๐ฒ๐ฝ๐ถ๐๐ผ๐ฑ๐ฒ๐ ๐ต) ๐ฆ๐ผ๐ฐ๐ถ๐ฎ๐น ๐บ๐ฒ๐ฑ๐ถ๐ฎ ๐น๐ถ๐๐ฒ๐/ ๐ฎ๐๐ฑ๐ถ๐ผ ๐ฒ๐๐ฒ๐ป๐๐ Case studies are only ๐ข๐ก๐ ๐ช๐๐ฌ to create content with customers. ๐๐ง ๐ช๐ต'๐ด ๐บ๐ฐ๐ถ๐ณ ๐๐๐๐ ๐ธ๐ข๐บ, ๐บ๐ฐ๐ถ'๐ณ๐ฆ ๐ฎ๐ช๐ด๐ด๐ช๐ฏ๐จ ๐ฐ๐ถ๐ต ๐ฐ๐ฏ 90% ๐ฐ๐ง ๐ต๐ฉ๐ฆ ๐ฑ๐ฐ๐ด๐ด๐ช๐ฃ๐ช๐ญ๐ช๐ต๐ช๐ฆ๐ด ๐ต๐ฐ ๐ต๐ช๐จ๐ฉ๐ต๐ฆ๐ฏ ๐ข ๐ณ๐ฆ๐ญ๐ข๐ต๐ช๐ฐ๐ฏ๐ด๐ฉ๐ช๐ฑ ๐ข๐ฏ๐ฅ ๐ต๐ฐ ๐ค๐ณ๐ฆ๐ข๐ต๐ฆ ๐ข๐ถ๐ต๐ฉ๐ฆ๐ฏ๐ต๐ช๐ค, ๐ฆ๐น๐ฑ๐ฆ๐ณ๐ต ๐ค๐ฐ๐ฏ๐ต๐ฆ๐ฏ๐ต. *** #contentmarketing #contentstrategy #b2bmarketing #socialmediamarketing
Great list! And I'll add that it's not just about them creating content "for" your company, it's ALSO about your company amplifying their content and stories on other platforms! Too many teams are focused on getting content from customers to publish and share on company sites and channels. But sometimes customers tell amazing stories on other platforms! So give their LinkedIn post a like. Re-tweet their personal handles. Engage with them directly in other communities. Sure, it's harder to track. But it builds loyalty and trust, not just with the individual sharing, but when their network sees your brand amplifying customer voices.
There are also modest ways to share useful content, especially when you try to ping busy people. Cheat sheets, work books and templates for example, showcase what you know even if you have no heart felt confessions from customers yet. Not rocket science, just good old fashioned consistency:)
These can (and should) all roll up to an effective Partner Program that can drive new and expanded revenue, along with all of the other co-marketing benefits.
Sara Stella Lattanzio this is so very important right here, and especially No. 1. Q for ya: how do you define Webinars vs. Virtual Event? For me the term "event" just sounds less boring than a webinar ๐ Webinar holds baggage.
Fantastic list! There are so many ways to showcase your expertise and your ability to help people - Sometimes you just have to get creative! The beauty of these pieces of content are that people LOVE to consume them... ...Personally, I can't tell you how many interviews I've listened to of business leaders & how they do what they do in business. The best part is, you don't need to be booking Bezos or Musk to gather attention. Do you know somebody with decades of experience, but no internet following to speak of? They're an awesome resource, and are bound to be able to give something of value to your audience. You just have to be willing to seek them out.
Sara Stella Lattanzio this is a great list - guest appearances over the last few years on other people's podcasts has been great It's also a great way to connect with people you might now have met. These podcasts can then be shared with their audience and your own audience.
If you are co-creating with customers, you may also benefit from co-distributing with them as well.
Video interviews are so versatile. You can pretty produce most of these things listed off the back of a decent video interview. Another one is to create assets showcasing your clients results that theyโve achieved for their clients as a results of using your product/service which they can share with their network as a way of demonstrating what they do for their clients.
B2B marketer with a content DNA | Head of Marketing @Stryber | Content creator at ๐
1yWhat are your favorite tactics to involve customers in your content strategy?