Top 10 Types of B2B Lead Generation Content
by MGB2B
Have you ever experienced “writer’s block?” Sometimes instead of not knowing what to write, the trouble is figuring out what form to write it in that will entice new leads to engage. This is a content rut and it happens to everyone.
Fear not, because Mascola B2B has compiled a list of the top 10 performing B2B lead generation content pieces. Say goodbye to your tired content calendar and hello to your list of fresh, new leads!
- White Papers. Tried and true, white papers are a standard for offered-value. People download them because they are authoritative, detailed, and informative. When you’re looking to pack a punch with your offering, a white paper will do just that.
- Podcasts or Videos. If you have the time and bandwidth, audio and video content are two great ways to engage your audience. They’re opportunities to put a voice to your brand and allow your team to show their creative side. When it comes to generating leads, be sure to include a form fill so your listeners/viewers can subscribe.
- Contests. Who doesn’t love to win something? Contests are great for driving engagement, growing your reach, and, most importantly, generating leads. Contests also adapt to many online platforms like your website, lead gen landing page, and social media channels.
- Ebooks. Like white papers, ebooks provide a comprehensive look at a specific topic. Ebooks tend to be a little more creative, so be sure to inject a combination of information and creativity into yours.
- Checklists. Unlike many content formats, checklists are short, simple, and easy to generate internally, while simultaneously offering unique, digestible content to your readers. Include clear headers and keep copy brief.
- Templates. A template is a strong offering because it provides the reader with a usable tool for creating an original piece of their own. Templates can take many forms such as calendars, outlines, plans, or worksheets. And each time your downloader wants to create a new piece, he or she will be reminded of you upon returning to the original template.
- Original Data & Research. There’s no offering more unique or informative than original research findings from your company. One of the least expensive ways to curate original data is to conduct a survey and share the results via a downloadable report or infographic.
- Demos. You’ve hooked your reader with a few blog posts, a podcast, and perhaps a white paper. Now they’re ready to give your product a try. Create an enticing free offer with language reinforcing the highlights of your product. Also, make sure it’s seamless to schedule a demo.
- Tool Kits. If you have a bunch of related pieces of content lying around, a tool kit is a great way to re-purpose them into a meaningful, cohesive collection. This can be a great follow-up method for connecting with past customers or readers who have downloaded a few pieces of your content.
- Webinars. A webinar is a useful format for combining an authoritative tone on a topic with the personality of your company’s leadership. However, a successful webinar can take a lot of work. Try partnering with your industry’s leading trade publication to produce a sponsored webinar and let the pros handle the hard part, while you get to play host and collect the leads.
From templates to white papers to podcasts, there are endless types of B2B lead generation content out there. The key is finding the right mix of what works for your business while keeping your audience alert and engaged with new topics and formats.
Still stuck in a content rut? Mascola B2B is here to help.
Continue ReadingB2B Monday Myth: You Need to Get a Brand Video Made — Quick!
by MGB2B
The Myth: You Need to Get a Brand Video Made — Quick!
The Truth: Figure Out the Content Before You Move Forward with Video
Video marketing isn’t just for the consumer market. The best perks of video marketing include engagement, brand awareness, and lead generation — which are all very important for B2B brands. But this isn’t breaking news. According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends — North America report, 79% of B2B marketers are using video as a content marketing tactic. So if you haven’t created or shared any videos, you should shoot a quick one and get it out there ASAP, right?
Wrong. The content of your video matters. Good video content doesn’t need to be high-quality (though if you can afford better production, you should do it) nor does it need to go viral; it just needs to have a message that matters to your customer base and triggers a connection to your brand, product, or even other customers. If you can pull this off in an entertaining or insightful way, you’ll be miles ahead of the poor video content that is out there today.
More than anything it’s important to sit down and plan. What are your potential customers looking for? What do they need from you and how can your video help deliver it? Always start with strategy.
In the meantime, here are a few video content ideas you can look through and see if any might be a good fit for your customers.
Engaging B2B Video Content Ideas:
- How-To Guides — Before turning to you, customers may try to tackle their problems on their own. Help them with the first steps, and you will be top of mind for when the problems become too big for them to handle on their own.
- Case Studies — This is a great way to showcase what you have to offer. Remember though that your customers don’t care about you, but rather about solving their problems. Use this format to address how your products or services have solved challenges they can connect to.
- Weekly Podcasts — A series is a great way to keep people coming back for more. If you stay committed to this sort of project, you will have created for your company an archive of useful problem-solving content. But you have to make sure you have someone (maybe you) in your organization who is willing to make the commitment and stick with it. It’s not something that can be done sporadically.
- Customer Testimonials — There is nothing more powerful than an emotional connection. And it is easier for people to form connections with other people than it is for people to form a connection to a product. If you have clients or customers who can do heartfelt testimonials and have a good demeanor on camera, see if they’ll be willing to help out. You’ll be surprised how many people will be.
Yes, video marketing has skyrocketed across all industries, but that doesn’t mean you should rush into filming something that no one will care about. Take the time to focus on the content of your video and, more importantly, what you want the video to accomplish before diving in head-first.
Continue ReadingB2B Monday Myth: Your Customers Care About You
by MGB2B
The Myth: Your Customers Care About You
The Truth: Your Customers Care About Themselves, Not You. Sorry.
However, that doesn’t mean that what you have to say doesn’t matter – you just need to make sure it matters to your customers, too.
Continue Reading