Care to Be Different: 5 Fresh Types of Innovative B2B Content Marketing

24 Apr

Rainbow umbrella in mass associated with black umbrellas image.

In a sea of the same boring black B2B umbrellas, a few marketers have unfurled their range parasols and risen above the information marketing crowd. Read on to find and find out from five fresh examples of just how daring to be different can lead to innovative plus award-winning B2B content marketing and advertising .

Using a wide selection of savvy marketing elements including online digital storytelling, expert insight, micro-sites, quiz tools, personalized data, psychometric research, artificial intelligence (AI), video clip, online collaboration, live events, business social responsibility (CSR), influencer advertising more, these campaigns show just how B2B firms are successfully making use of tactics traditionally associated more along with B2C.

Savvy B2B marketers know creating campaigns that will stand out in today’ s rapid-fire barrage of digital messages much more challenging than ever, yet as we’ ll see from the stellar articles marketing examples below, when completed well the results can be outstanding.

1 . Dropbox Business — Marketing Dynamix “ What Kind of Internet marketer Are you? ”

Dropbox Business image.

Dropbox Business’ Marketing Dynamix campaign, which won the particular award for best use of digital strategies and technologies at the 2018 B2B Marketing Awards, used a safe interactive micro-site targeting a new viewers for Dropbox — marketers — and saw dramatic success.

This innovative B2B articles marketing campaign featured an assessment device on a micro-site where marketers could dig into and take advantage of the diverse and unique personality traits associated with themselves and their teammates, and promote personalized results.

With the initial return on investment (ROI) of twenty five: 1 and having driven 230 percent of its lead-generation goal, Dropbox Business’ Marketing Dynamix campaign furthermore used infographics, psychometric research, blogs, a 20-page ebook, and effective hero content to achieve success in increasing brand awareness.

The particular campaign’ s primary tool was obviously a “ Marketing Personality” assessment application to educate marketers on strengths and weaknesses, as well as the areas they could improve on in group relationships and effectiveness, with customized results provided in a 20-page “ self-portrait” ebook.

One more example of how microsites can help within B2B marketing comes from our customer Prophix. For Adapt & Innovate: AI and the Next Advancement of Finance all of us utilized a simulated AI character voice named Penny to help customers navigate a microsite featuring a selection of industry experts.

2 . Adobe — Reshaping The Customer Experience

Adobe Reshaping The Customer Encounter image.

Because of its most recent “ Reshaping Customer Encounter Management: The Future of #CXM ” campaign, Adobe worked with TopRank Marketing and advertising to create an unique interactive digital tale featuring a wealth of B2B changer content to increase awareness of Adobe’ s i9000 Customer Experience Management solutions.

Combining expert insight through both content marketing and brand specialists including Ann Handley of MarketingProfs, The writer Baer of Encourage & Convert, Shama Hyder of Zen Press, Scott Monty of Scott Monty Strategies, Rachel Richter associated with Dun & Bradstreet and others, the particular campaign used enticing and helpful interactive elements to bring Adobe’ s i9000 CXM to life.

Our own CEO Lee Odden also recently shared “ 10 Inspiring Examples of B2B Changer Marketing in Action , ” an additional excellent resource showing how B2B influencer marketing can help increase reliability by promoting to buyers utilizing the people they trust.

“ Tendencies come and go, but the associated with trusted sources of information to clients looking for solutions couldn’ t end up being any more timeless. ” @LeeOdden Click on To Tweet

Another example of how deep-dive changer content packs an especially strong wallop when combined with interactive elements originates from a new case study about a recent productive campaign, with our client Prophix’ s Pro Talks long-form video clip series .

a few. Bosch Professional — Neandertool in order to Millenitool

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Bosch Professional’ s “ Neandertool in order to Millenitool ” U. E. campaign, which won for each best use of social media and greatest limited-budget campaign at the 2018 B2B Marketing Awards, combined traditional pr elements with humorous video plus animated social media posts to increase understanding of smart connected tools.

The campaign, which used laughter to document the progress associated with humans and tools through the age groups, was especially successful on Fb, with a popular personality quiz plus a video that generated over 137K views.

Video, like the content Bosch Professional used in this particular campaign, has remained a strong content material type on Facebook, as the subsequent chart from ClickZ illustrates.

Facebook Interactions Stats

B2B video marketing could be a daunting challenge, however we can study from strong examples such as the Bosch Expert campaign, and from guides which includes “ How to Select the Right Type of Movie for Your B2B Marketing Goals ” by our own Content Strategist Anne Leuman , plus “ Allen Gannett Shares Their Secrets to Racking Up Millions of LinkedIn Movie Views ” by our own Senior Content Strategist Chip Nelson .

“ Modern B2B marketers understand that the key to an efficient digital content strategy is conference customers where they’ re on, and giving them what they want. ” @NickNelsonMN Click To Tweet

By 2021 social network movie advertising spend in the U. T. will account for more than 30 percent associated with total video ad spending, plus by 2023 general video ad spend is likely to jump over 62 percent through 2019 figures , according to Feb 2019 eMarketer data.

As the following chart from Renderforest shows, video use on social media marketing platforms also continues to boom.

2019 February 1 Renderforest Chart

4. SaxoPrints — Great British Postcard Competitors

SaxoPrint’ s “ The Great British Postcard Competition ” campaign, which usually won the award for best usage of content marketing at the 2018 B2B Marketing Awards, drove brand understanding through creation of an online collaborative community platform and a supporting postcard initiative that featured celebrities which includes former Sex Pistol Mark Lydon .

The particular campaign saw a 66 % increase in business, 274 postcard records, over 50, 000 public competitors votes, and over 4. two million likes on a video job interview picked up by a news outlet.

Interactive online content is usually seeing increased use in B2B marketing and advertising, and with the success the tactic offers achieved — especially when combined with storytelling and a strong and relevant changer marketing element — it’ h no wonder, as the following chart through CMI and MarketingProfs shows.

CMI MarketingProfs Trends

How B2B content’ s i9000 future will likely be more data-informed including more interactivity such as that within SaxoPrint’ s campaign, along with a better number of influencers and experts, is usually explored in Lee’ s current article “ The Future of B2B Articles: Data-Informed, Interactive, and Influential . ”

“ B2B brands are usually increasingly investing in interactive influencer advertising to engage with industry influencers plus co-create content packaged with brand name content in an experience engaging to get influencers and buyers alike. ” @LeeOdden Click To Tweet

5. SAP Leonardo — Plastics Challenge

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SAP Leonardo’ s Plastic materials Challenge represents an excellent example of a corporate social obligation (CSR) campaign, using video, online digital assets, and research reviews to help increase awareness of the challenge associated with plastic pollution, and the importance of just how people all over the world interact with plastics.

The program included a short ten-minute documentary-style film, an ethnographic analysis report, and participation in the Greater london Design Festival, all relating to “ The Plastics Cloud” initiative.

Considering that sixty one percent of millennials are concerned regarding global conditions plus feel personally responsible for making a distinction (Source: Generational Adversity), B2B businesses aren’ t exempt from having a stand on values, with 80 percent of business leaders saying they might end a business relationship with suppliers that didn’ t address this kind of high-stakes issues, according to Hotwire’ ersus “ High-Stakes Leadership in an Article B2B World” study data.

As the B2B landscape benefits increasing numbers of millennials and GenZers as time passes, CSR concerns are also likely to be the that will need to be addressed by companies open to changing workforce priorities.

2018 September 14 Data Image

Harvard Company Review recently looked at some of the issues business leaders face when applying CSR solutions, with “ Just how CSR Managers Can Inspire Various other Leaders to Act on Sustainability , ” and a recent research from Clutch demonstrates CSR shouldn’ t be restricted to only certain industries, as the subsequent chart shows.

Clutch Chart

Blast Away & Learn from Top B2B Content material Marketing Examples


Learning from top B2B content material marketing examples such as those offered here from Dropbox Business, Adobe, Bosch Professional, SaxoPrint, and SYSTEMS APPLICATIONS AND PRODUCTS Leonardo can help inspire your own advertisments to reach new heights. Backed simply by solid research, each of these campaigns display elements that — when deftly incorporated into your content marketing attempts — will give you the upper hand.

It takes considerable time, exceptional ability, and sometimes a massive effort to create campaigns such as the five we’ ve looked at, which leads some to choose a highly regarded marketing agency, such as TopRank Marketing and advertising. We recently had the praise of being named by Forrester since the only B2B marketing agency providing influencer marketing as a top capability in its most recent “ B2B Marketing Agencies, United states, Q1 2019” report . ”

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