Choosing the Right Channels & Content Types for Your B2B Company

Part 1 of 4: Championing Content Marketing in a B2B OrganizationPART 3 OF 4: Developing a B2B Content Strategy Series

I'm a Content Marketing Consultant and CEO of Honigman Media.

HI!I’m Brian Honigman

Even if you have buy-in from management, you’ll likely still find your resources limiting.

MAKE DUE WITH LIMITED FUNDS

USE INSIGHTS AS LEVERAGEMake the most of your limited funds by using them wisely.

EVEN BEYONCE LIMITS HERSELFShe has tons of resources, but still benefits from leveraging insights.

Check out this presentation!!

HOW DO I LEVERAGE MY INSIGHTS?

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ANSWER THE FOLLOWING QUESTIONS:1) What content types should we use?

2) Which channels should we invest in?

1) What content types should we use? 2) Which channels should we invest in?

USE THE INSIGHTS FROM THE EXERCISES IN PART 2

1) What content types should we use?

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…INTROSPECT ABOUT YOUR BRAND…

…TO DISCOVER THE BEST CONTENT TYPE FOR YOU.

CANVA TOOK THEIR MISSION TO DEMOCRATIZE

DESIGN…

…AND USED THAT MISSION TO INFORM THE TYPE OF CONTENT THEY WOULD PURSUE.(Canva Design School)

2) Which channels should we invest in?

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CLOSELY STUDY YOUR AUDIENCE…

…TO DISCOVER THE BEST CHANNEL FOR YOU.

GOLDMAN SACHS UNDERSTOOD THAT THEIR AUDIENCE WAS BUSY AND

INTERESTED IN BIG IDEAS…

…AND USED THAT INSIGHT TO CREATE A THOUGHT-LEADERSHIP PODCAST.(Exchanges at Goldman Sachs)

MAERSK SAW THAT THEIR AUDIENCE WANTED THE BEST IDEAS REGARDING

THEIR SPECIFIC NICHE…

…SO THEY CREATED AN OPEN EXPERT FORUM TO DISCUSS THE INDUSTRY AT LARGE(Maersk Expert Blogs)

EACH OF THESE COMPANIES LEVERAGED A SPECIFIC INSIGHT TO MAKE AN INFORMED

DECISION ABOUT THEIR CONTENT

NO MATTER HOW BIG OR SMALL YOUR BUDGET IS, REMEMBER THE

FAMOUS MAXIM…

“Knowledge is power.–Francis Bacon

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CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!

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