PRESENTED BY
#C2C14
B2B Content Concepts That Inspire, Incite and Ignite
Unleashing the Power of Ideation
#C2C14
Tonya Vinas, Senior Editor, Content4Demand Samara Hamilton, Director of Marketing, Instec Corp. Merrie Beth Salazar, Director of Marketing Communications, Cox Media
Presenters
#C2C14
What Should Content Do?
#C2C14
INSPIRE!
#C2C14
INCITE!
#C2C14
IGNITE!
#C2C14
http://en.wikipedia.org/wiki/Ideation_(idea_generation) Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic element of thought that can be either visual, concrete, or abstract. Ideation comprises all stages of a thought cycle, from innovation, to development, to actualization. As such, it is an essential part of the design process, both in education and practice.
What is ideation?
B2B Marketing: Coming up with new ideas to further strategic goals.
#C2C14
§ Previously unreleased information § Known information presented in a
different way to create new knowledge § Known information in new formats
designed to raise awareness and/or incite action
“New” content can come from…
#C2C14
Ideation Is A Challenge For (About Half) Of B2B Marketers
But it’s the most important thing in content marketing. (I have a slight bias.)
Source: 2013 B2B Content Marketing Benchmarks-N. Amc: CMI/Marketing Profss
#C2C14
Tactical Expertise Storytelling skills Subject matter knowledge Formats Delivery channels Strategic View Of Buyer Pain points and triggers Buying journey Behaviors and actions
Ideation Requirements
#C2C14
Content4Demand Ideation
#C2C14
Instec and Cox Ideation
#C2C14
Instec Infographic
#C2C14
Instec Checklist
#C2C14
Cox Playbook
#C2C14
Cox Infographic
#C2C14
Get Started By: § Meeting with your SMEs and Sales Team. § Documenting what questions their customers are asking. § Documenting what questions they should be asking. § Assessing how conversational your current content is and if it is
answering these questions. § Assessing whether you are effectively using different content
formats—extending beyond the core menu.
Questions?
Key Takeaways
Creating content that inspires, incites and ignites is not easy. But it is possible.
