b2b content concepts that inspire, incite and ignite: unleashing the power of ideation

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PRESENTED BY #C2C14 B2B Content Concepts That Inspire, Incite and Ignite Unleashing the Power of Ideation

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Page 1: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

PRESENTED BY

#C2C14

B2B Content Concepts That Inspire, Incite and Ignite

Unleashing the Power of Ideation

Page 2: 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

Page 3: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

What Should Content Do?

Page 4: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

INSPIRE!

Page 5: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

INCITE!

Page 6: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

IGNITE!

Page 7: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#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.

Page 8: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#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…

Page 9: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#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

Page 10: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#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

Page 11: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

Content4Demand Ideation

Page 12: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

Instec and Cox Ideation

Page 13: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

Instec Infographic

Page 14: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

Instec Checklist

Page 15: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

Cox Playbook

Page 16: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#C2C14

Cox Infographic

Page 17: B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation

#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.