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Everything that you as a B2B-marketeer need to know about Super Content Marketing 2017
#Insight

Everything that you as a B2B-marketeer need to know about Super Content Marketing 2017

Sweden’s biggest content marketing event, Super Content Marketing (#scmswe) was organized once again in Stockholm. We from Someco were there to absorb the newest trends within content marketing in order to be able to deliver them fresh to you. So if you are aiming to level up your own content marketing, continue reading.

Moments of inspiration

From a B2B-perspective content marketing is much about creating demand through inspiring and engaging content rather than just satisfying with the old school sales funnel-thinking. Andrew Davis, speaker and author of the bestseller Brandscaping, states that sales funnel possibly cannot be a relevant model for describing the customer behaviour today. In times when web, mobility and social media have enabled that the power over companies’ brand communication has shifted from sellers to customers, basing own content process on the old funnel thinking is unsustainable. Modern customers want to be inspired, search information and get new impulses that in best cases lead to real business.

Many B2B-companies have an old-fashioned view on content marketing and base their actions on the thought that customers would be interested in hearing more about products and services. In fact, customers are quite self-centred and in reality more willing to receive messages about themselves. Stepping out from the product zone is therefore crucial when creating moments of inspiration. Brands should start mining the beginning of the customer journey, the moment of inspiration, by using great storytelling to inspire. By missing the moment of inspiration, marketers fail to stimulate the customer’s urge to act.

How can you know what inspires and what not?

Due to the fact that we are literally drowning in content, many speakers highlight that instead of creating more content we should concentrate on creating better and bolder content (last year 53 % per cent more money was spent on content creation in UK compared to before). With own experience can I agree on the fact that many B2B-companies have jumped on the content train only because competitors are already onboard. Rather than doing the same as competitors, both Andrew Davis and Ann Handley (who is one of world’s leading experts within content marketing), urge companies to concentrate on content holes, empty spaces on the market that could be filled. Quality instead of quantity.

One good example of clever and need-based content creator, is the american film company called Boardstudios, whose main business is to sell company films to the decision makers. As you understand, the company executives are quite hard to be reached with traditional methods. Boardstudios decided to find a content hole and called an amount of CEOs in order to get an understanding what they would like to do if they had more time. Many of them answered that reading and self-learning would be high on their agenda if days had more hours. Boardstudio people took up that idea and started to produce short, 5 minutes video summaries about different leadership books, which they then sent out to the executives every friday free of charge. The message got down well with the audience and after a while many of the CEOs approached Boardstudios in order to buy as clever company films from them as the book films had been. They had proved that they can simplify difficult issues in an understandable way. Boardstudios revenue increased thanks to a content hole they had managed to fill.

In order to win, dare to lose!

A good example of that planning and hard-nosed work gives results is truck company Scania, who has recently invested in continuous and systematic content marketing. Staffan Ekengren from Scania’s marketing communication highlights target group knowledge and usage of influencers even in B2B-companies. For Scania, truck drivers are an important group of brand ambassadors who actually have a big impact on the final buying decision. B2C-companies are used to benefit from similar influencers but Scania’s example shows that they are relevant on business side as well.

Another important message Scania’s Staffan sends to us all perfectionists is that let’s lower the bar a bit! Relevant and interesting content doesn’t have to be expensive or too polished. Your audience is of course expecting certain quality level but for example when making videos, you can get far with just simple equipment and basic knowledge in video editing. If you want to know more about case Scania, check #nextgenscania.

Especially you who work with B2B marketing communication, here’s a final insight for you: it pays off to invest in your tone-of-voice. Even if it might appear irrelevant for your business, it’s not. It basically the only way you can differentiate from your competitors and create better, braver and bolder content.

If you want to know more about Super Content Marketing day or just content marketing in overall, don’t hesitate to send me a message!

21.04.2017