Have you seen Everything Everywhere All at Once? It’s the must-watch for everyone, but especially B2B marketers.
The movie tells a simple story about recovery generational trauma. But it really does so using multiverse travel, kung fu fighting, a truckload of googly eyes, and much more.
Simply put, it’s awesome. You have to admire the bravery of both the filmmakers and the financiers, who read this particular script and went, “Yup, that seems reasonable. ”
Marketers could use a healthy dosage of that kind of courage. Amazing content doesn’t overwhelm the storyplot you’re telling the viewers — in fact , it makes your own message more likely to stick.
The Business Case for Awesome B2B Content
Here are a few great types of awesome B2B content smartly amplified to get amazing results. If you’re having trouble convincing the higher-ups that creative content makes good business feeling, let these help you make the case.
Smartsheet’s Efforts Bear Fruit
Productivity solution Smartsheet partnered along with TopRank Marketing to raise understanding of their platform’s Microsoft Teams integration. We settled on a campaign that would allow for amazing influencer content, stunning pictures, and a hook to get the target audience involved in creating their own articles.
Then we questioned productivity and collaboration professionals to share their workstyle and exactly how they collaborate best with other types. The result: fun, lively video and static content material that people love to share.
Because of the awesomeness of this content, and the strategic influencer amplification we all built in, this campaign saw:
Over 10, 000 pageviews upon campaign content
Benchmark-beating engagement on LinkedIn and Tweets
A 30% increase in Ms Teams integration activation
MailChimp Mangles Its Own Name
What do you do when a podcast host mispronounces your organization name in a paid advertisement? If you’re MailChimp, you slim into it with a creative advertising campaign that revolves around terms that kind of sound like your own brand name.
The “ Did a person mean MailChimp ” campaign pushed the boundaries of amazing, encompassing surreal short films, a bold new trend, a snack food, a musical app, and more:
All of it was designed to get people talking about, and searching for, these strange phrase combinations (WhaleSynth? KaleLimp? ). Thanks to some savvy SEARCH ENGINE OPTIMIZATION, each phrase would quick Google to say, “Did you mean MailChimp? ”
This particular campaign earned free press in everything from Rolling Stone magazine to Buzzfeed, ultimately garnering:
Twice the industry average for time per engagement
67 million organic searches
$3. 25 mil worth of earned media coverage
Mondi Produces a Human Touch
How can you sell the virtue of physical media in a electronic world? When their brand new graphic design paper, Pergraphica, struggled to find a market, Mondi faced that dilemma go on.
The “Catching Feels” advertising campaign highlights how the experience of keeping a tangible object can affect our emotions — basically, how feeling leads to feelings.
The campaign included joining up with Adobe Stock to create a beautiful book of digital art made physical. The particular book featured six various artists, presenting not just their artwork but also the stories underlying each piece’s development.
By combining wordplay, a beautiful physical object, and persuasive stories, Mondi was able to realize a 35% increase in sales.
Demandbase Sees Heroic Engagement
Cloud-based marketing solution Demandbase wanted to make a big impact with their brand relaunch. That they had partnered with three other martech solutions to create the best Smarter GTM™ platform. At this point, all they needed was obviously a hero or two to grab the public’s attention.
TopRank Marketing worked with the brand name to create an interactive, cartoon comic book based on the brand’s new mascot, DeeBee. With each other, we recruited some of the leaders of the industry to lend their advice — and be transformed into superheroes.
We backed the launch with blog and social first content material from our influencers, as well as social images and pre-written text messages to make sharing easy.
Once the task was launched, the larger marketing influencer community took notice. We saw organic re-sharing through 19 influencers who were not really included in the asset, with a potential audience of over eight million.
This heroic tale of smarter marketing ultimately earned:
Over thirteen, 000 views of the asset
8. 4 million within potential reach
Pageviews on 800% of our benchmark
Awesome B2B Content Will get Results
There are many strategic plus tactical elements that make for a successful piece of B2B articles, of course. There’s influencer co-creation, paid and organic hyperbole, supporting content, and further than. But all of that promotional effort works a whole lot better meant for content that is undeniably amazing.
It’s one thing to make attention — anyone can shout, “Hey! Look over right here! ” It’s quite an additional to reward that attention in a way that sparks engagement and inspires re-sharing. That’s exactly where awesome content comes in. Within the all-out battle royale for audience attention, to the amazing go the spoils.