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

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This document summarizes a presentation on ideation and content creation for B2B marketing. It discusses how content should inspire, incite and ignite. It defines ideation as the process of generating and developing new ideas. The presentation features three speakers and discusses how their companies approach ideation for content creation. It provides examples of ideation tools used by Content4Demand, Instec Corp, and Cox Media like infographics, checklists and playbooks. It concludes with recommendations for getting started with ideation like meeting with subject matter experts and sales teams.

Marketing Technologie Business

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
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
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.

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

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

2. #C2C14 Tonya Vinas, Senior Editor, Content4Demand Samara Hamilton, Director of Marketing, Instec Corp. Merrie Beth Salazar, Director of Marketing Communications, Cox Media Presenters

3. #C2C14 What Should Content Do?

4. #C2C14 INSPIRE!

5. #C2C14 INCITE!

6. #C2C14 IGNITE!

7. #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.

8. #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…

9. #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

10. #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

11. #C2C14 Content4Demand Ideation

12. #C2C14 Instec and Cox Ideation

13. #C2C14 Instec Infographic

14. #C2C14 Instec Checklist

15. #C2C14 Cox Playbook

16. #C2C14 Cox Infographic

17. #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.

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

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