Free Slideshare for B2B Marketers: 5 Campaign Ideas for When You Have No Content For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing, customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that material? Answer: you get creative. In this slideshare, discover ideas for campaigns to run when you simply have no more content to give: -How to leverage surveys for demand generation -When games and sweepstakes make sense -How to drive subscriptions to your blog or newsletter -Why and how to sell the value of connecting on social media -How to market old content in new, creative ways ... and more. To receive monthly tips, strategies and information on upcoming events about demand generation, event marketing, and more, be sure to subscribe to The Point.

2. For today’s B2B marketer, content is the fuel that feeds the
demand generation engine. But when lead generation, lead
nurturing, customer marketing and social media programs all
require a constant feeding of new, compelling content, what
do you do when the pace of new programs outstrips your
ability to generate that content?
Answer: you get creative.
Here are 5 ideas for campaigns to run when you simply have
no more content to give.

3. Run a survey.

4. A survey is the ideal “no content” campaign because it creates its
own offer. A well-crafted survey enables you to collect valuable
profile data, learn what matters to your customers and prospects,
and identify qualified leads based on responses to key questions.
When the results are in, add your analysis, and then package the
data and commentary into a “survey report” that you can then
leverage in demand generation, lead nurturing, social media, PR,
even as a Webinar or infographic.
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5. Host a game or sweepstakes.

6. Games and contests aren’t likely to generate a high percentage of
qualified leads, but they can still serve a serious business purpose.
Games can be used effectively to collect or update basic profile
data (name, company, email), uncover additional contacts within
customer or prospect accounts, or build up an existing database.
And they can be a refreshing change in what otherwise might be a
steady stream of white paper offers and Webinar invitations.
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7. Drive subscriptions.

8. Do you send a monthly newsletter to your database? Do
you offer email subscriptions to your blog? Make that
newsletter or blog the offer in your next campaign, and sell it
just like you would any other informational offer – by
promoting the value of the content, and by describing what the
reader will learn/gain by becoming a subscriber. Along the way,
you’ll pick up new prospects who fit your target demographic or
at the very least have an interest in the challenges and
problems that your solution addresses.
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9. Promote social media connections.

10. Especially in the context of lead nurturing, the more ways a
prospective customer is connected to your company – by email,
Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. etc. – the
better your chance of educating that prospect and maintaining
brand awareness to the point that he/she thinks of you first when
the relevant need arises. Remember, it’s not enough simply to
invite people to “connect” with you and your company – like any
offer, social media needs to be “sold” in terms of its real value.
What will the reader learn/gain/discover by becoming a friend,
follower, or connection? What will he/she read
about before anyone else?
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11. Market your Website’s resource center.

12. You may feel that you’ve used, re-used, and recycled every scrap
of offer content on your Website at one time or another, but
perhaps what’s next is to market the Website, and in particular
your site’s resource center or resource library, as a whole.
If you’ve built up a good-sized library of white papers, videos,
archived Webinars, technical briefs, case studies, and the like,
market that library as a useful resource for anyone researching
your product category, related trends, or the business challenges
that your company solves. As marketers, it’s easy to think “oh, I
just told them about that white paper two months ago” but the
reality is that your audience has a very short-term memory.
Maybe marketing the library as a whole is a way to
bring older content back into the light.
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13. Spear Marketing Group is a full-service demand generation agency
that helps B2B technology companies generate, nurture, and
convert leads to revenue. Our services include email marketing,
search engine marketing (SEM), content syndication, lead
nurturing, digital advertising, social media, and content
development. For more information, visit us on the Web at
www.spearmarketing.com
Additional resources:
White Paper: Top 10 B2B Email Marketing Mistakes
White Paper: Effective Lead Generation Offers for High-Technology Companies
Blog: The Point – Best Practices & Principles in B2B Demand Generation