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The struggle is real – constantly needing fresh, engaging content to fuel your B2B marketing efforts can feel overwhelming. Traditional methods like blog posts and white papers often grow stale, and getting buy-in from your sales team to uncover compelling customer stories can be like pulling teeth (or resorting to bribes like gift cards!). But don’t worry—here are three innovative ways to break free from the content creation rut and generate a steady stream of original, resonant content.
Unleash the Power of Employee Volunteering
Organize and Amplify
- Annual Volunteer Day: Plan a company-wide volunteer event where employees dedicate time to local charities or environmental projects.
- Storytelling Campaign: Capture the event through photos and videos. Follow up with employees to gather quotes about their experiences to feature in blog posts, social media content, and newsletters.
- Community Partnerships: Collaborate with local organizations and civic leaders to maximize the impact and visibility of your volunteer efforts.
Benefits
- Authentic Content: Employee-generated stories and visuals showcase your company’s values and culture authentically.
- Boosted Engagement: Volunteer events enhance team morale and foster a sense of purpose.
- Enhanced Reputation: Highlighting community involvement improves brand perception and attracts talent aligned with your mission.
Example
Salesforce Social Responsibility exemplifies this approach by incorporating employee volunteerism as a key pillar of its social impact strategy. I've seen this work first hand for a smaller company with a local charity run/walk annual fundraising event too.
Mine Your Data for Hidden Gems
Dig Deeper
- Website Analytics: Analyze user behavior, popular pages, and top-performing content to identify trends and patterns.
- Social Listening: Monitor brand mentions and industry discussions to uncover your audience’s needs, interests, and challenges.
- Sales Insights: Collaborate with your sales team to identify FAQs and common objections, turning these into valuable content.
Benefits
- Targeted Strategy: Leverage data to craft content that addresses your audience’s needs and interests.
- Content Gaps: Discover untapped topics that align with user searches and industry trends.
- Sales Enablement: Equip your team with resources that tackle objections and highlight your product’s value.
Example
Check out our post 9 Reports and 1 Insider Tip to Ask Your Product Management Team for to Win More Awards. Also, HubSpot Academy’s free resources guide marketers in using data-driven strategies to create impactful content. Explore their offerings: HubSpot Academy
Host Your Own Award Program
Create a Prestige Factor
- Design the Program: Launch an industry award program to recognize customers or thought leaders in your industry for outstanding achievements.
- Leverage Support: Partner with services providers or agencies to manage logistics, content creation, and promotions.
- Promote Actively: Use your marketing channels to invite nominations and showcase winners.
Benefits
- Continuous Content: Turn nominations and success stories into case studies, blog posts, and social media features.
- Strengthened Relationships: Recognition builds loyalty and goodwill with customers.
- Increased Leads: Use award-related content to attract qualified leads and boost credibility.
Example
Business Intelligence Group offers Recognition as a Service programs to develop and streamline award initiatives. Nothing new here think: Google Cloud Customer Awards, Microsoft Partner of the Year Awards, Deloitte Technology Fast 500 or Amazon Launchpad Innovation Awards. All company owned and developed!
Keep the Ideas Flowing
Creating fresh, engaging content doesn’t have to be a constant struggle. By embracing innovative strategies like employee storytelling, data-driven insights, and recognition programs, you can unlock a steady stream of impactful content that resonates with your audience. These approaches will fuel your 2025 marketing success and keep your brand top-of-mind for your target market.
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