Tag: Content strategy

Repurposing

B2B content repurposing lessons from BBC’s The Traitors

A woman wearing a black suit jacked and white shirt with big cuff and frills at the front stands in front of a Scottish castle. She has long dark hair and a fringe that comes down to the top of her eyelids.
Claudia Winkleman is the host of BBC’s The Traitors and Celebrity Traitors in the UK

As a fan of BBC’s Celebrity Traitors, it struck me how adept the editorial team is at repurposing and distributing content about the show. What can B2B content creators and marketers learn?

I’m a recent convert to the show, hooked in by the celebrity competitors and now working my way through the back catalogue of the ‘civilian’ series. But I don’t just watch the programme.

I also listen to the follow-up podcast Uncloaked and watch the Traitor reveal clips on social media, which are spliced from the Uncloaked videos.

The main Traitors programme is the hero content, sort of like a report, white paper or panel event in the world of B2B content.

To capitalise on the interest in the programme and potentially capture a wider audience, the spin-off content operates in two different media: podcast and video podcast.

Continue reading “B2B content repurposing lessons from BBC’s The Traitors” →
General

To maximise content impact you need a strategy

B2B content without a strategy is like a car without wheels: it ain’t going to get you very far.

You need to be clear on what you are trying to achieve with your content, so you can create the right sort of content, in the right places to deliver.

A good starting point is to review your existing content, as building on something is easier than starting from scratch.

Which types of content and which platforms are generating the best results? This isn’t just about vanity metrics like impressions and plays but about the results that move you closer to your goals.

Some questions to ask in a content review:

• Are the right people engaging and commenting?

• Do people you meet mention particular pieces of content?

• Has certain content or a content theme led to DMs or off-platform conversations?

• Have business leads come from some platforms more than others or some content types more than others?

• What is the quality of those leads?

Continue reading “To maximise content impact you need a strategy” →
Audience engagement, Repurposing, Video

Getting value from panel events and podcasts

Panel discussion at MIPIM 30th edition event on 'UK: Regeneration & Waterfront Developments.' The stage features four seated male panelists and one female moderator standing at a podium. A large screen above displays the panel title and participant names and roles: Moderator Stacey Meadwell (Freelance Editor), Cllr Jon Collins (Leader, Nottingham City Council), Steve Dunlop (Chief Executive, Scottish Enterprise), Mark Sitch (Senior Partner, Barton Willmore), and Cllr Huw Thomas (Leader, Cardiff Council). The event branding and social media information are also visible on the screen.

Panel events and podcasts are powerful platforms for raising your profile as a thought leader to a broader network, expanding your brand reach beyond your own social media connections and email list.

These powerful formats help your audience connect with you or your team’s expertise on a more personal, human level. It can help build connections and brand trust, and open doors to other opportunities and conversations.

Panel events and podcasts foster brand storytelling in a way that builds trust and familiarity, especially compared to more polished written communications.

But you and your business want to come across well and get the most out of the experience or event. Here are just a few tips to get you started.

Invited guest: Delivering your message effectively

Tip 1: Align your messaging with the theme and audience

Do some preparation ahead of your panel or podcast appearance. The audience has turned up or downloaded the episode to hear a conversation on a specific topic, so make sure your messaging aligns with the overarching theme.

If you go off topic or fall into a marketing pitch, you risk damaging audience engagement or, on a podcast, being edited out.

Equally, to engage the audience, make sure you are speaking their language. What is their level of technical knowledge? Use plain English with a clear point of view, as it will always land better than jargon. 

Tip 2: Give the right answer

Listen carefully to the question you are asked and answer that. There is a danger of being overprepared and answering a question you anticipate rather than the one being asked, or giving too much away too soon.

Continue reading “Getting value from panel events and podcasts” →
Audience engagement

How to write B2B content with purpose

A person sitting outdoors holding a black notebook titled “MISSION” on their lap. They are wearing blue jeans, a white top, and a black bracelet, and a white-and-brown tote bag rests beside them.
Photo by David Iskander on Unsplash

What is the business purpose of your B2B content? No one is putting fingers to keyboard for fun, but how do you angle your content so that it delivers on your goals while still engaging the audience?

Business goal: Raise visibility and become an authoritative voice

Through your content, whether that is on LinkedIn, your website or a newsletter, you need to demonstrate a good understanding of the sector/industry you work in. Obviously.

It’s important to have ideas or a fresh take. Talk about the problems that no one else is talking about, or if it’s ground that has already been well discussed, can you add a unique take?

Lots of people talk about well-known problems and challenges, but few are offering a way of navigating issues.

Can you highlight alternative approaches and a means of delivering a positive change? Is there a different way of doing things that isn’t really talked about? Can you move the conversation on in some way?

Could you spearhead a campaign behind which you can rally industry peers to make a material difference to your sector?

Building a reputation as an authoritative voice takes time and consistency, but it opens a lot of different doors:

Continue reading “How to write B2B content with purpose” →
General

Starting point: Four questions to deliver effective content

AI generated image

Effective B2B content starts before the creative work. There are a number of key questions to answer, which should set you on the right path to delivering effective content.

What is the purpose?

Or another way of putting it is: What does success look like?’ It doesn’t matter if it’s a panel event, video, podcast or piece of writing, you need to be clear about the aim.

Success is unlikely to be just one thing. Getting attendees along to an event or downloads or clicks might be a short-term goal.

Longer-term success might be building trust and authority so that it leads to more business or earned media as an industry expert or speaker invites.

It will take time and consistency in delivering good quality content.

Who is it for?

Who is this for, and why would they care?

Purpose means diddly flip if you don’t know who your audience is. I’ve written before about being specific, so I won’t repeat that.

Why would they care?

Once you’ve identified them, you need to determine why they would care – what’s in it for them? Why should they invest the time?

Continue reading “Starting point: Four questions to deliver effective content” →