B2B Doesn’t Need to be Boring
B2B Communications through a B2C lens – how creating content with purpose can set you apart
B2B content marketing agencies have long taken a very straight approach to B2B marketing. This is partly due to marketing taking the back seat to sales in a lot of “old school” B2B businesses and with the advent of automated marketing B2B content marketing becoming a bit of a cookie cutter approach to feeding the sales funnel.
3rdspace works both as a B2C and B2B content marketing agency, not only using some of the IP & process we would on a large B2C content campaigns, but also by going deeper into the values and behaviours of a B2B business to bring their purpose, values and attributes to life.
Technology such as automated marketing and channels such as LinkedIn are part of our tool box but more and more in our work as a B2B Content Marketing Agency we are working with the senior teams of business to help them define their purpose and bring the organisations brand behaviours to life from the inside out….through compelling content.
This approach helps in 2 ways,
One of our favourite references as a B2B content marketing agency is Patrick Lencioni’s 5 dysfunctions of a team.
Through his research of large enterprise who were falling in market share, he identified 5 core dysfunctions.
At 3rdspace we have flipped this model to help our clients define the prerequisites of great teamwork. As a B2B content marketing agency helping business turn a company from a haphazard mixture of potential stars, into an interpersonal team of cohesiveness and creativity who have a shared purpose.
This may seem a little out of the box for a B2B Content marketing agency, but its work that our strategists, heads of content and behavioural change specialists have used to simplify highly complex organisations, defining meaningful content that adds value to people’s lives.
The 3rdspace model starts with alignment sessions, to build trust within their leadership team.
If our clients can build trust internally around the process and business purpose and values….we can then build it with their customers.
If in our work as a B2B content marketing agency with our clients, we can then master positive creative conflict, we can develop and produce content led campaigns that will set the business away from the competitive set and disrupt the category.
If we commit to feeding that content through all our key channels from LinkedIn and Digital, through to automated marketing content, we will have a greater impact.
If we excite the business from the inside out and set motivational metrics and guides to have everyone within the business sharing the content and making them accountable for that task, we will get organic lift and speed up the automated marketing funnel.
And when we hit the results, when we ensure the entire business shares in the success we will have a high performing business that catches the competitive set off guard and unable to defend the position.
If this sounds like an approach you can identify with as a B2B Content Marketing Agency, we’d love to have a chat with you.