“B2B doesn’t have to be boring!”
That was one of many great takeaways provided by David Meerman Scott during the keynote session at last week’s Content2Conversion Conference. The noted author of New Rules of Marketing & PR shared that many B2B organizations are still thinking of content marketing purely as white papers and spec sheets.
However, more than 40 sessions during the event revealed that B2B brands are quickly stepping up their creativity with more visually focused pieces and interactive formats that work well across all screen sizes.
To highlight some of the most innovative examples in B2B marketing, we recently partnered with the team at Ceros on an interactive content piece examining “Lessons From The Killer Content Depths.” Using Ceros’ platform to create a rich, engaging asset, the piece profiles six top brands that are helping to rewrite the rules of B2B engagement.
The piece provides “deep dives” with visually compelling links on how themes were created and the payoffs realized from campaigns that extends far beyond the traditional white paper formula.
Here is a snapshot of some of the award-winning brands you’ll learn more about in the piece:
American Express — See how the leader in business travel used exclusive survey data across a variety of formats, including infographics, “listicles” and E-books.
Blackbaud — Tap into the interactive journey the company created with a menu of calculators, quizzes and videos to highlight an expanded educational effort for its clients.
Cox Media — Uncover a new approach to planning by checking out the “advent” calendar-style asset the company created, which revealed a new asset every week.
Dell — Learn how the tech giant re-wrote the rules of lead nurture programs by aligning more than 1,200 content assets to specific stages of the buying cycle.
LinkedIn — Connect with how the social leader used influential authors Brian Solis and cartoonist Hugh MacLeod to illustrate the key message that content is currency.
NASDAQ — Experience the interactive format NASDAQ used to relate its rich history and innovation, which was later featured on mobile screens as well as the video tower in New York’s Times Square.
“The Killer Content Depths” is not only a great way to learn more about the creative approach B2B brands are taking, but it will also give you a first-hand opportunity to experience the Ceros platform. As active participants in the publishing and custom content space, we have quickly become big fans of Ceros, because it allows our team to create interactive infographics, dynamic E-books and rich iPaper experiences, all without requiring coding.
Check out the piece and let us know what you think.
