By Joshua Nite

The current renaissance of creative B2B content is a blessing and a curse for B2B marketers. On the good side, it gives us permission to stretch our creative muscles, write fascinating and engaging content, and pair it with eye-catching visuals.

On the bad side, B2B buyers won’t settle for less than imaginative and engrossing content. There’s no skating by with an old-school white paper or a generic ebook. When you’re out of ideas but need to deliver inspiring content, what’s a marketer to do?

Even the most creative marketers can feel uninspired from time to time, or unsure how to give their strategy a jolt of freshness. Here’s how to fuel your next brilliant content idea when you’re feeling stuck.

How to generate great B2B content marketing ideas

The truth is, inspiration is everywhere: Think of Isaac Newton and the apple tree, or how a hamburger inspired the Millennium Falcon’s design. These are just a few ways that you can generate B2B content marketing ideas.

#1: Dig into customer feedback

What’s the best way to find out what content your audience craves? Take a look at what your current customers and prospects are telling you. Their frequently asked questions, interests, and frustrations are an endless source of content inspiration. 

Every challenge your customers face is an opportunity for your brand to provide value. Talk to your sales team about what potential customers need to know. Take a look at the most frequently asked questions to your customer service team. Analyze your keyword glossary from a search intent perspective to understand how your customers search for solutions throughout their journey, and why.

By identifying common pain points and frustrations, you can tailor your content to offer solutions, insights, and guidance that truly resonate with your audience.

#2: Find inspiration in pop culture

B2B buyers are people, first and foremost. They listen to music, watch movies, binge TV shows, and even play video games. Tapping into pop culture can help you find common ground and relate on a human level. 

One way to do this is to tap into what’s current right now — the latest TikTok craze or hot news story. But that’s a better tactic for social media posts, where you can make a quick reference before the fad has passed. 

For blog content, look for topics with staying power. Pop culture titans like Taylor Swift, Star Wars and The Office have inspired plenty of colorful content.

#3: Collaborate with industry influencers

Sometimes the best way to get fresh ideas is by working with a fresh group of people. Among its many other benefits, influencer marketing brings new perspectives, points of view …read more

Source:: Top Rank Blog

Author: Aaron