As discussed in one of our previous blog post on B2B Content Marketing in India, when nitty meets gritty B2B Content Marketing is nothing but a content rooted marketing strategy where instead of driving a larger audience and higher interactivity, the brand aims to generate more leads by targeting other businesses. So yes, a B2B Content Marketing strategy is very different from a B2C content marketing strategy as the audience is different and hence, the execution is very different. But, there is something both these strategies have in common – It’s all about Content baby!
It’s all about content
Source: Giphy.com
What is good content? Good content is information that is interesting and relevant to your audience. Even though the audience for a B2B Content Marketing strategy expects more and different variety of content than a B2C audience, they still look forward to reading more interesting, more page-turning, more evocative content. After all who doesn’t love a good story? Most B2B marketers are catching on to this thought and some have already found a way to incorporate it into their content strategy. One of such remarkable B2B marketers is Cisco.
Cisco is a multinational technology conglomerate known for its state-of-the-art networking systems. And, yes despite its commercial success and viability, the brand exclaims complexity. To enhance its clarity and reachability among its target businesses, the brand has continuously evolved and innovated its content strategy. Two of its most effective communication tactics are The Network and the Never Better B2B content marketing campaigns.
What is the campaign?
The Network is Cisco’s News Technology website which hosts insights and news reports on the world of technology. The content is curated and compiled by known technology experts and journalists, making the platform a go to hub for receiving updates on networking and innovation. The site’s distinguishing factor is the ease of understanding it offers and the approachability of its content exemplified with articles like check out how the Ellen Show is using Cisco.
Aside from this platform and an award winning documentary Network Forward featuring telecom development stories, Cisco has further enhanced its communication strategy with an interactive content campaign, The Never Better.
The Never Better Campaign
Never Better features invigorating stories illustrating how different spectrums of the economy never looked better than with the incorporation of various Cisco systems. Each story begins with the statement, ‘There’s never a better time for…. Security that works together’ and is brought to life using real data, striking infographics and attractive videos.
‘There’s never a better time for…. Security that works together’
What are its results?
The campaign has been around the block only for a few short months. But, according to a report compiled by Datamation, the campaign team has secured 723,000 engagements, 34,000 partnership activations, and 300 million social expressions. This translates to almost 72% of their overall interaction objectives. Never Better has experienced a steady stream of positive responses from media channels and users due to its unique blend of human interactivity combined with technological precision.
What can we learn from this?
To sum it up simply, B2B Content Marketing doesn’t need to be boring and dry as we all have come to believe and accept. Even though Cisco has a B2B business model, it showed us how content can be lively, fun, educative, and personal. With attractive imagery and sparkling language, brands can now reach out to their target audiences with the sensitivity and intelligence that they appreciate. Contact our specialized services to make an exceptional one for your business today. After all, we do love a challenge!
