5 TopRank Marketing Team Insights for Finding B2B Content Marketing Inspiration

These days, there’s little doubt among B2B marketers that content is the foundation of digital marketing success. After all, studies show that nearly all B2B buyers do some form of online research before making a purchasing decision. As a result, we content creators are tasked with turning out informative, engaging and inspiring content that helps our brand be the best answer wherever and whenever our audience is searching.

But let’s face it, content folks. Despite being proven wordsmiths and marketers, our creative engine stalls from time to time. I’ll certainly admit that my computer screen and I have had some intimate moments—mostly me staring longingly at a blank document and praying the words will come.

So, what’s a B2B content marketer to do when our creative engine breaks down—or rather before it loses steam? Where can we find inspiration?

For me, my salvation lies in my fellow TopRank Marketing team members. As the old adage goes, two heads are better than one, so I often tap outside perspectives to kick-start my creative juices. So it’s only natural that this piece includes tips and insights from some of those team members.

Whether you’re planning content or looking to weave a creative metaphor into a piece, below my team members share how they overcome creative challenges and find content inspiration in the B2B space.

1. Mining for gold in SERPs.

“Lately I’ve been performing more incognito searches for priority keywords. Whether you need contextual clues surrounding search intent, or need to brainstorm ways to one-up your top competition with an even better answer, there’s gold in them thar SERPs.”

Jesse Pickrain, Senior Content Marketing Manager


There’s gold in them thar SERPs. – @jpickrain on finding #B2Bcontentmarketing inspiration
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2. Finding the pulse.

“For me, it’s all about tapping into topics that are occupying our societal consciousness at the moment. What are people talking about? Where are they focusing their attention? Why are these matters so magnetic? I’ll peruse Google News, Buzzsumo and various blogs in efforts to press my finger on the proverbial pulse. It doesn’t even need to be business-related; sometimes entertainment and politics can provide valuable fodder enabling us to look at B2B marketing in new and enlightening ways.”

Nick Nelson, Content Strategist


Entertainment & politics can enable us to look at #B2Bmarketing in enlightening ways. @NickNelsonMN
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3. Adding some visual stimulation.

“I go to free image sites like Pixabay and Pexels, and just browse the most recently added pictures. It’s a soothing stream-of-consciousness tour through visual content that will frequently spark a creative idea.”

Josh Nite, Content Marketing Manager


I go to free image sites & browse new pictures to inspire #content creativity. @NiteWrites
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4. Giving the people what they want

I spend a lot of time researching and reading to stay on top of what is happening in the world of marketing. A lot of my inspiration comes from the stories I read from other smart marketers. I like to find a ways to help our team create content that aligns with the needs of our audience.

Like Nick, Buzzsumo is a fantastic tool for uncovering top stories (across multiple verticals) that people are sharing. You can also use the tool to identify who the top sharers are to see if they are either part of your target audience, or influence your target audience.

I also spend a significant amount of time reviewing the performance of our own content to see what is resonating most with our audience. This can help determine where we should invest more time and effort. (Give the people what they want!).

Ashley Zeckman, Director of Agency Marketing


Inspire your #B2B #contentmarketing by staying on top of the latest industry happenings. @azeckman
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5. Being in the “brief”.

I routinely use Anders Pink to stay up on the latest news and find inspiration. This web app allows me to create a “briefing” where I can see everything trending in B2B content marketing. If I want to see what resonated the most with audiences, I can filter the briefing down further by limiting results to the past 24 hours, three days, or even three months.

Annie Leuman, Copywriter


I routinely use @AndersPink to stay up on the latest news & find #content inspiration. @aleuman4
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Looking for More B2B Content Marketing Inspiration?

Then allow me to suggest a few other posts to give you a creative boost:

  • Feeling Stuck? 5 Tips to Restart your Content-Creating Brain
  • How to Create Best Answer Content: 6 Inspiring Examples
  • How 7 Startups Skyrocketed to Success with Content Marketing
  • Is Your Content Marketing Designed for the New Customer Journey?

If you’re looking to tap the talented TopRank Marketing team to inspire your efforts, learn more about our approach to B2B content marketing.

Where do you find creative inspiration for your B2B content marketing efforts? Tell us in the comments section below.


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© Online Marketing Blog – TopRank®, 2017. | 5 TopRank Marketing Team Insights for Finding B2B Content Marketing Inspiration | http://www.toprankblog.com

The post 5 TopRank Marketing Team Insights for Finding B2B Content Marketing Inspiration appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Content Marketing: 5 Unexpected Places to Find Inspiration for Your Blog Content

content-marketing-inspiration

Creative inspiration is like a butterfly: It’s beautiful from a distance, but full of weird insect parts up close.

Sorry, let me try that again. Creative inspiration is like a butterfly: Sometimes it seems like no matter how far you stretch, it flutters above your head, beautiful but just out of reach. Sure, you could sit perfectly still and wait for it to land, but your editorial calendar beckons. Few marketers have the free time to truly find their creative space. At the same time, you know that content with that creative spark will be far more compelling.

The next time your creative butterfly just won’t sit still long enough for you to get a good look at it, grab your butterfly net of proactivity and go after it. Here are five ways to get inspired when you’re stuck.

#1 – Stock Photo Sites

When you’re looking for a metaphor that will make your blog post come alive, start with a compelling image and build from there. Fire up your favorite stock photo site—I like Pixabay and StockSnap—and take a look at the recently uploaded photos. Both sites present a grid of photos devoid of context, of widely varying subject matter. Even if you don’t find the header image for your post, odds are you will get the spark of an idea that will make your post more lively.

#2 – Twitter’s Front Page

Most of us hardly ever see Twitter’s home page. If you elect to stay logged into the site, Twitter just drops you straight into your feed, where hours of distraction await. If you log out, though, you’ll see a dynamic grid of trending tweets that you can customize by topic. See what’s capturing people’s imagination in real time, and you can use the inspiration to write a topical post. For example, this Taylor Swift-themed post on MarketingProfs captured an of-the-moment metaphor to give sound marketing advice.

#3 – Mashable

Like the front page of Twitter, Mashable’s home page is a direct line to the Internet’s subconscious. It’s like Reddit, only you won’t risk getting fired for clicking the wrong link. The three columns on the page show what’s most shared, what’s trending, and the most recent stories uploaded, giving you three vantage points for finding a creative angle. I spent just a few minutes on the site, and I’m already outlining my “5 Content Marketing Lessons from the Isle of Wight Triceratops” post.

#4 – Outside

The first three items in my list are designed to spark inspiration by data input. But sometimes, what you need is the opposite: less data, fewer screens, less fluorescent light. Sometimes you have to get up and go for a walk outside—even if, like me, you live in the frozen tundra of Minnesota. Leave your smartphone at your desk (unless your coworkers are exceptionally shifty) so you won’t be tempted to Facebook on your walk. Allow yourself to be a little bored, if need be; boredom is a rare and prized commodity in the age of distraction.

You don’t need to go on an epic vision quest, so save your PTO—a five minute stroll should be enough to clear your mind and get your creative juices flowing.

#5 – This Trippy App

All distractions aside, your butterfly of creativity really lives inside your own head. Sometimes all it takes to generate an idea is to put yourself in the right mindset for a few minutes and see what surfaces. My go-to tool for this kind of meditation is an app called Pulsate. Click the screen to create circles that expand and contract, playing gentle chimes when they touch. The simple, mesmerizing visuals and the random-but-pleasant sound can get you to your creative space post-haste.

Don’t Let Your Butterfly Flutter By

I can say from experience that when you feel uncreative, it’s tempting to dive into social media and vegetate. I mean, how can you do creative work when you’re not feeling creative? Surely that butterfly will land eventually…until then, I can take this quiz and see once and for all which Power Ranger I am.

The trouble with procrastination is that it leads to stress, and stress leads to feeling less creative, which leads back to procrastinating. It’s a vicious cycle, ugly as a close-up picture of a butterfly’s mouth (seriously). So instead of stagnating, use the tips in this article to catch your creativity and put it to work.

At TopRank Marketing, our team uses awesome content and killer strategy to get results for our clients. How can we help?

Header image via Shutterstock


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© Online Marketing Blog – TopRank®, 2016. |
Content Marketing: 5 Unexpected Places to Find Inspiration for Your Blog Content | http://www.toprankblog.com

The post Content Marketing: 5 Unexpected Places to Find Inspiration for Your Blog Content appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®