As you know, it’s necessary to create compelling content for your B2B marketing campaigns. But when you have a new client, how do you brainstorm fresh ideas – in particular, new ideas that will keep your client happy?
The CopyPress Community has created an infographic that maps out a process for understanding new clients – a process that you and other B2B leaders must adhere to when building campaigns from the ground up. According to the CopyPress Community infographic, the most practical method for building fresh ideas is to utilize these five steps:
1. Identify the client
Familiarize yourself with the client’s products and/or services. What drives your client to assist their customers? Knowing this will help you understand the messages you need to convey in the campaign. Most of all, you need to recognize the “hot topics” and vocabulary affiliated with your client’s industry.
2. Know the purpose
What does your client want to accomplish from their content? If they want to alert their audience about a worthy cause, for example, you know your client will have to be a trustworthy leader; in turn, they need to be valued by their customers. Or what if your client wants to use their content to grab attention? In this case, you know the content must go viral, which means your campaign must augment brand awareness.
3. Connect a matter to your client’s goals
Pinpoint that special “hook” that matches to your client’s purpose. Let’s go back to step no. 2 for a minute, where you intend for content to go viral; a “hook” that will help spread content into the masses would be individuality. In other words, your content needs to directly touch on the audience’s personal self.
After you find that “hook”, you can further understand how to accomplish your client’s goals. So in the case of personal self, you know your marketing content must act like a mirror, where the audience sees their own identities within that content.
4. Establish reactions
Shock, disgust, sadness, happiness – which emotions do you want to evoke? This is necessary to pinpoint as emotions increase interest in your client’s product. If you want readers to feel anxious, you must induce fear; if you want to make your audience laugh, humor is key.
5. Determine the value
The ideas in your content should achieve at least one of the following: they should solve obstacles; uniquely satisfy wants; and/or provide happiness.
For more details about these five steps, click on the CopyPress community infographic below. Then consider this question for your own business: How can I incorporate these steps in my next play?
Source: CopyPress Community
