Kalman: How do you develop new B2B content ideas?
Leggett: As much as B2B and B2C content vary, a lot of my content ideas come from knowing what’s been successful in B2C. Having an understanding of what formats work best on which platforms is a huge help, as are the takeaways from previous B2B marketing efforts. Once I’ve got that figured out, I look at the business goals (lead generation, engagement, registration) and try to find a way to combine them.
We really like to try and be just as creative with the way that we execute a B2B campaign as we would be if we were working on something that was B2C. One of the things that I always like to look at is the interconnectedness of the content. By that, I mean where is the viewer/reader going to encounter this content, where could it potentially lead them (via a link) and does the content match the platform.
Kalman: What are the main KPIs or B2B content marketing goals?
Leggett: I wouldn’t say that there’s a hard and fast rule to KPIs for a B2B campaign. Generally speaking, I think they fall into two categories. You have some B2B campaigns where the main goal is to generate engagement. Here we’re measuring things like reach, likes, open-rate or time spent on a page. Then you have a second category that is focused more on a specific call to action. In these cases, we’re looking at things like cost per click (CPC), the click-through rate (CTR), cost per registration (CPR) or some sort of actual increase in sales.