Summer Hits: What B2B Content Marketers Can Learn from the Season’s Biggest Blockbusters

Trips to the beach, sunshine filled walks, and backyard barbecues…just some of the reminders that summer is here. But for those of us who hate the heat, or just need a break between pool sessions, there is one other harbinger of the season: the big budget summer blockbuster.

As the days grow longer and the temperatures rise, studios are releasing their major moneymakers that thrill and awe audiences. Often, summer blockbusters are accompanied by a major production price tag, forcing studios to rely on some tried-and-true practices to make sure they get a return on their investment. Now what does all this have to do with content?

A new study by the Chief Marketing Officer Council and NetLine reveals that businesses are spending more than $16 billion annually on creating original B2B content. The study also shows that relevant content is influencing B2B consumer decisions like never before, with 87 percent of respondents saying that B2B online content has a major to moderate impact on customer buying decisions
 
So how can B2B marketers ensure that they create blockbuster campaigns that get the most out of their investment? They can take some tips from the studios and incorporate three characteristics that consumers value not only in their summer flicks but also in their online content picks.

Entertaining and Accessible

What makes summer blockbusters so great? They’re entertaining! Nothing is better after being zapped by the sun’s rays than sitting in a cool theater and falling into a riveting story. No one wants to watch a dry, instructional video (à la high school biology class) for entertainment. Same goes for content. It’s great to demonstrate your expertise, but be sure your content is both fresh and well-written. Avoid weighing it down with minute details or cluttered language.

Another key to blockbuster success? Accessibility. From marketing campaigns to wide theater distribution, if you want to see a blockbuster, you know where to find it. Online content should not only be easy to read, but also easy to find. 50 percent of survey respondents said that what they dislike most about online content is too many requirements to download. With a wealth of resources online that can quickly and easily disseminate content, from social media to e-newsletters, a potential customer shouldn’t need IT help to access your content.

Unique and Innovative

While there are some classic characteristics of summer blockbusters (aliens, explosions and adaptations), the movies that really bring in the bucks offer something a little different. Blockbusters that stand the test of time introduce a memorable plot line, interesting character or innovative special effect to avoid being just a flash in the pan. Consumers want the same with online content. Becoming a thought leader works hand-in-hand with being an innovator. Online content is the perfect vehicle to show off what is driving your business forward and tell potential costumers how they can move into the future with you.

Consistently Engaging

A trend among successful summer hits is the serial. Whether it’s a new installment of a series, or a prequel or sequel to a favorite, audiences love the ability to reengage with favorite characters or storylines.

Your content should constantly engage consumers. This means really diving into a topic to demonstrate your expertise and show off your skills. Be sure to focus on the topics that are most relevant to your audience, and strive to keep your content diverse and informative. Ultimately, breadth and depth of information is what 47 percent of CMO’s survey respondents valued most in B2B content, so cast wide and dig deep. Just like summer’s best serials, you should leave your consumers excited to see what comes next.

So, now that you know what consumers want most out of their B2B content, what are you going to do to make sure your online content is a summer hit?

[image: Joakim Wahlander]