“B2B doesn’t mean boring to boring.” It’s a turnkey phrase–one that those of us in the B2B marketing world have all heard (and probably said) countless times. But what do digital marketers really mean when they say it? Are they implying that SaaS companies should start roasting their followings on Twitter or working with Gen Z influencers on Instagram? I can’t speak for everyone, but I don’t think I’m alone when I say…not exactly. Battling the boring B2B status quo doesn’t necessarily mean mimicking trendy B2C tactics or jumping the shark in some flashy way. Sometimes, it just means kicking things up a notch to stand out from the crowd. And sometimes, it’s as simple as a little movement, a little creativity, and a little twist on traditional sharable content formats.
If you’re a content marketer, designer, or creative professional in the B2B space, then you know that brand guidelines can sometimes feel like your best friend, while other times being your worst nightmare. Of course, having a framework to work off of is important. It gives you a place to start and ensures brand cohesion and long-term recognition. The problem is that these guidelines can sometimes do more harm than good when every image or video a brand puts out are basically carbon copies of one another. It doesn’t matter how great, clean, or creative the original design is, if it’s all you continue to show customers, your content is going to start to bleed together, causing them to drift into auto-scroll mode, never stopping to read or listen to what you’ve laid out for them. Now, it may not feel like there’s a ton of creative wiggle room between a brand rock and a content hard place, but there doesn’t need to be. You can create subtly different, thumb-stopping content with just a few very simple changes.
First and foremost is animation. The old bog standard static graphics and talking head videos just don’t capture attention the way that they used to. The best way to do that is through movement. Let’s say you want to share a compelling statistic to drive to a customer success story; why not turn that stat into an animated chart? Or when looking to drive traffic to session replays from a virtual event, don’t just rely on video snippets, try animated quotes to breathe life into a soundbite from the session and tell the story in a more dynamic and eye-catching way.
The next step means injecting your content with some color. Now, I’m not saying you need to reinvent the branding wheel or anything quite so extreme, but it’s work taking a look at your brand guidelines and tapping into those secondary colors that so often get left behind.
Finally, and the lowest of the low-hanging fruit, it is all about optimizing your content to maximize its usage potential. That means creating assets that work for organic social for and for paid social and for email, etc. etc. (you get the point). If you’re creating shareable assets that feel fresh and don’t look like every other thing on your feed, you can make the most out of each one by utilizing it across multiple marketing channels.
These may seem like small changes, but they can make all the difference in the world. Just this year, we leveraged dynamic video + motion graphics content just like this to help an enterprise technology company drive over 600k video views, massively boosting brand awareness and engagement at a global, virtual event.