B2B marketers top new year’s resolution should be: Stop marketing!

We thought we’d kick-off the new year with a provocative, three-part podcast analyzing the results of our recent co-branded survey with The Economist Intelligence Unit.

Join Jeff Pundyk, global VP of content solutions at The Economist Group, as well as Peppercomm’s president, partner and Demi-God, Ted Birkhahn, for a no holds barred discussion explaining why so many B2B marketers are quite simply missing the mark with their content strategies. Oh, and feel free to post comments agreeing or disagreeing with our panel…
Part I:

6 thoughts on “B2B marketers top new year’s resolution should be: Stop marketing!

  1. Ted: Do you discuss these sorts of topics at cocktail receptions? And, Matt, I’d add a key grip, costume designer and best boy to your list of Hollywood types who might be tomorrow’s content creators.

  2. Matt, you raise an excellent point. At the risk of oversimplifying, there are three steps to breaking through the clutter and achieving success on the content marketing front:

    1.) Develop content that adds value to the audience you are trying to reach. This means the content is not focused on you and is not repeating what’s already been said. It needs to be actionable, unique, shareable, selfless and altruistic in nature.

    2.) Distribute the content in the optimal format and in the right channels.

    3.) Repeat but tweak #1 and #2 as necessary.

    Your point about hiring TV writers is thought provoking. In a recent article (http://bit.ly/1xL2suN), I mention that CEOs need to think of their PR teams as chief storytellers. The profession needs better storytellers and if that means recruiting producers, directors, etc., then I am all for it.

  3. With so many brands and so many marketers churning out blogs, videos, info graphics, white papers, bylines, and other thought-leadership content, doesn’t it all get diluted? How much content can any one prospect or client actually digest – particularly given the multiple mediums they may use to consume the content?

    Does good content just rise to the top? If so, marketers have to stop hiring marketers and start hiring Tv writers, producers, and directors.

  4. Great observation, Ted. I would add that, in the brave, new world of selfies, Instagram and SnapChats, it’s never been tougher or more important for brands to create compelling content.

  5. Jess,

    I agree with you. Whether it’s btob or btoc, great content marketing is born from sound communications practices built on big pile of common sense.

    Nobody in any setting wants to be around someone who talks only about themselves. But, all to often, companies commit this faux pas and end up being ‘that’ person who no one wants to hang out with at the party.

    So, the message is clear to marketers: Don’t be ‘that’ person. Be more likable by being more altruistic in how and what you communicate and become the life of the party.

  6. Hi Steve and Peppercommers!

    Happy new year. I enjoyed this episode of RepMan and agree that it is increasingly important for marketers to live their values. Instead of telling what your company can do through push techniques, brands should display their value through content marketing that showcases their expertise, knowledge and competence through content that lends advice through firsthand stories or links to useful resources.

    Although The Economist research analyzed B2B marketing, I think the same principles can apply to B2C relationships. As a 21-year-old on a tight budget, I am always looking for deals on clothes, products and places to dine with friends, but stray from companies who shove these goods or services down my throat through push-marketing tactics. The key here — and Jeff and Ted hit the nail on the head — is to listen. How? Brands need to show they care by meeting consumers where they are instead of hoping to pull audiences to them. The bottom line is this: Encourage dialogue, ask for participation, and authentically show publics and stakeholders that your brand is committed to the wellbeing of its consumers.