Introduction

Exploring the significance of genuine experiences and authenticity in marketing, emphasizing the need for truthful interactions over exaggerated success stories in the business landscape.

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Episode notes

If you’ve come to hear Devin Reed at his spiciest, you’ve come to the right place.

Devin (Clari), Anthony Kennada (AudiencePlus), and Morgan J. Ingram (AMP) join host Mark Huber to talk very blatantly about the state of B2B content in 2024.

What’s working in B2B content:

MEASURING + ADAPTING
All 3 of the guys share their actual metrics of success for great content, and how to keep content plans in check based on the cold hard facts.

What’s not working in B2B content:
CREATING FOR ALGORITHMS
”Steal my template, bro” bros…beware. You’re not safe in this convo.

Key Takeaways:

Differentiate Your Content: In the age of plagiarism and content regurgitation, B2B marketers are urged to create unique video content that showcases individual delivery and experiences, making it more difficult to duplicate and helping brands stand out.
Focus on Authenticity: Authenticity in content creation has never been more critical, as social media is rife with exaggerated and false claims. Customers crave truthful and charismatic communication, which in turn can build real relationships and drive business growth.
Emphasize Subject Matter Experts: Amplifying subject matter experts is crucial for B2B success. Marketers should incorporate experts into their content strategy - including internal executives and customers - to establish credibility and trustworthiness.
Prioritize Charisma, Credibility, and Character: When evaluating potential influencers or brand ambassadors, B2B marketers should look for individuals who not only possess expertise but also embody charisma and character that align with the brand's reputation.
Create for Humans, Not Algorithms: Marketers are encouraged to produce valuable content tailored to human interests rather than solely focusing on SEO and algorithm-driven engagement. Building brand awareness and thought leadership is about winning mind share, which can eventually lead to winning market share.

Things to Listen for:

00:00 Helping companies become media companies, creating categories.

04:30 "People want to feel great, do nothing."

08:16 Unique challenges arising from international content theft.

13:08 Content marketing for SEO in B2B explained.

13:59 Creating valuable content captures authentic audience attention.

19:12 Diverse content formats can enhance audience reach.

21:25 Corporate marketing and thought leadership driving revenue.

25:32 Amplifying experts and building media strategy.

28:27 Risk, credibility, and character are crucial elements.

32:10 Agree, build true advisor board for feedback.

36:34 Past advisory agreements consisted of equity deals.