Discover how leading B2B brands are reshaping content marketing with innovative strategies. One brand leverages industry news to build authority and engage audiences. Learn how a product can steal the show in an entertaining narrative. Explore the secrets of scripting powerful videos that stand out on crowded platforms. Plus, uncover the impact of personal branding on LinkedIn, driving reach and credibility. These insights are essential for leveling up your content strategy.
Recorded Future's commitment to daily brand journalism substantially enhances audience engagement and builds authority in the cybersecurity domain.
Lavender creatively integrates its product into an entertaining competition format, effectively showcasing its features while maintaining viewer engagement and high production quality.
Deep dives
The Impact of Brand Journalism in Cybersecurity
One of the key insights revolves around the effectiveness of brand journalism, particularly exemplified by Recorded Future, a cybersecurity company that has embraced a proactive content strategy. They produce a daily newsletter covering critical cybersecurity news, including breaches and ransomware, showcasing a substantial commitment to continuous content creation. Their high-quality content not only drives audience engagement but may also contribute to their impressive valuation following acquisition by MasterCard. Remarkably, with only a small team dedicated to brand journalism, they achieved significant reach, including a promotional story that garnered 11 million impressions through a modest $300 ad spend, underscoring the importance of investing strategically in content.
Engaging Storytelling Through Competitive Content
Lavender's approach to content emphasizes making the product part of an engaging story without overshadowing it, as seen in their series that features a competition style format. The series, featuring personalities Jen and Will, cleverly integrates the product as a judge in a contest for writing the best sales emails, which cleverly highlights its capabilities. This method not only entertains but also allows viewers to connect with the product on a deeper level while maintaining high production quality. The evergreen nature of their content ensures its relevance, allowing it to attract views long after its initial release, demonstrating effective storytelling in B2B marketing.
Innovative Strategies for Personal Brand Engagement
The episode also highlights how Motion has effectively harnessed the power of personal branding among its team to enhance content distribution on LinkedIn. By empowering employees to create engaging content that reflects their expertise, the company realized significant interaction and engagement compared to the standard engagement seen on corporate pages. Their content, which includes smart commentary on current advertising trends from notable brands, not only showcases their insights but also resonates with a broader audience. Additionally, their weekly newsletter, cleverly named Thumbstop, positions them as thought leaders while also facilitating valuable interactions with potential customers, further illustrating the power of personal branding in B2B contexts.
