While sales may have ruled the roost in B2B for decades, marketers are using their influence and experience to show their businesses the value of investing in a long-term brand building agenda.
When Vodafone’s youth-oriented mobile brand VOXI wanted to tell young people about its ‘Endless Video’ service, it found tapping the authenticity of creators through YouTube BrandConnect was the best way to drive up awareness and consideration.
The best B2B content and messaging doesn’t just inform its audience or impress them with its arguments – it influences and inspires them, too. Follow these recommendations to master the art of creating content that audiences can’t ignore.
At the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
Describing entertainment as a new strategy for communicating its values, fashion house Balmain believes scripted drama is the future of brand storytelling.
Despite cuts to marketing spend due to the “shapeshifting” Covid crisis, global CMO Kim Miller has led The Economist to record subscription growth through a mixture of innovation, experimentation and resilience.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
After notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
In an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
Being mischievous is harder work than it looks, says outgoing PR boss Lee Price, who explains the bookie brand’s “bulletproof” challenger mentality is based on rock-solid strategy, consistency and high standards.
Using insight to create valuable, relevant content can form the basis of agenda-setting campaigns for B2B brands, as Festival of Marketing attendees found out.
With the accelerated migration of marketing spend to digital channels, marketing and creative teams are being asked to create more digital content with less resources and be more efficient.
What is content orchestration? And how can it help agency business models?