The Secret Sauce to Creating Viral B2B Content Marketing
Creating viral content in the B2B space can sometimes feel like trying to catch lightning in a bottle. But what if I told you there’s a method to this madness? Today, we’re going to break down the secret sauce behind viral B2B content marketing.
What Kind of Content Can Go Viral in B2B Content Marketing?
First thing’s first—let’s dive into the why before the how. Understanding the psychological triggers that drive people to share content is crucial. And for B2B marketers, these triggers can be boiled down into three powerful motivators: emotion, social currency, and practicality.
Emotion
Emotion is the heart of viral content. Whether it’s joy, surprise, or even a bit of outrage, emotional content cuts through the noise. Take a page from the playbook of successful B2B content marketing campaigns—highlighting human stories, client successes, or even industry challenges can strike a chord. It’s about connecting on a human level. When emotion is the primary driver, your audience will be more likely to share.
Social Currency
People like to share content that makes them look savvy and in-the-know. This is what’s known as social currency. In the B2B content marketing world, this often means content that offers insider information, cutting-edge insights, or industry trends—basically, wisdom that takes hold in a sea of uninformative fluff. If your content can make your audience feel like industry leaders, they’re more likely to press the share button.
Practicality
The third piece of the puzzle is practicality. Content marketing for manufacturers should offer real, actionable advice. Business leaders don’t have time to get frazzled by vague statements; they want straightforward, usable information. If you can provide that, you can easily come up with palatable content that people will want to share.
The Importance of Storytelling and Relatability in B2B Content Marketing
If you really want your content to go viral, sprinkle in some storytelling. Stories are memorable, relatable, and easy to share. B2B content marketing should go against the grain by focusing not just on stats and features, but on the stories behind them. For example, tell the story of a client who was about to go in circles with a problem until your solution stepped in and saved the day. Real-life stories are the kitchen knives that cut through any lingering doubt to make your content both engaging and relatable.
Strategies for Creating Shareable B2B Content
Now that we’ve cracked what can make your B2B content marketing go viral, let’s move on to the “how” with some actionable strategies.
Incorporate Visuals and Videos
Never underestimate the power of eye-catching visuals and engaging videos. In today’s attention-deficit world, people are more likely to interact with content that’s visually appealing. Your visuals should convey complex ideas simply and effectively to make it easy for your audience to digest and share. Remember, a well-placed infographic can often communicate a more robust message than a thousand words ever could.
Leverage User-Generated Content (UGC)
Want to know the quickest way to get people to share your content? Make them a part of it. In B2B content marketing, user-generated content (UGC) can be your secret weapon. Encourage your clients and industry experts to share their experience with your products or services. This not only builds credibility but also creates a sense of community. When people see themselves as part of your story, they’re more likely to share it. After all, who doesn’t like a moment in the limelight every now and then?
Use Humor or Unexpected Elements
In a world full of serious B2B content marketing strategies, a little humor or an unexpected twist can go a long way. It’s fittingly irreverent and can break the “serious” mold that so many B2B content marketing professionals feel trapped in. Imagine a whitepaper with a comic strip or a case study presented as a detective story. Humor makes your content more relatable and memorable.
Craft Headlines that Grab Attention
Last but certainly not least, don’t underestimate the power of a compelling headline. A great headline is your first, and sometimes only, shot at grabbing attention. It should spark curiosity without being misleading, create urgency without being pushy, and promise value without compromising on content. A failure here, and it could all go in defiance of your efforts—it’s literally the make-or-break first impression.
Want us to share OUR secret sauce to creating shareable B2B content? Get in touch with MFG Tribe to find out!
Platform-Specific Tips for Maximizing Content Reach
Now, when it comes to maximizing your content reach, it’s all about knowing the platform like the back of your hand and playing to its strengths. Think of each platform as a different sport; the rules and trends in industrial marketing change, and so should your strategy.
LinkedIn is the boardroom of social media platforms, especially when we talk about B2B content marketing. This is where you want to focus on thought leadership and industry insights. Here are some ways to jack up your LinkedIn game.
- Craft Compelling Headlines: Your headline is the first breakpoint. A strong, clear headline can make or break your post. Capture attention and promise value.
- Publish Long-Form Content: LinkedIn articles allow you to delve deep into topics. Treat these articles like executive summaries—informative, engaging, and straight to the point.
- Boost Engagement with Questions: End your posts with questions to provoke thoughts and encourage comments. This not only grabs attention but also shows you’re open to discussions, placing you on equal ground with your audience.
- Leverage Visual Content: Infographics and slide presentations are your saving grace on LinkedIn. They simplify complex data and make it digestible.
- Consistency is Key: Make posting a regular habit. The more frequently you post, the more visibility you gain. Missed posts can make you lose your flow and fall off the radar.
YouTube
YouTube is the go-to for visual learners and those looking to dive deeper into topics through B2B video marketing content. This platform is your stage, your spotlight. To strengthen your YouTube presence, consider the following:
- SEO-Optimized Titles and Descriptions: Your title and description should contain relevant keywords. Think of these as your search engine currency – they determine where you pop up.
- Engaging Thumbnails: The clicks don’t lie; an engaging thumbnail is your silent salesman. It has to grab attention at first glance and entice viewers to click.
- Engage with Your Audience: Respond to comments and encourage viewers to like, share, and subscribe. This builds a community and boosts your visibility.
- Consistent Upload Schedule: Create a schedule and stick to it. Your viewers will start to expect your content, making it easier to get off the ground and ensure consistent growth.
- Collaborations and Cross-Promotions: Engage with other YouTubers or influencers in your field. It’s a natural move that can heighten both parties’ viewership.
Sustaining Engagement After A Viral Moment
In B2B content marketing, going viral can feel like striking gold, but don’t brush aside the importance of sustaining that momentum. Bear in mind that the real game begins only after the initial spike in numbers.
Follow Up with Related Content
Getting noticed is already hard enough as it is in B2B content marketing so the idea here is simple: ride the wave, don’t let it crash. In other words, keep the momentum going by posting follow-up articles or videos.
- Analyze what worked in your viral content. Was it the topic? The style? Replicate this in your follow-up content.
- Craft follow-up articles or videos that dig beyond the surface of your viral content. This keeps the conversation going and provides a way for you to get into new but related topics.
- At the end of your content, give a sneak peek of what’s coming next. In short, create anticipation.
Engage with Your Audience
Building a community is crucial. This is where you claw through the noise and create genuine connections. Responding to comments and sharing user feedback are good strategies to foster a community.
- Be prompt and personal in your responses. When you care about your audience, they notice– and that fosters loyalty.
- Again, incorporate user-generated content or feedback into your posts. These can be live or in the comments section. They’re a great way to connect and bring your audience on equal ground.
Turn Viral Success into Long-Term Growth
The final step is converting your newfound visibility into something more tangible: leads and sales.
- Content marketing for manufacturers should always include a clear next step or a clear call-to-action to sign up, subscribe, reach out, buy now, whatever it is that you want them to do. Don’t leave your audience at ground zero after engaging with your content.
- Nurture new leads by using email marketing, exclusive offers, or webinars to keep your audience engaged and informed.
- Constantly monitor engagement and conversion metrics to see what works and where you need to tweak your strategy or execution.
By wrapping your head around these strategies, you can set your B2B content marketing plan up for success that sustains itself long after going viral. Remember, the key to sustained success is a balanced mix of strategic planning and genuine engagement.
Wrap-Up
If you’re looking to cook up some viral magic with your B2B content marketing, remember–it’s not about throwing everything at the wall to see what sticks. Rather, it’s a strategic symphony of understanding your audience, tapping into their emotions, offering genuine value, and being a storyteller at heart. Once you’ve nailed these core ingredients, don’t forget to leverage visuals, welcome user-generated content, and sprinkle in some unexpected twists to keep your audience engaged.
But, most importantly, don’t let a viral moment be a one-hit-wonder. Cultivate that momentum by consistently delivering follow-up content and engaging directly with your audience. It’s not just about riding the wave—it’s about making waves of your own that lead to sustainable growth.
Curious about how you can take your industrial B2B content marketing to the next level?
Discover how MFG Tribe can help you dominate your industry.
