B2B has “earned” the reputation of being a dull space, and marketers struggle to put a lot of effort into crafting creative marketing campaigns. But the trends have changed, and businesses today acknowledge the power of creativity in attracting and keeping customers.
Therefore, as our guest says, B2B companies differ little from B2C companies. In both spaces, it’s about the people and ensuring your marketing reaches customers on a personal level.
In this episode of Recorded Content, our host Tristan Pelligrino chats with Nolan McCoy, the Head of Video and Creative Content at Chili Piper. Nolan also produces the company’s podcast, Demand Gen Chat.
“I think where a lot of people get B2B podcasts wrong is with distribution.”
Head of Video and Creative Content
Creativity Is As Important In B2B As It Is in B2C Space
”B2B has traditionally been boring, and it’s been very lacking in terms of depth, creativity, and heart. […] There’s just a ripe opportunity to be able to think about B2B in a more creative way because the people you’re selling to in B2B are the same people who are in B2C; we’re all human selling to humans.
There shouldn’t be a difference between B2C and B2B in creativity. It’s different methods, a different language, and different ways that we talk, but visually, and the way that we think about unique and new ideas, I think that’s where people get caught up like, ‘Well, it’s different.’ And it’s not. We’re still humans.”
A Personal Brand Helps Podcast Hosts Find Guests for the Show
“What’s current in marketing right now is your personal brand. More and more people are waking up to the fact that you have an audience, and you can engage them if you are consistent with building a presence on whatever channel makes the most sense.
The more you can build that social clout, the easier it is for you to get the guests you want. It’s similar to people saying, ‘Hey, I started posting on LinkedIn daily. I built up all these followers, and now I have recruiters DM-ing me a couple of times a week.’
I think it can be the same with your podcast. And you should be able to have people going, ‘Hey, love that post you put out. I think it would resonate with my audience.”’
It’s All About the Story; The Host’s Job Is to Guide a Guest Through It
”At the end of the day, you’re telling a story; you’re helping facilitate a storytelling session with a person who has a story to tell. And as a host, it’s your job to guide them through that story, even if it is a tactical — tips and tricks — and deep dive nerd session.
You’re telling a story. There was a pain point, this person solved a pain point with a system and a framework, and now there’s a solution. There’s a story arc. You had tension that you have resolved, and then you have how it’s been since then, and that’s a compelling episode.”
Podcasts Need Structure
”There’s an author, Erwin McManus, and he talked about creativity and said, ‘Creativity is chaos.’ Let’s say you have a square, and you’ve just got all these nebulas floating around. That’s your creativity.
But when creativity becomes something cohesive, there’s a conduit for it to flow through, there are guardrails, and there’s a framework. And that’s what we’re talking about here.
You have a podcast; you could do all these things. But when you put up a framework of a show structure, first, it gets the fundamentals. Then you can start layering in those other elements that build and scale and add value to your production quality.”
Every Episode Can Reach a Different Audience If Distributed Adequately
”Let’s say you’re hosting a B2B podcast, and you want to reach different personas with one piece of content. There’s probably content within your episode that could speak to different personas. We have to go in there and cut those out.
You have to think with this recycled content mindset. […] There’s so much you can do with that one piece. It can meet people in so many different places.”