The Art of Generating Creative B2B Content Ideas

The current renaissance of creative B2B content is a blessing and a curse for B2B marketers. On the good side, it gives us permission to stretch our creative muscles, write fascinating and engaging content, and pair it with eye-catching visuals. On the bad side, B2B buyers won’t settle for less than imaginative and engrossing content. There’s no skating by with an old-school white paper or a generic ebook. When you’re out of ideas but need to deliver inspiring content, what’s a marketer to do?

Even the most creative marketers can feel uninspired from time to time, or unsure how to give their strategy a jolt of freshness. Here’s how to fuel your next brilliant content idea when you’re feeling stuck.

How to generate great B2B content marketing ideas

The truth is, inspiration is everywhere: Think of Isaac Newton and the apple tree, or how a hamburger inspired the Millennium Falcon’s design. These are just a few ways that you can generate B2B content marketing ideas.

#1: Dig into customer feedback

What’s the best way to find out what content your audience craves? Take a look at what your current customers and prospects are telling you. Their frequently asked questions, interests, and frustrations are an endless source of content inspiration.

#2: Find inspiration in pop culture

B2B buyers are people, first and foremost. They listen to music, watch movies, binge TV shows, and even play video games. Tapping into pop culture can help you find common ground and relate on a human level.

#3: Collaborate with industry influencers

Sometimes the best way to get fresh ideas is by working with a fresh group of people. Among its many other benefits, influencer marketing brings new perspectives, points of view and personalities to your content.

#4: Tap your employees

Another way to add fresh ideas is to reach out to your internal influencers — virtually anyone who works at your company. Employees are a treasure trove of knowledge, expertise, and unique perspectives.

#5: Brainstorm with AI

In case you missed the last two years of headlines, generative AI is already changing the way marketers work. And while you shouldn’t use AI to write content for you, you can use it to jumpstart your creative brain.

Bonus #6: Work with a smart, creative agency

Not to sound like a hipster, but TopRank Marketing was doing smart, creative, results-focused B2B marketing before it was cool. And we’re still honing our craft, pushing boundaries, and helping our clients get creative without compromising their core brand values.

About the author

Joshua Nite is dedicated to bringing humanity, empathy, and humor to content marketing. His two ironclad rules: Never settle for commodity content, and never write anything you wouldn’t want to read. Great writing takes heart, soul, guts and rhythm. Josh is also the once and future Pundamonium Pun Slam champion, a stand-up comedian and storyteller, and is getting pretty good at electric guitar. His only weakness: Extreme self-consciousness when writing about himself in the third person.