Written by: Vickie Sullivan | August 17, 2023
A Revolutionary Approach to Content Marketing
Wow! UK marketing agency alan. knows how to capture attention and deliver information in an impactful way. Just look at their content marketing piece “The Power of Provocation.” It’s a master class in packaging what we already know into a manifesto.
Divided into nine powerful segments, the report confirms what marketers bet on: that emotional content wins. This agency proved their point by packaging these common findings as part of a revolutionary approach that got industry media attention.
Here are two things that they did in the report that thought leaders can copy:
• Attack common assumptions: The piece uses primary research to attack the status quo, not advocate for a position. Example: 74% of these C-suite buyers desire an emotional connection with the B2B brands they interact with. This laid the foundation for a generalized call for provocative content and perspectives. Ask yourself: Can you go beyond just reporting research findings? You can and you should.
• Explain the style: The report notes that anger and anxiety create urgency to act. So, what do the authors do? Yep, they use inflammatory language to make the reader uncomfortable. They demonstrated the “visceral B2B marketing” approach that they sell. You can use this “practice what we preach” strategy in many other ways.
Now that content marketing has gotten to a “drink from a firehose” level, a lot of the content out there sounds derivative. Reports like this take what we know and position the findings as a part of a manifesto. It’s an interesting approach worth consideration.
Listen: When the In-Your-Face Approach Is Effective
Now Read This: