Business-to-business content marketing isn't known for its riveting campaigns, but this might be changing. The most notable B2B success story in recent memory comes not from the executive suite, but from Hollywood's most flexible action star of all time: Jean-Claude Van Damme.
If you're wondering what "The Muscles from Brussels" has to do with B2B content marketing, then you apparently are not one of the 74 million people who have watched "The Epic Split," Van Damme's viral video from Volvo Trucks. It represents what some marketers see as a changing tide in business storytelling.
With the ad, Volvo Trucks succeeds in drawing a connection between its dynamic steering technology and an almost forgotten pop culture figure. And it paid off in a big way.
Not only did the video rack up millions of views, but more importantly, almost half of truck drivers who watched the ad said they were more likely to choose Volvo the next time they bought a truck, and approximately one-third of those surveyed contacted a dealer or visited Volvo's website to research information after seeing the video.
Such engagement doesn't come easily. Many B2B companies have niche audiences and limited budgets. The key is to strike a balance between focusing on information your audience needs and delivering creative content that is appealing enough to generate new customers.
In Contently's new e-book, "State of B2B Content Marketing: The Van Damme-ification of Business Storytelling," we examine the major trends driving the evolution of B2B content marketing and the tactics of those companies that are successfully infusing their content with the type of creative punch usually associated with B2C brands.
To learn more, read the "State of B2B Content Marketing" e-book.