{"id":7998,"date":"2021-10-11T14:13:00","date_gmt":"2021-10-11T14:13:00","guid":{"rendered":"https:\/\/zenmedia.com\/?p=7998"},"modified":"2023-04-17T11:18:09","modified_gmt":"2023-04-17T11:18:09","slug":"b2b-choose-relevance-over-originality","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/b2b-choose-relevance-over-originality\/","title":{"rendered":"Relevance > Originality. Why You Should Stop Trying to be \u201cNew\u201d"},"content":{"rendered":"\n

Newness is overrated. <\/p>\n\n\n\n

If you think we\u2019re just saying that, take a look at this data: <\/p>\n\n\n\n

In a study of 81 brands that debuted new campaigns, only 20% of those new campaigns were outperforming<\/a> the old campaigns that they replaced by the end of a year.  <\/p>\n\n\n\n

LinkedIn and Edelman\u2019s recent B2B research into what CXOs want from thought leadership<\/a> echoes this truth. When the research team asked 1,200 CXOs what makes good thought leadership, relevance was the top of the list\u2014originality, or newness, was way further down.<\/p>\n\n\n\n

In light of this research, it\u2019s a good idea for any B2B brand to take a long hard look at their marketing and what they\u2019re pushing. Are you spending more time looking for new, \u201cbetter\u201d ideas, or relevant ones? <\/p>\n\n\n\n

Let\u2019s take a look at how to break the marketing addiction to newness and move toward relevant, time-tested ideas.<\/p>\n\n\n\n

First, let go of the idea that new is better. <\/h3>\n\n\n\n

New products, new ad campaigns, new platforms, new tools\u2014new things tend to have initial, immediate appeal to us because they\u2019re shiny and exciting. <\/p>\n\n\n\n

This is what often leads brands to roll out new \u201cimproved\u201d versions of their best-selling products, in an attempt to capture more attention and drive excitement from consumers. <\/p>\n\n\n\n

But all you have to do is think of the cautionary tale of \u201cNew Coke<\/a>\u201d to see why this strategy is far from a guaranteed success. Coke, in an attempt to regain market share after Pepsi started cutting into their customer base, revamped their classic formula to create something new\u2014and failed spectacularly. <\/p>\n\n\n\n

\"\"
Source<\/a><\/figcaption><\/figure>\n\n\n\n

If a product is popular, there\u2019s a reason. Adding to, changing, or updating it may be tempting, and of course, there are cases in which this is the right decision\u2014but before you decide to go tampering with it, make sure you\u2019re doing it to deliver actual improvements, rather than to generate buzz or reignite excitement about your brand. If you don\u2019t, the changes you hoped would help your brand grow could end up backfiring. <\/p>\n\n\n\n

Examine your brand\u2019s ad campaigns, marketing campaigns, and thought leadership topics that have continued to succeed. <\/h3>\n\n\n\n

Now that you\u2019ve relinquished the very powerful bias toward \u201cnew\u201d (or at least you\u2019ve started to\u2014it\u2019s a bit of a process!), start examining the campaigns your brand has run that continue to bring in prospects, customers, and attention. <\/p>\n\n\n\n

In Zen\u2019s case, we have one blog post that\u2019s been incredibly popular for years: 60 Most Commonly Asked Questions About Digital Marketing \u2013 Answered!<\/a> It\u2019s straightforward and simple, neither flashy nor terribly exciting, but it continues to bring in traffic year after year. So people are finding it valuable. <\/p>\n\n\n\n

Are the ideas in it new? Not particularly. This isn\u2019t one of our thought leadership posts where our CEO or members of our team present their opinions on trends and developments in the B2B PR<\/a> or B2B marketing<\/a> industries. It\u2019s pure information, and it turns out that that is precisely what many of our incoming clients are after. <\/p>\n\n\n\n

So while we do, of course, continue to put out new content, that post is something we\u2019ll keep updating for years to come.<\/p>\n\n\n\n

What\u2019s the B2B content or campaign that does this for your brand? What ad copy do people continually respond to? Once you\u2019ve found it, make sure you keep it going. You may also want to do some analysis so you can discern (hopefully) what exactly people are responding to and why. Then you can use that information to make more B2B content or another campaign that also incorporates those desirable elements.  <\/p>\n\n\n\n

Incorporate time-tested ideas into new marketing content. <\/h3>\n\n\n\n

Prioritizing relevance over originality doesn\u2019t mean ignoring great new ideas. These great new ideas can have a better chance of being effective, however, if they\u2019re rooted in something known and familiar. <\/p>\n\n\n\n

Here\u2019s an example. Our team recently created an interactive \u201cFind Your Frame<\/a>\u201d quiz for an eyewear client. The idea was to help customers find the perfect eyeglass frame for their personality by answering a few questions in a beautifully designed online environment. <\/p>\n\n\n\n

\"\"
Source<\/a><\/figcaption><\/figure>\n\n\n\n

It was a new type of B2B content strategy for this client\u2014they\u2019d never ventured into interactive content like this before\u2014but the content format itself (a personality quiz) is about as time-tested as they come. Just think how popular Buzzfeed quizzes are.<\/p>\n\n\n\n

The bottom line: If it ain\u2019t broke, don\u2019t fix it. <\/h3>\n\n\n\n

Sure, that\u2019s easy to say, but it\u2019s surprisingly difficult for marketers to actually do. That\u2019s because there are so many pressures pushing against this simple idea. <\/p>\n\n\n\n

For one, it gets boring to run the same campaign year after year (or even just month after month). Creatives are creatives for a reason\u2014most would rather be developing new ideas than sticking with what they came up with five years ago. <\/p>\n\n\n\n

For another, there\u2019s often a lot of downward pressure on marketing departments to continually generate new, improved ideas, campaigns, marketing methods, etc. Many executives labor under the popular but false idea that marketing has to continually be reborn in order to be effective. <\/p>\n\n\n\n

As we\u2019ve seen, the data proves this isn\u2019t true. But that doesn\u2019t always make it easier to tell your CEO that no, you\u2019re not going to revamp the old campaign you\u2019ve been running the past three years even though they think it\u2019s time. <\/p>\n\n\n\n

Seeking out what your customers find relevant and valuable will always be more effective than trying to reinvent the wheel. <\/p>\n\n\n\n

Trust your audience: if they like something, keep giving it to them. And when you do create new campaigns, B2B content, or thought leadership, tie it to something familiar to give your audience something to ground their experience in.<\/p>\n\n\n\n

Read more on creating relevant content, here: What\u2019s \u201cRelevant Content\u201d in B2B Content Marketing?<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"

Newness is overrated.  If you think we\u2019re just saying that, take a look at this data:  In a study of 81 brands that debuted new campaigns, only 20% of those new campaigns were outperforming the old campaigns that they replaced by the end of a year.   LinkedIn and Edelman\u2019s recent B2B research into what CXOs want from […]<\/p>\n","protected":false},"author":4,"featured_media":7999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[35,696],"tags":[526,79,389,768,427],"class_list":["post-7998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy","category-digital-marketing","tag-b2b-marketing","tag-content-marketing","tag-digital-marketing","tag-relevant-content","tag-thought-leadership"],"acf":[],"yoast_head":"\nB2B Content: Why Relevance Trumps Originality - Zen Media<\/title>\n<meta name=\"description\" content=\"Relevance is king when creating content for your audience. 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