WORKWEEK

By Daniel Murray

What are the benefits of being an in-house marketer vs freelance, and how does that compare to agency work?

Sam Hembree and Brooklin Nash are two of the Co-founders at Beam, the agency providing long-form B2B content that all starts with a conversation.

Daniel, Sam and Brooklin get into how Beam came about and the content problems it’s answering, why freelancing isn’t for everyone, and why young marketers should always say yes to new opportunities.

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest performing ROAS channel by far. Visit Retention.com to book a demo today.

Follow Sam:

https://www.linkedin.com/in/samanthahembree/

Follow Brooklin:

https://www.linkedin.com/in/brooklin-nash/

Follow Daniel on Twitter: twitter.com/Dmurr68

LinkedIn: linkedin.com/in/daniel-murray-marketing

Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com

Timestamps:

00:00 Intro

03:01 The Benefits Of Being In-House

07:59 Freelancing Freedom

12:35 What People Underestimate

18:54 Finding Your Niche

22:39 Asking Yourself What You Really Want

24:48 The Different Marketing Hills To Die On

28:31 Advice You Wish You’d Received

29:56 Don’t Be Afraid To Say Yes

35:47 Who We Are

How To Think About Long-Form B2B Content

As a professional marketer, you’re probably aware that long-form content has become increasingly popular in the B2B world. However, creating long-form content that resonates with your audience can be a challenge. In this blog post, we’ll explore some of the key considerations that should be taken into account when thinking about long-form content for B2B.

1. Understand your audience

The first step in creating effective long-form content is to understand your audience. Who are they, what are their pain points, and what type of content do they prefer? It’s important to conduct thorough research on your audience, including conducting surveys and interviews, analyzing social media data, and reviewing website analytics. This information can help you create content that addresses your audience’s specific needs and preferences.

2. Choose the right format

Long-form content can take many different forms, including blog posts, whitepapers, e-books, and case studies. Choosing the right format depends on your goals and your audience’s preferences. For example, if you’re looking to position yourself as a thought leader in your industry, a whitepaper or e-book might be the best option. If you want to provide actionable insights, a case study or how-to guide could be more appropriate.

3. Focus on quality over quantity

When it comes to long-form content, quality is more important than quantity. Rather than focusing on word count, make sure that your content is well-researched, engaging, and informative. Use data, anecdotes, and real-life examples to illustrate your points and make your content more relatable. Keep in mind that your audience is likely to be busy and may not have time to read through lengthy content that doesn’t provide real value.

4. Use a clear structure

Long-form content can be daunting for readers if it’s not well-organized. To make your content more accessible, use a clear structure that breaks the content down into manageable chunks. Use headings, subheadings, and bullet points to guide readers through the content and make it easier to skim. Including a table of contents at the beginning of the content can also help readers navigate through the content more efficiently.

5. Promote your content

Creating great long-form content is only half the battle. To ensure that your content reaches your intended audience, you need to promote it effectively. Share your content on social media, through email campaigns, and on your website. Consider reaching out to influencers in your industry and asking them to share your content with their followers. Don’t forget to track your content’s performance using analytics tools to see what’s working and what can be improved.

In conclusion, long-form content can be an effective way to engage your B2B audience, but it requires careful planning and execution. By understanding your audience, choosing the right format, focusing on quality, using a clear structure, and promoting your content effectively, you can create long-form content that resonates with your audience and drives business results.