1. Remember that B2B prospects are people too. Your content needs to catch their attention; even entertain them. Surprise them with a little humor, creativity, or something unexpected:
a. If a picture is worth 1,000 words, then consider an infographic or short-video clip instead of a traditional 14-page whitepaper.
b. A little humor has the potential to increase the share-ability of your content. I forwarded Eloqua’s Juan Eloqua series to many of my marketing peers.
2. Repurpose your content into different mediums and smaller “bites”. For example, take sections of a webcast and publish them as short podcasts. Prospects may not have an hour to invest in a webinar but they may give you 15 minutes for a podcast.
4. Identify the next step for your prospects. Don’t close the door on future engagement. In other words, make sure to point your prospects to other marketing content, groups, and sources of information as they educate themselves.