If you’ve been (ahem) lucky enough to attend one of my content strategy workshops over the last few years, chances are you’ll have seen this slide.

This slide is from Field and Binet’s, the long and the short of it, a book about advertising effectiveness. It’s a visual reminder that brand is key to long term growth. Something every good marketer knows, but often forgets when short term targets loom large. 

The findings of the book – aim for emotional connection, be consistent, aim to lead your category – came from reviewing the IPA data bank of effective campaigns over the past 20 years. 

My only issue with the book? They only reviewed B2C campaigns.

So imagine my glee when last week they released comparative findings for B2B marketing! Rapture!

Here’s the punchline…

There’s very little difference between what is effective in B2B marketing vs B2C. 

Some key takeaways…

Go broad. Aim for mental availability across as much of the market as you can afford.

Focus on emotion in your campaign over product features and differentiation.

Go for fame. Hard to do, but worth the effort. (Speaking of which, here’s a 2 min video in which Field and Binet explain what counts as ‘fame’.


You can view the full deck here.

Bringing these insights back to our world of B2B content marketing, the questions to ask are…

  1. Are we really tapping into the emotional themes that matter to our audience?
  2. Does it make sense to keep our best content hidden behind a lead capture form?
  3. What are we doing that is different, controversial, news worthy? 

Answer those and content marketing glory awaits. 

This article originally appeared in our weekly content strategy newsletter. Stay ahead of the content-curve.