LAUREN TURNER, ADVOCACY MARKETING CONSULTANT; FORMER SR MANAGER, CUSTOMER ADVOCACY MARKETING AT NUANCE COMMUNICATIONS

1. Lauren Turner
Principal Consultant, Customers Love Me
THE STRATEGIC VALUE OF FUN

2. Agenda
• The Customer Content Crisis
• Bring in Da’ Noise, Bring in Da’ Fun: Why
“Light” Content works
• B2B Examples of Fun Content Done Right
• Exercise
• Key Takeaways/Q&A

3. The Customer Content
Crisis

4. Your Customers are Exposed to
So. Much. Material.
Blog Posts
Social Media
White Papers
Twitter
Sales Decks
Email
Campaigns
Etc. Etc. Etc.

5. And We Keep Making More!
51% of B2B marketers will increase the amount of content
in the next year
75% are increasing content marketing investment
42.5% of B2B companies increased their content marketing
staff in 2016
38% of companies publish content weekly or more often

6. 87% of B2B Marketers Struggle
with Engaging Content

7. Bring in ‘Da Noise,
Bring in ‘Da Fun

8. Why “Light” Content Matters:
• Humor is the most likely type of post to go viral
• It’s engaging
• It fosters trust by appealing to a sense of
honesty
• It humanizes your company

9. The Sale is Made:
Capitalize on Customers as Individuals

10. Dedicate10-15% of Your Content
to Fun, Interactive Conversations
• Birthdays
• Pets
• Favorite TV shows/artists/musicians
• Holiday plans
• Surveys/Quizzes/Trivia
• Pop culture articles relevant to your industry
• Give Kudos to your top customers
Note the responses, share with your team and use for follow-up!

11. Entertaining Graphics Add Visual
Interest to Business Requests

12. What’s Your Brush with Celebrity?
• Share fun stories with customers
• Customers interact in a no-pressure way
• Use as a launching point for further
interaction

13. Let Customers Get to Know YOU
• Employee of the month interview
• Video office tour
• Personal milestones
• Funny stories

14. B2B Examples of Fun
Done Right

15. #1: Hootsuite
Mean Tweets
Why it’s effective:
• It leverages a familiar pop-culture reference
• It shows that Hootsuite pays attention to customer feedback
• It shows humility
• It introduces customers to Hootsuite employees as individuals
• It’s relevant to Hootsuite’s product

16. #2 Hubspot
Autotune the Office
Why it’s effective:
• It shows employees having fun
• Self-deprecating humor
• It talks about the product

17. Exercise
Let’s Fun-ify this Customer Challenge

18. Volunteer for a Case Study
Do you have an exciting story to tell about how our product brought your company
results? We would love to hear it!

19. Hey There, Rock Star…
Ready to have your glory
moment in the spotlight? We
know you’ve been rocking our
product, and it’s time to let the
rest of the world know! Let’s get
a case study started so
everyone can recognize you for
the

20. Takeaways/Q&A

21. 3 Key Take Aways
• Fun content builds relationships, humanizes
your company and helps cut through content
noise
• Aim for 10-15% of your content
• Make it personal, relevant and connected to
your brand

22. Thank You!