Ready to talk marketing? Great, let’s get going! Here’s what we’re covering this week:

• Content quality vs. quantity… which is better? We’ll explain the concept of “The Quality Cliff” so you know how much time and effort you should put into creating new content.

• Need creative inspiration? Look to B2C marketers. Break out of the boring B2B marketing mold by studying the creative concepts B2C marketers come up with.

⚖️ Content quality vs. quantity… which is better?

Every marketer agrees that creating valuable content is part of their job. But what marketers disagree on is how to balance quality and quantity when it comes to their content mix.

Some think it's best to have a small number of extremely high-quality and in-depth assets. Others think of content more as a numbers game. The most important thing is to have a lot of stuff out there. Even if most of it is mediocre.

One thing is for sure, all marketers have a finite set of resources. And you need to get the best results you can with those resources.

So, here are three questions to ask yourself when deciding how to balance content quality vs. quantity:

1) What’s the objective?

Do you need to maximize engagement or is “good enough” enough? Keep in mind that the answer will be different depending on the topic, campaign, product line, audience, etc. that you’re creating content for.

2) What does maximum performance look like?

Identify the maximum possible outcome from any one content piece. Then compare that to the maximum possible outcome of the other pieces you need to create.

Use this information to decide how to allocate your resources.

3) Where’s the quality cliff?

What’s the least amount of effort you can put in but still accomplish your objective and maximum performance?

It’s important to know what your audience expects from you and what your competition is currently delivering. The more sophisticated your audience or competition is, the more sophisticated your content needs to be.

This chart is a good way to visualize these concepts.

📰 In the news this week.

✔️  Google introduces blue checkmarks in Gmail. It’s already being exploited.

👀 LinkedIn published a new overview of SaaS market trends.

🍎 Apple unveils its Vision Pro headset.

📈 Two-thirds of B2B marketers expect budgets to grow in the next 12 months.

💰 The rise of RevOps & what it means for B2B marketing.

🥣 Need creative inspiration? Look to B2C marketers.

Let’s face it, most B2B marketing is boring. A total snoozefest. But it doesn’t have to be that way!

If you want people to pay attention to you, creativity is a great way to do it. And no one does creativity better than B2C marketers.

So when you’re out in the wild, start to pay more attention to what grabs your attention. Take pictures or screenshots and add them to a swipe file.

Next time you need to get your creative juices flowing, scroll through your swipe file collection. Is there anything that you can tweak and adapt to your use case? Anything that sparks an idea?

A perfect example.

Here’s a perfect example of a B2C ad campaign that we pulled from our swipe file.

Surreal Cereal is a ‘healthier’ cereal startup out of the UK. They needed to get the word out about their brand but didn’t have a massive ad budget like their juggernaut CPG competitors.

So what did they do? They got clever and creative.

They used recognizable names to advertise the cereal but in an unexpected way.

Talk about a creative way to grab people's attention!

We realize this is an extreme example. And that if you tried to propose something like this to your B2B company’s legal team it would get rejected so fast your head would spin.

But pick up on the core idea here. It’s not about who has the biggest budget or most resources or the largest marketing team. If that were the case this newsletter would have been about General Mills or Kellogg.

Instead, here we are talking about Surreal Cereal, a company that probably has 0.1% of its competitors’ ad budgets but 1000% more creativity.

😂 Marketing meme of the week.

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