For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation,

lead nurturing, customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs

outstrips your ability to generate that content? Answer: you get creative.

Here are 5 ideas for campaigns to run when you simply have no more content to give.

Run a survey.

A survey is the ideal “no content” campaign because it creates its own offer. A well-crafted survey enables you to collect valuable

profile data, learn what matters to your customers and prospects, and identify qualified leads based on responses to key questions.

When the results are in, add your analysis, and then package the data and commentary into a “survey report” that you can then

leverage in demand generation, lead nurturing, social media, PR, even as a Webinar or infographic.

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Host a game or sweepstakes.

Games and contests aren’t likely to generate a high percentage of qualified leads, but they can still serve a serious business purpose.

Games can be used effectively to collect or update basic profile data (name, company, email), uncover additional contacts within customer or prospect accounts, or build up an existing database.

And they can be a refreshing change in what otherwise might be a steady stream of white paper offers and Webinar invitations.

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Drive subscriptions.

Do you send a monthly newsletter to your database? Do you offer email subscriptions to your blog? Make that newsletter or

blog the offer in your next campaign, and sell it just like you would any other informational offer – by promoting the value of the content, and by describing what the reader will learn/gain

by becoming a subscriber. Along the way, you’ll pick up new prospects who fit your target demographic or at the very least

have an interest in the challenges and problems that your solution addresses.

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Promote social media connections.

Especially in the context of lead nurturing, the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. etc. – the better your chance of educating that prospect and maintaining

brand awareness to the point that he/she thinks of you first when the relevant need arises. Remember, it’s not enough simply to

invite people to “connect” with you and your company – like any offer, social media needs to be “sold” in terms of its real value. What will the reader learn/gain/discover by becoming a friend,

follower, or connection? What will he/she read about before anyone else?

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Market your Website’s resource center.

You may feel that you’ve used, re-used, and recycled every scrap of offer content on your Website at one time or another, but

perhaps what’s next is to market the Website, and in particular your site’s resource center or resource library, as a whole.

If you’ve built up a good-sized library of white papers, videos, archived Webinars, technical briefs, case studies, and the like, market that library as a useful resource for anyone researching

your product category, related trends, or the business challenges that your company solves. As marketers, it’s easy to think “oh, I just told them about that white paper two months ago” but the

reality is that your audience has a very short-term memory. Maybe marketing the library as a whole is a way to

bring older content back into the light.

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Spear Marketing Group is a full-service demand generation agency that helps B2B technology companies generate, nurture, and

convert leads to revenue. Our services include email marketing, search engine marketing (SEM), content syndication, lead nurturing, digital advertising, social media, and content

development. For more information, visit us on the Web at www.spearmarketing.com

Additional resources:

White Paper: Top 10 B2B Email Marketing Mistakes

White Paper: Effective Lead Generation Offers for High-Technology Companies

Blog: The Point – Best Practices & Principles in B2B Demand Generation