Over the past decade, sustainability has become a key factor in purchase decisions for many consumers. Growing environmental concern has raised a challenge for marketers to adapt to the rising conscious consumer movement. When brands market sustainability it not only contributes to the larger mission of protecting our planet but also builds customer loyalty and trust.

The Rising Environmental Concern

Today, more than ever before, climate change and resource shortages are becoming increasingly apparent concerns. People are trying to find ways to combat these issues in their everyday lives. According to Oxford Languages, the definition of sustainability is “avoidance of the depletion of natural resources in order to maintain an ecological balance”.

Social media and television are highlighting activism and encouraging consumers to be more sustainable in their actions and purchases. Living more sustainably consists of reducing our energy consumption, using reusable products and overall trying to use less of earth’s natural resources.

Why It Matters in Marketing

The rise in concern for sustainability has opened up a new opportunity to attract customers and align with their values. Brands can use sustainability as a marketing strategy in order to target conscious consumers, customers who want to shop ethically and feel empowered by making smart shopping choices.

Many consumers also associate sustainability with high-quality and ethically made products. Younger generations are beginning to prioritize eco-conscious purchase decisions, and brands should consider this in order to cater to their needs and build trust.

Examples of Brands That Are Doing This

Many brands are already doing this and experiencing great success because of it. Some prime examples include Patagonia, Tesla and Levi’s.

• Patagonia has always been known for supporting activism and ethically made sustainable products. Their brand is strongly associated with the outdoors and the environment. Their ads often challenge consumerism while also marketing their products as sustainable through the use of recycled materials. They promote informed shopping, which improves their authenticity and creates a more loyal, trusting customer base.
• Tesla is well known for their high-tech, luxury electric vehicles. One way they influence customers is by marketing the cars to be eco-friendly. This allows them to appeal not only to those customers looking for luxury but also to those concerned with their own ecological footprint and contribution to the environment. They highlight energy efficiency by using sustainable energy to power the vehicles and reducing the use of earth’s natural resources. With this, Tesla’s mission has become so much more than selling luxury cars, it gives value-driven customers a real reason to purchase their products.
• Levi’s markets their products as being long-lasting and encourages the reducing waste. They launched a line that uses significantly less water and is based entirely on sustainability. Levi’s has used these campaigns to stay relevant in the industry and connect with customers who want to avoid purchasing fast fashion. Sustainable marketing has allowed them to revitalize their brand with younger generations, strengthening their reputation of quality and long longevity.

Benefits of Marketing Sustainability

There are many benefits of branding your company as sustainable. It attracts the younger generation who are eco-conscious and make everyday purchases with this in mind. It also leads consumers to perceive your brand as high quality due to the associations between sustainability and ethically made goods. Additionally, this marketing opportunity aligns companies with customers who are value-driven, and purchase from brands who’s mission is something bigger than just selling their products.

Sustainability marketing also helps create more loyal customers by enhancing trust and authenticity. Overall, there are real benefits for both companies and consumers when a brand encourages sustainability. It is a future-forward way to market products while contributing to a much larger mission than sales.

I’m a list maker – you name it, I likely have a list. A daily to-do list, a Christmas shopping list, a grocery list, a list of my kids’ school start and end times, even a home improvement project list… you get the idea.

In marketing, we make lists too—just with fancier names, more research, more strategy and more words: a Marketing Roadmap, a Messaging Map, Marketing Tactics, or a Content Calendar. Perhaps on your list of marketing tactics is blogging. So, you build a blog, create a content calendar and post a few articles… now what?

Unfortunately, as with many aspects of business, the old adage “if you build it, they will come” does not apply. Driving traffic to your company blog takes work, time and consistency. Time for another list – here are several ways to increase traffic to your blog.

5 Ways to Drive Traffic to Your Company Blog

1. Keyword Research & SEO

Use keyword tools to identify the words and phrases your audience is searching for and weave them into your posts to help increase blog traffic. SEO helps your blog show up in search results and attract the right readers.

2. Promote on Social Media

Share your posts across social media platforms that make sense for your business – LinkedIn, Instagram, Facebook or X, and use engaging captioning and visuals to draw readers in.

For example, I recently shared a Front Porch blog post on my LinkedIn profile about our summer interns. My former high school reshared it on their LinkedIn page because the interns were from that school, which gave the post a whole new audience. That single blog post “grew arms and legs,” increasing traffic to my LinkedIn profile, Front Porch’s LinkedIn profile, and ultimately the Front Porch website.

3. Establish Internal Links

Keep users reading on your company’s site by connecting content together. Readers can move from one piece of content to another through links. This also improves SEO demonstrating that your content is connected and relevant.

4. Build Backlinks

Encourage other reputable sites to link to your content through guest posts, partnerships, or by creating high-value content worth sharing. Backlinks increase both traffic to your blog and establish credibility. 

By the way, the Front Porch blog post I mentioned earlier that was shared on social media – now has backlinks to the Front Porch website from different profiles on LinkedIn. See how it works?!!

5. Email Marketing

Send your blogs directly to your subscribers’ inboxes with a short teaser and link back to your site. Email remains one of the most effective ways to drive consistent traffic to your company blog. 

In conclusion, there are plenty more ways to grow your blog, but these 5 are a strong starting point. If you’re looking for other ideas to increase traffic to your blog, contact Front Porch Marketing—ask for Nancy, and I’ll make a list just for you! Best of all, Front Porch can execute that list too, saving you time and resources while you keep running your business.

Social media, in terms of business marketing, has completely skyrocketed in the past 25 years. Starting as a place to connect with friends, social media has now become a primary tool for over 96% of all businesses to promote their brands, share expertise, build trust and personality, and establish themselves as a reliable source that directly engages with their audience. With so many different platforms, which is best for your business?

Your answer can depend on many things. What is your approach or goals as a business? Who is your audience? What is the type of content you’re willing or able to create? All these components matter to create the best possible version of your company with a transformed marketing strategy. So, which are worth considering?

Platform #1: LinkedIn

With more than 67 million companies and over 1 billion members, LinkedIn is the largest professional networking platform. LinkedIn is known for business connections, professional brand building, enterprise growth, and more. This platform works great for B2B companies specifically, meaning it is great for sales pitches, strong for sharing blog posts, and allows space for many articles and paid ads that target based on your industry and profession.

LinkedIn is more than just sales pitches; it creates a space for sharing helpful tips and humane marketing strategies through those blogs and articles, which helps build trust and credibility for users.

Your company’s first post matters. Encourage all members of your team to contribute to the company by using their personal profiles as well, building even more trust. Commenting on others’ posts makes your company more visible and builds relationships with other companies, so stay on the grid.

Although LinkedIn provides a stable platform for networking, like any other social media platform, companies need to consistently post to stay noticed. Therefore, it is not ideal for casual brands, and engagement may be slower. Post to stay popular!

Platform #2: Instagram

If your company’s specialty is brand aesthetic and building culture, and you’re strong in visual appeal, Instagram is the way to go. This site allows users to experience a brand’s personality and culture, not just its products. Instagram lets followers ask, Do I like what I see? Knowing this, creating a solid brand presence is key. Your feed should reflect your brand; it will be the first thing someone sees, a first impression of your company. Making your feed reflect your brand’s aesthetic and values makes a visual appeal to your products like no other, shaping perspective! Instagram provides opportunities for reels, stories, collabs, and brand-building, which can highlight your company to connect emotionally with customers.

This platform is a go-to for all company sizes! Don’t be afraid to share behind-the-scenes, transformations, tips, and tap into trends. Instagram lets you make time-sensitive stories and promos as well, which makes people feel more inclined to interact when given limited time.

Each post must be eye-catching, which requires constant posting and creates competitiveness, so stay on top of it.

Platform #3: TikTok

TikTok is the most rapidly expanding social media platform today, gaining 1.5 billion monthly users who are generally a younger audience. This platform is best for digital marketing, being known for its short video clips, which keep the attention of viewers, making it extremely engaging. People rely on TikTok for entertainment, discovering products, and watching new creators, so don’t make your post boring. Interesting intros and visual hooks are ideal for a viral post.

TikTok gives brands high potential to introduce their products to a new audience, and with short videos, companies seem less professional and form a relatability that’s unique to other sites. TikTok lets you socialize and comment on others’ posts, and as a brand, it makes you more visible.

Don’t be afraid to participate in popular trends! That is what keeps your business well known, but make sure it fits what your brand wants to sell. Share tutorials, fun facts, transformations, influencer reviews, and more to make sure you’re sharing the back side of your company as well.

A last tip: make use of TikTok Shop. Creators can promote their products and provide direct links for users to buy efficiently and affordably, boosting sales.

Trends are not permanent. Small videos can keep users’ attention, but it is easy to scroll past, so make sure your company stands out and stays relevant.

Find The Perfect Match

Choosing the right platform comes down to knowing your audience, your brand’s strengths, and your content capabilities. Determining between a professional, visual, or trendy look, each social media platform provides a unique approach to connect, so know your business.

As a marketer, I cannot remember the last time we blogged about ourselves. That is not the purpose of this communication or our usual MO all the way around. But this topic should be shared for learning, as well as I could really use some feedback from this trusted community on being a marketer.

Networking as a Marketer

I joined a new networking group in October of last year. One of our amazing partners who jumps in on graphic and website designs had been gently nudging me to just go to a lunch to learn more. When learning this group meets weekly, a two-hour commitment, I was unsure. How could this fit into all the current professional and personal things on my weekly to-do list?

And I finally attended a meeting. I loved the energy and people in the room. The structure of the meeting was impressive. I was all in after auditing one or two more meetings. Being focused on paying it forward and referring business leaders and owners to like-minded business leaders and owners has always been inherently at my core. And come to find out, this is what this group was all about. What?!?!

Focusing on Relationships as a Marketer

This new networking group of mine is laser-focused on relationships. Plus, there is an abundance of accountability. And accountability is a great thing as well. Home service providers, commercial and residential realtors and mortgage professionals and marketing folks who provide singular services like graphic design, promotional materials and video production have found this group to be of great benefit.

So again, I find myself in a group that I love. I have provided many referrals. And a few folks have provided referrals to me, but I have heard time and time again, “I am not sure what Front Porch Marketing does.”

I had the opportunity to present to this group last week. My team was amazing and created an information sheet — which you can download here — for me to pass out at the presentation. We also produced note pads as swag, as well as cookies. Food is one of my love languages, as you may know.

Continuous Improvement as a Marketer

During the meeting, I was at home and at ease presenting. Talking about my family, and how previous work experience led me to start Front Porch Marketing. I spent time discussing what makes us different, our services and shared two client examples. The majority of the audience was engaged. However, two or three business owners were frowning and bored. I did something wrong. I didn’t practice what I preach.

At Front Porch Marketing, we partner with business leaders and owners who want to build strong brands. They recognize a full-service branding and marketing partner provides them value and focus to working on their business instead of in their business. But these leaders know marketing isn’t a one-size-fits-all. And all marketers are not the same.

This leads me to how you can help. Please comment on this blog post, or email or text me and let me know what makes Front Porch Marketing rock for you. Let me know how I can communicate our value proposition in a more meaningful way. Thanks in advance, y’all!

For many service-based businesses, summer can bring a noticeable shift in pace. Clients take vacations. Projects slow down. Inboxes are a little quieter. While that can be stressful for some, it’s also a golden opportunity to set the stage for the kind of brand-building and relationship marketing that pays off in the fall.

Here are five smart, low-pressure ways to keep your business visible and valuable during the summer months.

Show Up With Service-Based Seasonal Relevance

Your service-based clients are in summer mode so your marketing should reflect that. Swap out your usual tone and visuals for something lighter and more seasonal. Even a service business can have seasonal flair, it just takes thoughtful execution.

• Update your website or social headers with a bright, seasonal refresh.
• Share content that acknowledges where your audience’s head is right now (travel, rest, planning ahead).
• Keep calls to action warm and casual. Think: “Let’s chat before fall,” instead of “Book now!”

Reconnect Without Selling

Summer is a great time for a service-based business to nurture their relationships, not push offers. People remember how you made them feel, not how hard you pushed.

• Send a short “checking in” email to past clients or prospects with something personal or helpful.
• Share a light, engaging newsletter featuring tips, updates or even your team’s summer reading list.
• Send a handwritten thank-you note, summer themed postcard or small branded summer item to key contacts.

Package a Service-Based Seasonal Offer

Create a limited-time service bundle or mini offer that’s easier to say “yes” to. Position it as a chance to get ready for Q4 while things are still quiet, to end the year strong.

• A quick strategy session, audit, or consultation for a set price.
• A “summer tune-up” for their current account.
• A short-term retainer designed to bridge the gap until fall for a special project.

Go Behind-the-Scenes at Your Service-Based Business

Summer is perfect for showing the human side of your brand. People like to work with people. Let them see the personality behind the service you provide.

• Share behind-the-scenes moments of your team working (or vacationing).
• Post photos or reels that give clients a peek into how you operate.
• Use Stories, Reels, or LinkedIn posts to spotlight summer client wins or simple day-in-the-life moments.

Plant Seeds for Fall

If you’re slower in summer, use that time to get ahead. Marketing doesn’t always have to be public-facing to be powerful. Quiet progress now  in the summer, can lead to loud momentum later in the fall and winter months.

• Batch fall content now to get ahead (blogs, newsletters, email sequences).
• Refresh your onboarding materials or website copy during downtime.
• Build a campaign now around something launching in September or October.

Stay Warm, Not Silent

Summer isn’t the time to go radio silent for a service-based business, it’s the time to stay present, helpful, and human. Because when fall hits and decision-makers are back in gear, you’ll be top of mind, not just because you marketed well, but because you showed up with intention when others disappeared.

So go ahead. First slow your pace, then warm your tone, and finally let your service-based summer marketing do the quiet, steady work of building trust with your customer that will last all year long.

Rework old work this summer, and fine tune it to maximize impact. Not every marketing campaign soars on the first try: some fizzle out quietly, lost in the noise of busy inboxes or drowned by shifting algorithms. But summer isn’t just for new campaigns, it’s the perfect time to revisit what didn’t work, rework it, and give it a second chance to shine.

Just like TV networks used to air “summer reruns” to capture fresh audiences, you can reimagine underperforming campaigns with new timing, angles and energy. Because sometimes, the idea was good — just maybe not the execution, the context or the season.

Summer is Primetime for a Reboot Rework

Summer marketing tends to feel lighter, looser and a little more experimental. Audiences are mentally shifting gears, slowing down, traveling, spending time outdoors. Engagement might dip in some channels but spike in others. It’s also when your team might have more breathing room to reflect, regroup, and rework ideas without the Q4 pressure.

Plus, summer is a metaphor-rich season. Think: growth, energy, movement and play. All perfect themes for breathing life into a campaign that maybe didn’t stick the first time.

Review and Rework Without Judgment

Before anything can be reimagined, it needs to be understood. Ask yourself these questions about the campaign.

• What was the goal? Did the campaign aim for awareness, engagement, conversions?
• What worked well? Maybe the visuals were strong, but the CTA was weak. Maybe the story was good, but the audience was wrong.
• What failed and why? Timing? Message mismatch? Channel choice? Lack of clarity?

This isn’t about beating up on your old work. It’s about auditing the content with curiosity and clarity.

Refresh the Angle

Ask yourself what new spin would make this idea more relevant now?

• Update the context? Can you rework the content to connect it to current summer trends, events, or cultural moments?
• Shift the focus? Try telling the same story from a different POV like customer-first, behind-the-scenes or values-driven.
• Simplify it? Strip it down to the strongest insight or benefit and rebuild from there.

Summer is a season when audiences crave ease and emotion. Lean into storytelling that feels breezy, relatable, or joyfully unexpected.

Rework it and Change the Channel

Sometimes, the idea isn’t the problem but the platform is. So a campaign that fell flat as a static Instagram post might thrive as a short-form video. Or, an overlooked blog post might shine as a podcast segment or live Q&A.

Consider a form change-up to maximize your content impact:

• Repackaging email content as a summer-themed downloadable checklist.
• Turning case studies into Instagram carousel “client journeys.”
• Repurposing old webinars into bite-sized reels or quote graphics.

Embrace the Remix

You don’t need to start from scratch in a rework of an old campaign, just remix it. In fact, some of the most iconic campaigns are iterations of past ideas.

• Nike’s Just Do It has been reframed a dozen ways.
• Spotify Wrapped is a reinvention of year-in-review content.
• Coca-Cola constantly reuses its “share” message in seasonal formats.

Take what worked like language, design or sentiment and remix it to fit your audience better this summer.

Failure Isn’t Final, Keep Reworking

Just because something didn’t work the first time doesn’t mean it’s a bad idea. It might’ve just been early. Or undercooked. Or misaligned with the moment.

This summer, take a little time to look back, not to dwell but to rediscover. Great campaigns, like great summers, often come from second chances and a willingness to try something again, only just a little differently this time. So, you got a campaign graveyard? Dig it up. Rework it. You might just find your next big summer win buried there, waiting for its moment.

Spring is the season of growth and renewal — a perfect time to take a fresh look at your marketing strategy and the channel mix you’re using. Just like you’d diversify a garden to ensure a healthy harvest, your marketing strategy needs a mix of channels to thrive. If you’re pouring all your time, budget, or energy into one platform or tactic, you might be missing out on bigger opportunities — and leaving yourself vulnerable.

Channel diversification matters. So learn how to spot overdependence on one channel and what you can do to grow a more balanced, resilient marketing mix.

The Risks of a One-Channel Strategy

Putting all your golden marketing eggs in one basket can feel safe — especially when that channel is performing well. But algorithms change, audience behaviors shift, and platforms rise and fall. If your business relies heavily on a single social media platform, email list, or ad network, you’re one update away from a major disruption.

Common signs of over-reliance:

• Most of your website traffic or new business leads come from one source
• Your engagement drops significantly if one channel underperforms
• You haven’t experimented with new platforms or tactics in over 6 months

The Benefits of Channel Diversification

1. Reach new audiences: Different platforms attract different demographics. Expanding your reach across channels means reaching more potential customers.

2. Mitigate risk: If one channel takes a hit — due to algorithm changes, ad costs, or even a platform outage — you’ve got others to lean on.

3. Learn what works best: Diversification allows for better testing and experimentation. You might discover that your audience responds better to email storytelling than paid search, or that blog posts drive more qualified leads than Instagram.

4. Strengthen your brand: A presence across multiple touchpoints increases brand recognition and builds trust. It adds depth to your brand’s personality. Your brand becomes more than just “that company on LinkedIn.”

Alternative Channels to Consider

• Email Marketing: Email marketing is still one of the most effective and underutilized channels for direct communication.
• Podcast Interviews, Sponsorships or Advertising: Reach niche B2B or B2C audiences where they spend uninterrupted time.
• SMS/Text Campaigns: SMS marketing is quick, direct, and surprisingly effective when used with consent, consistency and care.
• Community Platforms: Slack groups, Discord, or industry-specific forums where conversations already happen about your industry, product, or brand.
• Content Syndication: Republish or distribute your best blog content to new audiences through third-party sites.
• Offline Tactics: Direct mail, branded events, or pop-up experiences still create memorable brand impressions.
• Media Relations: Establishing your brand as a voice of authority in industry newspapers and magazines with a solid media pitch

How to Start Diversifying

1. Audit your current mix: Where is your traffic and engagement actually coming from? What channels are underperforming or neglected?
2. Choose one new channel to explore: You don’t need to launch everywhere all at once. Pick a channel that aligns with your audience and test it intentionally.
3. Repurpose smartly: You don’t need to create new content for every channel. Repurpose blog posts into videos, webinar snippets into social posts, or long-form reports into email series.
4. Measure, refine, repeat: Set clear KPIs for each new channel and compare results. Continue to refine your mix as you gain new insights.

Make Your Brand Channel Resilient

The more varied and strategic your marketing approach, the more resilient your brand becomes. So this spring, take a cue from the season: plant new seeds, test new soil, and watch your marketing bloom in unexpected places. Just remember: marketing, like gardening, rewards those who think ahead and stay adaptable.

Have you tried a new channel recently that surprised you with results? We’d love to hear about it on The Porch!

Crafting an effective media pitch is both an art and a science. Whether you’re a seasoned PR professional or just starting to build media relationships, your pitch can be the difference between securing valuable coverage or getting lost in the shuffle of a journalist’s inbox. Below, we break down the essential steps for writing a media pitch that captures attention and gets results.

Step 1: Verify the Newsworthiness and Accuracy of the Media Pitch

Before you even begin writing, take a step back and ask yourself: Why is this news important right now? Media professionals receive hundreds of pitches daily, and the ones they choose to cover must be timely, relevant, and impactful.

• Make it newsworthy: Review current trends and hot topics in the news cycle. Your pitch should connect to something relevant—whether it’s an emerging trend, industry shift, or a human-interest angle.
• Back it up with facts: Every claim you make in your pitch should be verifiable. Always attribute statistics, quotes, or data to credible sources. This not only builds trust but also saves the journalist time fact-checking.

Step 2: Write a Concise and Compelling Subject Line for Your Pitch

Think of your subject line as the headline of a news article. It needs to grab attention immediately or risk being ignored.

• Be brief: Keep it under 60 characters to avoid being cut off, especially on mobile devices. Journalists scan their inboxes quickly, so clarity is key.
• Avoid jargon: Use simple, clear language that anyone can understand, even if the topic is technical.
• Highlight news value: What’s in it for the journalist and their audience? Make that clear upfront.

Example:
“New Study Reveals 60% of Consumers Prefer Eco-Friendly Packaging”

Step 3: Capture the Journalist’s Interest in the First Line

Once your subject line convinces them to open the email, the first line of your pitch needs to keep their attention.

• Get to the point: You only have about 9 seconds on average before the reader moves on. Hook them with a compelling statement or question that piques their curiosity.
• Preview the story: Offer a quick snapshot of why this media pitch is relevant and why it matters to their audience.

Example:
“Imagine reducing your company’s carbon footprint by 50% — without increasing costs. Our new report shows how businesses are doing just that.”

Step 4: Identify and Target the Right Media Contacts

Even the best pitch will fall flat if it lands in the wrong inbox. Targeting is crucial.

• Do your homework: Build a media list of journalists, bloggers, podcast hosts, and influencers who cover your industry or niche. Look for people who have previously written about topics similar to your pitch.
• Personalize your outreach: Address the journalist by name and reference their recent work when appropriate. A tailored media pitch shows respect for their time and increases your chances of a response.
• Avoid general email addresses: Sending pitches to info@ or editor@ email addresses is rarely effective. Find the specific contact who covers your subject area.

Final Thoughts on Crafting a Winning Media Pitch

Writing an effective media pitch requires a blend of strategy, empathy, and precision. By ensuring your story is newsworthy, crafting a sharp subject line, engaging your reader right away, and sending it to the right person, you set the stage for successful media coverage.

Remember: Journalists are looking for stories that will engage their audiences. The more value and relevance you offer them, the more likely they are to say “yes.”

B2B marketing makes use of many traditional content formats: white papers, case studies, e-books. These are the bread and butter of traditional B2B marketing. They work, but they aren’t exactly setting the world on fire. Today’s B2B buyers are still people, and people crave engaging, dynamic, and diverse content experiences. If your brand wants to stand out, it’s time to think beyond the white paper. Explore some of these unconventional B2B content formats that not only capture attention but also build relationships, foster trust, and drive action.

Podcasts: Thought Leadership in an Audio Content Format

B2B decision-makers are busy, and podcasts offer a hands-free way to consume content on the go. A branded podcast can position your company as a thought leader, provide industry insights, and foster deeper connections.

Why it works: Podcasts humanize your brand and give it a voice (literally). They create an ongoing conversation with your audience and can feature clients, partners, and internal experts.

Try this: Start a series focused on common industry challenges, invite guest experts, or spotlight customer success stories.

Interactive Tools and Calculators

Rather than telling potential customers how much they can save or improve with your solution, show them. Interactive tools—like ROI calculators, diagnostic quizzes, or self-assessment tools—engage your audience and provide immediate, personalized value.

Why it works: These tools make your content actionable and offer instant insights tailored to your audience’s specific needs.

Try this: Develop a “Readiness Assessment” tool or an ROI calculator that demonstrates the tangible benefits of your service.

Data Visualizations and Infographics Content Formats

B2B buyers are often inundated with data. Help them digest complex information quickly with visual content like infographics, charts, and data visualizations.

Why it works: Visuals make data easier to understand and more shareable. They turn dry stats into compelling stories.

Try this: Create a series of infographics that break down industry trends, benchmarks, or survey results in an easy-to-read format.

Video Content Formats (That Aren’t Webinars)

Video isn’t just for B2C brands. Short, engaging videos can explain complex products, showcase case studies, or introduce your team.

Why it works: Video is more engaging and digestible than long-form content. It builds trust by putting faces to your brand.

Try this: Create customer testimonial videos, behind-the-scenes looks at your company culture, or explainer videos that simplify your offerings.

Memes and GIFs: Lightening Up B2B

It sounds risky, but done right, memes and GIFs can add personality to your brand and make your content more relatable. Even in B2B, humor has a place.

Why it works: Humor humanizes your brand and makes your content more approachable. Just make sure it’s appropriate for your audience and industry.

Try this: Use GIFs in email campaigns or sprinkle memes into your social media to highlight common industry frustrations (and how you solve them).

Virtual Events and Experiences as a Content Format

Webinars are a staple, but virtual events like interactive workshops, networking mixers, or virtual roundtables can create richer experiences.

Why it works: These formats encourage real-time engagement, build community, and offer more opportunities for personalized interaction.

Try this: Host an invite-only virtual roundtable for industry leaders or offer live Q&A sessions with your product team.

Try New Ways to Reach Your Audience with Unconventional Content Formats

The days of relying solely on white papers and case studies are behind us. Today’s B2B marketers have more tools than ever to create engaging, innovative, and unexpected content that resonates.

By embracing formats like podcasts, interactive tools, and even memes, B2B brands can meet their audiences where they are, deliver value in new ways, and stay top of mind in a crowded marketplace.

Most people associate direct-to-consumer (DTC) marketing with eye-catching branding, emotional storytelling, and engaging social media tactics. Meanwhile, B2B marketing often leans on logical arguments, technical details, and dry case studies. But what if B2B brands borrowed some of the best tactics from DTC companies?

By applying DTC strategies, B2B brands can create more engaging, memorable, and impactful marketing. Here’s how.

Build a Brand, Not Just a Business

DTC brands focus on identity and emotion. Many B2B brands focus too much on their product and not enough on their brand identity.

Example: Just think of how some of these companies — like Chewy, Hims & Hers, and Warby Parker — have cultivated strong brand personalities.

Key takeaway: Develop a strong, recognizable brand voice, mission, and aesthetic  — something that resonates beyond just your product or service. B2B customers want to buy from brands they trust and connect with, not just vendors.

Humanize Your Messaging Like a DTC Brand

DTC brands speak to customers, not at them, using casual, relatable language. In contrast, B2B marketing often defaults to corporate jargon and overly complex messaging.

Example: Instead of saying, “Our enterprise solutions optimize workflow efficiency,” say, “We help teams work faster and smarter — without the headaches.”

Key takeaway: Write like a human, not a business textbook. Buyers are still people, even in B2B.

Prioritize Customer Experience, Not Just Sales

DTC brands thrive on seamless, enjoyable experiences—from website UX to packaging to post-purchase engagement. B2B buyers also expect ease and efficiency, yet they often deal with clunky websites, slow response times, and uninspired content.

Example: Slack disrupted the enterprise communication space not just with a great product but with an intuitive design and customer-first mindset.

Key takeaway: Treat every touchpoint like an experience, not just a transaction.

Leverage Social Media Beyond Just LinkedIn, Like a DTC Brand

DTC brands dominate Instagram and TikTok — not just for selling, but for building a community. B2B brands often limit themselves to LinkedIn and corporate blog posts.

Example: Shopify’s playful and engaging social media presence on multiple channels, which makes business content feel accessible and fun.

Key takeaway: Don’t be afraid to show personality and engage where your audience spends time.

Focus on Storytelling Over Features

DTC brands make their customers the hero of the story (e.g., Nike’s “Just Do It” campaigns). B2B brands, on the other hand, tend to list features instead of crafting a compelling narrative.

Example: Instead of “Our CRM software has AI-driven analytics,” say, “Imagine cutting your admin time in half so you can focus on growth.” For our B2B client Integrated Advisors Network, we create on-going stories featuring IAN advisors. These stories are relatable and demonstrate the passion and drive that their advisors have for their own businesses that IAN helps support.

Key takeaway: Lead with the impact your product has, not just its specs. What’s in it for your customer? How are you making their lives better?

DTC Brands Embrace Video and Interactive Content

DTC brands lean heavily on short-form videos, influencer collaborations, and interactive content to capture attention. B2B brands still rely too much on static PDFs and lengthy white papers. Can that information pivot into a more entertaining, relatable format?

Example: HubSpot creates bite-sized, engaging video content for YouTube and social media rather than relying solely on long-form blog posts.

Key takeaway: Experiment with video, interactive quizzes, and engaging formats to make your content more dynamic.

Win Like a DTC Brand

B2B marketing doesn’t have to be dull, robotic, or overly complicated. The best DTC brands win because they connect emotionally, simplify messaging, and create unforgettable customer experiences. By borrowing these tactics, B2B brands can stand out, engage their audience, and drive long-term loyalty. This year, think about: What’s one DTC marketing tactic you think could work for your B2B brand?