Now more than ever, it's essential for brands to celebrate their uniqueness and find ways to be distinctive.

Why? Recent research suggests that the human attention span decreases significantly when engaging with digital content, with users typically leaving a web page within 10-20 seconds if the content doesn’t immediately catch their interest.

It’s not simply a matter of declining attention spans, as much as it is about the narrative.

Consumers highly value entertaining content that aligns with their interests and passions.

In Hubspot’s 2023 State of Video Marketing Report, findings show that 69% of U.S. consumers prefer marketing videos to be authentic and relatable rather than overly polished. Here’s the kicker: humor and relatability are crucial, with funny content seeing significant investment and positive reception among social media users. Yes, even in B2B.

Here are three ideas for bringing creativity into your marketing strategies.

1. Infuse “Edutainment” into Your Content Strategy

Edutainment, which combines education with entertainment, captures attention and builds lasting relationships.

Create short, engaging videos or interactive online content that educates your audience about your products or services while entertaining them. This approach increases engagement and positions your brand as a thought leader.

Examples we love:

  • Alex B. Sheridan: The "edutainment" king! Alex consistently delivers value in an entertaining way. Follow him on LinkedIn for amazing tips and tricks for utilizing video in a sales strategy.

  • Apollo.io: A B2B lead intelligence and sales engagement platform that uses AI to help sales professionals analyze prospect data to improve conversations and opportunities. Their videos are hilarious!

  • Urban Tandoor: An Indian restaurant in Bristol, UK, that creates engaging content, resulting in lines out the door every night.

Creating entertaining content can be daunting, especially if you’re camera-shy.

Tips for getting started:

  • Begin with simple, low-stakes content like behind-the-scenes videos or “day in the life” segments. These videos are easier to produce, less intimidating, and can help you get comfortable in front of the camera. Gradually introduce more structured educational content with entertaining elements as you gain confidence.

  • Collaborate with Colleagues: Involve your team members in creating content. Having someone else on camera can make the process fun and less stressful. Plus, it showcases different perspectives and expertise within your organization, making your content richer and more diverse.

  • Use Humor: Don’t be afraid to inject a bit of humor into your content. Light-hearted, funny moments can make your educational material more engaging and memorable. Start with small, humorous anecdotes or playful elements related to your industry to keep the tone approachable and entertaining.

Marketing is a lot of trial and error, so don’t be too hard on yourself if it’s not “just right.” Some things will resonate, and some may fall flat, but at the very least, we can guarantee engagement!

2. Craft an Engaging Customer (Not Company)-Centric Website

Traditional websites have been nothing more than online brochures, leading with messaging that “feature dumps”. They often include static content that is entirely company focused.

While it’s obviously important to share details about your company, we suggest a slightly different approach.

Create a interactive customer-centric website that focuses on engaging your prospects by showcasing how your product or service specifically addresses their needs.

A well-crafted, conversion-friendly website is a more sustainable and far-reaching solution.

Invest in a user-friendly, visually appealing interface that incorporate interactive elements such as social proof, video content, chatbots for instant customer support, and video and text based content that directly addresses a their questions and objections.

Examples we love:

  • Impact: A leader in inbound marketing strategies since 2009, Impact's website messaging has always been customer-focused.

  • TTI Technologies: A B2B hospitality technology company that leads with the true value of good old-fashioned service and advanced technologies. They speak directly to their prospect's pain points.

We love the They Ask, You Answer methodology, which is entirely customer-first.

To follow this methodology, create these pages:

  • Pricing/Cost

  • Problems We Solve

  • Start Here - for those just beginning their journey

  • Add a video for your Contact Us page that explains exactly what will happen when someone fills out your form

  • Videos that discuss each (major) product/service you offer and EXPLICITLY explains who that product/service is and is not a good fit for

  • Videos that answers the top 7-10 questions your sales team constantly hears on their first sales call that can be placed on the website but also integrated into your sales process for every sales-qualified lead you receive

The creativity here is in breaking the industry mold by always leading with value and crafting content that can appeal to a buyer no matter which stage in the buying process they are in.

A dynamic online presence attracts a wider audience and allows ongoing updates and engagement. Plus, search engine’s love it!

3. Go for Creativity Over Tradition for Tradeshow Success

Traditional trade shows are valuable, but standing out requires creative hospitality concepts.

Instead of the standard booth setup, design an interactive experience that draws attendees in.

To create buzz, incorporate virtual reality demonstrations, interactive product showcases, or live social media integrations. Provide memorable swag that aligns with your brand’s values and message, ensuring your brand is remembered long after the pens run out.

Engaging with attendees in a personable, approachable manner will foster genuine connections and leave a lasting impact.

Best tips for trade shows as shared by industry pros:

  • David Millili, LodgIQ: Even if you're a small company, invest in a bigger booth to maximize impact.

  • Nick Horgan, Amaze Insights: Personal connections and networking are key.

  • Susan Tucker, Lure Agency: Leading with value rather than a sales pitch, especially for newcomers

  • Cory Falter, Lure Agency: Utilizing LinkedIn for pre-and post-event engagement.

Here are some more ideas:

  • Hire an impersonator to draw a crowd

  • Bring in massage therapists for chair massages

  • Set up a branded photo booth

  • Create an immersive digital experience

While initial suggestions offer a starting point, it is essential to evolve these ideas to not only better suit the needs and expectations of modern customers but to also tie into your brand.

Getting creative doesn’t have to be overwhelming. It just takes a little bit of thinking outside the box and putting yourself in the shoes of your potential customers to find success.

By focusing on strategic, engaging, and innovative approaches through creative hospitality concepts, hotel vendors can capture attention, build lasting relationships, and drive meaningful results.

By Susan Tucker

Partner & COO, The Lure Agency