![\"NASA-Star-Wars\"](\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2015\/05\/NASA-Star-Wars-300x300.jpg\")
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Whether populating stories for a company blog, updating the news and events section of a website, or executing a social media strategy \u2013 most businesses understand the importance of content generation in today\u2019s marketing mix.<\/p>\n
But for many, especially those in the B2B world, it often seems impossible to keep the content funnel full. You don\u2019t have a new product coming out until next year. Trade show season doesn\u2019t start for another three months. There\u2019s a hiring freeze. So there\u2019s nothing to talk about, right? Wrong.<\/strong><\/p>\n <\/p>\n Content generation is about finding (or often creating) relevancy to your brand in everyday stories and events. The biggest mistake B2B brands make is assuming they can\u2019t speak on a topic or event if they\u2019re not directly involved. The only criterion for utilizing a story should be whether or not someone in your organization can provide intelligent insight on the matter.<\/strong>\u00a0If you manufacturer seat belts, and there is an airbag recall \u2013 then you have a right to speak on that topic. If you develop network security software and Walmart gets hacked \u2013 share your thoughts on the subject. Both scenarios provide customers with useful information, regardless of their direct correlation to a product.<\/p>\n Even major pop culture events shouldn\u2019t be off the table. Arby\u2019s was trending for days after last year\u2019s Grammys<\/a>, simply because they noticed a similarity between Pharell\u2019s hat and their own logo. We often need to remind our B2B clients that they are allowed to be creative and fun too.<\/p>\n