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5 Secrets to Successful B2B Content Creation

In the B2B world, content creation and content marketing are the cornerstones of a good marketing strategy. Buyers today are bombarded with messages from all sides. And the best way to cut through the noise and reach your target audience is with high-quality, relevant content that provides value.

The B2B buying experience typically consists of longer sales cycles, and content helps to steer your potential buyers towards that all-important buying decision. A B2B content creation strategy helps to build trust, credibility, and relationships with potential customers – which are vital in helping buyers decide to take the leap to work with you. 

But content is about more than throwing words onto a blog page or the occasional LinkedIn update from your company page. The best B2B content is focused, full of value, wrapped up in a broader repurposing plan, and has a strategic role in your overall marketing plan.

So, here are five secrets to B2B content creation that will help you connect directly with your potential buyers…

5 things you need to know about B2B content creation

1. Know your audience


To connect with your audience, your content needs to speak directly to them – and you can only do that if you truly know who you’re talking to.

So, who is your content speaking to? What do they want to see? What problems do they face?

Now, repeat after us…..the best content is focused on the audience, not the business producing the content! This is so important, because if you want people to eventually convert, you need to show that you know them well and that you have the answers to their questions.

Part of that is knowing their online behavior. What social platforms are they most active on? What content do they engage with? Which content mediums work best?

2. Make sure your content is valuable and engaging

Content needs to provide value first and foremost. You want someone reading your blog or listening to your podcast to walk away with valuable information, solutions to their pain points, or new ideas that will contribute to the success of their business.

People are much more likely to engage with content that helps them in some way. If your content is about you and your company, there’s not much to take away from that. Basically, no one cares but you! So, think less about posting company updates or promotional content and more about creating informative content that solves problems.

Your solution might be the answer to their problems, but your audience doesn’t know that yet. The role of your content is to convince them but to do that, you need trust.

If you can help people before they become buyers, they will trust you. And who do you think they’ll turn to when they start looking for services/solutions like yours?

3. Consistency is key

The golden rule of any B2B content creation strategy is consistency. This means being consistent with your branding, your content posting schedule, your messaging and your tone. This helps to build recognizability and trust.

People are much more likely to engage with a familiar face, and being consistent can get you to that point. By consistently delivering helpful content packed full of value, you become known as one of the go-to resources that your audience trusts.

4. Repurpose content to maximize results

Content creation can be as time-consuming as it is valuable. And as a business, you always want to maximize the ROI on any content you create.

I know, I know...it’s hardly surprising that we, Content 10x – a B2B content repurposing agency, would suggest that repurposing is important! But that’s because it really is!

You should repurpose every anchor/pillar piece of content you produce. If you create an informative webinar series, that can be turned into a podcast, a number of blog posts, teaser videos for social media, quote graphics, infographics – the sky is the limit! And this goes for every type of content you produce, whether it’s a podcast, a blog, a webinar, a live talk, or a YouTube series.

Repurposing your content allows you to boost the value and ROI of each piece of content. You get to spread your message out via different platforms such as social media, podcast apps, YouTube, and so on.

Why is this so important? Well, different buyers favor different content mediums and platforms. If you have a podcast, the best way to appeal to non-podcast listeners is to repurpose it into other forms of content they do enjoy. Otherwise, you miss out on reaching that segment of your audience.

This not only helps you to further your reach and impact, but it also lets you do more with less. You won’t have to spend all your time creating brand new content when you can 10x the value of each piece.

The best way to succeed with content repurposing is to put it into the heart of all your content planning. Don’t leave it as an afterthought! So, when you sit down to record a video/podcast or write a blog post, plan how you can repurpose that content for other platforms. This will make it way easier and faster when you come to repurpose it.

For more on creating episodic content, check out 7 Reasons Why Your Marketing Strategy Needs Episodic Content, and Content Marketing: Knowing When Enough is Enough with Robert Rose.

5. Keep refining your strategy and content

Creating content without a strategy is like driving without a map or sat nav. You might get where you're going eventually, but it will take a lot longer and you're more likely to get lost along the way!

However, just because you created a strategy once doesn’t mean you should stick to it forever.

Audiences change, buying behavior adapts all the time, and so should your content strategy. Make sure your marketing team is constantly coming up with new ideas, refining your existing strategy, and keeping an eye on the industry, your competition, and your analytics. That way, you can make more focused improvements to your content.

It’s a good idea to schedule regular content reviews to see how your content is performing and how you can improve. 

Maximize B2B content creation efforts

The name of the game with B2B content creation is value, consistency, and refining your strategy. All of this helps to build trust and encourages your audience to engage with you.

By building trust, credibility, and familiarity with your potential buyers, you make their buying decisions much easier. And who doesn’t want to make the B2B buying decision easier?

If you need help with repurposing your B2B content, look no further than Content 10x! Unlike a regular B2B content marketing agency, we are specialists in content repurposing and work with a range of B2B-focused brands to help you maximize your content’s impact and reach.

Learn more about our content repurposing services or get in touch.

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