Creating content is no easy task. Sure, there are a number of new (and rapidly developing) tools in the form of various generative AI programs, but many of those are not yet at a stage where what they produce can be considered “great,” and even when they have further trained and improved their algorithms, there still exist some fundamental elements of content creation that even we humans haven’t fully mastered. Creating a steady stream of fresh, insightful and valuable content is a big challenge. And yet, at the same time, there is so much clutter and noise in the industry, that creating content that resonates is also a major frustration for many marketers.
Here are five ways to address some of the challenges of B2B content creation:
- DEVELOP A MESSAGING FRAMEWORK: One of the best ways to ensure your content program is set up for success is to develop a messaging framework based on your brand platform. This framework should break content down into a topline narrative that can be disseminated across product, content and promotional messaging. It should include your value proposition, details on your target audiences (such as their key challenges and opportunities), and messaging pillars that relate back to solutions/offerings.
- ADDRESS PEOPLE: A common mistake in B2B content is focusing a bit too much on the “business” aspect and forgetting that behind it all, there are still people. B2B audiences have performance driving their need for actionable insights, so they look for content that addresses their specific pain points and offers solutions. Generic content, even repackaged, won’t often be enough.
- TELL GREAT STORIES: Creating content that resonates means being a storyteller – taking your audience on a journey that informs or educates, and in B2B marketing, includes messaging that indicates a solution and action. When creating B2B content, be sure to include real-life examples and case studies that highlight how those similar to your audience were impacted by the experience.
- FEATURE EXPERTS: Content is a fantastic place to feature your own experts and leaders, to help not only elevate their profile but raise the awareness and reputation of the brand. Additionally, collaborating with industry experts increases perception and trust. And both work to bring authenticity into your content program.
- CONSIDER VIDEO PODCASTING: While podcasting is not new to marketing plans, and not even new to B2B marketing, MarketingProfs and Casted’s The State of Content Marketing Report shows that there is still room to grow in this area. The study found that 68% of content consumers prefer video over text-based; however, while over 90% of marketers consistently use social media, newsletters, emails, and blog posts, only 61% are consistently putting out videos and webinars and only 31% are producing podcasts. This creates a big opportunity for brands with the right tools and mindset to create programs that expand audience reach, lend credibility, and drive deeper engagement with clients and prospects.
Take a moment to reflect upon your plans for the remainder of the year to check that you have considered these ways to overcome some of the challenges of B2B content marketing. If you need help with your B2B content strategy and execution, reach out to see how DBC can help your team find success in 2024 and beyond.
