35 Expert Tips To Make B2B Content More Manageable

b2b-content-expertsContent. Many B2B marketers hear the word and wonder how they are going to create increasing amounts of it with their limited bandwidth.

Trust me, I understand this issue on a personal level. I write large volumes of material every week, from corporate and personal blog posts to website content to social media posts and more. That’s why I was psyched to hear what my fellow experts had to say in the way of tips and tricks at the MarketingProfs B2B Marketing Forum in Boston last week.

Below are their words of wisdom. Take these 35 ideas and incorporate them into your content plans!

On the Planning Stage

1. Develop a content and engagement plan – ‪@DavidBThomas‬
2. Editorial calendars are worth their weight in gold – ‪@kesslermichelle‬
3. Look at the titles of those who consume your content – it will reveal who your audience should be – ‪@jchernov‬
4. Organizations need a content strategy, a social media presence, and an understanding of how to connect both to business objectives – ‪@AmyVernon‬
5. Understand what your content marketing objectives are and what you think the ultimate outcome will be – ‪@JoePulizzi‬
6. Figure out what motivates your customers; once you know your customers’ “why,” you’ll achieve success – ‪@webby2001‬

On Developing Content Ideas

7. Sales, customer service, product management, and marketing all need to talk to one another in order to create a strong content strategy – ‪@ShellyKramer‬
8. To achieve ‪social media success, you must break down silos within your company – share info & resources – ‪@AmyVernon‬
9. Blog post brainstorm: Get together everyone who talks to customers and make a list of the questions they hear – @TheSalesLion‬
10. Encourage user-generated content – ‪@NickWestergaard‬
11. Start with a piece that’s resonating and check the comments; you’ll likely find great, new, related story ideas – ‪@kesslermichelle‬
12. Do research on Quora or Twitter to understand the questions your audience is asking – ‪@jchernov‬
13. Remember to ask: only 34% of marketers have asked their customers what they want – ‪@NickWestergaard‬
14. Answer your clients’ questions and provide value, even if it’s not directly about your products – ‪@DavidBThomas‬
15. Everyone has a story worth telling – ‪@larrysmith‬

On Developing Your Posts

16. Simplicity is key; constraints fuel creativity ‪- ‪@larrysmith‬
17. If you don’t use mobile friendly links and responsive websites, you’ll lose half your audience – ‪@TheTimHayden‬
18. 55% are more likely to buy from you if you provide solid business advice on your site – ‪‪@ShellyKramer‬
19. Until your competition and bad fits start paying your bills, don’t let them dictate how and what you teach – ‪@TheSalesLion‬
20. Don’t forget to link to authoritative sites – ‪@AmyVernon‬

On Using the Same Content for Multiple Purposes

21. Do an “ego trap” series: have different well-known folks write guest posts on their views on the same topic – ‪@jchernov‬
22. Do a content audit on pieces you already have (collateral, emails, etc.); figure out what you can repur pose – ‪@JoePulizzi‬
23. Think of yourself as a content chop shop: repackage your content into blog posts, videos, ebooks, and more – ‪@NickWestergaard‬

On Utilizing Influencers

24. Co-creation of content with influencers can be a powerful way to amplify content – ‪@leeodden
25. Identify influencers and slowly build a relationship with them before asking them for anything – ‪@kevinrcain‬

On Measuring and Tracking Success

26. Understand the difference between vanity metrics (e.g., likes, followers) and metrics executives care about (e.g., traffic, leads, sales) – ‪@jeffreylcohen
27. Figure our what you want your customers do once they’ve read your content – ‪@MarketingProfs‬
28. Don’t just create consumable content; create actionable content – ‪@TheTimHayden‬
29. Content marketing is an art that, when done well, not only provides value, but also produces sales – ‪@samfiorella‬
30. Make sure your metrics are reported in a way that makes sense both to you and to management – ‪@DavidBThomas‬
31. Try measuring what others in your company are already measuring and making your reports look the same – ‪@jeffreylcohen

On Next Steps

32. Keep in mind that in the very near future, people will be viewing your website via wearable technology – ‪@TheTimHayden‬
33. A topic that was relevant six months ago may not be relevant now; always listen and adjust your strategy – ‪@samfiorella‬
34. Keep the internal content culture going by sending out monthly newsletters and trainings several times a year – ‪@TheSalesLion‬
35. Continue to earn your authority by sharing content – yours and others’ – ‪@AmyVernon‬

What are your expert B2B content tips? Share them in the comments below.

Photo: Flickr


  1. kamal Bhatia says

    Fine tuning of content is of utmost importance. To do so: Listen~Converse~Engage~Convert – This process to succeed needs to be cyclical and not linear. @kamaldb

  2. says

    Thanks for this overview, Holly. I’ve found that developing templates and creative prompts for specific content marketing formats helps me save time on these types of projects. I also look at Tweets from my followers as a way to spark ideas, especially to develop an idea from a different angle.

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