Creating B2B Content? Roll up Your Sleeves

Jon Berry

Content creation can be a risky undertaking in B2B marketing. The writer must first gather relevant stats, review performance data, then familiarize themselves with key industry terms and acronyms. Usually, our clients provide the bulk of this information, and we’re able to fill in any of the blanks with a quick internet search.

But that’s the just the half of it. The other half is even more important: context. Finding this all-important piece of the content puzzle is not quite as easy.

Context comes from a profound understanding of the subject matter. This is the hard part.

Much to learn, the writer has

In a perfect content creation scenario, the writer would become a subject matter expert (SME) before any content is ventured. This expertise can only be attained by rolling up your sleeves and digging into the research process. Some common sources our content team relies on include:

  • Industry trade publications
  • News alerts on key search terms
  • Application/engineering manuals
  • Webinars

Going deep to the content well

Naturally, this level of SME mastery doesn’t happen overnight. Once achieved, it’s an ongoing process to stay current with the latest trends and industry developments. But it’s easy to see how this knowhow translates to effective B2B content marketing in various forms. Some examples: 

  • Turning simple bullet points into pointed social medial campaigns
  • Conceiving the perfect angle for a trade publication article
  • Targeting a product launch that stands above din, and the competition
  • Crafting relevant blog entires without needing to interview the client's SME
  • Writing promotional emails that improve attendance at your next webinar or event

If you can see how this expertise would benefit all content marketing efforts, it will probably come as no surprise to learn that some of our most successful content programs are with long-term clients. Sure, we’re a quick study when we need to be. But when we have the time to build our knowledge base and develop relationships with key client SMEs, we can create a much deeper content well from which to draw.

But then again, we’re also a little different: we like rolling up our sleeves, getting our hands dirty and uncovering the details that matter.

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