Keeping Up with B2B Content Generation Demands in 2021


Today there is a constant push to publish more content, better and faster than ever before.

1. Create (or Revisit) your B2B Content Marketing Strategy

Content marketing establishes your company as a trusted resource. When your audience knows they can turn to your website time and time again to find answers to your questions, the positive association they’ve built with your content will carry over to your larger brand. As any marketer or salesperson knows, trust leads to relationships, brand loyalty, and often sales and referrals.

Foleon & CMI White Paper

The Experience Matters: Four Challenges Marketers Must Address to Overcome Content Creation Barriers

Why the time is now for B2B marketers to develop modern digital content experiences.

Content Marketing and Business Growth Strategies

Content marketing should no longer be thought of as just another function of your marketing strategy. In other words, when content is simply designed to achieve traditional marketing KPIs, such as increased traffic or leads, reaching these goals will no longer be enough for your B2B to stand out from the competition.

2. Address The Barriers to Scaling Content

To effectively scale your content means to employ a content marketing strategy that easily grows with your business.

  • Speed: the struggle to produce content consistently and quickly to meet the ever-increasing demands from various stakeholders
  • Engagement: the need to produce content that stands out and captures attention
  • Measuring Content Effectiveness: the need to understand how content is performing and what is resonating with your target audience
  • Personalization: the ability to build deeper relationships with target audiences through content

Speed: Produce Consistent B2B Content at a Fast Pace

We know frequent, consistent content is key for attracting customers to your site, but how can companies with marketing departments of just a few employees (or for 52% of B2Bs, as little as one employee serving the entire organization) keep up with the demand?

Create Engaging, Interactive Content

Not only is engagement important when considering the metrics you’ll use to determine the success of your content, but it’s also a great way to create a two-way dialogue that leaves your prospective customers feeling satisfied and more likely to turn to your company as a trusted source.

Measuring Content Effectiveness: Understand How Compelling Your Content Really Is

According to the Content Marketing Institute, 80% of B2B marketers use metrics to measure content performance, 65% have established KPIs, and 43% measure content marketing return on investment (ROI).

Personalization: Build deeper relationships with target audiences through content

Gone are the days when personalization just meant including your prospect’s name in the subject line of a nurturing email.

3. Develop a Content Creation Process

Content creation involves more than just drafting written material. There are countless steps and skill sets involved with developing and finalizing content that is accessible, enticing, and easy to comprehend.

  • Streamlined processes: taking a look at the elements that attribute to the B2B content bottleneck such as cumbersome style guides, nitpicky requirements, limited employee bandwidth, and time-consuming approval methods will save time (and money) in the long run. Our interactive eBook Crushing the B2B Content Bottleneck can help with improving your team’s efficiency.
  • Understanding your business goals: ensuring your strategy is meeting larger business objectives will prevent your team from getting hung up on KPIs that look great from a marketing perspective, but don’t ultimately impact your conversions and revenue.
  • Awareness of your target audience and what they’re looking for: Another great way to speed up your B2B content creation is to assess how much of your content caters to customers who are at different stages of the funnel. When you determine which actions you want readers to take after seeing your content and how you’ll know whether your content is successful, it will be easier for your team to adjust your content strategy in real time to achieve the results you’re looking for.
  • Knowing when — and how — to repurpose content: There are plenty of cases to be made for restructuring and repurposing well-performing content, but it must be done with the right metrics in mind. Alternatively, there are times when content performance significantly improves simply from changing the format through which it is presented. Employing >content intelligencewill ensure you’re able to repurpose content in a way that resonates with the audience(s) you intend to attract.

4. Use Writers and Subject Matter Experts Wisely

Remember the statistic we mentioned earlier about how much money businesses lose each year on poor writing? Delegating wisely among your team and subject matter experts will ensure your company develops a well-run process for generating and executing content that is relevant and beneficial to your audience.

5. Learn From the Experts: How the Most Innovative Marketers are Addressing Barriers to Scaling Content

As we mentioned above, Foleon has worked with dozens of companies who have overcome the common barriers to scaling their content. While it’s helpful to read about firsthand accounts, we sought to expand our knowledge about how the most successful companies are scaling their content to reach their business goals.

Foleon & CMI White Paper

The Experience Matters: Four Challenges Marketers Must Address to Overcome Content Creation Barriers

Why the time is now for B2B marketers to develop modern digital content experiences.



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Raul Tiru

Raul Tiru

Co-founder, Founder Let’s create memorable content. #ContentCreation, #ContentMarketing, #Nonprofit