Producing enough content is identified by B2B marketers as the single biggest challenge they have when producing content, with 64% of B2B marketers reporting it as a problem in Content Marketing Institute/MarketingProfs B2B Content Marketing: 2013 Budgets, Benchmarks, and Trends.
The reasons why producing enough B2B content is hard are multifaceted, but the biggest culprit that lies behind this difficulty is simply failure to fully take advantage of the content that has already been created, both within the company and from other sources. While marketers report struggling with creating enough content, the bigger underlying problem is marketers not realizing that they don’t need to create as much content as they think they do. With that in mind, Content Marketing Institute has formulated 3 tips to help with producing enough B2B content:
1. Content can be reused at the beginning and end of the sales cycle. For example, the same whitepaper can be renamed to emphasize different concepts at different parts of the cycle. Along with renaming the content, the method of delivery and contexts in which it’s offered can differ. The key to figuring out how much content you’ll actually need to create is content mapping; figure out where you lack content, and then reuse the content you already have in those gaps.
2. You can curate content. You can aggregate and share content from other sources in your B2B marketing, and in fact doing so is a mainstay of the business; not doing so is one reason why producing enough B2B content is hard. The key here is to find high quality sources of content to draw upon. In addition to reducing the amount of content you have to produce, curating content can increase credibility because the source has no interest in promoting you or your ideas. A good source should be recent and respected in the industry or the world at large.
3. You can produce content that is designed to be reused. Content marketing has an “evergreen” quality; the same content, when correctly designed, can be reused for months or years. This quality makes content marketing cost-effective, with the costs being highest at the beginning of the marketing cycle.
Not taking into account these tips is the main reason why producing enough B2B content is hard. By learning how to effectively use the content you’ve already made and the content that’s available to you from other sources, you can stop worrying about creating more B2B content and instead produce and present it in the best way possible.