Content Marketing Best Practices for Business Focused Brands

Content Marketing Best Practices for Business Focused Brands

Huffington Post

Defining great content is no easy matter. To some execs the definition may be similar to Potter Stewart's quote about porn, which was a bit ambiguous: "I know it when I see it."

In today's competitive environment a business focused brand needs to be aware of and utilize a very targeted approach to create content that's going to resonate with your target demographics.



B2B Content Marketing Strategy Drivers: facts, figures and numbers drive credibility and are inherent in great business to business focused content vs. "consumerish" content.

That's not to say the content has to be nothing but geeky fact driven writing but data and figures help to drive back end conversions with businesses interested in working with your businesses.

Structure, story and presentation still drive conversions
- other businesses are looking for brands that share "smart" content that engages and informs.

Clutter cut through is critical to getting your messaging heard and "creative" visual content helps to do this.

Understand the impact of the buying decision on your customers. Consumer are at times emotive or brand driven and the price of the purchase is typically much lower and the sell cycle is shorter.

But, for B2B brands, your customers are frequently making decisions that impact careers, profitability or even sustainability of their business. Accordingly, they want content that educates, answers questions and that builds trust in your brand. And, of course, your content should move them into the sales funnel.

Editorial Calendars are great for a solo marketing exec or teams: they help you or anyone on the team understand process, timeline, platform, content frequency and integrate your content marketing initiatives with your company's real time processes: PR, Tradeshows, Marketplace Wins.

Content curation should be part of your marketing strategy: you don't need to create everything from scratch.

I am not advocating piracy, just underscoring the importance of using guest bloggers, sharing content that may have been written by a thought leader in your industry or using a video interview that's chunked up into multiple content initiatives.

Best Practices for Creating Brand Building Content

  • Start slow: content marketing is a marathon

  • Establish benchmark measurements at the outset.

  • Keep moving forward: don't get bogged down in the proverbial trenches.

  • Align content marketing with other strategies.

  • Involve your entire organization whether it's five or fifty people: great content ideas come in all shapes and sizes: sales, customer service and/or exec staff.

  • Great content marketers "newsjack" and "borrow" from others.

  • Mix and match snackable short form (images, under 300 word blog post, videos) with long-form "evergreen" high value content.

  • "Chunk" and repurpose content to leverage costs.


Great content marketing talks with people not at them. It's informative, concise, drives social engagement, is well researched ("curated"), measured and syndicated, integrates images that grab the viewer (tastefully) and has some personality.

"How Content Heroes and Heroines are Made Not Born"

"What I Learned About Social Media from Andy Warhol"

"How to Generate More Revenue and Lower Costs with the Cloud"

"How to Win Your Darwinian Digital Battles"

"Ten Creative Ways to Use Lists for Content Curation"

"How to Redefine Your Marketing Strategy in a Tech Drenched World"

"Why so Many Web Sites are Lipstick on a Pig"

"How to Win Your Darwinian Digital Battles"

"The Ten Second Race to Content Nirvana"
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