How to create a B2B content strategy you can stick to

Content marketing is the backbone of B2B success. It helps businesses build awareness, establish authority, and ultimately generate high-quality leads. However, many marketing managers struggle with limited time and resources, making it difficult to produce content consistently.

In this article, we’ll show you how to get the most out of your content with simple strategies that will multiply your output without stretching your team too thin.

CREATE LONG-FORM CONTENT FIRST

A great content strategy starts with one solid, long-form piece—whether it’s a blog, video, or industry article. If time is tight, even producing just one long-form piece per quarter can make a big difference.

From this content, extract key takeaways and repurpose them into social media posts, snippets, or even infographics. Not only does this make content creation more manageable, but it also strengthens your SEO by establishing pillar content that supports topic clusters.

REPURPOSE WHAT WORKS

One of the most effective ways to create content your audience loves is to look at what’s already working. Check your social analytics and identify your top 10 performing posts from the last few months. Then, repurpose them into different formats:

• If a post performed well as a carousel, turn it into a video reel.
• If a stock image post gains traction, try reposting with a graphic or infographic.

This simple approach ensures you’re maximising engagement with minimal effort.

USE CUSTOMER SEARCHES FOR CONTENT IDEAS

If content ideation is slowing you down, simplify the process by diving into your Google Search Console and Google Analytics. Look for keywords and search terms your audience is already using.

Statistics from CIM show that 87% of marketers say content marketing generates demand and leads—an 11% increase since 2023. 74% say it helps nurture their audience, also up by 11%. Using search data allows you to create content that directly answers your audience’s questions, making it both relevant and effective.

CONSIDER OUTSOURCING

If your team is stretched thin, outsourcing can be a game-changer. Working with external experts—whether for content writing, video production, or social media management—can help you maintain a steady content pipeline without overwhelming your internal resources. For more insights, check out this blog on outsourcing digital marketing.

Building a content strategy doesn’t have to be overwhelming. By focusing on long-form content, repurposing top-performing posts, using customer search data, and outsourcing when necessary, you can create a scalable content plan that delivers results.

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