Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next year.
It boggles the mind that we’d keep doing more of something that we aren’t sure is working.
But, what concerns me is that rather than trying to fix the effectiveness issue, marketers are running full steam ahead. And now their sights are set on scale for B2B content marketing.
From what I can tell, scale seems to mean publishing more content.
Problem 1: Publishing more content isn’t necessarily content marketing.
Problem 2: Creating more content that’s not any more effective than what you already have is not going to help marketers reach their goals.
To solve this issue, I’d like to ask you to reconsider how you define scale for B2B content marketing. If you do, then you can fix both problems above and cover more ground, hence gain scale.
Rather than creating more content, create content that resonates and motivates buyers to take action.
I’d wager that you have enough content.
I’d also bet that you can improve that content—refine it until it gets the results you intend for it to produce.
Look at how it could work together as a storyline to motivate engagement and the consideration of whatever change you’re trying to convince buyers to take on. Refine it some more.
What you need…
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