Producing regular B2B content can seem really daunting. If you are aiming to publish weekly, that’s 50 odd posts which can seem like a lot of ideas.
But it isn’t as onerous a task as it initially appears.
First of all, don’t set out to write 1,500 words a week; website content, which is 400 words and upwards, is fine. Concentrate on writing what each topic is worth rather than hitting a particular word count.
To make coming up with B2B content ideas seem less daunting, start by thinking about the key pain points/areas of interest for your target audience.
Break down your ideas
You talk to your clients so you know what concerns them most, what questions get asked regularly and where they most need help.
Draw up a list of key subject headlines. Then think about how you can break each headline down.
Rather than writing one long piece on one topic, think of writing a series of shorter pieces looking at different aspects.
These can form the basis of your ‘evergreen’ content. Write a bunch of them in advance, so you have them ready or at least have the ideas sketched out to inspire you.
Then think about key events and dates in your business calendar, which will generate ideas or that you will want to comment on.
Look beyond the most obvious. There are also a whole bunch of awareness days/weeks/months – national and international.
Do you have interesting stuff to say about any of them that would make an interesting topic? Or perhaps you have a relevant or related story you can share?
Create a content calendar
Make a note of the dates in your calendar and set a reminder in advance to write appropriate content.
There will be more of these dates than you think.
And don’t forget there will be stuff happening in the news that you may want to respond to or comment on.
When you think of your content as a mixture of evergreen, planned and ad hoc, publishing every week suddenly doesn’t seem quite as daunting.
The trick is to have a plan, a plan that gives you a steady stream of ideas but allows you to add in ad hoc pieces.
What is your go-to tip for making sure you don’t run out of content ideas?
- B2B content marketing: Selling without the sell
- Finding a strong story angle for B2B press releases
- Video: Press interviews and using ‘no comment’
- What is content repurposing, and why repurpose?
- Video: Post-event content strategy – are you making the most?
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