To maximise content impact you need a strategy

B2B content without a strategy is like a car without wheels: it ain’t going to get you very far.

You need to be clear on what you are trying to achieve with your content, so you can create the right sort of content, in the right places to deliver.

A good starting point is to review your existing content, as building on something is easier than starting from scratch.

Which types of content and which platforms are generating the best results? This isn’t just about vanity metrics like impressions and plays but about the results that move you closer to your goals.

Some questions to ask in a content review:

• Are the right people engaging and commenting?

• Do people you meet mention particular pieces of content?

• Has certain content or a content theme led to DMs or off-platform conversations?

• Have business leads come from some platforms more than others or some content types more than others?

• What is the quality of those leads?

• Has certain content led to speaking opportunities and invites?

Look at what has worked and what hasn’t, and identify gaps in your output. Ditch what isn’t serving your goals to free up time for more of what is working or areas you are missing. 

Grabbing the attention of a particular client type:

If your goal, for example, is to grab the attention of a particular audience type, you might want to review:

• Are you publishing in the right place to be noticed by them?

• Is your content worthy of your target clients’ attention, ie is it relevant, helpful and relatable to them?

• Are you adequately demonstrating your expertise and knowledge in your content?

• Are you building ‘know, like and trust’?

Commenting as part of your content strategy

Strategic commenting works as part of a B2B content strategy and is a powerful tool on platforms like LinkedIn.

Comments make you visible outside your own follower circle as well as to the author of the content. Think about specific businesses and people within them you can target to get on their radar.

Be positive and add value with your comments. Think conversation, not sales pitch.

Comments can also be used to get on the radar of relevant industry influencers and thought leaders. It could lead to reciprocal comments and maybe even collaborations. 

Content with third-party endorsement

Think about earned media content opportunities like podcasts and thought leadership articles published in industry publications, which deliver third-party endorsement for you and your brand. But again, be strategic.

Who is the audience for that podcast or media outlet, and are they the people you actually want to get in front of with your thoughts and ideas?

Do some research and listen to old episodes, then pitch in fresh topic ideas appropriate to their audience.

Having a back catalogue of well-written/well-produced, thoughtful content can help open doors because it demonstrates your knowledge and areas of expertise – and your style and tone. 

Similarly, target industry events for panel participation and speaking opportunities on relevant topics. Again, a back catalogue of content (and comments) helps showcase your credibility.

Review your content regularly

Finally, monitor your content strategy regularly; platforms change, the market changes, and you may need to adapt.

You might also like to read

Live stream content strategy reviewed

Four content strategy questions

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