Why does publishing regular B2B content matter as part of a marketing strategy?
Producing content is time-consuming and can be hard to deliver consistently. It isn’t always easy to find direct links to results, but there are good reasons why it’s worthwhile.
Builds visibility, trust and differentiation
Keeping your channels active with quality content obviously ensures you maintain visibility in a crowded and competitive market.
Targeted, curated content regularly appearing in inboxes (newsletters) and in social media feeds like LinkedIn keeps you top of mind.
But more important than that, sharing knowledge, expertise and experience combined with a consistent sales message helps build authority, credibility and trust.
Consistency is a sign of reliability, which can matter in B2B relationships.
Regular content is also a way of differentiating yourself from the competition.
Businesses tend to have similar services and values, eg, being client-focused, but content is a tool to show how a firm thinks, which is a point of difference.
Compounding interest: SEO and AI
A body of regular content becomes a searchable, citable library that keeps working long after it’s published.
Regular, fresh content supports SEO and LinkedIn posts also come up in web searches now.
An emerging area to support regular content is the growing use of LLMs for finding information (ChatGPT, Claude etc). Early indications are that regular fresh content can improve chances of citation in AI searches.
Regular content on a particular topic helps AI recognise the author as an authority in that area. And LinkedIn is currently a common source of information for LLMs.
Media and speaker opportunities come to consistent voices
Regular content can put you and your team on the radar of journalists, editors and conference organisers.
If they see regular commenting, that person isn’t an unknown quantity, which makes them less of a risk.
Video and podcast content has the added bonus of showcasing how you speak, not just what you have to say.
Sporadic content producers are far less likely to be remembered when a shortlist is being compiled for a panel or a press comment.
Sales enablement, not just marketing
Those you are pitching to, potential clients and staff you are trying to recruit, will stalk you and your business online, so it’s important to send the right message when they search.
If there isn’t much of a trail of information, what does that say? Trust and track record are important, particularly in B2B and the built environment
Try asking an LLM about your business in incognito mode and see what it says.
Regular content also gives business development and sales teams something to send to potential, existing or past clients as an easy opener for conversations.
Resilience and reputation insurance
Having an established, credible voice before you need it matters if something happens to go wrong.
Brands that have no public voice can look evasive or unprepared when a crisis hits.
Those with consistent, human-sounding content have a visible track record and are more likely to be given the benefit of the doubt.
Tips for delivering regular content
• Regular content doesn’t have to mean posting on LinkedIn every day or putting out two newsletters or articles a week.
• You need to publish regularly enough to be noticed and be consistent. Two approaches:
– Start from a lower base of consistent publishing and build up frequency as you get into the flow. (This newsletter started monthly and is now fortnightly, for example).
– Do a sustained blitz and then gradually taper to what is feasible long-term as you gain traction.
• You don’t need to be everywhere, so choose your content channels wisely. There is no point being on Instagram or TikTok if your clients aren’t on it, for example.
• Repurposing content across different platforms is smart distribution and saves you time.
• Get a system in place for generating ideas, creating and approval and have as simple an approval system as possible.
Final thoughts
Social media platforms are rented space, and algorithms can change, so have at least one channel you own (blog/website and/or newsletter).
If you are trying a new social media channel, give it a proper go over a sustained period – at least 6 to 12 months.
Unless you are a celebrity, it takes time to build up a presence from scratch.
And remember, rented social media platforms can change: look what has happened to Twitter/X. If a platform is no longer working for you or no longer fits your brand, give it up.
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