Tag: Content marketing

General

B2B content visibility: “If I put myself out there, do people think I’m a bit of a dick”

Marketing consultant Eimear Strong had to become more comfortable with being visible on social media

INTERVIEW When marketing consultant Eimear Strong started publishing on LinkedIn, her approach was “spray and pray” and felt, she confesses, like “absolute torture”.

In the years since she set up Strong Marketing and Communications, Eimear’s adapted her approach and learned to practice what she preaches to her construction and built environment contractor clients.

We met up over Teams to discuss how her content strategy has evolved, the lessons she’s learned and where the property industry is missing a trick with its storytelling.

Stacey: What was the trigger for starting to publish content regularly, and where did you start?

Eimear: My content has come from being self-employed. I went on LinkedIn, but I was really nervous about it and found it absolute torture.

My ADHD might have been playing into that a little bit with rejection sensitivity: If I put myself out there, do people think I’m a bit of a dick, or am I as good as I’m saying?

Then COVID hit, and I realised that what I was recommending to clients, I wasn’t doing myself.

If no one knows anything about me, how are they going to buy from me?

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General

Why publishing regular B2B content is a good marketing strategy

Smiling writer at desk surrounded by text: Consistently publishing building readership!, Keep your audience engaged!, Stay relevant month after month!, Regular content keeps them coming back for more!, January – Skyline Stories, February – Robotica, March – Heroic Tales, April – Whiskers Daily, May – Adventure Squad
There are many benefits to publishing regular content. Image AI-generated

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.

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General

From start to pitching: 7 B2B content creation and distribution tips

Woman with glasses typing on laptop at wooden desk surrounded by plants and warm decor

I’ve delved into the archive for the first of two summer ‘best ofs’. So, here are some of my top tips focused on B2B content creation, pitching and content distribution.

1. Getting the right content information: Frame questions to extract a range of detail

When interviewing clients or experts to gather information for a piece of content, move beyond purely technical or factual questions.

Ask open-ended questions that draw out personal stories, anecdotes, and human elements so that when you come to write up, you can make the content memorable and authentic.

Read more about why you should humanise your content here.

2. Use dictation tools to overcome writer’s block

If you write your own content and struggle to get thoughts out of your head and onto screen, use the dictation function on apps like Notes, Otter, or in Microsoft Word.

Sharing what’s on your mind for just a couple of minutes can generate a 200–300-word transcript, which gives you text to edit rather than a blank page.

It’s also a good way of capturing content ideas when they pop into your head. (I often get ideas when I’m out walking.)

3. Create content that encourages genuine conversation and engagement

LinkedIn favours content with meaningful interaction over simple ‘broadcasting’ so create posts to spark a conversation.

For example, take a stance on a topic or have even a mild opinion that people will want to comment on or share a personal experience that others may find relatable.

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Techniques for humanising B2B content

A human looking robot with a gentle smiling face

B2B content has a tendency to lean towards corporate rather than human. But showing a human side not only helps you stand out, it is also important for building trust and connection with existing and potential clients.

Forging relationships through content, helping people get to know the individuals behind a business, can open doors.

This BBC News story about a woman from a working-class background overcoming barriers to become a barrister is a great example of human storytelling and I wanted to show how the techniques it uses can be applied to B2B content.

Leads with transformation, not credentials

The article opens with the impact of the woman’s story (a viral video, overwhelming responses) before explaining who she is.

B2B content often starts with the company or product. What you can do instead is open with the moment something changed – a result, a reaction, a turning point – then work backwards.

This helps create an intriguing and relatable hook.

Quotes do the emotional heavy lifting

The journalist doesn’t write “she had a difficult childhood” but uses a quote to paint a picture: “I had to step up and do the jobs that my mum couldn’t do, everything you can imagine that a six-week-old baby needs.”

It’s vivid and evocative. 

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General

How to leverage value from trade shows and conferences with B2B content

Outdoor pavilions at the UKREiiF property trade show in 2025

Trade shows and B2B conferences are expensive to attend, but there are ways to start leveraging the value in the weeks before by using content.

Here’s a content strategy and ideas for what to publish in the 5-6 weeks leading up to the event opening, and how it might help you once you are at the show.

Why create content in the run-up to a trade show or conference?

• Good content can position you or your team as experts and the people to talk to, opening the door to meetings. It can shift your position from simple attendee to authority.

• It can help get the conversation started before you go, and once there, it can give people an easy reference point when meeting up: “I read your LinkedIn piece on…”

• The algorithm rewards early movers, and you benefit from the rising tide of search and interest in the weeks before the event.

• If your LinkedIn profile pic is clear and up to date, pre-show activity on the platform can make you easily recognisable.

What content should you publish/post in the run-up to a trade show or conference?

Make sure your content is specific, and showing a bit of personality can help amplify its effect. Here are some content ideas for any trade show or conference:

Thought leadership series

Harness your expertise or that of your senior spokespeople and develop a series that creates a talking point, for example:

• Something that no one or not enough people are talking about.

• A contested issue or a different approach to solving an industry challenge.

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