Content That Doesn’t Suck [Made Easy]

I don’t like to speak in absolutes, but today is an exception. 🤭🤭

Every B2B Marketer needs to be creating content that actually resonates and drives results. Not just some B2B Marketers, every single one of us needs to take content seriously.

But I completely understand, resources could be tight, your expertise might lay in another practice, and you haven’t been able to dial it in on socials. DON’T WORRY. I simplified the process of creating social content that doesn’t suck down to 3 things to check off.

It’s very simple, very cutesy, and very mindful of the fact that I KNOW you’re busy and you don’t have time to mess around lol. So let’s go. 👇

👉 TIP NUMBER ONE: The first factor is expertise in and passion for your niche. We can’t get to steps 2 and 3 without this.

You can’t fake expertise and you can’t fake passion. B2B content that gets your business the places it wants to reach, whether it’s a blog post, podcast, or socials, comes from a place of deep knowledge and genuine enthusiasm. 

If you’re passionate about your niche, it shows. Your audience can tell the difference between someone who’s checking a box and another who’s truly invested in the topic. Just scroll on your timeline for a few minutes, you’ll see what I mean…

And if we’re talking in a brand sense, this means hiring Marketers who REPRESENT the very audience you’re trying to reach. And then arm those Marketers with the resources to create content.

**Resources doesn’t mean just $$, to me resources sometimes can be as simple as giving them the TRUST to go create freely.** 🤷‍♂️

Now if we’re talking from a personal brand perspective, what captivates you in your industry? A simple mental framework to decide what topic to choose is by asking yourself, “What could I give a 30 minute presentation on WITHOUT preparation?”

That becomes the bedrock of your content strategy. For me it’s right at the crossroads of socials and Marketing Ops.

Now combine that with your expertise, your content will be educating AND inspiring others.

👉 TIP NUMBER TWO: The second piece to the most impactful B2B content is a unique point of view. 

In B2B, it’s easy to fall into the trap of sounding like everyone else. I mean just look at your LinkedIn timeline, it’s copy, paste. The content that really resonates, brings a fresh perspective. 

What’s your take on the latest industry trend? How does your experience shape your views on common challenges? SHARE YOUR OPINIONS. Who cares what everyone else thinks, get into the habit of sharing your professional opinion on topics within your industry.

Even as a brand, flex that personality, that knowledge of your target demo, and insert yourself into the heat of the conversation.

But wait, how do you make sure your content has that added spice of a unique POV? 

Before you hit publish, ask yourself, is this something only I could say? Is this content that I would engage with if it came across my timeline? 

If the answer is yes, you’re on the right track. If the answer is no, dig deeper you need to find the angle that only you can bring to the table.  

👉 TIP NUMBER THREE: The third piece of this puzzle is the consistency of your content. You can have the best ideas, the most passionate delivery, a killer point of view,  but if you’re not consistent, it won’t matter. 

Authority comes from establishing trust within your niche. And trust is built through consistency. Now I don’t necessarily mean consistency in your POV, this CAN CHANGE over time (but pivoting your POV weekly is NOT smart).

I mean consistency in output which indirectly tells your audience that you’re reliable, and you’re in it for the long haul. 

**If you’re thinking of creating content but can’t see yourself creating that content for the long run, then don’t bother starting. (Sorry that’s just my hot take, and me taking my own advice from step 2 LOL.)*

The real gains of B2B content come from the compounding effects you get by creating consistently over time. Want to hold yourself accountable? Literally set a content calendar. 

It doesn’t have to be anything fancy, you don’t need to shell out $100/month on a cool tool. Just create a simple schedule in your Google Calendar or in Excel that helps you manage everything and lets you see the big picture of your strategy.

A pitfall I see often is Marketers will overcommit from the jump when they decide to start creating content. They get a sudden burst of motivation, maybe have a post get tons of traction, and they go full tilt without a gameplan.

It’s throwing spaghetti at the wall. I love spaghetti, but not on the wall 🍝. Just like I love that you’ve decided to create content, but not when it’s pure chaos and detracting from your ability to perform in the 1,000 other things you’ve got your hands on.

Quality content delivered consistently will beat sporadic bursts of brilliance every single time (I know this because I’ve experienced it myself LOL).

Expertise and passion in your niche, a unique point of view, and consistency, nail these three and your competitors will start asking who’s the magician in your Marketing department.

Now get back to work – jk ILYYYY. <333