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The 8 truths of content marketing that every B2B marketer needs to know

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Reading time minutes
By Patrick Schokker

Content marketing is an important component within B2B marketing. Content marketing is sharing valuable information to your target audience. Sharing content is a means of engaging your leads and customers. There are several misconceptions about content marketing. In this blog, we share the 8 truths of content marketing that you need to know as a B2B marketer.

Truths content

#1. More content is not necessarily better

Within content marketing, it's not necessarily about sharing as much information as possible. It's about the quality of the content. Writing a blog post with a great introduction takes time and creativity. Researching the topic and writing a great post doesn't happen in a few minutes. Therefore, take the time to write a blog. Make sure the content is quality and that your target audience can relate to it.

"Quality over quantity: let your guiding rule be not how much, but how good."

#2. The latest content is not always the best content

Showing the latest news happening in the industry is certainly good. But this content has a limited shelf life. Today's latest news is old again tomorrow. This news may only be shared once or twice and then it is no longer relevant.

You may have heard of Evergreen Content. Evergreen content is content that is permanently interesting and does not become obsolete. It always remains relevant to your readers. This content can even be shared for several months or even years. Evergreen content just doesn't fit into the "new/news" category. Be careful not to post too much Evergreen content, as this can be seen as old or even dated after a long period of time.

Evergreen Content

So you don't always have to share the latest news with your target audience. In fact, Evergreen content allows you to build a knowledge base of content that can be shared constantly. Evergreen content can also be interesting for your SEO. Because your content has a long shelf life, people are more likely to include links from your content in their blog posts or within other content. When people place your link on their website, you build organic search engine authority.

#3. Content marketing is an asset

Content in a form of a blog that is online on your website can always continue to be found. Traditional marketing that used to consist of an ad in a newspaper was tossed in the trash a day later once it was received. When you post a blog or upload other content it is indexed by Google and can always be found by anyone searching the Internet. Nowadays, television ads are posted on YouTube and thus will always be findable as well. So your content acts as an asset in findability in Google.

#4. Content defines you

The content you post online can be read by anyone. Even by someone on the other side of the world. Your content will be read by people who don't know you or who don't know your organization.

Many of the people reading your content have never seen you. Yet they judge you by the content you've posted. The content you write defines you. Therefore, make sure the content you share is of good quality value to your target audience. 

#5. Content must be multimedia

There are various forms of content. It is not always one size fits all and always the same for everyone. Some people prefer to watch a video, others like to read and blog and still others prefer to listen to a podcast.

Multimedia

For many people, reading is preferred. This is mainly because a blog can be scanned quickly, which often makes it clear right away what the subject of the blog is. However, nowadays there are also more people who prefer video. Everyone has their own preference when it comes to content. Therefore, make sure you change the form from time to time and share different forms of content.

#6. Creating content changes your

The habit of sitting down ready, looking for a topic, researching the topic and creating content from there will change you over the years. You grow as a person. You learn more about certain topics, you gain more and more insight into a particular subject.

Because you are constantly learning, it will change your outlook on certain topics. Also, your way of researching will start to change when you eventually have a lot of knowledge about certain topics yourself.

#7. Content should be about the customer, and not about yourself

Potential customers don't care about your organization. All they care about is what your organization could do and mean to them. You can solve their problems, make them look good or even make them successful. When creating new content, put yourself in your (potential) customers' shoes. Try to discover their fears and find out their questions and then give them the insights and answers they need.

"Always talking about yourself is the fastest way to lose friends."

#8. Your content must achieve many goals

The content you create has several tasks and requirements. One of these tasks is to generate attention. If you are lucky, your content may even go viral.

Good content ensures that your brand awareness building. One form of content that works well in building brand awareness through social media is publishing photos, videos or gifs that are fun and entertaining. In addition to brand awareness, your content should also have credibility and trust build. Blogs and videos are a great way to achieve that.

Goals content marketing

The content you share should ultimately ensure that attention and trust convert into leads and sales.

Want to learn more about content marketing? Want to know if content marketing will be a good fit for your organization? Or do you have questions about content marketing? Please contact our specialists!

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Patrick Schokker
Patrick Schokker

About this schurq

General Manager

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