Credit by Katrina Niemisto

Content marketing has transformed our industry, with B2B brands large and small using it to generate millions of engagements. In fact, by 2016, 88% of all B2B brands were using content marketing.

Then something changed.

Marketers produced too much. They oversaturated the market. They made it too hard to stand out.

But content stopped succeeding for a few other reasons, too.

Skimping on research: Often, marketers rushes to get their content out as quickly as possible. For example, in December 2017, more than 40,000 articles were being published about Bitcoin each week, according to Buzzsomo.

The problem is that in the rush to get content out first, organizations were skimping on research and not delivering anything truly valuable to their audience.

Remember, if someone spends their time reading content, it needs to be worth their while. Otherwise they’re unlikely to do so again.

Treating distribution as an afterthought: Organizations’ focus on content creation came at the expense of thinking through distribution.

Making content is all well and good, but effectively distributing and amplifying it is the key to getting it seen. And there’s no point producing something great if no one’s going to see it.

Failing to monitor performance: Data is at the heart of all good marketing programs. Tracking and monitoring a piece of content reveals what is and isn’t working. Without this insight, there’s no way to gauge performance, improve on what’s not working, and ensure the effectiveness of its delivery.

6 Ways To Breathe New Life Into Your Content

With that in mind, let’s turn to what can be done to improve content. Here are three steps marketers should already be taking:

1. Know your audience: The first step to creating engaging content is understanding who the audience is and what they want. This means mapping out buyer personas and journeys before the proverbial pen hits the paper.

2. Distribute and track: When producing any piece of content, here are three questions that must be thought through: Why is it being produced? Where is it being distributed? How is it going to be tracked? Marketers will be at an immediate disadvantage without clear answers.

3. Match the right content to the right people: Generational differences can be found in content preferences. Younger consumers prefer video and social content, for instance, whereas older generations are more comfortable with email. Make sure you know how best to reach your audience.

Those are the basics. Now let’s look at some tips that can really kick-start your B2B content marketing:

4 Find your niche: