Key Insights on Designing a B2B Content Strategy

This document provides key insights on B2B content strategy, including data-driven storytelling, leveraging AI with human oversight, adapting to search algorithms, B2B social platform innovation, overcoming content challenges, and coordination. The guests discussed these topics and emphasized the importance of understanding user journeys, maintaining cohesive narratives, and filling buying journeys with consistent content. They also discussed the lack of innovation in B2B platforms and the transformative role of generative AI in automating content creation. Personalization and segmentation were highlighted as crucial for effective content marketing.

Host

Joaquin Dominguez, was joined by three marketing experts to discuss the topic.

Guests

• Matt Churchill, Social Media & Content Manager at AVEVA.

• James Ricketts, Content Manager at Foodtitude.

• Will Bodansky, Head of Demand Generation at Virtual Internships.

Key themes that emerged include:

• Use data to understand audiences, then add qualitative feedback for effective content.

• While data shows certain types of content perform well, customers want to see different stories that provide more explanation about products and demonstrate their value.

• Adapting to evolving algorithms .

• Align content with user journeys and questions as they learn.

• Need new solutions tailored to B2B versus current consumer-focused platforms.

• Maintain cohesive narratives through coordination across teams and products.

• Fill buying journeys with consistent content focused on target pain points.

Balancing Data and Storytelling

The guests emphasized the importance of balancing data-driven insights about your audience with compelling storytelling that connects on a human level. As Will Bodansky explained, "Start with the data to understand the value proposition and ideal personas. Then get qualitative feedback from customer conversations to relay information effectively to marketing." Matt Churchill of AVEVA noted that while data shows certain content performs well, customers want different stories that explain products and their value. "We're trying to blend the two in telling stories of who we are and what we do."

"Start with the data to understand the value proposition and ideal personas. Then get qualitative feedback from customer conversations to relay information effectively to marketing.” Will Bodansky

The Role of Generative AI

The guests discussed the transformative role of generative AI in automating basic content creation tasks. As Matt Churchill of AVEVA explained, "The potential for using generative AI platforms is just infinite. It looks like automating processes like media development and press release writing." This allows creative teams to focus on high-level messaging and strategy.

Will Bodansky gave the example of how AI can empower non-content teams to produce initial drafts, saying "What it has helped us do is remove that bottleneck where everything is a request to the content team." The content team can then review, tweak and ensure branding consistency.

"When you have conversations with your customers, a whole different story and picture emerges. Matt Churchill

Personalisation and Segmentation

The panel also touched on the importance of personas and attributes for customizing content. As Will stated, "Start with understanding the value proposition and what appeals to these ideal personas based on their demographics, title, industry and behavior." Matt Churchill emphasized gaining contextual knowledge from existing customers, saying "When you have conversations with your customers, a whole different story and picture emerges." This helps create hyper personalized content that resonates.

Adapting to Evolving Search Algorithms

The panel discussed how Google's algorithms are evolving to understand user journeys rather than just keywords. As Will Bodansky stated, "It's less about demographics and more about the journey through their mind to find information." Content needs to align with the questions users ask as they learn about a topic or product.

"We stick to our customers' pain points and answer them"

James Rickets

Lack of Innovation in B2B Platforms

LinkedIn was acknowledged as the main viable B2B platform currently. But as Adrian Hobbs of Adzact explained, "There is a lack of innovation in B2B advertising because most digital platforms come from consumer support." New enthusiasm is needed to create alternatives tailored to B2B.

Overcoming Content Challenges

Regarding maintaining cohesive narratives with multiple stakeholders, Matt Churchill emphasized having processes, structures and tools like Wrike to coordinate content across products, solutions, campaigns, and channels. On filling long B2B buying journeys with content, James Ricketts of Foodtitude explained, "We stick to our customers' pain points and answer them." This consistency even within a broad topic like food helps tell a coherent brand story.

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