4 Essential B2B Content Marketing Tips for Evergreen Content

4 Essential B2B Content Marketing Tips for Evergreen Content

Content marketing for B2B audiences is a different ball game than its B2C equivalent. The B2C audience is emotionally charged and they have simple buying journeys. By contrast, B2B audiences are value-driven, have long buying cycles, and have multiple decision-making stages. These audiences also tend to be much smaller than their B2C cousins.

Creating B2B content is challenging because of this narrow focus. Simply put, it’s hard to generate new ideas when the topics themselves don’t change often. This situation explains why Forrester Research ranks most B2B website user experiences and content as “failures”.

A sound B2B inbound marketing strategy relies on strong content. Fortunately, the content is not a complex puzzle for you to solve. Here are four strategies you should implement to achieve new nirvana, relevant content (and satisfied customers.)

tell a story

Everyone loves a good story, as science has proven time and time again.

Content marketers hear this all the time but rarely put it into practice. How many times have you read or created boring B2B content like trenches? Note that artistic content does not automatically qualify as faded. As long as the degree of technology is relevant to the audience, the terms are great.

However, the terminology for the sake of it is of no use. Technical information should be supported by a narrative that will appeal to the reader. It starts with the title and flows to the end. The narrative construction gives any essay the feeling of “flow” that every satisfied reader experiences.

Your B2B story won’t replace Anna Karenina anytime soon, but it doesn’t have to replace Anna Karenina. Before writing, outline the narration in an outline. What is the premise? Are there any fluctuations? Which side of the case is presented? Asking these questions to yourself before you rush to write will help you create an engaging story.


Here’s an ugly truth that most B2B content marketers know: Creating great content all the time is impossible. By definition, exceptional content is rare. If everyone created it all the time, it would be average. Combine this with the principle of “quality over quantity,” and it may sound as if you should release content rarely.

However, this does not do you any good in terms of sharing. So what is the solution? For starters, select topics that you can create amazing content around. If there is only one piece of content you can create, so be it. Quality above all!

You cannot stop your content marketing efforts once you are done. You need to reset the purpose of your content and keep spreading the word. One way to repurpose is to change the format. If you’ve written an article, turn it into an infographic or video. If it’s a video, convert it to an audio file and rip it to create written content.

Would you like someone else to take an occasional subject for you? Create an infographic and let them know. Can you cut out subtopics from the high quality topic? These subtopics will give you excellent “hit-up” type posts that can keep potential customers engaged.

In short, your re-personalization strategy is just as important as keyword research and everything else that comes with content marketing.

Update and reset the circuit

Because of the difficulty behind creating great content, most content teams publish an excellent piece and then move forward. This piece of online content remains forgotten and, at worst, obsolete. Given the effort that went into creating it, abandoning it after creation seems cruel, doesn’t it?

Always circle back to your content to make sure it’s fresh and relevant. Did you quote stats in the article that need updating? Have you referred to one of your previous research studies that is not relevant to the topic? Have industry opinions changed on this topic?

Updating your content does more than let potential customers know you have their finger on the pulse of the industry: it also satisfies Google.

So if you are investing effort in building your web presence, make sure you check back on your content quarterly or annually, and make sure everything is in order.


What’s better than a great content maker? Two great content creators! B2B outlets tend to have few influencers, and in most cases, collaboration is a no-brainer. For example, if your product bridges a gap in a larger organization’s product offering, it makes sense to collaborate and offer a joint solution.

Why not treat the content the same? Partnerships typically exist at the enterprise level between companies and research bodies. However, small businesses can partner with. For example, an e-commerce website builder and a payments processor are excellent content partners.

Narration is the key to a great partnership. If you tell your prospects a great story through your partnership, you will benefit from your audience and your partner’s audience to receive an even greater offer.

Great content is simple

Once you implement these four content marketing tips for your overall strategy, you’ll find that creating great content is simple. You will prioritize quality over quantity, and maintain a steady presence on the web thanks to fresh content. Satisfied expectations and steady revenue is the next logical step.

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