• C.E.K. & Partners

Why Isn't Creating Content Enough?


B2B Content Marketing

In a previous post, “Lucky 13, Which Type of Content Do I Use When,” we discuss the different types of B2B content marketing tactics. At C.E.K. & Partners, an Atlanta-based B2B branding agency offering content creation services, we counsel our clients that content marketing isn’t just about creating—it also involves marketing.


While the concept of brands as content publishers has been gaining traction for a number of years now, confusion still exists around content creation and how it fits into a digital marketing strategy.

Let’s start by looking at the Content Marketing Institute’s definition of content marketing:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

We have highlighted some of the key elements of the definition. It’s a reminder that creating content for B2B brands also requires a content strategy and content plan.

Here are some of the key considerations for creating content:


  • A content strategy

  • Clearly defined target audience

  • Marketing (the channels where the content will appear!)

  • Content must engage the reader, the right reader, so as to inspire someone to do more (call or download)

As an Atlanta-based B2B full-service market research and branding agency, C.E.K. & Partners’ creates content to support B2B digital marketing strategies, B2B brand strategies, and B2B thought leadership programs. So, how exactly does a B2B content creation fit into your marketing strategy? Following are three best practices to consider:

#1 BEST PRACTICE: Create Content Based on Personas


A marketing plan identifies key customer segments—in other words, your audience. Establishing customer profiles known as personas allows your B2B brand to create content that speaks directly to your ideal target customer. The Content creation process should include addressing pain points your customers are looking to solve. And the type of content developed (i.e., infographics, videos, blog posts, white papers) should support the customer buying journey. Read more about B2B marketing content usage tactics here.

#2 BEST PRACTICE: Content Marketing </