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  • Writer's pictureC.E.K. & Partners

Why Isn't Creating Content Enough?


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At C.E.K. & Partners, an Atlanta-based market research and strategic communications company, we counsel our clients that content marketing isn’t just about creation—it also involves marketing.


While the concept of brands as content publishers has gained traction, 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 key considerations for creating content:


Our team creates content to support a range of B2B goals from sales and lead generation to thought leadership.


Here are three ways B2B content creation should fit into your marketing strategy:

1 - Create content based on customer personas and their buying journey


A marketing plan identifies key customer segments—in other words, your reader or audience. Establishing customer profiles known as personas allows you to create content that speaks directly to your ideal 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, blog posts, ebooks) should support the customer buying journey.

2 - Establish a content calendar to identify timing and channels


Creating content and distributing it doesn’t automatically lead to people reading it. Rather, after creating content it's critical that your content strategy clearly answer the key question: How will prospective customers find our content?


Here’s how different B2B digital marketing tactics work together to draw attention to your content:

Searchable content for Search Engine Marketing (SEO)

Content creation works hand in hand with SEO. In fact, B2B content marketing supports an SEO strategy to help B2B brands rank on the first page of search engine results. So, it’s important to identify key words your customers are using in their online searches. The content developed for your site and blog should be optimized for these key words, such as “Atlanta B2B content creation” or “ payment processor for small business.”

Adapt and repurpose longer-form content for social media

Social media, whether paid or not, helps people find and engage with your content. Just starting out in social media and don’t have a lot of followers? No problem, a small budget will help boost your content’s reach.

Content creation for email

Email is one of the most effective digital tactics to distribute your content. Use your house lists to send out engaging and useful content. It’s not about sending out your company solution sheets, but content that addresses your audience’s pain points. Think helpful tips, events, product updates or industry news.

Content creation for demand generation

All of the above digital tactics are elements that work together to generate leads. When content is deemed valuable, people will provide their contact information in return for more information. Of course, you won’t want to immediately hit them up for a sale. You should nurture that contact by creating content to support them across their buying journey.

It’s important to remember that marketing and public/media relations work together to boost each other’s efforts.

PR & media relations

When going through the content creation process, consider how media relations should be involved. Which content has a compelling public relations angle, such as the release of an industry study, “What Consumers Want from a Loyalty Program?”

For example, when creating a campaign around the launch of a new product or service, the campaign may include interviews with industry leaders, a press release, search engine optimization and Google AdWords (e.g., pay per click), all driving to a dedicated landing page where someone exchanges their contact information for the gated content.


Having a content strategy allows different channels to work together to boost your content’s reach and help lead to those profitable actions.

3 - What About Branding?


Now that you are clearer on how a strategy and content creation work together, it’s important to remember the role of your brand. It’s necessary to clean up your brand house before tackling beginning your content creation. What does this mean? It’s important to have the fundamental brand elements in place before marketing.

Here are just two questions to consider:

Q: What’s your brand’s positioning?

Upon taking a look at your top competitors, what is your brand strategy and what is your B2B brand positioning? What makes your brand different, special and better than the competitors?

Q: What’s your B2B brand's story?

Brands with stories outperform brands without one. What’s yours? Does it need to be updated or refreshed? Learn the elements of a compelling brand story here, “Storytelling: What Is Your Brand Story?”

If you have these brand fundamentals established, congrats! You are ready! If not, you have work to do to ready yourself for launching an effective B2B digital marketing strategy that incorporates content creation and content marketing.

Ready to elevate your B2B content strategy and marketing? Contact us a call to learn about our content creation services.

About C.E.K. & Partners

C.E.K. & Partners is an Atlanta-based B2B small business that helps brands create meaningful connections with customers and accelerate business growth. We help B2B brands capture data and insights, craft brand strategies, and develop content.

Creating content is hard. What are you waiting for? We're here to help. Contact us today!


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