B2B content marketers, ourselves included, sometimes struggle to produce content that is fresh, interesting and relevant. We get stuck in a rut from time to time and say, “What more can we possibly write about?”
It was only after a little recent research and introspection that I understood how we can consistently pull ourselves out of those ruts.
So, how’s this for a self-help cliche?: Keeping B2B content fresh and interesting isn’t an action, but a mindset.
Bear with me here. There’s not a bottle of snake oil at the end of this journey, promise.
“Fresh” vs. “Interesting”
“Fresh and interesting” is often just a matter of perspective. We’ll start with the “interesting” half of that equation first.
The key to all good B2B content is that it must deliver information your audience seeks. Take, for example, BloombergTV. For anyone not interested in finance or business, watching Bloomberg TV can be like counting sheep. But for other people, Bloomberg TV is a must-watch, and often the channel stays on all day long.
So long as your content is interesting for your audience, it has some value.
