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The behind-the-scenes details that lead to effective B2B content

Maddy Cooper, founding partner at Brilliant Noise, explains what happens backstage when creating effective B2B content

In order to produce consistent, customer-focused content you need to invest in more than a shiny video or some pithy editorial copy. The behind-the-scenes detail of successful content organisations are where lasting efficiency stems from. Well-designed content operations increase efficiency, ensure that brands and businesses are producing high quality content, and in turn maximise ROI.

Create content for customers, not products

Every B2B company employs marketers who have in-depth knowledge of the products and services they sell - and these are often the people who are charged with writing blog posts and creating videos. These subject matter experts might be the most knowledgeable people when it comes to promoting a brand's products, but they're often not the best equipped to create imaginative, compelling content. Content created from this perspective often ends up being dry, inward looking and jargon filled and regularly focuses on the brand rather than the audience.

Finding your brand’s common purpose - the point at which your customers’ beliefs and interests overlap with those of the organisation - is the key to creating meaningful content.

Why good creative isn’t enough

Effective content creation is not all about the creative execution. B2B brands must take a serious look at their platforms, processes and culture, to ensure the content is consistent, customer focused and useful to your target decision makers.

A large part of this challenge revolves around making connections – not just with the businesses you want to work with, but within your own organisation. The teams responsible for creating content and communications must be connected and working towards a common brand purpose.

An increasing number of brands have started to tackle this challenge by introducing in-house ‘newsrooms’. These newsrooms are cross-functional, empowered and autonomous; the delegated brand voice which constantly works with real-time data and customer feedback. Short planning cycles and instant adaptability means newsrooms can act as iterative innovation hubs within large organisations. This can be the first spark of deeper organisational change.