4 ways to constantly improve content

May 2, 2019

News & Trends Strategy

B2B tech is always evolving and it is difficult to keep up with changing technologies and trends, while also being responsible for building strategies, copywriting and publishing content. If you are doing this alone it can certainly be a challenge, so to help, we have gathered 4 ideas on how you can constantly improve content.

Give the readers what they want

Just as technology constantly evolves, so does your audience. The landscape of the B2B buying journey has changed dramatically, keeping us chasing for new and relevant data to build strategies around. Maintaining relevancy is critical and the key to building a relationship with your audience is to provide relevant information, insights and value in a sustained, systematic manner. In order to do this, you must keep your finger on the pulse of your readers to improve content.

For example, millennials currently count for 50% of the B2B buyer base and with that comes changes to the buying process. When researching new products and services they make an average of 12 searches online and look for the same digital experience they encounter during the B2C sales cycle. 64% of C-suite executives still have final signoff but 81% of non-C-suiters also have a say in purchase decisions, a statistic to note when crafting content strategies.

Regularly engage with your team

According to CMI 61% of the most effective B2B content marketers meet with their content team daily or weekly. Furthermore, those who meet daily or weekly find the meetings to be more valuable (70%) than those who meet biweekly or monthly (49%).

Meeting with your team is important for several reasons. Keeping everyone on the same page isn’t an easy task. Meetings are key for creating and fine-tuning strategies, creating calendars and timelines, and keeping the team aligned on priorities. Bouncing ideas off of one another is another great reason, working collaboratively on ideas and benefitting from different perspectives.

Repurpose content for new channels

In all fields, including tech B2B marketing, original content creation requires a lot of hard work. However, with a little planning, creativity and long-term thinking, you can make that content do a lot for you on multiple channels. The sky is the limit as far as creative repurposing goes.

If you’ve written a long form whitepaper, there are ways that you can subdivide to get the most bang for your buck. You can use the infographics and visual aids as part of your social media campaign on Twitter and LinkedIn, or create a SlideShare to gather a wider audience. You could even record a video or a podcast with the wealth of information you’ve already gathered to create the paper.

By using what you already have on a different channel you can save a great deal of time and money. We wrote a piece on the topic of reusing content and you can read the whole article HERE

Invigorate old content with new statistics, visuals and ideas

Another way to constantly improve your content is by updating past blog posts that received high traffic, bringing them back to life with recent statistics. In the case of evergreen posts that are still relevant today, you can simply find ways to expand on those, rather than starting from scratch.

The first step is to create a list of posts with evergreen value, not all past content is suitable for updating. Once you’ve identified a few of these, prioritise which are most viable based on the metrics stored up to this date. (You can get this information from your analytics software, or your analytics team if you have one.) Once you have the list, distribute the articles across the team and start the research process to discover new statistics, technology, expert quotes, etc that can be added to the existing material to strengthen it and bring it up to date. 

So, there you have it, a few ideas to get you started on your journey to constantly improving your content and transforming something old into something new.

If you would like to dive deeper into any of the processes above or need help carrying out a more comprehensive content audit, get in touch and we would love to help you! For further content inspiration check out our post on brands winning at content marketing.

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