Reshaping B2B Content for New-Norm Success
The B2B content landscape has completely transformed over the past few years. Now, it's all about developing a smarter strategy, making each piece of content work harder, and leveraging AI where it fits. It’s about doing more with less because marketing budgets aren’t what they used to be.
The push toward remote work and the squeeze from economic pressures have made marketers rethink how they manage content operations. But with unwieldy tech stacks and disconnected workflows, adaptive and lean teams need a cohesive approach that embraces flexibility and out-of-the-box thinking. So what’s next?
I decided to go straight to the source, asking content marketers how they’re adapting and innovating in these challenging times. Here’s what I found out.
The Change Is Here
Post-pandemic, brands are adapting, but not by going back to old ways. The shift is permanent. The content team landscape has changed for good.
Freelancers and agencies are becoming integral to content teams, offering the flexibility and efficiency that in-house employees can't always match. It’s about keeping control over costs while being able to scale up or down as needed.
The challenge? Balancing the need for quality content with strategic goals in a predominantly remote work environment. But the trend is clear: quality is winning. Nobody has the bandwidth for content that doesn’t hit the mark.
How do I know? Because content queen, word maven, and editorial empress Ann Handley said so at B2BMX, and B2B copy whiz Grace Baldwin agreed.
Tell Me What You Really Think
It's loud and clear from everyone in the industry: aligning content with business strategy is the number one focus.
No more worrying about doing more with less. Instead, focus on doing the right things right. Stay on track by planning with clear objectives and working backward from key goals.
The Role of Gen AI and Human Creativity
AI is a tool, not a replacement. Sure, it's revolutionizing how marketers put ideas together and draft content. But it's the human touch that tailors this content to your audience and polishes it to shine.
As Lora Schellenberg, Founder of Just Citrus, says, "Gen AI has 10xed putting together ideas and an outline, and getting some sort of content on paper. This has catapulted my creative process. I'm spending most of my time on strategy: understanding target audiences, their pain points, what UNIQUE content you can provide that's on brand for your business." It's about setting the foundation first, then building on it.
