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Content strategy

An important part of your communication strategy, a content strategy is a plan for the creation, delivery and management of useful, usable and enjoyable content. This “content” can be information and information-based experiences of all kinds—from written articles, data and info-graphics to interactive video, podcasts, learning tools and interesting competitions.

An engaging content marketing strategy is crucial to the success of B2B marketing and communication efforts. By publishing a variety of different types of content, you can demonstrate your company’s expertise via the quality of the insights, know-how, opinions and sources made available, the stories shared and the people interacting with the company.

An engaging content strategy describes the what, why, how, for whom, by whom, with what, when, where, how often, what next and measurement issues. By making this information interesting, entertaining and worth sharing, you can transform the way that B2B buyers interact with your company.

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How to improve SEO with a content audit

by BBN USA Houston
A hand in pink gloves ready to spray some cleaning product

A content audit is kind of like spring cleaning. Once a year (or on another regular schedule), you go through your website and get rid of pages that no longer fit you or your brand. Besides deleting pages that see few visitors, you also need to update, consolidate, keep or redirect other pages. Although there’s no shying away from the fact that it’s a lot of work, a properly performed content audit can send a surprisingly large amount of organic traffic your way. Remember, it’s quality website pages offering valuable information, and not the amount of content on a site that search engines look for and reward.

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Some (grammar) rules were made to be broken

by Pha Khem

In the agency world, copywriting is a form of creative expression. Yet some haunting memories of your English teacher shoving grammar rules down your throat may bring your creativity to a grinding halt. How important is it to pay respect to some long-standing grammar rules that dare I say, no longer have a place in this modern world? In this article, I banish five grammar myths to help ease you into copywriting bliss.

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6 tips to help tell your company sustainability story

by Mercedes Beaudoin

The world has made a fundamental shift in the way it views sustainability since the United Nations Framework Convention on Climate Change’s (UNFCCC) Paris Agreement was signed by 195 countries in 2016. The effects of this shift have rippled to companies who are now also legally obliged to meet the agreement’s goals.

Thus, organizations are gradually realizing that sustainability is not merely a trend or a moral obligation, but a reality that needs to be integrated into every strategic plan and action. However, few organizations know how to communicate to stakeholders that their actions align with global climate goals.

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Why thought leadership is (still) pivotal for big industry

by David Hoskin

“There’s a seat for everyone at the Thought Leadership table,” says Morten Floee Knudsen, Thought Leadership Content Manager at global engineering company FLSmidth. In a highly competitive market with discerning buyers, thought leadership is an important tool in the B2B marcomms toolset.

“People can be intimidated,” said Morten Floee Knudsen, when I asked him about thought leadership as a marketing mechanism in heavy industry.

“The idea of spending resources on creating or sharing inspiring, thought-provoking content that does not talk about your product and won’t sell products tomorrow can be a scary thought. But raising issues and debating broader industry challenges show that you care, that you take ownership of the market, and that you speak the same language as your customers.

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Where to next for content marketing?

by David Hoskin

At BBN, we’re embarking on a journey to update the content marketing toolset that has guided successful content marketing programs for B2B companies the world over.

Content marketing for B2B companies requires a well-planned and coordinated effort. Success comes down to being able to choose the most suitable approach, within the limitations of budget and resources, from a multitude of content marketing disciplines.

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What do gates have to do with content? A guide to paid, earned, owned and shared media

by Pha Khem
Two gates that are locked up to represent gated content

Promoting your B2B brand, its products and services is an essential part of successfully marketing yourself. But it can be tricky to navigate the multiple media types and with a lot of marketing jargon flying around.

What is the difference between paid, earned, owned, shared media? And what is gated and non-gated content? Here is a quick overview of how you can use these four media types to enhance your content marketing strategy.

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