Content in a Content Filled Cyber World

How many times do you see an article on LinkedIn, in your inbox, online… or in fact anywhere; the subject line looks like something of interest, you click through to read more on the promise that this blog is going to change your way of thinking, or bring added value to your business, and then you close the article down as it was of no relevance to you whatsoever? It’s something that we all encounter.

There is an absolute abundance of content online, but what is going to make your content stand out from the crowd?


Content that is relevant to your target audience is one of the keys to unlocking a content masterpiece. It’s all well and good coming up with the Mother of all subject lines, but if the content isn’t relevant to the person reading it, well… we’ve already highlighted what is likely to happen.

Content is more than just about the message that you are looking to give to your audience. When creating a content plan, think about who is likely to be reading your pieces. Let’s take, for example, a cleaning company – Sending content to the Managing Director of the business about how cleaning is going to keep the office clean and tidy probably isn’t going to be all that relevant. Sure, chances are they are going to want a clean and tidy office, but think about the benefits that you’re going to bring to their business. Having regular cleaning, you’re going to benefit from less chance of infection spreading and in turn less downtime from employee absences. By reducing the amount of downtime, you’re going to increase the productivity of your workforce, and therefore reduce overheads for the same, or even better… more output.

Bearing the above in mind, think about subjects that are going to be relevant to your target audience. For the above scenario, you may look to create an article on “4 Tips to Increase Productivity from your Workforce.” Whilst the subject doesn’t relate to your offering, the content of the article would be looking at ways to increase productivity, through the cleanliness of their office environment.


Depending on the subject matter, creativity can really help in getting your article remembered by your audience.

Whilst it can be difficult to create thought provoking, original content, it really does make the difference between a great post and a mediocre post. With the amount of content that is available to us in the digital-era, chances are, there are going to be similar posts. So how do we create content that is going to differ from that of your competitors?

One way is to engage your audience before creating the content. Social media provides us marketeers with the power to reach an abundance of people who are willing to engage with you on a peer-to-peer level, as well as engaging with people, we also love statistics. So why not do some market research before creating a post? Creating a poll that involves like minded people on your business’ Twitter account with some relevant #hashtags will allow you to collate brand new statistics. You can then generate content based upon your findings, you may even uncover some interesting information that you didn’t know about your prospects.


Sounds a little obvious, doesn’t it? Especially when you consider what we have already covered in this article. Create content that is; relevant (engaging your audience); creative (engaging your audience); thought provoking (you guessed it… engaging your audience).

Ask your audience questions throughout your blog. It’s all well and good writing about something that’s relevant to the person reading it, but what do you want to achieve from your content? Naturally you want it to demonstrate your understanding of the subject matter, but it’s equally as important, if not more so, to get your audience thinking. Not only about what you are writing, but how the intellectual property that you are passing on could be implemented into their business. Easing the day to day challenges that your audience faces.

To recap…

Your content marketing strategy is one mechanism within a plethora of marketing techniques to engage your audience with your brand. By creating content that’s thought provoking, relevant, creative and engaging, your audience will begin to learn your thought processes as a supplier and your understanding of needs and challenges faced.

The digital-era has brought B2B buyers a new way of buying products and services, long gone are the days of buyers meeting with salespeople at an early stage to understand who you are as a potential supplier. Ever evolving buyers are looking to understand your methodology and products long before they look to meet with you… making your content the first impression. Does your content create the right first impression?