Contrary to popular belief, written content is still king.

Blogs and articles are a fantastic way to catch business buyers responsible for a fraction of 8.5 billion monthly Google searches.

Sadly, marketers of many companies hold a dangerous mindset:

“Content is content”

The keyword-stuffing times are behind us. Companies should no longer create content to rank well on search engines. 

Great content goes beyond mere organic growth.

A well-executed content strategy establishes you as an industry authority, gets shared beyond marketing attribution, and creates and captures demand.

The results?

More people love what you do.

And you get more closed-won deals.

Step 1: Help your audience

Many companies see their blog as a simple way to boost their SEO. Publish a few articles here and there, and magically, you’ll reach first place on Google. 

That’s why AI-written content has exploded.

Decision-makers behind companies don’t understand why great content is valuable to readers and how it can impact their business.

I firmly believe B2B companies should help their audience.

Learning is the number one reason decision-makers land on your blog in the first place. 

While being entertained is a bonus, it’s not the primary reason.

In your ideation process, ask yourself: 

• Is this content idea something my audience will find interesting? 
• Will it help improve my ideal customer's life or business?
• Is this information already out there?

A great way to ideate content is by checking Quora, Reddit, and YouTube — sort topics or videos in your niche by the most popular.

You may also find prospective customers' struggles and realize you have better answers than what you find on forums.

Align your ideated content to your strategy and solution to win.

Step 2: Write for intent

A few years ago, it was common B2B marketing practice to create content by the buyer's journey — the standard marketing funnel:

1. Completely unaware of their problems
2. Painfully aware that they have a problem
3. Desperately looking for solutions
4. Comparing vendors
5. $$$

However, marketers realized that forcing buyers through a linear journey doesn’t work because that’s not how buyers buy.

Take your last business purchase as an example.

Did you go through all top-of-the-funnel content, reach the mid-funnel, and magically decide you’re ready to buy after reading a BOFU article?

Most likely, nope.

Does it mean that the traditional marketing funnel is a load of crap?

Not entirely. 

But I look at it differently — by intent.

Let’s take two Google searches as an example.

1. “project management”
2. “project management solution for small businesses”

Anyone can search for “project management.” A student attending school may want to learn more about project management processes and methods. 

Nothing tells us a majority of the searches will be from your ICP.

But in the second, the person has narrowed their search down.

They’re specifically looking for a project management solution for their small business.

Their intent? They’re hungrier to buy.

If you aim to attract and close more buyers, creating content around transactional keywords can be a winning strategy — especially in niches with little competition.

But if you’re more interested in creating demand, aim to show up on more informative searches with your unique point of view and practical advice.

Step 3: Share unique expertise

Most company blogs and articles on the internet today share regurgitated information. The topics are general and information shallow, leaving no reader (except maybe pure novices — who most likely aren’t your ideal buyers) none the wiser.

• “Why you need to upgrade your legacy systems”
• “Why you need marketing software”
• “What is process automation”

Business buyers know all this stuff. 

It’s like writing an article on why you must drink water or brush your teeth daily; everyone already knows it.

Do this instead for winning articles: 

Share unique expertise.

If you have customers and see success as a business, you know how to problem solve and have expertise in areas your typical business buyers don’t have.

And that’s the beautiful thing: your expertise is unique.

How you view and solve problems is unique to you and your subject matter experts.

Sharing that information sets your company apart from regurgitating competitors.

Dare to share your expertise without hiding it behind forms or paywalls. 

Do it with your stories, numbers, and research — and include it as much as possible in your articles and other written content.

Only you can back up your own experiences and expertise.

TL;DR: Your action plan

1. Help your audience

2. Write for intent

3. Share unique expertise

Remember: Your expertise is unique, don't be afraid to share it.