It isn’t easy to produce enough content to support a B2B demand generation function. In a Content Marketing Institute study, 64% of small businesses and 53% of large enterprises said that producing enough content is a challenge they face. But how much content do you actually need to produce?
The short answer: There is no such thing as having enough (or too much) content for B2B marketing and demand generation. This article highlights a few reasons why.
Google Loves Content
The easiest, least expensive way for your company to win new customers is for them to find you through organic search. This means your prospective customers are searching for a solution like the one you offer and stumble upon your website, or a piece of a content you’ve created that lives anywhere on the Web. They found you. Impressed by what they discover, they then engage with your sales team.
Google is secretive about how its ever-changing algorithms index and rank content. But three generalizations can be made. First, Google likes a lot of content. It views companies that publish a lot of content more favorably than those that produce only a little. Second, Google likes fresh content. It wants to see that your company produces or updates content with some regularity. Finally, Google likes variety. It seems to help to have a mix of written, video, and graphical content. (It should also go without saying that Google strongly prefers good content to bad, but what makes it “good” in the eyes of Google is tricky to discern.)
To these ends, producing as much content as possible, as frequently as possible, in a diverse mix of content types can only help customers find you through Google.
Your Buyers’ Pain Points and Journeys Vary
In a B2B context, you want any piece of content you create to resonate with your prospective customers. Simply put, you want the content to speak to your customers’ pain points. But organizations aren’t consuming your content—people are. And people vary in whether they experience certain pains at all, how they experience them, when in the year they experience them (e.g., when budgets are being determined), and most importantly in how they want to be “spoken to” in the content they consume that addresses those pains.
When companies set out to create only a small amount of content, they typically focus on a limited range of pains and target personas at the biggest subset of target companies. That leaves out a lot of people—people who could become your decision-makers, influencers or evaluators. And the smaller the portfolio of content you create, the less likely it is that your content will cover all the bases of pains and personas.
It’s also important to link your content to buying stages. The content someone who is early in their buying journey wants to consume is very different than the content someone who is ready to buy wants to consume. Ideally, you should create content that maps to every stage in every one of your buyers’ journeys.
By producing a larger portfolio of content, you improve the odds that your content will resonate with those who are consuming it, regardless of who they are or where they are in their buying process.
Your Buyers’ Consumption Preferences Vary, Too
A final reason to produce as much content is possible is that people vary in how they prefer to consume content, and in what situations. Some people like to read, while some would prefer to watch a video. Some prefer short pieces like blog posts, while some prefer “meatier” white papers. Some consume content on their desktops with large screens, while others use smartphones. Some consume content at the office, while others work from home or are frequently at airports. And so on.
Again, it’s important to cover your bases and produce a variety of content to match preferences and situations such as these. If you only produce, say, a series of 10-minute videos, you’ll lose a large audience of prospective customers who prefer written content, shorter content, or are using a smartphone with a small screen and limited streaming bandwidth.
It’s not easy to produce a broad mix of content types, targeted to multiple audiences at various stages in their buying cycles, and released frequently. But if your goal is to generate new business, these are essential components of a comprehensive marketing strategy.