How to Generate Fresh B2B Content Ideas

How to Generate Fresh B2B Content Ideas

Mandie Armstrong

B2B content doesn’t have to be boring. It can be exciting—and it should be—to engage readers. Learn how you can generate fresh B2B content ideas that are relevant and engaging for your audience to enhance your overall B2B marketing campaigns for your brand.

Why you Need Fresh and Engaging B2B Content

In our digital world, fresh and engaging content for B2B’s is an absolute MUST to stay relevant. Change is happening at lightning speed for businesses, and content continues to multiply. If you don’t keep up, you’ll get left behind, and your competition may capture your audience with their fresh and engaging B2B content.

Audiences now expect and demand high-quality content. Thankfully, you don’t have to reinvent the wheel each time you produce content, as you’ve likely already paved part of the path.

There’s much help available when creating content for your B2B. On top of that, there are countless ways to recycle and repurpose content. For instance, you can make micro-content from a piece of pillar content. You can also leverage user-generated content.

What Type of Content Is Appealing in B2B Marketing?

B2B marketing is not that different from other types of content—like what you find in B2C, for instance. The difference lies in the tone of voice and target audience. B2B content is often more formal than B2C, given that it’s directed at businesses instead of consumers.

But at the end of the day, all content needs to be engaging to get its message across. After all, you’re still communicating to humans. And humans—no matter their social status, education, income, etc.—want engaging content that solves a problem or at least provides some type of solution or remedy to a problem.

Content is no longer only text-based—like blogs, for instance. It now takes many forms: infographics, videos, podcasts, ebooks, landing pages, white papers, and so much more. It’s always essential to appeal to different consumer tastes and produce various content types for your B2B. In addition, consider the following content genres or pillars for your B2B:

  • Educational
  • Behind the scenes
  • Trends
  • Instructional
  • Listicles (top 10 things, top 5 hacks, etc.)
  • Opinion piece
  • Case studies
  • Guides

Content genres

Insider Tip – upgrade your content regularly. Sit down and brainstorm with your team and develop fresh B2B content ideas. The quarter mark is generally a great time to innovate for your business.

5 Tips for Creating Fresh B2B Content

Follow our five tips for creating fresh B2B content to drive up your engagement rates. Applying these tips consistently for them to work as this will get you better results. It’s never one and done.

5 Tips for creating fresh B2B content

1. Create a Swipe File

A swipe file is a collection of writing examples—email subject lines, landing pages, sales pages, banner ads, blogs, etc. Originating in advertising and copywriting, it’s a valuable tool for all industries.

With a swipe file, you can store your favorite content ideas and even ones you dislike to provide contrast. You can easily set up a swipe file in a simple spreadsheet or use these resources of swipe files to help you.

2. Monitor Online Groups and Platforms

There is a wealth of information available in online groups like social media groups and question and answer forums like Quora. You can also use online resources like Google Trends to help with generating fresh B2B content ideas.

LinkedIn is a goldmine for B2B content ideas, given it’s currently the number one B2B platform for lead generation. If you have a premium subscription, you can also check out the various courses which can be helpful for content ideas.

3. Take Advantage of Team Members

Team members, including interns and admin staff, can be full of golden nuggets of information for generating fresh B2B content ideas. Remember, they buy products and services all the time (and know a lot about your company). So, pick your team member’s brains by holding a brainstorming session. You may be surprised at the ideas they come up with.

Don’t forget to thank your team members for sharing their input. You could even consider having rewards for the best content ideas that get traction from businesses.

4. Tune-In and Research Competitors

Your competition is a valuable resource to tap into when generating new B2B content ideas. The best way to do this is through conducting some good old espionage—now called research. Look at what content they are putting out on their website, social channels, etc.

You can even subscribe to their newsletter(s) and use the competitor analysis feature built-in SEO tools like SEMrush that tell you valuable competitor insights like best performing content. Take your research to a whole new level with a tool like Similarweb that gives you high-level insights into your competition.

5. Repurpose Existing Content 

Repurposed content is essentially a form of recycled content, and like recycling, it puts old content to new use. Did you know you can repurpose one article into 21 formats? Don’t believe us; just check out this Medium blog post: 21 Ways to Repurpose Your Articles.

Of course, you don’t need to do all 21 ways. Maybe all you need is a blog post turned into a podcast and video. You can also create infographics and memes for socials from that blog. You now have many forms of content from one source.

Extra Tip – To help you even more with B2B content ideas, check our table of tools for coming up with B2B blog topics.

Hopefully you’ve got lots of great ideas for generating fresh content for your B2B by now. Put these to good use consistently, and you’ll see traction. For more expert help, reach out to our team of B2B content marketers who can take your content to the next level.  Book time with our team today.