On the 27th of August, we hosted the 5th edition of our online discussion series. We had a phenomenal panel of female leaders in content marketing within the B2B tech space.

To begin, we had a presentation from Yvette Essen, Head of Content and Communications, who described her content marketing strategy at CyberCube. Yvette shared with us tips on how to build out an editorial calendar using Monday.com, how to align your content & best strategies for B2B content promotion!

Afterwards, we brought the conversation to the rest of the panel alongside Yvette, to talk about their experiences with trending B2B content marketing topics in the current coronavirus climate. 

We were delighted to be joined by:

Lucy Thorpe, Head of Content & Social Media at In Cloud Solutions

Emily (Smith) Byford, Content Marketing Manager at SaaStock 

Christina Pashialis, Content Marketing Manager at Soldo and Founder at ContentUK

We received a detailed insight into the recent successes and challenges of our panellists’s r content strategy. Here are a few of our key takeaways:

  • Content should ultimately serve to educate, build trust, and create a brand. Quality is of utmost importance, so try spreading one piece of quality content over multiple channels, rather than focussing on quantity if you have limited time. 
  • SEO comes second to creating engaging content that entices readers. WordPress Plugins, such as Yoast, are a great way to begin to measure your SEO without outsourcing to an SEO expert. 
  • Content planning is most tactful when broken down into user personas. In B2B, this often means supplying content for both the user of your product, and the purchase decision maker. 
  • The panel concluded that whether or not your content is gated or ungated, it should be based on a trial and error approach to see what works best for your business. Try using discount codes or CTA’s on a content page, to track whether your readers are converting to leads. 
  • Engaging your employees in content generation is a helpful way to produce quality content at a faster rate. Ask your employees what topics make them excited, and they will most likely be eager to share their expertise. 
  • In a Coronavirus world, content should not be limited to a blog post, but should be innovative and exciting. New channels are emerging to offer live events and interactive webinars, which are a great way to engage your audience. 
  • The panel agreed that building press relationships is an important step in a content strategy. Use buzzwords and stay on top of trends to attract the press, and don’t be afraid to approach journalists and influencers who might be interested in your content. 

To catch-up on the full webinar, apply for a free FINITE membership & details will follow!