Content strategy varies from industry to industry. Business-to-business (B2B) content in technical spaces such as industrial automation, for example, might aim to explain how a robot can help make a process or system more efficient or easier to deploy.

Quality B2B content today does more than just attract people to your website; it also informs readers about technologies and products that may help them do their job faster, solve new problems, or become more efficient. In the tech space, if the story doesn’t quickly hook readers by addressing their concerns or inform them about trends relevant to their line of work, you are wasting time and money.

Build your strategy, execute on the content, measure the effectiveness, and adjust as needed. What channels work best for your target audience? How will you measure success (likes, opens, clicks, shares, etc.)? What approach will you take to improve performance (switch up headlines, feature different products, adjust target list titles, etc.)?

According to Demand Gen Report, 62% of B2B buyers engage with between three and seven pieces of content before contacting sales. If a potential customer comes to your website and it’s not immediately clear what your company does and what your value proposition is, you’ve lost them. Make your content informative, relevant, timely, and engaging. In addition, be sure to recycle, rework, and republish content across multiple media formats. In the technical space, for example, a white paper can become a feature article, which can be reworked to include additional information from a different industry vertical, and these can then be packaged into blogs and blurbs for e-mail newsletters and social posts.