Crafting Valuable Content: 7 Unique Ideas for B2B Marketers to Engage & Convert

You want to create content that stands out and provides value to your audience. Investing time and resources into this is a smart move, but staring at a blank page and facing writer’s block can make it hard to generate ideas that resonate.

Don’t worry—we’re here to help.

7 Ways to Create Valuable B2B Content

Here are some practical content ideas you can start working on today.

1. Repurpose Your Top Content

If you’ve had content that really resonated with your audience or gained a lot of traction, consider building on that success. Think about how you can refresh or expand your best content. Update old blog posts with new stats, or turn a popular video into a downloadable guide. This approach helps you get more mileage out of your existing content.

2. Teach a Specific Skill

People often turn to content to learn something new or improve their skills. Providing clear, step-by-step instructions and practical tips can help your audience develop valuable skills. Create quizzes or challenges to test their knowledge and share your own experiences to make the content more relatable.

3. Curate Relevant Industry News

Your audience may not have time to keep up with all the latest industry news. By curating and sharing important updates, you save them time and position your brand as a valuable resource. This not only keeps your audience informed but also reinforces your role as a leader in your field.

4. Offer Actionable Tools and Resources

Extend the value of your content by providing practical tools and resources. Create items like checklists, templates, or workbooks that your audience can use. These resources help them apply what they’ve learned and add lasting value beyond just reading or watching.

5. Share Your Unique Insights

Your personal experiences and viewpoints are unique and valuable. Share your own stories, data, or case studies that others can’t easily find. Whether it’s a new take on a popular topic or insights from your own journey, your perspective can offer real value.

6. Interview Industry Experts

Engage with industry experts and thought leaders for interviews. You can feature their insights in videos, articles, webinars, or podcasts. Their perspectives add depth and credibility to your content, making it more compelling for your audience.

7. Address Common Questions

Look at the questions your prospects and customers frequently ask. Use these queries to guide your content creation. By addressing common pain points and problems, you provide direct solutions that your audience is actively seeking.

To Gate or Not to Gate

Once you’ve created valuable content for your audience, you have to consider how they will access it.

Regardless of channel and medium, there are two options: gated content and ungated content.

Gated content requires users to fill out a form with their contact details—like name, job title, and email address—before accessing it. Ungated content is open to everyone online without restrictions.

So, should you gate your most valuable content?

You’ve invested time and resources into creating high-quality material. It makes sense to use it to attract more leads. According to a 2023 Semrush report, 17% of marketers see gated content as their top performer.

However, some prospects might avoid gated content because they don’t want to share their information, which can result in lower engagement rates.

The best strategy is to use a mix of both gated and ungated content. This approach helps you reach a wider audience while still capturing qualified leads.

Conclusion

If your business needs more high-quality, valuable content but you're stuck in a content rut, try experimenting with these creative ideas.

What are some challenges you’ve faced in creating valuable content, and how have you addressed them? Let us know in the comments! ??

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