Why content is king and will continue to be king

Whitney Blankenship, Senior Content Marketing expert, shares insights on breaking through writer’s block and authentically reaching your customers.

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Episode summary

Humans love a good story – and when it comes to B2B marketing, the same truth applies. Content plays an integral role in the B2B buyer journey simply because content adds value!

Next up on Behind the Post is Whitney Blankenship, Senior Content Marketing Manager at Oktopost, Whitney joins host Olivia Messina to unpack the process in creating and delivering highly valuable and authentic content.

Whitney shares that content is easier to distribute if you start with the end in mind. Getting your content in front of customers is more meaningful when you focus on pain points and add real value to their life and role!

She even walks us through her creative process which includes lo-fi hip hop beats, a cup of mint tea, and a Google doc! Stay until the end of the show to hear her best tips for breaking through the dreaded writer’s block.

Hot topics:

The importance of quality content to reach your customers, and how quality will always trump quantity
Content distribution and how to formulate your content with promotion in mind
Creative processes: how to turn on that creativity every day and tips to break through writer blocks

Meet Whitney

Whitney Blankenship has worked in content marketing and social media for over 7 years. With a strong background in ecommerce and SaaS, she can be found wherever marketing meets technology. Specializing in engaging, conversational content, she’s been a leading advocate for customer, employee, and people-obsession.

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Unleash your inner artist

Behind the Post is a podcast by Social Media Managers, for Social Media Managers. Host Olivia Messina and her guests talk about the real challenges SMMs face while talking through the creative processes they need to create engaging content every day.

In each episode, SMMs talk through how they stay creative and interesting across their various social channels. The conversations are built to work through fresh ideas and captivating ways to keep your audience engaged and your leads funneling in.

One thing’s for sure, you’ll leave every episode with the tools and inspiration you need to nail your next social campaign!

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Frequently Asked Questions

How can B2B content marketers ensure their content delivers genuine value to customers?

B2B marketers should prioritize understanding customer pain points and focus on creating content that solves specific challenges. As Whitney Blankenship emphasizes, quality content that adds real value to a customer's role or life will always be more impactful than mere quantity, fostering authentic connections.

What are effective strategies for distributing B2B content to maximize reach and engagement?

Effective B2B content distribution begins by formulating your content with promotion in mind from the outset. Strategic planning ensures your valuable content reaches the right customers through appropriate channels, enhancing engagement and driving leads, as discussed by experts like Whitney Blankenship from Oktopost.

Why is storytelling and authenticity vital for B2B marketing success?

Storytelling is crucial in B2B marketing because humans inherently connect with narratives. Authentic, value-driven content adds significant meaning to the B2B buyer journey by addressing customer needs and building trust, as highlighted by Senior Content Marketing expert Whitney Blankenship.

What creative processes and tips can B2B content creators use to overcome writer's block?

To combat writer's block, B2B content creators can establish a consistent creative routine, much like Whitney Blankenship's method involving lo-fi beats and mint tea. Focusing on the end goal of content distribution and solving customer pain points can also stimulate ideas, turning on daily creativity and making content flow easier.

How does high-quality content contribute to lead generation and the B2B buyer journey?

High-quality content is integral to the B2B buyer journey by adding significant value at every stage. Engaging, authentic content that addresses customer pain points not only attracts and educates potential leads but also nurtures them through the funnel, ultimately driving conversions and sales for B2B organizations.

Why content is king, and will continue to reign