Always make sure to create the content that’s best fit for the audience. It has to fit their context. So the content has to be a surprise. It’s not at the expense of telling them something or making them feel like they are in the right place. You want them to be surprised and delighted at discovering your content. It’s an audience evaluation thing to do. So take into account what they like and what doesn’t and make sure it fits. Finally, don’t create the content for a specific audience – give it to everyone, especially because all this content has to be consistent with the brand values of the owner. This is a serious business problem and you need to be strong about it. Content marketing has to be world class.

Certain sort of content marketing may have been misunderstood – For brands, marketing is about a constant evolution of the culture. It’s about rebuilding the brand with new attitudes and behaviors to learn from. So they have to create the content that is relevant to that now changed culture. With the usual things, they have figured out that everyone is going to be producing content, and they better figure out how to keep it on top of everything and how to set their segment apart. One of the things a brand is asking themselves is “what is the art of content marketing?” So they have to figure out that art. When we talk about art, we don’t mean just how to produce the content, but rather the personal expression of the brand. For example, if you are famous for playing one kind of music, you may be interested in polishing the tone of the music in your content to meet your customers.

Content marketing has to be consistently good – It has to make the right jokes, right to the point, to be relevant. It’s about consistency.

B2B content marketing is big business – The reason that B2B marketers spend so much time on content marketing is because B2B marketers are in the same position as B2C marketers. When it comes to content marketing, B2B marketers want to talk about things that are of importance to their customers. For example, business to business marketers want to talk about projects. B2C marketers might like to talk about personalization but for B2B marketers that’s a very different issue, so they talk about that for a really different audience. And as a B2B marketer, it’s not just about the content itself, it’s about the audience and the value that the content brings. It’s important that your audience believes in what you’re saying and feel that you can do it better than someone else.