Content marketing is an incredibly significant tool when it comes to generating leads and building relationships. Businesses are increasingly focusing on content, with nearly three in four B2B marketers saying content marketing has become more important to their business in the last year.

Almost half of B2B marketers (47%) say they plan to hire or contract content producers this year. Whether you create content yourself or oversee someone else’s work, B2B content can be a valuable investment in your business.

How do you get it right? You have to make your content stand out from all the rest. In this issue of PromoPro Daily, we’re sharing expert tips from Dina Mostovaya, a global communications consultant, on how you can do this.

1. Create a portfolio of case studies. Let your prospects see how you’ve helped other businesses achieve success. Mostovaya points out research that shows that nearly half of B2B marketers plan to increase their investment in case studies because they’re so helpful in educating audiences. Case studies give potential clients a full scope of your expertise, so keep your portfolio current.

2. Invest in R&D. This is important in content development, Mostovaya says, because you can use it to introduce your team as industry experts. She recommends highlighting your company’s research and development activities to boost credibility with your audience.

3. Leverage pilot projects. Launching a new project for clients can be both challenging and exciting. Mostovaya says pilot projects are beneficial for reducing the risk of introducing a new solution.

4. Don’t make prospects guess. The B2B content you create should leave no doubt how you can help solve a problem or fulfill a need. View your products and services like a client might and then focus your B2B content on the aspects that would attract clients.

5. Show your expertise. This means you should understand what’s going on in your prospects’ worlds. Different audiences want to see different facets of your brand, Mostovaya says, so know how to showcase your company in the best light to every audience segment. You should also know how to get your message across most efficiently. Not all communication channels are created equally, so choose the best platform and format to share your content.

You’ve heard the saying: Content is king. Whether you’re creating B2B content to educate, attract or engage your prospects, keep the above tips in mind to set your content apart.

Compiled by Audrey Sellers

Source: Dina Mostovaya is a global communications consultant with more than 15 years of experience and the founder of Madrid-based consulting firm Mindset Consulting.