How to Decide What B2B Content to Create and Where to Publish It

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How to Decide What B2B Content to Create and Where to Publish It

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Are your channel decisions rooted in strategy, or just habit?For some B2B marketing teams, the honest answer is somewhere in between. The channels accumulated over time. LinkedIn, because everyone is on LinkedIn. A podcast because a competitor had one. Instagram, because… optics?Before long, there’s a whole content operation built around platforms nobody consciously chose.In this episode, Amy Woods gets into a crucial part of a B2B content strategy: deciding where your content should live and where it should not.From the difference between owned and borrowed channels, to finding the sweet spot between where your audience is and where your team can show up consistently, this episode gives you a practical framework for making channel decisions you can stand behind and revisit regularly.Find out:Why spreading your content across too many platforms dilutes rather than buildsThe difference between owned and borrowed channels, and why it matters for your long-term strategyHow to find the sweet spot between where your audience is and where your team can show up consistentlyWhy platform-specific content outperforms cross-posting every timeHow audience intent and your own content intent should shape your format decisionsWhether your channel strategy should factor in the customer journeyHow many platforms to focus on for an effective B2B content strategyThe three questions to ask when auditing every channel you are already onImportant links & mentions:Blog post about this episodeWhy Not All Content Works Everywhere and That's a Good Thing Take the B2B Content Operations BenchmarkPart one of the series: What Is a B2B Content Strategy (And Why Does It Matter)? Part two of the series: How Do You Align a B2B Content Strategy to Business Goals?Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy?Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?B2B content strategy series on YouTubeAmy on LinkedIn Content 10x websiteAmy’s book: Content 10x: More Content, Less Time, Maximum ResultsTimestamps:00:00 Intro: Publish smarter, not harder00:50 B2B Content Strategy Series intro and recap02:15 Avoid the trap of being everywhere03:46 Free B2B Content Operations Benchmark Assessment04:30 Where your content should live05:39 Owned channels vs borrowed channels07:16 Importance of being confident on a platform08:42 Why you should review your channels… and how10:34 Content formats: don’t try to do everything10:58 Audience intent12:58 Customer journey and content types14:08 Repurposing across the funnel14:41 How many platforms should you focus on?15:42 How to audit your current channels17:30 When to double down or leave a platform18:46 Key takeaways: focus over spread19:19 Series recap: what’s next19:54 B2B Content Operations Benchmark reminder20:32 Wrap upAmy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

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