Creating content for modern marketing

Content creators suffer from "writing blocks"

Research shows that content creation is seen as one of the biggest challenges for content marketing. It’s not just authors who suffer from a ‘writers block’, complete organizations face this problem. Creating content in itself is challenging, however, due to the rapid growth of content marketing initiatives, distinctive content is becoming more and more important. When content becomes a repetition of previously published knowledge or facts, the added value is limited. Providing content of high quality, with unique characteristics, increases its appeal. Here is what to create and where to begin.

Which content formats can best be applied, is of course an interesting question. The Content Marketing Institute 2016 carried out relevant research on this subject matter. Approximately 1500 B2B marketers that took part in the survey, were questioned as to the effectiveness and the use of different content marketing tactics. The tactics that are perceived as most effective, are shown in the figure below.


The effectiveness of a format depends very much on the message and the audience, but also, of course, on the quality of the content and reach of the audience. It’s impossible to single out one format or offer advice on the best application thereof. It is possible however, to logically link content formats to the buyer journey. In order to stimulate the discovery process trend analyses, vision and infographics can be suitable. The consideration phase, however, lends itself to formats that can transmit more in-depth messaging, for example, whitepapers, checklists and demos.

Furthermore, the chosen content formats must be suited to the DMU (Decision Making Unit) member they are targeted at. When establishing the framework for the use of online messaging, the DMU members and the phases of the buying process should serve as the starting point. As such, downloadable research reports and vision documentation can be interesting for executive board members, and whitepapers about organizational issues for line managers.


Here, individual content items are not standalone entities, but rather combined in order to reinforce one another. In the example above, research can be combined with roundtable sessions. But that same research, can give rise to, among other things, blogs for blogsites and infographics to be applied on social media. The same basic content is then used in a different context, aimed at different DMU members.

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