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A short, simple and specific case for more content, not less

Revving up the content engine takes some work. You are going to strike out. You are going to walk. But you’ll also wind up with a few home runs. That’s what people will remember.

There’s a good case to be made that B2B marketing organizations should produce less content and place greater emphasis on distribution.

Typically, this is couched under a mantra of “less is more.” Those little quips get lots of attention and everyone nods their head up and down in affirmation. Like. Love. Retweet. Comment.

There’s some truth to it because this is a classic problem in B2B. Whenever the “thing” is done – white paper, ebook, video – marketing is onto the next thing. No conversation with sales. No feedback loop. There’s little focus on how to get more ICP eyeballs to consider the piece or how it might be repurposed.

There are caveats to this of course, and a well-run company blog is a good example. If you look at companies that have made a name for themselves, in part, by blogging – HubSpot or Zappier – these companies are all in. Everyone knows HubSpot but Zappier seems to be crushing it with a PLG tie-in to their blog.

If baseball analogies can convey an idea, producing blog posts is like a batter taking a swing. It’s hard to hit a 90-mph fastball, but the more practice you do, the more swings you take, the better your chances of hitting a homer.

The legendary Babe Ruth is remembered for hitting home runs, but he struck out far more often and walked onto base even more. “Ruth hit 714 home runs and struck out 1,330 times. He walked 2,062 times,” according to Bleacher Report.

The blog is the perfect place for taking a lot of content swings. It’s a great vehicle to experiment, test ideas and try new things – and with very little risk. This is the place to ‘move fast and break things.’

Revving up the content engine takes some work. You are going to strike out. You are going to walk. But you’ll also wind up with some home runs. That’s what people will remember. If those people are your target audience, you’re golden.

Note to readers: I usually publish a summary of news from the PR technology solution providers on the first Tuesday of every month. However, it’s been quiet for the last 30 days, so I skipped it this month. I plan to have the next edition of the PR Tech Sum in March.

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Need an extra pair of hands? Hire us! Sword and the Script is a boutique B2B marketing, PR and communications consultancy. See our services.

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Image credit: DALL-E 2 

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