Better Writing Will Not Fix Your Content. Here's What Will.

B2B content marketing is losing its quality due to copycat content, endless skyscraper strategies, and SEO mania. Content has to have utility in order to be successful, unlike creative writing which does not need a reason to exist. To improve content, focus on well-organized structure, distribution-worthy ideas, and storytelling that is used selectively.

Organizing content starts with asking what piece of content you would be proud to distribute, and then selecting subtopics to address and using the MECE framework. Distribution-worthy content should be something you wouldn't be embarrassed to send to a prospect, and a unique angle gives your content a great way to be introduced and distributed. Storytelling should be used selectively and should be combined with utility to be successful.

Page Experience is also important for content success, as it gives an official name to on-page UX being important for SERP rankings. UX should not be used to overcome poor performance, but should be used when convincing a prospect or delivering technical content. Offering multiple content formats, including infographics, videos, and carousels, also helps with UX.