When it comes to creating effective B2B marketing content, these three traits arguably rank as the most essential: credible, authentic, influential.
- Credible: Does the content position its author or brand as a knowledgeable and authoritative expert in their space? Enough so that it aids in justifying a decision to invest in their solutions?
- Authentic: Is the content reflective of what that person or brand is really about? Does it instill trust through truth and transparency?
- Influential: Does the content actually shift perceptions and drive the reader or viewer toward some sort of action?
These three qualities, in a nutshell, differentiate marketing content from plain-old “content.
