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2016 B2B Content Marketing Trends – What’s Wrong with this Picture?

The start of a New Year brings a host of new initiatives and goals in the workplace. At the top of many B2B marketers’ minds is the push towards creating a higher volume of better quality content. Content marketing can help build inbound leads, increase website engagement, and position your business as an expert in the field.

It’s not surprising that this is an important strategy for many businesses in 2016. In a recent study by Content Marketing Institute and MarketingProfs, 72% of B2B Content Creators say that creating more engaging content is a top priority for the year. What is surprising is that only 19% of these B2B Content Creators feel it is important to become stronger writers!

Top Priorities for B2B Content Creators

Where is the disconnect? The #1 priority is going to be difficult to achieve without the proper skills that lay the foundation for quality B2B content!

Quality Content Demands Quality Writing

Engaging, share-worthy content has two distinct features: valuable information and clear communication. You've got great ideas, so don't let them get overshadowed by unclear phrasing, jargon, or distracting copy errors. If your writing isn't clear, your ideas won't be, and readers will lose interest and confidence in your expertise.

What can content managers do to help their teams write better content? How can you get better blog content from your content agency and copywriters? How will you identify the best SEO copywriters? What changes do you need to make in 2016 to ensure that content distribution is productive rather than a time sink?

You've already dialled into the most important marketing trend of the year. Now equip your team with the tools to make your content effective. Here are 3 simple ways your team can improve their writing and reach your engagement goals:

  1. Read. Encourage your content creators to read – from different genres, formats, and resources. Too often, we get stuck in patterns without bothering to test new writing styles. Encourage your team to experiment and pull inspiration from different sources. Reading more will help make your team’s blog copywriting much better.
  2. Write how you speak. Readers want to read personal, human, and useful writing that is easy to understand and implement. Do the hard work for them by keeping your writing clear and conversational. Reading your work out loud can help you simplify your writing.
  3. Use structure. Engaging marketing content starts with a great idea, followed by a good outline. This rough outline will provide structure that will help guide your work by keeping B2B content focused and the information included relevant.

Don't have a copywriting team in place? Need some support to reach your content marketing goals for 2016? MintCopy provides clean, clear and effective copy for your company's website and blog. Contact us today to discuss your content marketing strategy and how MintCopy can help. Call 888-646-8003 or send us an email.

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