The digital landscape is cluttered with published B2B content, and savvy marketers naturally want to make a splash of their own. But consider this: 60 to 70% of B2B content goes unused due to a variety of factors, from disorganization to a lack of resources.

Don’t let your content be among that (alarmingly high) percentage. Here are some tips for refreshing your marketing strategy in 2017 (and beyond):

1. Repurpose Your Existing Content

Most brands recognize the importance of content marketing, but often assume they lack the resources it takes to publish regularly. Repurposing content is a great way to update your strategy without starting from scratch. By taking a closer look at the assets at your disposal, you’ll find that most of what you need is right in front of you.

Content curation and syndication allow you to republish content that may be interesting to your target audience without actually having to produce it yourself. According to research from Curata, top marketers are creating about 65% of their own content, curating approximately 25% and syndicating 10%. While these strategies should not be your main source of content, they can help you publish more regularly without eating up precious time or resources.

2. Stay Organized

“Any tool or system that helps you with your processes will be critical for success next year,” predicts Arnie Kuenn, CEO of Vertical Measures. “Content marketing has quickly become complicated, so mapping your processes and then applying tools to help speed up as many of those processes as possible will be something all companies that are serious about content will need to implement.”

To make the most of your content strategy and implement all your great ideas, you must develop a plan and hold yourself and your team accountable. Kuenn suggests tools such as Workfront, Kentico, and Marketo to help promote organization and ensure that tasks are completed in a timely manner.

3. Write For Your Audience

The best strategy for creating content is to consider the consumer journey. Who is your target audience, what are they trying to solve, and how can you provide them with a solution? As Laura Roth, Director of Corporate Marketing at Conductor Inc. explains, “Personalized content is nothing new, but with consumer behavior constantly changing and a bigger demand by the consumer in how they wish to interact with brands, it’s going to be even more important for businesses to segment and target their content marketing campaigns if they want to succeed.”

4. Make Data-Driven Decisions That Matter

“Make sure your content team is evaluating performance based on real data and making content decisions based on real data,” advises Casie Gillette, Director of Online Marketing at KoMarketing Associates. It’s in your best interest to collect and measure data that actually matters to your success as a brand. For starters, focus on cost, performance, and engagement. While the most important metrics vary depending on your goals and industry, monitoring this data will determine if your return is impactful, or your strategy needs to be reconsidered.

5. Develop Publishing Partnerships

Developing meaningful external publishing partnerships is an important way to expand your reach and establish your brand as an authority within your industry. If you’re not exactly sure how to build relationships and pitch content to external organizations, start by:

  • Building a strong social presence to give potential partner publications an opportunity to expand their visibility and reach.
  • Think critically about what type of content might benefit each publication before you start writing or pitching ideas.
  • Research the topics each publication covers, who their audience is, and any content guidelines they have.

6. Focus on Quality

“I think there will be a trend toward spending the time that was allocated toward word length to content that is just good and resonates with people,” says Katy Katz, Senior Consultant at SmartbugMedia. “Storytelling, video content, and image optimization are all buzzworthy topics because they get to the heart of making engaging content.”

The effectiveness of any marketing strategy ultimately derives from the value it provides. Thoughtful, well-written content will always stand out in the sea of information in the digital space.

7. Don’t be Afraid to Take Risks

As Forbes contributor Neil Patel asks his readers, “What are you doing to embrace and tackle marketing industry changes? Are you afraid to try new things? Or are you fearless?” He goes on to say, “One of the reasons I am so passionate about the marketing industry is the anticipation of changes, and ability to experiment with new marketing tactics and efforts.”

In the digital landscape, there is always room for improvement. What works today may not work tomorrow. The best marketers take chances when it comes to changing up their form, content and style.

Longneck and Thunderfoot offer B2B content marketing services and strategies to transform your company blog into a sophisticated trade publication that builds influence and visibility in your market. Learn more about B2B content marketing here.

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Author Remy Bernstein

As L&T’s COO, Remy directs all internal and client operations for L&T. Since joining the team in the the summer of 2014, Remy has overseen the precipitous growth of the company’s full-time staff and client base. He works directly with every member of the L&T team to implement and operationalize new processes, manage client accounts, and produce exemplary content every day. A graduate of Kenyon College, Remy previously worked in the editorial departments at Publishers Weekly and Standard & Poor’s. He specializes in content quality management and scalable business strategies, and relies on his extensive journalism background to supervise dozens of branded digital publications.

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