3-22-22

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How to Build Curated Content ExperiencesRaise your hand if you've fallen into the following B2B content playbook...Create content that’s just good enough, put it behind a form, capture the contact information of your readers, and then? Pester your audience until they unsubscribe or bend to your will. We're not throwing shade. We've been there too. And, it worked for some time.Unfortunately, this playbook has some flaws: Diminishing returns: your 'owned' audience becomes less engaged which leads to more mediocre content. Consumer expectations: When gated content rose in popularity in the 2000s when consumers weren't used to curated experiences. Think about Netflix, Spotify, Zillow, Stitch Fix experiences. Consumer expectations have changed. There's a crazy amount of content out there. Almost too much. As you build out and iterate your B2B playbook, it's important to strike the right balance between content creation and curation.Here are a few ways to strike that balance:  Meet your audience where they're at: Don’t create new attention; steal attention from where they’re already at -- platforms, communities, competitors. Putting content behind forms on your website and hoping they come to you no longer works.  Recycle content: Pump the brakes on creating new content. Instead, think about how different existing pieces relate to each other and the problems your audience is trying to solve.  Forget B2B, we’re all type C: Think about all of the capital C Consumer experiences we enjoy. They look different from B2B. And we love them. We’re marketers. What marketing do you enjoy interacting with? Do that. Dive deeper here.

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