The biggest challenge for B2B content marketers is “producing enough content,” according to a recent survey by the Content Marketing Institute and Marketing Profs.

How much content do you need to keep your program fresh and your visitors coming back? At least one new piece every week. That’s a minimum of 50 pieces a year. And it all needs to fit your strategy and the needs of your target audience.

Where does it all come from? Here are a few resources to help keep the content flowing:

Do it yourself.

You know what your customers want. Make sure someone else checks the copy for accuracy, readability and style. You can also produce videos on your own. They don’t need to be Hollywood epics, but they do need to tell the story clearly, with good audio.

Use in-house experts.

These are people who really know your products and services. Just make sure they stay focused on customer benefits, not product features.

Get outside experts.

These could be business partners, industry experts, even customers. They offer a fresh perspective. You’ll need to work with them to make sure their topics are appropriate to your strategy and your target audience. Their point of view may not always match yours.

Hire a writer.

Fulltime, part-time or freelance. Once your writer learns your industry, he or she can develop content that’s on brand, on strategy and addresses your customers’ pain points.

Work with an agency.

Marketing and PR agencies (like JPL) have strategists, copywriters and producers who understand your needs and know how to appeal to your targets. These are professionals who will get the job done right. And best of all, you get treated like a customer!


Otherwise known as “beg, borrow and trade.” You’re not the only one addressing your target’s concerns. There are industry bloggers, trade publications, trade associations, newsletters and other sources with content that interests your targets. Your audience will appreciate that you’re searching it out and serving it up. Make sure you get permission and credit the creators. Some of them may also be willing to publish your original content on their sites.

Buy syndicated content.

Syndicated content is available in some industries. These are pre-produced articles, videos and whitepapers that focus on general industry concerns. They’re not cheap, but these services can provide an ongoing supply of content. However it might not be relevant to your particular niche. You’ll have to weigh the cost against the relevance to your targets.

Ideally, you’ll mix and match these approaches. Leverage every resource you can find to keep the pipeline flowing with engaging, relevant content.

Content marketing draws your targets to you, building loyalty, traffic and leads. But you need enough content to keep them coming back. Before you start a content marketing program, make sure you know where that content will come from.

What are your ideas for creating a steady stream of content? Let me know in the comments section.