How to Tell a Consistent Story Across All of Your B2B Marketing Channels B2B Marketing
Posted: Thu Sep 25, 2025 4:49 pm
According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends – North America report, B2B marketers are using a variety of media types. The top 10 B2B content marketing tactics include online presentations, white papers, videos, case studies, social media, blog posts and more.
If you are experimenting with new tactics,
it can become hard to tell your story across all of your channels. The more tactics you have – and the more people who are creating content for you – the harder it is to keep your message consistent.
However, telling a consistent story is vita
l if you want to raise brand awareness, attract high-quality leads and convert them into customers. The TechTarget Media Consumption Research Brief revealed that 65% of B2B technology buyers south korea telemarketing database review at least four pieces of content before they make a shortlist of vendors. If a buyer sees four pieces of your content – with four unrelated messages – the buyer won’t be able to understand your value or make a business case for your products or services.
Here are four ways you can tell a consistent story across all of your B2B channels:
Think of your audience first and your channel second.
You can create amazing ebooks, videos and social content, but if your target audience doesn’t think it’s relevant, you’re wasting your time and resources. TechTarget found that “media is only effective if the information that it features is relevant to their research and is helpful for them during the process.” If your content isn’t relevant, your buyers will search your competitors’ content until they find what they are looking for.
2. Stay focused on your long-term business goals.
Many B2B marketers don’t think about their overarching goals when they create content. They often get caught up in short-term planning (e.g. promoting an upcoming webinar) but fail to think about driving business in the long term.
If one of your goals is to attract more high-quality leads and convert them into customers, then your messaging should focus on moving customers through your sales cycle. Each piece of content should lead customers to another related piece of content where you expand on your story and work on gaining their trust.
Create content guidelines.
If multiple people contribute to your blog or other content marketing efforts, then you must create and enforce a style guide. The guide can outline:
If you are experimenting with new tactics,
it can become hard to tell your story across all of your channels. The more tactics you have – and the more people who are creating content for you – the harder it is to keep your message consistent.
However, telling a consistent story is vita
l if you want to raise brand awareness, attract high-quality leads and convert them into customers. The TechTarget Media Consumption Research Brief revealed that 65% of B2B technology buyers south korea telemarketing database review at least four pieces of content before they make a shortlist of vendors. If a buyer sees four pieces of your content – with four unrelated messages – the buyer won’t be able to understand your value or make a business case for your products or services.
Here are four ways you can tell a consistent story across all of your B2B channels:
Think of your audience first and your channel second.
You can create amazing ebooks, videos and social content, but if your target audience doesn’t think it’s relevant, you’re wasting your time and resources. TechTarget found that “media is only effective if the information that it features is relevant to their research and is helpful for them during the process.” If your content isn’t relevant, your buyers will search your competitors’ content until they find what they are looking for.
2. Stay focused on your long-term business goals.
Many B2B marketers don’t think about their overarching goals when they create content. They often get caught up in short-term planning (e.g. promoting an upcoming webinar) but fail to think about driving business in the long term.
If one of your goals is to attract more high-quality leads and convert them into customers, then your messaging should focus on moving customers through your sales cycle. Each piece of content should lead customers to another related piece of content where you expand on your story and work on gaining their trust.
Create content guidelines.
If multiple people contribute to your blog or other content marketing efforts, then you must create and enforce a style guide. The guide can outline: