How to Decide What B2B Content to Create and Where to Publish It

Are your channel decisions rooted in strategy, or just habit?

For some B2B marketing teams, the honest answer is somewhere in between. The channels accumulated over time. LinkedIn, because everyone is on LinkedIn. A podcast because a competitor had one. Instagram, because… optics?

Before long, there’s a whole content operation built around platforms nobody consciously chose.

In this episode, Amy Woods gets into a crucial part of a B2B content strategy: deciding where your content should live and where it should not.

From the difference between owned and borrowed channels, to finding the sweet spot between where your audience is and where your team can show up consistently, this episode gives you a practical framework for making channel decisions you can stand behind and revisit regularly.

Find out:

• Why spreading your content across too many platforms dilutes rather than builds
• The difference between owned and borrowed channels, and why it matters for your long-term strategy
• How to find the sweet spot between where your audience is and where your team can show up consistently
• Why platform-specific content outperforms cross-posting every time
• How audience intent and your own content intent should shape your format decisions
• Whether your channel strategy should factor in the customer journey
• How many platforms to focus on for an effective B2B content strategy
• The three questions to ask when auditing every channel you are already on

Important links & mentions:

• Blog post about this episode
• Why Not All Content Works Everywhere and That's a Good Thing
• Take the B2B Content Operations Benchmark
• Part one of the series: What Is a B2B Content Strategy (And Why Does It Matter)?
• Part two of the series: How Do You Align a B2B Content Strategy to Business Goals?
• Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy?
• Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?
• Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x website
• Amy’s book: Content 10x: More Content, Less Time, Maximum Results

Timestamps:

• 00:00 Intro: Publish smarter, not harder
• 00:50 B2B Content Strategy Series intro and recap
• 02:15 Avoid the trap of being everywhere
• 03:46 Free B2B Content Operations Benchmark Assessment
• 04:30 Where your content should live
• 05:39 Owned channels vs borrowed channels
• 07:16 Importance of being confident on a platform
• 08:42 Why you should review your channels… and how
• 10:34 Content formats: don’t try to do everything
• 10:58 Audience intent
• 12:58 Customer journey and content types
• 14:08 Repurposing across the funnel
• 14:41 How many platforms should you focus on?
• 15:42 How to audit your current channels
• 17:30 When to double down or leave a platform
• 18:46 Key takeaways: focus over spread
• 19:19 Series recap: what’s next
• 19:54 B2B Content Operations Benchmark reminder
• 20:32 Wrap up

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.