Newsletter | October 21, 2020

10.21.20 -- The Biggest Question In B2B Marketing: What To Write About?

  In This Issue:  

From The Editor


It’s that time of year: Stress abounds from fantasy football, election coverage, and 2021 marketing planning.

I’ll stick to what we at Follow Your Buyer know best: Marketing planning. A year ago, you might have been asking, “What events should we put on the calendar?” This year, a more productive question is, “What should we write about?”

Maybe you are an in-person event enthusiast who is reluctantly trying this whole content marketing thing. Or perhaps you’re a content marketing veteran who wants to start 2021 feeling confident about your strategy. Regardless of which description fits best, this week’s featured article is for you.

The Engagement Engine is our way of helping B2B marketers get started with the Follow Your Buyer methodology. In doing so, you’ll begin to answer that pesky question, “What should we write about?”

Thanks for reading,



Abby Sorensen
Chief Editor | Follow Your Buyer


The Engagement Engine: An Exercise For Content Marketing Success

Simply put, the Engagement Engine is how you follow your buyer. It's a framework to fueling sustained growth by linking marketing with market opportunity via long-term, strategic thinking. It’s a deep-thinking exercise that will guide and refine your long-term content marketing plan.

What Should We Write About? Advice For Choosing The Best Content Marketing Topics

Determining what to write about is one of the biggest challenges for B2B content marketers. This article explores how to pick the topics that will truly drive engagement with your target buyers. Keep reading for three sources of content ideas that are often hidden in plain sight.

What Not To Write About: 4 Content Marketing Traps To Avoid

It will only take 2-3 minutes to read this article. But a much larger time investment is required to take a close, critical look at an existing content library and plans for new content creation to evaluate whether content falls into these traps.

B2B Marketing Advice From Around The Web
Are You Guilty Of The One Thing That Kills Content Marketing?

Three years ago, Joe Pulizzi asked a question that is even more relevant today. “Is the content you are creating and distributing for your customers any different than anything else out there?” He continues, "Our job, as marketers, is not to create more content. It has never been about that. It’s about creating the minimum amount of content with the maximum amount of behavior change in our customers."

These Eight Charts Show How COVID-19 Has Changed B2B Sales Forever

Don't take our word for it, take McKinsey's: "New analysis makes it clear: For B2B sales, digital is the wave of the future." This isn't just a click-bait headline. There is powerful data showing, "Recent McKinsey research on decision makers’ behavior globally across industries since the crisis began reveals that the big digital shift is here to stay."