From Content to Reach – Key take-aways from Business Booster event
- Marie-Louise Cleeren
- 5 days ago
- 4 min read
Content strategy and production tips for your B2B marketing: How to cut through the noise and make a lasting impact
A recent Business Booster event in Stockholm, themed "From content to reach – reach out and reach in" (Från innehåll till räckvidd – nå ut och nå in) and organized by Contitude and Digitalstudion, was about tackling one of the biggest challenges in communication today. The central theme was exploring not only how to reach out to a wide audience, but how to truly reach in and connect with them on a deeper level.
This article explains the two main ideas from the event that you can put into practice today: how to create content that cuts through the noise and, just as importantly, how to make that content work harder for you over a longer period.
Think of it like this: Step 1 is about building a fantastic car – designing something powerful, unique, and appealing. Step 2 is about planning an efficient road trip – making sure that car can travel far and wide without running out of fuel. Let's begin.
Step 1: Creating content that truly connects
How to stand out in a noisy world
To make an impact, your content needs to be felt, not just seen. The goal is to move from simply broadcasting a message to creating something that resonates deeply with your audience. To do this, you must be intentional. Before you start, consider the following three principles:
Find your unique angle: To stand out, you must offer a perspective or value that no one else is, or you must convey it differently. Having a special perspective is the only way to cut through the noise and earn your audience's attention.
Choose the right format: Instead of asking, "What do I want to create?," start by asking, "Where are the people I want to reach, and what do they prefer to consume?" Thinking about your audience's preferences first ensures your message is delivered in a way they are most likely to engage with.
Plan for success: Planning production and distribution is what separates credible, professional content from amateur efforts.
Get the foundations right
As Denise Lordin, Senior Strategist & Partner at Contitude, explained, effective content starts with clear answers to foundational questions. Before creating anything, you must define your objectives (e.g., brand recognition, or more leads), identify your audience, and understand the needs or problems you are solving for them. This strategic foresight is what separates impactful content from noise.
When it comes to production, Denise's advice on avoiding perfectionism was direct and memorable:
”Rather done and live than perfect in drive.”
Your first action
Before starting your next project, take a moment to answer this question in a single sentence: What is my unique angle, and which format will best serve my audience?
Answering this clarifies your direction and sets you up for success. But once you've created that fantastic piece of content, the next challenge is making it last without burning out.
Step 2: Making your content live longer
How to get more from your efforts and avoid the 'Content Treadmill'
Constantly creating new, high-effort content is exhausting and inefficient. Instead of this "content treadmill," Denise Lordin recommended a "less is more" approach that focuses on quality and strategic repurposing. The goal is to make one great piece of content serve multiple purposes over a longer period, allowing you to work smarter, not just harder.
The difference between these two mindsets is significant, in my view:
Feature | The traditional treadmill | The "less is more" strategy |
Planning | Reactive and short-term. | Proactive and long-term. Plan how one piece of content can be used in many ways. |
Production | High effort for a single use. | Create a high-quality "pillar" piece of content designed for repurposing. |
Distribution | Post once and hope for the best. | Distribute smartly in different formats across different channels over a longer period. |
Result | Constant pressure to create more. | Sustainable workload and a longer lifespan for your best content. |
The foundation of this content strategy is a high-quality "pillar" piece of content designed from the beginning to be repurposed. As Denise Lordin advised, it's also crucial to test different formats – like still images, moving media, and carousels – because people have different preferences for how they consume content. You won't know what works best until you try.
Your next action
Take one high-performing piece of content you have already created. Brainstorm three new ways you could repurpose it. For example, could you turn a key insight into a quote graphic, a section into a short video clip, the main points into a text summary, or create a carousel on LinkedIn?
This allows you to master the essential process of creation and repurposing, allowing your content to live longer. You can also boost the best performing and most engaging organic content on social media by turning them into paid ads to achieve even broader reach.
Conclusion: The two sides of a winning content strategy
Success in today's crowded digital world comes from mastering the above two-part formula.
First, you create valuable, standout content that connects with people.
Then, you apply an intelligent, long-term plan to maximize that content's reach and lifespan.
By mastering both, you ensure you're not just building a great car (step 1), but you're also planning an efficient, cross-country journey with it (step 2). This is how you turn a fleeting post into a lasting asset.
More photos from the event in the gallery below.
Text and photos: Mimmis Cleeren, CEO, SUNMICO
Learn more about content strategy:
Comments