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et_pb_column_inner et_pb_column_inner_1_tb_body et-last-child"> <div class="et_pb_module et_pb_code et_pb_code_0_tb_body"> <div class="et_pb_code_inner"><span class="post_publish_info">Published: November 20, 2024</span><span class="post_author">Author: Kelly Lindenau<br></span></div> </div> </div> </div><div class="et_pb_row_inner et_pb_row_inner_2_tb_body"> <div class="et_pb_column et_pb_column_4_4 et_pb_column_inner et_pb_column_inner_2_tb_body et-last-child"> <div class="et_pb_module et_pb_code et_pb_code_1_tb_body"> <div class="et_pb_code_inner"> <div class="pss-content"> <div style="display: none;" class="desktop-photo-dredit">sitthiphong — stock.adobe.com</div> <div class="featured-image"> <img decoding="async" src="https://www.demandgenreport.com/wp-content/uploads/2024/11/AdobeStock_394354642-scaled.jpeg" alt="Businesswoman standing and holding digital pen, smartphone with working on laptop in the office."> </div> <div class="gallery-photo-credit"> sitthiphong — 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class="share-button linkedin" href="https://www.linkedin.com/shareArticle?url=https://www.demandgenreport.com/blog/less-is-more-simplifying-content-curation-in-b2b-marketing/48595/&title=Less Is More: Simplifying Content Curation In B2B Marketing" target="_blank" rel="noopener noreferrer"><i class="fab fa-linkedin"></i></a> <a class="share-button whatsapp" href="whatsapp://send?text=Less Is More: Simplifying Content Curation In B2B Marketing - https://www.demandgenreport.com/blog/less-is-more-simplifying-content-curation-in-b2b-marketing/48595/" target="_blank" rel="noopener noreferrer"><i class="fab fa-whatsapp"></i></a> <a class="share-button email" href="/cdn-cgi/l/email-protection#80bff3f5e2eae5e3f4bdc3e8e5e3eba0eff5f4a0f4e8e9f3a0e1f2f4e9e3ece5a6e2efe4f9bdc3e8e5e3eba0eff5f4a0f4e8e9f3a0e1f2f4e9e3ece5baa5b0c1a5b0c1e8f4f4f0f3baafaff7f7f7aee4e5ede1eee4e7e5eef2e5f0eff2f4aee3efedafe2ecefe7afece5f3f3ade9f3adedeff2e5adf3e9edf0ece9e6f9e9eee7ade3efeef4e5eef4ade3f5f2e1f4e9efeeade9eeade2b2e2adede1f2ebe5f4e9eee7afb4b8b5b9b5af" target="_blank" rel="noopener noreferrer"><i class="fas fa-envelope"></i></a> </div> </div> </div> </div><div class="et_pb_column et_pb_column_3_8 et_pb_column_inner et_pb_column_inner_4_tb_body article-second-column et-last-child"> <div class="et_pb_module et_pb_post_content et_pb_post_content_0_tb_body post-body-content"> <p>If you feel like you’re swimming in a sea of content, you’re not alone. According to the “<a href="https://www.demandgenreport.com/resources/navigating-the-attention-economy-via-snack-able-shareable-content/47367/" target="_blank" rel="noopener">2024 Content Preferences Survey</a>,” 56% of B2B practitioners admit they’re overwhelmed by content, and 54% feel like much of it is just disguised sales pitches — ouch. So, what’s the secret to standing out? It might be time to embrace the mantra: <em>Less is more</em>.<span id="more-48595"></span></p> <p>In a recent episode of the <a href="https://b2bmarketing.exchange/podcast/" target="_blank" rel="noopener">B2B Marketing Exchange Podcast</a>, my co-host Klaudia Tirico and I sat down with <a href="https://www.linkedin.com/in/christineelliott/" target="_blank" rel="noopener">Christine Elliot</a>, an industry veteran, to discuss the power of <a href="https://www.demandgenreport.com/industry-news/retain-engage-sustain-crafting-content-that-keeps-customers-coming-back/47514/" target="_blank" rel="noopener">content curation</a> and why even the biggest brands must work hard to connect with clients meaningfully.</p> <h3>The Key Tenants Of Content Curation</h3> <p>Given the availability of content, the solution isn’t to add to the pile; instead, it’s to refine and curate assets strategically. By narrowing the focus, marketers can weave a clear, compelling narrative — and make sure their audience hears it.</p> <p>For larger companies, Elliot explained that this might mean dusting off existing thought leadership pieces and giving them a fresh spin. For smaller teams, curating high-quality external content is fair game — they just need to keep reputational risks in check. The goal? Create a “content bubble” that tells a cohesive story and leaves your audience saying, “Wow, this is exactly what I needed!”</p><div class="second_para_all"><div class="hs-cta-embed hs-cta-embed-159810800939" style="max-width: 100%; max-height: 100%; width: 800px; height: 273.1875px;" data-hubspot-wrapper-cta-id="159810800939"> <div class="hs-cta-loading-dot__container"> <div class="hs-cta-loading-dot"></div> <div class="hs-cta-loading-dot"></div> <div class="hs-cta-loading-dot"></div> </div> <div class="hs-cta-embed__skeleton"></div> <picture><source srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" media="(max-width: 480px)" /></picture> <picture><img decoding="async" style="height: 100%; width: 100%; object-fit: fill;" src="https://no-cache.hubspot.com/cta/default/23836458/interactive-159810800939.png" alt="Get the latest B2B Marketing News & Trends delivered directly to your inbox!" /></picture> </div> </div> <h4>Understand Target Audiences On A Deeper Level</h4> <p>Curation isn’t just about cutting back; it’s about finding the perfect balance. Elliot stressed the importance of knowing your audience — really knowing them:</p> <p>“The C-suite isn’t an audience; it’s a classification of leaders,” she noted. “You need to know exactly who you’re talking to, their challenges and how you can help solve them.”</p> <h4>Serve Up Content In A Palatable Way</h4> <p>Once you’ve nailed your audience’s needs, it’s all about presenting the right content in the right way. Elliot encouraged marketers to think about creating <a href="https://www.demandgenreport.com/industry-news/striking-the-right-balance-between-abm-demand-generation-in-b2b-marketing/48300/" target="_blank" rel="noopener">resource hubs</a> or focused campaigns, like newsletters or microsites, to make their <a href="https://www.demandgenreport.com/industry-news/86-of-b2b-marketers-agree-personalized-content-is-key-to-success-new-research/47526/" target="_blank" rel="noopener">content more accessible</a>.</p> <p>“Nobody wants to spend 20 minutes hunting through a maze of landing pages just to find one useful piece,” she explained.</p> <h4>Rethink Content Formats To Stand Out</h4> <p>Let’s face it — nobody’s clamoring to read a 70-page white paper anymore. Audiences want content that’s easy to consume and fits into their busy lives. Elliot suggests experimenting with formats, as “repackaging a 10-page white paper into an E-book can make it more engaging and digestible.”</p> <p>For those who want to try something bold, Elliot suggested piloting a podcast or “quick-hit” video series.</p> <h3>Leverage A Diverse Team To Create & Refine Content</h3> <p>One of the most overlooked ingredients for killer content is a team with diverse perspectives. Elliot’s crew includes a former fashion photographer, someone who helped turn an Irish castle into an Airbnb, and (believe it or not) a strategist who still has a bullet lodged in his leg. Diverse teams bring unique ideas to the table, and those ideas can transform content from bland to brilliant.</p> <p>“Aligning people’s passions and talents with the organization’s needs isn’t just good for business — it’s dynamite for creativity and morale,” Elliot said.</p> <p>In a world overflowing with content, more isn’t better — it’s just more. By focusing on what matters to your audience, experimenting with formats and leveraging your team’s creativity, you can create content that stands out and delivers real value.</p> <hr /> <p><em>To unlock all of Elliot’s insights, tune into “<a href="https://b2bmarketing.exchange/podcast/the-power-of-content-curation/" target="_blank" rel="noopener">The Power Of Content Curation</a>” now.</em></p> </div> </div> </div><div class="et_pb_row_inner et_pb_row_inner_5_tb_body et_pb_gutters1"> <div class="et_pb_column et_pb_column_3_8 et_pb_column_inner et_pb_column_inner_5_tb_body article-first-column et_pb_column_empty"> </div><div class="et_pb_column et_pb_column_3_8 et_pb_column_inner et_pb_column_inner_6_tb_body article-second-column et-last-child"> <div class="et_pb_module et_pb_divider et_pb_divider_0_tb_body et_pb_divider_position_ et_pb_space"><div class="et_pb_divider_internal"></div></div><div class="et_pb_module et_pb_text et_pb_text_2_tb_body et_pb_text_align_left 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