How to Build a Powerful B2B Content Moat

How to Build a Powerful B2B Content Moat

Success in B2B content marketing (or marketing in general) comes from a deep understanding of customer needs, goals, pain points, and buying triggers rather than trying to emulate larger companies. How can B2B content marketers be more strategic and have success with limited resources? What approach can they use that will work consistently over time?

That’s why we’re talking to conversion content marketing expert and B2B copywriter Jessica Malnik (Founder, JM Content Group) about how marketers can build a content moat that creates lasting results for B2B brands. During our conversation, Jessica talked about the importance of the content moat framework and why she thinks the current B2B content marketing playbook is broken. She also highlighted the pitfalls that B2B content marketers should avoid, what the content moat consists of, and how content marketers can use AI ethically.

https://youtu.be/NBTuqNj8708

Topics discussed in episode

• [1:45] Why the current B2B content marketing playbook is broken
• [4:15] Why the “Content moat framework” is important
• [6:10] How to not run out of ideas for writing content
• [7:23] Some pitfalls to avoid:
  • Focusing too much on volume
  • Using the “Spray and pray” approach 
  • Not using content positioning
  • Hiring junior content marketers who rely on Googling instead of interviewing internal and external stakeholders
• [11:28] How to not drown in research while building the right strategy
• [15:57] How to handle pushback on research and strategy for content marketing
• [18:56] When content marketing is not the right strategy
• [20:11] The 3 components of the “Content moat framework”: Insights, Community, Content Efficiency
• [21:45] What ‘community’ means in the context of the content marketing framework
• [23:56] Jessica’s take on using AI ethically for content
• [29:44] Actionable tips:
  • Do content positioning
  • AI is a tool, so start using it
  • Don’t compete on volume

Companies and links mentioned

• Jessica Malnik on LinkedIn 
• Jessica Malnik website 
• Claude 
• ChatGPT 
• Andy Crestodina at Orbit Media 
• Marketing AI institute 

SPEAKERS

Jessica Malnik, Christian Klepp

Christian Klepp  00:01

Welcome to this episode of B2B Marketers on the Mission, and I’m your host Christian Klepp. Today I’m going to be talking to Jessica Malnik. She’s the founder and chief conversion content marketer at the JM content group. She works with B2B SaaS and professional service firms to build a marketing moat that compounds over time via her signature content moat framework. She’s also been featured in The Wall Street Journal, The Next Web, Wynter, Social Media Examiner, SEMrush, HubSpot, SX, SW and MSN UK, among others. Tune in to find out more about what this B2B marketers mission is. Okay, so here we are. Jessica Malnik, welcome to the show.

Jessica Malnik  00:45

Awesome. Thanks so much for having me, Christian.

Christian Klepp  00:47

Great to have you on. And y