Less Is More: Simplifying Content Curation In B2B Marketing

If you feel like you’re swimming in a sea of content, you’re not alone. According to the “2024 Content Preferences Survey,” 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: Less is more.

In a recent episode of the B2B Marketing Exchange Podcast, my co-host Klaudia Tirico and I sat down with Christine Elliot, an industry veteran, to discuss the power of content curation and why even the biggest brands must work hard to connect with clients meaningfully.

The Key Tenants Of Content Curation

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.

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!”

Understand Target Audiences On A Deeper Level

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:

“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.”

Serve Up Content In A Palatable Way

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 resource hubs or focused campaigns, like newsletters or microsites, to make their content more accessible.

“Nobody wants to spend 20 minutes hunting through a maze of landing pages just to find one useful piece,” she explained.

Rethink Content Formats To Stand Out

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.”

For those who want to try something bold, Elliot suggested piloting a podcast or “quick-hit” video series.

Leverage A Diverse Team To Create & Refine Content

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.

“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.

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.

To unlock all of Elliot’s insights, tune into “The Power Of Content Curation” now.