There are so many moving parts in B2B content marketing that content creators and marketers need to be aware of. Many of their efforts might fall flat because they don’t diversify their approach beyond paid traffic. What should they focus on instead and how can they build something that will ultimately succeed?

That’s why we’re talking to marketing experts Shreya Banerjee and Paul Counts (Co-Founders of Marketing Counts) about how to build profitable organic B2B content strategies. During our conversation, Shreya and Paul highlighted the pitfalls to avoid and provide tips on the type of market research that should be conducted. They also explained why a well-defined ideal customer avatar and buyer’s journey mapping is crucial to success. They provided some actionable tips, discussed why content repurposing and having a mix of content types are important, and which metrics to pay attention to.