Content Across Multiple B2B Marketing Channels
This article was published on September 18, 2025
Categorized in: B2B Marketing, Content
Content creation is one of those activities that adds value to the brand in the customer’s eyes. It creates touchpoint that they need, and when done right, the content strategy can stay with them through every phase of the buying cycle. For B2B, this becomes even more important, as cycles are longer and content should keep prospects engaged for the duration. It’s also important for existing customers because it helps them stay connected to the brand. It benefits everyone.,
Yet, too often, content created across multiple B2B marketing channels remains is not cohesive. It feels disjointed, which confuses the readers. In order for your content to resonate, it should be aligned with the brand as a whole and considered from the big picture.
Develop a Comprehensive Content Marketing Strategy
If content across multiple channels feels disjointed, the fault of this likely originates at the strategic level, or it points to a lack of strategy. Either way, the first step to reforming a content strategy to achieve an objective, such as making sure content across multiple channels is cohesive, should start here.
So if this is an issue, take a step back, look at your existing strategy, and decide what needs to be done to align the content. If there is no strategy, or the strategy is outdated, it might mean that you will need to start from scratch by creating a comprehensive content marketing strategy that handles everything. Content cohesion can be one of those objectives.
Understand Where Each Channel Shines
When assessing your content marketing strategy for multi-channel cohesion, one part of that is to really understand the value each channel has for your business and how content can best support that. This should be part of the process when you’re determining, at a strategic level, how to create cohesion amongst all the channels.
Each one will have its own purpose, and your strategy should align with each of the channels from a big picture perspective. For example, social media will have its own content, as well as the opportunity to link back to content on your website. Does most of your social media audience comprise of people in the early stage of the buying cycle? If so, then most of your content should align with that. That’s just one example, but it illustrates an important fact – each channel should be leveraged and aligned with content.
Content Marketing Should be Foundational
Making sure marketing is cohesive across all channels ties into one important idea. Content should be looked at as a foundational marketing activity. It isn’t a simple matter of posting content and hoping for the best. Developing a great content strategy factors in every scenario, every goal, and every channel.
If it’s treated as the foundational activity that it is, it will be a lot easier to achieve this cohesiveness.
As. you can see, taking a thoughtful approach when it comes to your content marketing will help when creating cohesion among all marketing channels. That’s where it all begins.
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About the Author: B2B Fractional CMO Nick Stamoulis
Nick Stamoulis is a digital marketing expert with over 25 years experience, serving as President of Brick Marketing and a B2B Fractional CMO. He specializes in solving complex marketing challenges through strategic SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
Nick Stamoulis will be speaking at the GEO Conference in San Francisco on December 15, 2025.
