Content Marketing is a facet of marketing, in which a company or organization uses published content or media in an effort to gain leads and sales.
Content marketing is normally used in Business to Business (B2B) situations as it is one of the best forms of marketing for a complex product/service. However, marketing efficiently in this mode can be difficult as there are many nuances and factors that come into play.
In addition to the need for the ability to juggle the ins and out of B2B marketing, marketers must also learn to be consistently entertaining. B2B Marketing can easily become dull and bland as the message being advertised is usually nothing to write home about. Often, B2B marketing audiences are hammered with the same, cookie cutter content. The best way to stand out in B2B content marketing is fairly intuitive... just.. be...different. Be different in any way you can.
It is possible to generate content for marketing that is not stale nor boring. Just keep in mind who you are talking to. Your prospects have normally already looked a plethora of other products or services before they even contact you. Therefore, you should develop content as if they have already looked at all other options. Say why you're better, and then show them. Give your constituents a reason to keep reading, not some quasi-encyclopedia entry type description of what it is that you do. This makes your story look much more appealing than "the other guy". This means you must drop the corporate tone and be conversational.
Also See: How to Write Great Content for Your Website