In our latest Growth Leader Series webinar, Andy Crestodina (Co-founder and CMO at Orbit Media) shared proven tactic for creating B2B content that drives measurable conversions, including templates, refresh opportunities, and how to use AI to understand your audience.

Top Takeaways

• Clear templates keep content production steady, measurable, and aligned with your goals. Here’s Andy’s that you can use.
• Updating decaying articles often drives more traffic and conversions than starting from scratch.
• Original research, contributor quotes, and a strong point of view make your content more credible and link-worthy. Andy mentioned that he rarely creates an article without 3 or 4 contributor quotes.
• Add lots of formatting. Content gets scanned. Adapt your content structure, visuals, and messaging to fit search, social, and email for higher engagement.
• Refresh regularly. A few great articles can often outperform 1000s if they’re refreshed consistently.

Best Practices and Key Learnings

Standardize Content Creation with Templates

Andy shared his step-by-step content workflow, emphasizing the power of templates, idea capture, and ongoing tracking to drive consistency and performance.

• Use a consistent template for every article to ensure you never miss key promotional or optimization elements.
• Track all content ideas and drafts in a centralized spreadsheet to prioritize and manage your pipeline.

‍Here is Andy’s website content creation template that he references in the webinar.

"Templates help us go through the little elements that are included in the content that help it get visibility." — Andy Crestodina

Refresh and Optimize Existing Content

Refreshing high-potential existing content outperforms net-new creation, and use AI and analytics to identify refresh opportunities.

• Regularly review your content library to identify high-potential pieces for updating.
• The natural state of the internet is decay. You may not need 1000 articles, but 100 great ones. Almost half of Orbit Media’s content are rewrites.
• Use AI and analytics tools to find outdated articles that can be refreshed for quick performance gains.

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Original Research Wins

To stand out, Andy recommends original research, expert collaboration, and a clear point of view that average content can't match.

• Produce original research (here’s ours!) to create primary sources that attract links and citations.
• Collaborate with experts and include their quotes, especially dissenting perspectives, to boost credibility and reach.
• Use prompts like this for your target persona to help find gaps in the market for stats

Readers Scan. Adapt Formatting and Messaging for Each Channel.

Andy outlined how to tailor content structure, visuals, and messaging for each channel to maximize engagement and conversions.

• Optimize content structure and visuals for the specific needs of search, social, and email.
• Write unique headlines, subject lines, and social posts for each channel to maximize engagement.
• Visitors don’t read every word. Content gets scanned. Your formatting should help them scan.
• Long-form, detailed content performs best in search. Punchy, visual, and provocative content wins on social.
• Understand the contrasting user intent and context for each channel.

"Search and social are not different channels, they're opposite channels. Search, your job is to meet expectations. Social, your job is to be unexpected." — Andy Crestodina

Measure Quality and Prepare for AI Search

Andy closed with advice on measuring content impact, focusing on quality, and preparing for AI search.

• Focus on quality, not quantity, and regularly update your calls-to-action for better subscriber growth.
• Track your “Lifetime Body of Work” (LBOW) to see what topics you’ve covered and how they’ve performed.
• Regularly review and optimize calls-to-action to grow your subscriber base.
• Make your best proof points easily crawlable as text to improve AI mention and citation chances.

Final Thoughts: How to Fuel Conversion-Focused B2B Content

The path to high-performing B2B content is built on repeatable systems, relentless quality, and a willingness to differentiate through research and collaboration. By implementing these best practices and adapting for AI-driven search, your team can drive consistent conversions and long-term growth.

Want to see how AirOps helps teams put these strategies into action? Book a demo to get started or sign up today.