First things first: build content pillars, which are three or four recurring themes tied to what you sell and what your buyers actually ask.
For most B2B companies a useful set covers work you have done and what it produced, opinions on how the category is changing, practical answers to questions your sales team fields repeatedly, and the people who work there.
Pillars work well across all content marketing and particularly on social media because they convert the abstract and daunting “what should we post today?” into a more comprehensible “which of our four topics is due?” which is the difference between a calendar that survives and one that stalls in week six.
