Does your B2B content spark joy?

Even if you haven’t bought one of Marie Kondo’s books, I’ll wager her name is familiar. The undisputed queen of minimal living, she’s sold millions of books and is a huge name across Netflix and Instagram, with an empire valued at $8m. So far, so impressive. But how does this relate to your B2B content marketing? It’s not as big a leap as you’d think!

The Marie Kondo ethos

Underpinning Marie Kondo’s decluttering and tidying business is her ethos: ‘The intentional promotion of the things we most value and the removal of everything that distracts us from it. Does it spark joy?’

We’ve all decluttered at one point or another, freeing up space in our heads as much as in our physical surroundings. The difference with doing it the Marie Kondo way is the intention:

  1. Commit yourself to tidying up
  2. Imagine your ideal lifestyle
  3. Finish discarding first
  4. Tidy by category, not location
  5. Follow the right order
  6. Ask yourself if it sparks joy

 Every one of these six steps is designed to lead you towards achieving the end goal – an absence of clutter. Otherwise put: clarity.

Be Intentional. Why are you putting content out there in the first place?

Simplicity is deceptive. It takes a lot of work. Just like keeping a tidy home, just like achieving clarity in our communications – and none of this happens by accident! A well-researched, clearly documented strategy is crucial in enabling you to create content that 

  • Speaks directly to your target customer 
  • Conveys your brand or product accurately
  • Is free of distracting and vague messages and
  • Both connects and converts

The Content Marketing Institute’s 2019 report ‘It pays to put the audience first’ showed that 

  • 65% of the most successful content marketers have a documented strategy vs. 14% of the least successful
  • 73% say it keeps their teams focused on established content priorities
  • 68% say it helps their team allocate resources to optimize desired results

A content marketing strategy and editorial calendar will also help you to allocate resources effectively – if you know the type of content you need to create and where it’s going to be published, you can ensure that time, budget and effort is focused on those areas.

Audience first: How well do you know your ideal client?

Marie Kondo challenges her clients to imagine their ideal lifestyle, just as marketers bang on about picturing the target consumer. A robust, in-depth client profile, built on qualitative and quantitative research, ensures that everyone involved in content creation is aligned, which in turn drives decision making, brand building, and customer satisfaction rates, as explained in the Joe Pulizzi’s report for the Content Marketing Institute ‘If your content is for everybody, it’s for nobody.’

Clear the clutter: Eliminate vague and off-point messages

If there’s one single message we can take away from Marie Kondo, it’s minimalism. Before you invest time and energy creating new content, spend some time reviewing the content that’s already out there. Does it spark joy? 

The answer to our noisy online world isn’t to shout louder. It is getting harder to cut through the online noise and actually reach people, which is why it’s even more important to keep your content laser-focused. 

Review your website and member space, revisit your social media platforms. Edit or archive with ruthless intent! (These things can always be reworked and republished at a later date). Be sure that when your prospects search for you online, the content they find supports your current strategy and solves their current problems.

A point of difference

There is one area where your content marketing strategy and Marie Kondo part ways (it was never going to be a perfect analogy!) and that’s with reviews. For Marie Kondo devotees the clear-out is a one-time activity. 

Organisations on the other hand should regularly review their content marketing strategy. The beauty of our online world is data and insight. You can track the effectiveness of your campaigns and tweak as necessary. The Digital Mums ‘Test, measure, reflect and refine process is a simple yet effective way of doing this. It’s an ongoing cycle of analysis, tweaks and changes which will, over time, result in an engaged and active audience.


A content marketing strategy is the smart way to manage your online presence and see results. A clear strategy, built and endorsed by everyone involved, will keep all teams and stakeholders on the same path. Taking subjectivity out of the process reduces the risk of rogue ideas slipping into the brand’s social feeds, and ensures that the only content that matters is the content that adds value to the client.

Get in touch to learn more about how Red Gem can help you use content to connect with your prospects online.