Why is B2B content like preparing the perfect pancake?
Why Is B2B Content Like the Perfect Pancake?
One of the most effective ways to create digital content that excites and engages is to align it with something you love. Not only does this keep your enthusiasm high, but it also makes your content more compelling for the reader. So, in the spirit of Pancake Day, let’s talk about how crafting digital content is just like making pancakes.
1 – The core ingredients matter
Pancakes come together with just three simple ingredients: milk, eggs, and flour. Sure, there are countless ways to elevate them with extra flavors and techniques, but without these three, it’s just not a pancake.
Great content operates the same way. Strip away all the bells and whistles, and you still need three essential components: a clear message, a solid structure, and a defined purpose. Without these, no amount of fancy graphics or witty wordplay will make your content truly effective.
2 – Your headline is your signature topping
What gets you excited about pancakes? Is it the promise of Nutella or the crunch of caramelized sugar? The right topping draws you in before you even take a bite.
Your headline serves the same role in content. It’s what makes your audience stop scrolling and start reading. A great headline sparks curiosity, provides clarity, and compels action. In a sea of digital noise, your title should be the irresistible drizzle of maple syrup that makes someone want to dig in.
3 – Know your audience’s tastes
Some people love an indulgent stack dripping with syrup and toppings, while others prefer the simplicity of lemon and sugar. Before you whip up content—or pancakes—know your audience’s preferences.
What does your audience need? Are they looking for deep insights or quick entertainment? Hard facts or light storytelling? Understanding this ensures you’re serving up exactly what they crave.
4 – Strategy and goals define your recipe
A fluffy American pancake and a delicate crêpe require different approaches. Likewise, if your goal is brand awareness, your content strategy will look very different from one focused on lead generation.
Start with your end goal in mind and build your content around it. Every choice—from format to distribution—should be intentional, just like selecting the perfect recipe for the occasion.
5 – The right tools make all the difference
You wouldn’t try to make pancakes without a pan, would you? Similarly, digital content creation needs the right setup.
Before diving in, ensure you have the necessary resources—whether it’s a team of skilled writers, designers, or a well-structured content calendar. Without the right tools and talent, your content will struggle to take shape.
6 – Every bite should be worth it
Whether it’s pancakes or content, every single element should add value. If a topping doesn’t enhance the experience, why include it?
Focus on quality over quantity. Every blog post, video, or social media update should serve a clear purpose and enrich your audience’s experience. If it doesn’t, it’s just empty calories.
7 – Keep it interesting
A plain pancake might be technically perfect, but will anyone get excited about it? Probably not. The same applies to content.
A strong message is essential, but without creativity—engaging visuals, a compelling narrative, or interactive elements—it risks being overlooked. Add flavor to your content in a way that makes it impossible to ignore.
8 – Presentation is everything
The best pancakes aren’t just delicious—they’re visually stunning. A neatly stacked plate with carefully drizzled syrup is far more inviting than a messy pile.
Your content should follow the same principle. A well-designed layout, clear formatting, and strong visuals make it easier to consume and more likely to be shared.
9 – Balance timeless classics with trending flavors
Pancake lovers have their classics—lemon and sugar, maple syrup, berries. But every year, there are new flavors and toppings that trend.
Content should strike the same balance. Evergreen content keeps your brand relevant over time, while trend-driven pieces help you stay fresh and timely. A mix of both ensures your content strategy remains effective.
10 – Measure and improve
Great pancakes are refined over time. Through trial and error, people discover the perfect ingredient ratios and cooking techniques.
Your content strategy should be no different. Track performance, analyze engagement, and refine your approach. Success in content marketing isn’t about a single viral hit—it’s about consistently improving and delivering value to your audience.
Want to perfect your content marketing (or pancake-making) strategy?
Check out the Velo approach here, or get in touch for a no-obligation chat. We might not flip pancakes, but we sure know how to flip underperforming content into something irresistible.
