For many businesses going abroad is a challenge. Antti Pietilä, CEO of marketing automation software company Loyalistic, and his guest Jos Schuurmans, founder of digital marketing consultancy company Cluetail, talk about how reaching the international audience can be made easier by using content marketing.

This blog is based on my answer on Quora.

For small and medium-sized businesses, typical pitfalls are often quite different than those of larger businesses, especially in business-to-business operations.

In such SMB B2B context, content is often produced by substance experts, not professional content writers, as such a content requires deep expertise. At the same time, smaller organisations seldom have budget for a full time content creator who is both professional in the subject as well as in content production, and such skills are almost impossible to find from freelancers or agencies. Sure, not all B2B content requires an expert, but most do. As experts are often well educated, learning to write is a lot easier than turning a writer into an expert.

If your content team consists of substance experts, not professional content writers, the pitfalls are as follows.