A pretty good top 10 list for a successful content marketing strategy from Mashable. But I think they have missed one key thing - Explaining what's in it for the individuals in your team.
When creating content it really helps in a B2B organisation if the experts in the business create content. You can have all the editorial calendars you want and talk for hours about the key messages to get out there but if you do not explain succinctly what's in it for each of the individuals in the team, then they are unlikely to be involved in the long term.
Show your experts what creating content will do, not just for the company, but also for them as individuals in raising their own online profiles. Then give them continual feedback on how there content performs and they will start to create consistent, relevant content that will help drive your business forward.
As the old saying goes, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Don't let the same thing happen to your new product. This is where a solid content marketing plan comes to the rescue.