If your business is looking to engage with other businesses and increase brand authority, drive engagement and generate leads and sales, you need to think about content. In the world of business to business (B2B) marketing, content is vital. There are however several criteria it needs to fulfil, as we explore here.
B2B content must be relevant to its target audience. It needs to address the specific challenges that they face in their industry. After you have researched and understood what their pain points and needs are, your content can then cover how your product or service solves their issues.
B2B content informs and educates
Your content must contain high quality information which should be in-depth, well-researched and provide valuable, unique insight. The accuracy and trustworthiness of your content are both essential.
Your content should also educate your B2B audience and help them make informed decisions. This might be through how-to guides, industry reports or thought leadership articles. Case studies show the direct benefit of your product or services to customers. Real-world examples build credibility and trust.
Originality is very important when it comes to content. Fresh perspectives, new data and unique insights will all make your content stand out in the crowded B2B marketplace.
Understanding your audience
All materials you produce should always have the audience at its heart. It should speak the language of the industry that’s in focus and use the terminology it uses. This shows your understanding of the issues they are facing.
It’s then vital that your content contains a clear and focused message. This should communicate how your product or service solves the audience’s problem and the benefits to the audience of using it. Keep it concise and easy to understand.
Consistency is vital in B2B content
Your audience will keep coming back for more if you publish high-quality content on a consistent and regular basis. You’ll be seen as a reliable source of engaging information.
B2B content isn’t just about words. Visuals can broaden its appeal by making complex information more digestible and engaging. Charts, infographics and relevant images will all help.
Take the approach of how your product or service solves someone else’s problem, then base your content around your solution. It should be practical, actionable and offer insights intoyou’re your product helps businesses overcome challenges.
Call to action
The materials you produce should also have a clear call to action (CTA). This might be encouraging the reader to download a whitepaper, subscribe to a newsletter or request a demonstration of your product or service. The aim here is to take them on the next step of their customer journey.
Search engine optimisation
It’s very important for potential prospects to be able to find your content. Search engine optimisation (SEO) performs this function. It comes from research into keywords your potential customers are using when they search for solutions to their issues.
Distributing your content
To make sure as many people as possible see your work, it should be distributed across multiple channels. Using your website, social media feeds, B2B email marketing and industry-specific platforms will maximise your content’s reach and impact.
Establishing key performance indicators (KPIs) helps you track and measure the success of your content. This could be in terms of leads generated, web traffic or social media engagement.
It’s then important to be adaptable. As the B2B landscape evolves, so should your content to reflect changes in the industry and trends. You can always update and refresh content as a way of keeping it relevant and informative.
Content is at the heart of any B2B strategy and this guide has shown you what your business can offer. Incorporating all these elements into your creations will help you engage your business’s target audience, build your authority and drive tangible results.
If you’d like to talk to us about how we can help with your business’s B2B content, we’d love to hear from you!