B2B content marketing is simply the creation and distribution of pertinent and valuable content to grab the attention of your target prospects and eventually convert them into paying customers.
Whether you are looking to generate more leads, increase brand awareness or improve your SEO rankings, content marketing can be an effective strategy to reach your business objectives. In fact, According to HubSpot, on an average, a company that regularly uploads blog content generates 55% more website visitors. One in ten blog posts are compounding, meaning organic search increases their traffic over time.
Here are some tips to create effective B2B content:
Focus on a Core Message
Today’s business environment is overcrowded in most industries. A clearly defines unique selling point (USP) gives your company focus and helps you set yourself apart from the competition. Identify a niche that gives you a competitive advantage. What customers needs do you excel in fulfilling? What pain points do you address quicker or with a cheaper solution?
Of course, it is not always easy to pinpoint the needs of B2B prospects. You need to dig deeper. Look into their business processes and recognize key team players and decision makers. You should also be able to see the big picture and predict industry trends that might present opportunities or threats to their business. Where do you fit in and why should your customer pay you?
Once you hone in on your USP, you can begin to focus on a core message that will be consistent across your content assets. If you can’t articulate your value, some other company will take the opportunity from you.
Segment Your Target Audience
Segmenting your audience entails categorizing the market into distinct groups depending on various criteria that is relevant to your business. Companies differ from each other in terms of the needs, challenges and purchasing behaviours. Not to mention the cast of characters within the organization that can influence the buying decision. No single strategy will work for various segments and creating a distinct strategy for each one will help you customize your messaging and increase your success rate.
Make Use Reliable Data
After you have segmented your target market, it is time to back your assumptions with hard date both qualitative and qualitative. Search for information about the industry, the individual companies, their competitors as well as key decision makers. Make use of annual research reports, read industry journals, and browse trustworthy blogs and forums. Some useful resources Business Insider Intelligence, Pew Research Center and B2B International. Doing your homework adds credibility to your content. Buyers are looking for trustworthy and realistic sources of information, so be sure to present accurate data and balanced reviews.
Avoid Unnecessary Jargon
The use of technical is not necessarily a terrible thing. Specialized language allows technical experts and professionals communicate with one another in an effective manner. However, jargon is usually the misapplication of specialized language in order to impress or appear more knowledgeable to the audience. The opposite effect is achieved as readers become alienated and confused by unfamiliar terminology. The goal of your content is to provide clear and comprehensible information. If in doubt just leave jargon out. You have to keep in mind that although technical professionals may be the main audience, executives are also part of the decision-making process and may not understand how your product or service can solve their problems or contribute to the bottom line. The last thing you want is for them to reject your proposal because they don’t appreciate what is on offer.
Have a Clear Call-to-Action
You may have developed brilliant content but how will your audience know what to do next without a clear Call-to-Action (CTA). To write an effective CTA, you need to consider the type of content and where in the sales funnel the reader actually is. Maybe they are still in the research phase so it is best to push them towards relevant information. They could have already evaluated several vendors and are ready to buy so it is appropriate to drive them purchase the product or service. If they are already a current customer, then you may be able to propose auxiliary offerings or upsell to a higher tier or more premium product. Develop your CTA so that you don’t pressure prospects to take the next step until they are ready.
Listen to Feedback
Gathering feedback is vital to ensure that you are developing content that help you achieve your business objectives. The needs of your prospects and customers are constantly changing. New challenges emerge, or new opportunities arise. Allowing readers to comment on your blogs can help you keep your pulse on what is important to them. Social media “likes” or comments can also provide you clues on what they find interesting and relevant. Make sure you also utilize negative feedback to improve your content strategy.
Do you want to learn more marketing tips? Sign up for VA Partners’ email newsletter for a monthly list of our most recent blog posts.
