Content is essential to an effective and successful B2B digital marketing campaign. It helps you improve your brand reputation, gain trust with prospects and, most importantly, convert leads into actual sales. You may have already invested time and effort in developing B2B content for your business but are seeing less than stellar results. This is a common challenge.
It can be difficult to cut through the noise considering the amount of content that is published every minute. If you are struggling with B2B content writing, here are a few tips that will set you apart from competitors:
1. Know Your Prospect’s Pain Points
Your customers will not care about the content you put out if it does not provide any intrinsic value. You need to be more customer-centric and focus on their motivations, needs and goals. A major pitfall for majority of marketers is passing off advertising materials as useful content instead of genuinely trying to help their audience find solutions to their problems.
Concentrate instead in addressing pain points that your target audience is experiencing. While these problems may be vast and complex, you can begin by finding common themes. B2B business challenges can fall into broad categories such as financial problems, productivity issues, process difficulties, or slow sales. Rather than guessing, gather customer insight by soliciting feedback through surveys or interviews. The comment section on blog posts or social media platforms is also a treasure trove of information. You can learn about most commonly asked questions or things that frustrate customers. The information that you collect can help you develop content that your audience will actually find beneficial for their B2B enterprise.
2. Stay on Top of Industry Trends
To establish your company as a leader in your industry, you can write about new trends and provide your unique perspective. Demonstrate your knowledge of current issues and share your opinions on how these affect your particular vertical.
Keep abreast with information that matter to your audience, visit trustworthy, high traffic B2B blogs or read news articles that are most shared on social media, particularly on LinkedIn. You can use BuzzSumo to find popular content by key influencers or Moz to look for emerging keyword search patterns.
Though it may seem old school, trade journals and magazines are great sources of information on specific issues that matter to your industry. Carve some time to do some research and subscribe to their news feeds online. They can be good places to find interesting topics.
3. Look at Your Website Data
While content writing is a creative endeavor, marrying it with data and analytics can help you develop more effective and engaging articles. Google Analytics is a great place to start. It provides statistics on which blog posts are most read, how long they are spending on each page, and which links they are clicking.
Just navigate to the “Behaviour” section, then “Site Content” tab, and then “All Pages” tab. Filter to just the blog part of your website and you will see which content most resonates with your readers. This data is useful since it can help you decide which related subjects you should write for your audience.
4. Consult your Sales Team
Your sales team can give you valuable insights about your prospects. They are constantly in the frontlines trying to win the hearts of potential customers. Ask them for feedback on customer goals and motivations, frequently asked questions, common objections and usual pain points. You can then create buyer personas. A buyer persona is a set of descriptions that exemplify a company’s ideal customer. While this technique is more often used in B2C firms, B2B companies can still utilize it by focusing on creating personas based on who in the organization makes the buying decision as well as other team members that may influence the sales outcome. These semi-fictional representations can help you better understand your customers, generate more leads and shorten your sales cycle. By employing this strategy, you can develop B2B content that allows you to better influence their purchasing decisions.
5. Add Visuals
In a content-flooded world, powerful visuals are more essential than ever before. The human brain processes information better with storytelling than with technical facts. Images help people retain important details and allow you to drive your point across. They can make your brand more memorable and trigger a positive emotional response. According to researched compiled by 3M, visuals are processed 60,000 times faster than text. There are several ways to enhance your content using images. Just be sure to maintain professionalism that is suited for B2B content. Create custom images using free tools such and Adobe Spark or Canva. You can embed slideshow presentations using SlideShare. You can also make infographics when presenting data that tends to dry and boring. Showcasing them via an infographic can illuminate key points in a more digestible manner.
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