TEST A VARIETY OF DIFFERENT CONTENT FORMATS
“People have their own preferences for engaging with content—some enjoy doing purchasing research in video or webinar formats, while others want a research-driven whitepaper or case study. You need to account for their preferences if you want your message to reach them.”
MAKE SURE TO WRITE FOR EVERY STAGE OF THE FUNNEL
“Simply writing a broad keyword piece for the awareness stage isn’t going to move a user down the conversion funnel, so you’ll need some middle and bottom of funnel stuff such as webinars and case studies to keep them engaged."
FOCUS ON CREATING CONTENT AROUND BOTTLENECKS
“What are the obstacles, emotions and frustrations your customer support team frequently gets? Create SEO content around those topics.”
BE LESS FOCUSED ON MARKETING TOWARDS BUSINESSES AND MORE FOCUSED ON MARKETING TO PEOPLE.
“B2B content should be all about solving someone’s problem or challenge—not about just promoting your features and benefits of your products and services. Additionally, B2B companies should provide content in various ways to accommodate their readers’ preferences. Some people may want to read an in-depth white-paper, but others might prefer an informal blog post. People who prefer graphics over text might rather get their info through a well-designed eBook with infographics, charts and stats.”
CREATE DIFFERENT CONTENT FOR DIFFERENT STAGES OF THE SALES FUNNEL
“Creating content that attracts consumers to your products and services rather than going out and actively selling to them is the most effective way to generate leads in the B2B space. This is better known as inbound marketing, and it includes activities like blogging, social media, and search engine optimization, where each tactic is geared towards people who are at different stages of the sales funnel.”
LAUNCH AN EDUCATIONAL CAMPAIGN
"Launch an educational campaign around tips and tricks in your customer's particular industry. If for example, you're a sales software in the blue-collar space, then you want to launch a campaign teaching your customer's how to grow their business. This can include things like top sales tips, marketing ideas, or general business growth/process tips. Try to become a resource for information in your customer's particular industry. Simply go online on website's like Quora, industry-specific forums, and even keyword planner, just to see what your customer's most burning questions are. Then execute on answering them and the traffic will follow."
DO KEYWORD RESEARCH
“Not only will this help in how to phrase your content based on how people are looking for it, but a good keyword tool with also give you ideas for related phrases that can inspire more content ideas.”
FOCUS ON CLIENT STORIES AND TESTIMONIALS THAT DECISION-MAKERS CAN CONNECT WITH.
“Remember, even in B2B, you still need to connect with individual people. You need to share how your brand will not only affect their brand but also their clients. If your B2B product is going to make their company more agile, profitable, and respected this is what you need to show. Do this for each of the major verticals or industries you serve. After all, the less guesswork as to how your product fits into the framework of their own business … the better.”
USE THE PARETO PRINCIPLE
Lots of content campaigns fail to account for the Pareto Principle i.e. the 80/20 rule. This means that 80% of your content should either inform, entertain or educate your audience whilst only 20% should directly promote your business. This seems counterintuitive for lots of businesses who are actively investing in their content strategies as they're effectively 'wasting' 80% of the effort on posts that aren't focused on driving conversions, which can lead senior executives to pressure the marketing team for more sales-orientated promotions. B2B marketers should look to reframe their content strategy's appearance to senior levels, instead focusing on the community aspect of their audience, and nurturing campaigns to create better quality engagement with prospects who are directly researching solutions in their space. The content strategy should be seen as a top-level engagement to bring potential prospects into the top of funnel providing gentle nurturing through the middle of funnel through useful and engaging content. This can allow marketers to open up their data-driven insights and create a more thoughtful presence online leading prospects to be more likely to actively engage with them in the future.
What’s your top B2B content writing tip? Place them in the comments below!