The greatest challenge that the vast majority of B2B content writers are faced with is generating a constant stream of quality content. With regards to marketing, one has only a short window of grabbing the attention of the target audience, in a way that keeps them engaged. Marketers should view B2B marketing as a puzzle, whereby all the pieces have to fit correctly so as to see the larger picture. Put simply, the content that you create ought to be informative, engaging, relevant and most importantly, authentic. If you are involved in B2B content creation, the following tips will come in handy.
Audit your Content
Before rushing to create new content, you should first revisit and evaluate your current content library. Although a content audit can be conducted in several ways, the end goal remains the same. This objective is to gain a deeper understanding of the existing content, ranging from the format to the length and calls to action. By auditing the present content, it is easy to identify gaps. This way, you will know the areas to focus more resources on your upcoming B2B content creation.
Be Goal Oriented
There is a stiff competition in the content marketing arena. As a result, you should strive to set your content apart from the tons of information generated by other marketers. You can achieve this by ensuring that you first define your goals clearly. It will prevent you from wasting resources and getting poor outcomes. The general content marketing strategy should be in line with your business objectives. As such, each piece of the content ought to be created with an explicit goal at hand. Consider the following:
· Thought Leadership- the content generated to meet this purpose aims at solidifying your company and its leaders. Although this content may not increase any traffic, it helps to create a strong reputation and brand presence.
· Customer loyalty- the content intended for your current customers ought to be unique. It should emphasize on nurturing trust, and asking for feedback as a way of engaging with your clients.
Narrow it down
Potential customers have plenty of information resources at their disposal, including email alerts, social media, and instant mobile technology. As a result, most of them are interested in how your enterprise can provide solutions to their problems in a short period. You need not waste time on creating irrelevant content or trying to exhibit a sales pitch. Rather than fill your content with fluff material, write out your message then narrow it down to the most pertinent details.
Sometimes, writing B2B content can feel like a mind-numbing activity. Nonetheless, while the core objective of B2B content is to depict authority and provide relevant information to a particular business sector, your primary audience consists of human beings. As such, you ought to incorporate humor into each writing piece. Studies reveal that people prefer to read humorous, witty and entertaining content to one that is dry and boring.
Some tactics to achieve this include, starting off with a relevant story, trending topics or humorous news. Such an approach profits both the writer and the readers. If you feel unimpressed writing particular content, chances are, your audience will be equally bored.