We are living in the digital age, an era governed by online experiences for all – including in the B2B world. So much so, that research indicates that when it comes to B2B buying environments, buyers make it 66% of the way through the decision-making process before ever contacting a seller. As such, reaching and engaging with your customers on digital channels is THE way for your brand to remain relevant and engage with your target audience.
Lucky for you, we’ve put together a list of tips for writing highly-targeting, compelling content that will generate potential B2B customers into actionable and engaged leads likely to convert.
1. Set targets within a niche
Establish clear goals for content marketing success and focus them on a particular target audience – one with common characteristics, needs or other demographics. Doing so will enable you to be more highly attuned to the types of content that pique their interest and drive them to buy.
2. Choose channels wisely and match content to each channel
To expand your reach within your niche, you’ll need to post on a healthy variety of communication channels. But remember, your B2B customers are not necessarily on all the digital channels, or even the same channels as their B2C counterparts. Instead, you’ll likely find them onLinkedIn, Twitter, Facebook, Instagram, Slideshare and Google Plus. Be sure to post there, while tweaking your content to fit each channel’s tone and requirements.
3. Involve influencers & experts, but do not overly outsource
Adding the voices of social influencers and industry experts injects immediate credibility to your offering, while simultaneously expanding your brand’s reach. And guess what? Your B2B customers can be great influencers too, by simply posting positive reviews. But be sure to keep the creation of your brand’s content in-house for the most part, to ensure all posts remain in line with your content marketing strategy, brand language and core company beliefs.
B2B companies that market through those channels enjoy low competition and create themselves a huge advantage compared to their competitors
4. Offer value, not a sales pitch
Nobody likes a pushy salesman, but your B2B customers will be more likely to buy from a brand positioned as a thought leader or provider of added value. Create posts that educate, enlighten and entertain your target audience, using a mix of content types: whitepapers, slideshares, e-books, blog posts, social media posts, videos, infographics and more to drive this message home.
5. Use content marketing tools
There are a wealth of tools out there, designed to help you create, format and post great, high-quality digital marketing content with ease. These include Taboola, Outbrain, Reddit, Zest, and others. Use the tool(s) that best align with your marketing strategy and start posting more engaging content, today.
6. Continuously follow up
You need to monitor the results of your content marketing efforts, to determine what works, and what doesn’t. Your findings should inform your future B2B content marketing decisions, enabling you to put out optimized content your target audience won’t be able to resist.
Now you know how to write great, high-quality content for the B2B world. Happy posting!