Special Report. 5 Tips for Creating the B2B Marketing Content That Really Speaks to Your Audience

Size: px

Start display at page:

Download "Special Report. 5 Tips for Creating the B2B Marketing Content That Really Speaks to Your Audience"

Frank Warren
8 years ago
Views:

1 Special Report 5 Tips for Creating the B2B Marketing Content That Really Speaks to Your Audience JSA Interactive - Special Report

2 1 5 Tips for Creating the B2B Marketing Content That Really Speaks to Your Audience Writing any kind of marketing content requires careful planning and a lot of thought, but when it comes to writing content for B2B marketing, your job just got a bit tougher. There are things you can get away with when writing content with a B2C focus that you just can t get away with when you re trying to capture the attention of people in a B2B setting, and learning how to navigate around what you think your audience wants to hear and what really speaks to them is the key to B2B content marketing success. In this training guide, we re going to take a look at 5 tips that will help you understand and create the kind of content your audience is looking for. Getting to the Point In a B2C setting, a marketer has the luxury of enough time to create a storyline that involves the reader and provokes emotion, but in a B2B setting, you re speaking to business professionals of one stripe or another and that means they re busy. Busy people don t have the time to spend on listening to storytelling and the like - instead, to speak a message they are going to hear, you need to get to the point as quickly as possible.

3 2 Many times, when you sit down to write content, you end up making it much longer than it really needs to be. To counter this, write down everything you think you want to say, and then go back through and condense. Cut out anything that s actually not necessary to your main point, and combine as much as you can in order to shorten your message and make it more direct and to the point. Sometimes, you may need to run through several times to make your copy as concise as possible, but the effort will be worth it when you end up with a piece that delivers your message quickly and succinctly. Tailor Content to the Platform When creating content, it should be created with the intended distribution method or platform in mind. People have different expectations depending on what they re looking at, and your content should fit into those expectations. For example, with a blog post or report, you have the luxury of enough space to really explore an idea, and when someone sits down to read a blog post, they expect to find something that they will need to invest at least a small amount of time in consuming. When someone sits down to check out Facebook, however, they may be prepared to spend time on Facebook, but they may not be prepared to spend ALL of that time reading a long status update from your company. The good thing here is that you can easily repurpose one piece of content to fit into many different distribution methods and platforms - whitepapers can become shorter blog posts, interesting points in a blog post can become tweets, and more. Just make sure you have your audience s expectations in mind each time you do.

4 3 Uniqueness Counts This one is a little easier said than done, but aiming to create unique content that offers unique value to your readers is a surefire way to capture their attention. After all, no one wants to read the same old thing over and over again, even if it s actually really good advice. To speak to your audience and have them hear your message, try to look for a unique angle on an old subject, offer information that only you and your business can offer (such as insights based on data you ve collected from your projects, or highlight a point other writers may have missed when examining a new industry trend.) Your Audience Isn t Just One Person We keep saying audience over and over in these tips in such a way that it might sound like we re referring to a single monolithic entity, but the truth is that a B2B marketer s audience actually usually consists of several different types of people. With B2C marketing, you basically only have to worry about convincing one person to buy your stuff, but with B2B marketing, you ve usually got a group of people all involved in the buying process, and each of those people are looking for different things. For example, if your company sells software, the people involved in making the buying decision may include the IT professionals themselves, a manager or two, and maybe even an upper level executive or three, depending on the software in question. The IT guy s pain points are not the same as the manager s pain points and the manager s pain points are not the same as the executive s.

5 4 People also need different content when they are at different points in the buying cycle. For example, someone that is just researching a new solution and gathering information about what s out there doesn t need incredibly in-depth technical information yet - that comes later on. Content for this person should be easy on the industry jargon and technical details that are difficult to understand. The easiest way to lose someone at this stage is to bombard them with a bunch of stuff that doesn t make easy sense. Can They Find It? Our last tip deals with the mechanics of distributing content for the Internet, because creating all this great content will do you no good if your audience can t find it. Search Engine Optimization is one part of making sure people can find you on the Internet, and all of the content you create should be done with at least one eye on SEO. The other part is actively promoting your content - sharing it consistently on the various social media platforms you are active on (making sure to tailor it to each specific platform every time) and reaching out to other bloggers in your niche or industry to do guest posts are just two ways to promote your content and make sure it reaches your audience. Pulling It All Together Creating content for B2B marketing doesn t have to be an exercise in frustration. The important thing is to always create and share with your audience in mind. When you do, you ll always have content that speaks directly to the people that you want to have hear it.

6 5! What s Next? If you re looking for expert assistance for your business s marketing mix, JSA Interactive has the solutions you re looking for. And to show you exactly how we can help you where you need it most, we re offering everyone that downloads our whitepapers a FREE audit of their choice: - Landing Page Optimization Audit - We will examine and critique the landing page of your choice to show you how you can improve performance, gain more leads, and increase conversions on a real-life page you ve already deployed into action. - PPC Audit - Have our AdWords guru check out the PPC campaign of your choice in order to offer expert tips and insight on improving your Bing PPC or Google AdWords efforts. - Analytics Audit - Testing & tracking are absolutely crucial to any Internet marketing campaign s success. Get help from A JSA analytics audit will sho you what s working and what isn t so you can leverage the good for more conversions and jettison the bad so it s not dragging your bottom line down. To get your FREE audit and customized report - a $975 value - simply fill out the quick application form. This no-obligation project is our way to earn your trust and business. Only 5 free audits are awarded each month, so call or contact us today!

Help Your Book to Sell through Social Media

Help Your Book to Sell through Social Media Social networking sites and blogging have revolutionised the way consumers find out about products and talk about them. Social media is usually free to use,