Compared with B2C, those involved in B2B marketing do have a slightly more difficult job to do when it comes to engaging with their target audience. Just as customers need to feel confident in your services and come to rely on your product, businesses need to feel they can justify the expense of committing to your brand. Content marketing is a great way for companies to communicate their strengths to their audience. By providing relevant, informative and sharable content that businesses can tangibly connect with, your company will have a clear advantage against the rest and will stand out against its competitors.
However, just as those in B2C marketing can struggle to come up with innovative content ideas, creating content for B2B can be difficult also. While the B2B sales cycle itself is complicated, businesses are desperate to use content marketing to help better explain their complex structure and solutions so that their audiences can familiarise themselves with their product without becoming frustrated or fed up. So, what should B2B marketers focus on when trying to create interesting, enjoyable content? Take a look at these content marketing tips for B2B marketers…
Consider your customers’ point of view
You may know very well the ins and outs of your product and what makes it so fantastic, but your business customers do not, and it’s your job to make them care+. They want to know whether or not you understand their needs and whether or not you have the solution they are looking for. When writing your content you should consider what you would want to hear as a business customer. As a business, you won’t want to hear about a company’s fantastic service, but just how it can solve your problems quickly and better than others. Don’t sell, sympathise.
Talk a little, listen a lot
B2C marketers can get away with posting on their social media websites far more regularly than B2B marketers can, because they often do so on a more informal level. Social networks provide an easy way for marketers to reach out to their customers and engage with them, but B2B marketers must avoid getting carried away and posting continuously. Instead, they should use the various platforms to listen to what their potential buyers are talking about online, then respond and deliver efficiently.
Find a topic they can relate to
You could probably speak for hours about your product and the benefits it offers, but your business customers won’t care if they can’t see how it will help them. You can use your content to help them visualise exactly how your product will help them, as long as you do your research. Discover what your buyers are discussing in their social forums and find a topic to write about that you know they will be able to relate to. You need to show them exactly how you could save them time, money and ultimately make their business more successful.
Avoid tech-speak
When you know your product well, it can be difficult to talk about it in any other way than the way you understand it, but your customers don’t have time to get their heads around the tech-speak that perhaps only you and few others within your company can relate to. Using words that are likely to lengthen sentences and only complicate your content will only put your audience off reading your content, but simplifying your content too much can come across as a little condescending. Keep it simple, yet engaging.
If you’re keen to create exciting content with promising prospects for your business but have no idea where to begin, the team at Crowdbait can help. Experts in our field and with a wealth of content marketing experience under our belts, we can certainly help you use B2B content marketing to drive traffic to your website. Get in touch and let’s discuss our content marketing services in more detail.