B2B content marketing is getting more and more popular and for a good reason. It helps you build authority and trust which is extremely important, especially when selling B2B products and services.
Entrepreneurs are especially careful and they know that a bad product or service costs more than just the money they paid for it.
That’s why they want to deal with somebody who knows what they are doing…
With B2B content marketing you’ll be able to prove it, plus you’ll get a ton of attention and that will let you make way more sales as well.
So, are you ready to begin? If so, let’s dive in…
1. Identify A Problem And Center Your Content Around It
This is really important for B2B content marketing because the main reason why people are consuming content is that they have a certain problem that needs to be solved…
…and when your content solves it, it is way more likely going to get attention, be consumed from beginning to end, and also convert.
So, the thing that you want to do is to carefully think about what kind of problem your dream customers have and then start to create content that delivers the solution.
This is how you’re going to stand out in the marketplace and get the attention you want to get.
However, how are you going to identify the problem that your dream customers have? There are many ways like:
- Run A Survey
- Use Tools Like Answer The Public
- Do A Research On Social Media
- Q&A Platforms Like Quora Or Reddit
It will take some time for you to do the research but it is going to pay off. Once you know what they are struggling with, your content is going to educate them about the problem, position what you’re selling as the solution, and then you will promote a little bit.
The simple, yet extremely important thing your B2B content marketing needs if you want it to work.
2. Make Your Content Easy To Consume
The main reason why people don’t consume your content and why your B2B content marketing is not working is that content you share is just too hard to consume.
Nobody wants to consume content full of technical jargon, badly designed, that looks like nothing but a big chunk of text.
People want clear, simple, easy-to-consume content that is going to add value to their lives.
There are 3 main steps to make your content easy to consume and working…
Keep It Simple
This is really important and although it sounds like a cliché sometimes, I have to mention it here. You don’t want to (and you don’t need to) sound smart in your content.
You don’t want your content to include academic terms, any technical jargon, or colloquialisms that are not general and most people don’t know what they mean.
Instead, you need to keep it as simple as possible.
That means, instead of using words like “automobile” you use “car”.
Also, you don’t want to complicate the piece of content that you share with many side topics inside of it. For example, if you’re writing a blog post about how to bake a pizza, focus only on how to create pizza dough…
…don’t go into how to convert the rest of the pizza dough into a dough for bread.
Or if you’re writing about how to write better sales copy…
…don’t go into how to promote the sales copy using LinkedIn advertising.
Just stick to the one main core message. There will be plenty of space to share content about these related things later.
Pay Attention To The Presentation
This is especially important on social media but it matters everywhere. You want your content to be understandable and also DESIRABLE to consume.
And the way you are going to do it is by paying utmost attention to the presentation of the content. These are things from the design of your posts to video quality to having subtitles in videos to using visual examples in your articles.
The better the presentation, the more people are going to consume the content and the more results you are going to get.
That is why, for example, posts that are designed well almost always perform better than posts that look like trash on social media.
It is not because both of those posts wouldn’t be valuable…
It is because one post is more desirable to consume than the other.
It’s no rocket science but it is so important to nail the presentation of your content that I can’t emphasize it enough…
ALWAYS Add Value
If your content is focused on showing the person some sort of a problem that they have and how to solve it, then the content is usually valuable.
When it comes to adding value, there are 3 main ways to do it:
- Education
- Entertainment
- Inspiration
When it comes to B2B content marketing education is going to be the main content pillar that you are going to focus on. Second, you’ll likely focus on inspiration…
…and entertainment will be almost non-existent as it is not aligned with your B2B content marketing goals.
Ensure that every piece of content that you share always adds value because if it doesn’t, it is not going to perform.
3. Share Your Offer
If you don’t share your offer in the content that you create, the chances of somebody buying are next to none.
You need to share your front-end offer at all times to get people to do business with you.
The way you should do it is in a way, so that it doesn’t interrupt the main message that you are trying to share and doesn’t hurt the flow of the piece of content.
In other words, the offer is usually going to be at the end of the article, social media post, or a YouTube video so that people get all of the value first and that they already feel like it was worth their time.
And if they are going to want to find out more, then they are going to go to your offer and buy.
It is that simple. Another thing you must remember is that frequency plays a giant role here. If you aren’t going to share your offer frequently, then you are not likely going to make sales.
That’s because a majority of people don’t act the first time they see something. They act when they see it for the fourth, fifth, or twenty-first time.
So, share the offer and share it often if you want to get results.
4. Be Relevant To Your Dream Customer
A crucial part of every piece of content that you are going to share in your B2B content marketing is that it has to be relevant to your dream customer…ALWAYS.
If you’re not relevant to your dream customer, it’s like if you’d try to sell a steak to a vegan.
It just won’t happen regardless of how great your message is or what you do…right?
Well, that’s exactly why regardless of what you share you must focus on creating it entirely based on your dream customer. It has to be written for their level of academic education (or lower), it has to be relatable for them, and on and on.
That is how you create the best content that always gets results.
And now, let’s move on to another B2B content marketing tip that you just have to follow if you want to dominate…
5. Outvalue Everybody
If you want to truly stand out from your competitors, if you want to build the strongest authority possible, and if you want to get some REAL results…
Then outvalue everybody. When that is going to happen, your dream customers will get used to coming to YOU instead of somebody else when they have a problem or want to achieve something.
Also, it is the best way to increase engagement and get exposure from the algorithms or get your content shared on social media if it is a blog post.
It is SUPER important. So, don’t think in terms of competing, think in terms of DOMINATING. Outvalue everybody and you are going to win.
Filip Konecny 