47% of the B2B marketers surveyed in the latest Marketing Profs and Content Marketing Institute survey said they're still having issues producing engaging content.
Appealing to B2B audiences may “look” easier due to the fact that you are appealing to a very narrow customer base. Being able to create and maintain proper, engaging content is what it makes it tougher as there is limited scope to what content is available and may trigger their interest and engagement.
For many, the right step if you are in B2B market, is to look inwards your company, your employees, your customers. This will give you valuable insight on the important topics under discussion, current trends and therefore will enable you to apply the right, proper and engaged content.
For many, the right step if you are in B2B market, is to look inwards your company, your employees, your customers. This will give you valuable insight on the important topics under discussion, current trends and therefore will enable you to apply the right, proper and engaged content.
Speak with the Sales Team
They've got all the info you could ever need to think, create and write new content. Sales data, customer information, ideal customer profiles, and much more...they've got it all. To create how-to or walkthrough posts ask them for all the customer questions they get when chatting with prospects. Create a series of posts that deal with their pain points, and show how your solution helps them alleviate them.
Find out the top customer inquiries
Customer and prospect inquiries can be a gold mine of content ideas. Learn what characteristics of your products / services they want to know more about, and develop a content series to provide it. Even if it's a topic that has a low search volume, content on this topic can still bring highly qualified traffic to your site because there's not as much competition for it on search engines.
Work on testimonials
Engaging content usually connects with readers at an emotional, personal level. An easy way to create that connection is to include testimonials on your social media planning. It gives other readers a personal insight into your customers.
Try to use the same "sort" of language your customers are using when speaking or thinking about your product or service. This will help you generating customized content and it will also help you to further build and maintain a good connection with your audience.
They've got all the info you could ever need to think, create and write new content. Sales data, customer information, ideal customer profiles, and much more...they've got it all. To create how-to or walkthrough posts ask them for all the customer questions they get when chatting with prospects. Create a series of posts that deal with their pain points, and show how your solution helps them alleviate them.
Find out the top customer inquiries
Customer and prospect inquiries can be a gold mine of content ideas. Learn what characteristics of your products / services they want to know more about, and develop a content series to provide it. Even if it's a topic that has a low search volume, content on this topic can still bring highly qualified traffic to your site because there's not as much competition for it on search engines.
Work on testimonials
Engaging content usually connects with readers at an emotional, personal level. An easy way to create that connection is to include testimonials on your social media planning. It gives other readers a personal insight into your customers.
Try to use the same "sort" of language your customers are using when speaking or thinking about your product or service. This will help you generating customized content and it will also help you to further build and maintain a good connection with your audience.
Conclusion
Creating B2B content is not an easy thing, as shown in Marketing Profs and CMI's survey. It's one of the bigger worries B2B companies have. Following the steps above you can make sure that you are keeping your effort on the right track and you always have the ability of preparing content marketing that is interesting and useful for the market you are appealing.
Creating B2B content is not an easy thing, as shown in Marketing Profs and CMI's survey. It's one of the bigger worries B2B companies have. Following the steps above you can make sure that you are keeping your effort on the right track and you always have the ability of preparing content marketing that is interesting and useful for the market you are appealing.
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