How To Create Engaging B2B Content: Tips From The Pros
B2B content traditionally refers to a mix of news and advertising, except for advertorials. Nowadays, however, customers consume at least five pieces of content before purchase, leading to an explosion of new forms of content marketing.
Content marketing is now firmly established as a line item on most modern marketers’ budget sheets. It allows businesses to connect directly with their audiences, initiate conversations that may lead to a purchase, and establish trust in their brand. That’s why content marketing is essential for B2B businesses.
According to a recent study by Quartz, long-form articles are one of the most shared forms of content among executives. This has been taken advantage of by LinkedIn, who have created their publishing platform, Pulse.
Pulse was explicitly designed for long-form content. Audiences are overwhelmed with more industry insights and perspectives, making it challenging for content marketing to stand out.
That being said, well-crafted and targeted content marketing can still be a powerful tool for generating leads and developing relationships with your customers.
But how can you create B2B content that genuinely engages your audience? This article will share expert insights and advice on creating B2B content that generates results.
Why Is a Content Strategy Important? – 5 Reasons
A content strategy is helpful because it lays the groundwork for producing and distributing valuable content that serves both your company objectives and the wants and needs of your intended audience.
Without a content strategy, your content may lack consistency and direction, making it challenging to build a loyal audience and generate leads for your business. A content strategy helps you:
1 – To define your audience:
A content strategy lets you zero in on your ideal customers and learns what they care about most. It enables you to make content specific to their wants and hobbies, increasing engagement and bringing more people to your blog.
2 – Helps establish goals:
You can evaluate the efficacy of your content strategy and make necessary adjustments if you establish clear objectives for your content creation, such as raising the volume of website visitors or the number of leads generated.
3 – Determine content types and formats:
A content strategy helps you choose which material—blog articles, videos, or infographics—will best reach your audience and achieve your goals.
4 – Plan content creation and publishing:
With a content strategy, you can plan your content development and publication timetable to ensure a steady supply of information for your audience.
5 – Measure success and iterate:
By tracking key metrics and analysing the success of your content, you can iterate and improve your content strategy over time, ultimately achieving better results for your business.
In general, A content strategy helps you generate and distribute high-quality, audience-targeted material, which increases traffic and leads for your organisation.
How To Create Engaging B2B Content
Creating engaging B2B content is critical for businesses to attract new clients and maintain existing relationships. Let’s look at some expert advice on how to write engaging content that gets results.
1 – Know your target audience
Knowing your target audience helps you write content that engages and builds trust. Additionally, it lets you generate content that is more likely to connect with your intended audience, leading to increased interaction and improved conversion rates.
Target audience research is crucial in creating engaging B2B content. Here are some methods for conducting audience research:
- Analyse your existing customer data: Look for patterns in consumer data. This can include age, gender, work title, and location.
- Conduct surveys: Create surveys to gather more information about your target audience. You can make and send out polls using SurveyMonkey and Google Forms. Be careful to ask questions that reveal your audience’s pain areas, hobbies, and preferences.
- Analyse social media engagement: Look at your social media interaction indicators like likes, comments, and shares. This might give insights into the material that resonates with your audience.
- Conduct interviews: Schedule interviews with your existing customers or prospects to gain deeper insights into their needs and preferences. Ask open-ended inquiries to get their perspectives.
- Research industry trends: Follow industry trends and news. This helps you understand the obstacles and possibilities your target audience may face.
Once you have gathered this information, create buyer personas to represent the characteristics and preferences of your target audience. A buyer persona is a detailed profile of your ideal customer that includes demographic information, job titles, pain points, and interests.
When creating content, consider your buyer personas and tailor your messaging to their requirements and interests.
For instance, if your target audience consists of busy executives, consider creating concise and concise content. Alternatively, consider making in-depth white papers or research reports if your audience is interested in thought leadership and industry trends.
2 – Be relevant
Given the enormous quantity of content uploaded daily, yours must stand out. The most effective method for achieving this is to make your content as valuable and relevant as possible. Here are some tips for ensuring your content is advantageous for your audience:
- Create and employ customer personas.
- Depending on how deeply you can drill down, personalise and adapt content for each segment, company, and stakeholder.
- Themes for your content should revolve around the problems or needs your audience is attempting to resolve.
- Speak directly to your audience’s hopes and fears, dreams and aspirations, pains and reluctance, obstacles and struggles.
- Consider the stage of the buying cycle they are in and their immediate needs. If they are in the awareness stage, a blog may be influential. A how-to guide or case study could be highly beneficial if they are at the consideration stage.
- Ensure that your content is relevant. It should arrive when most needed and reflect events pertinent to your niche.
3 – Develop a strong content strategy
B2B companies who want to develop engaging content need a good content strategy. A content strategy guides content planning, creation, and distribution to achieve specific marketing goals. Without a plan, businesses risk creating content that fails to resonate with their target audience or support their overall marketing objectives. By analysing the effectiveness of their strategy, companies can continually iterate and improve their content to ensure they are achieving the best possible results.
To develop a strong content strategy for B2B content, consider the following steps:
- Define your marketing goals and objectives
- Conduct audience research to understand your target audience
- Identify content topics and formats that align with your marketing goals and audience interests
- Develop a content calendar to plan and organise your content creation and distribution
- Establish guidelines for content creation, including tone, voice, and style
- Determine how you will measure the success of your content
- Continually analyse and iterate your content strategy based on performance data and feedback from your audience.
A strong content strategy helps B2B companies create content that supports their marketing objectives, builds brand awareness, and generates leads. For instance, a B2B software business may utilise webinars and whitepapers to educate its audience on the platform and its benefits. The strategy may include social media promotion and email marketing campaigns to reach and interact with their target audience.
4 – Choose the correct content format
Choosing the proper content format is crucial in B2B content creation. Your content’s appeal to your target audience and message delivery depends on your preferred format. Choosing the correct format for your material may make or break its success. Blog posts, white papers, case studies, and videos have advantages and disadvantages.
Choosing the correct content format is crucial for creating engaging B2B content. When selecting a format, consider your audience’s preferences. It is the type of information you are trying to convey and the goals of your content.
Some standard content formats for B2B content include the following:
- Blog posts
- Case studies
Each format has pros and cons, and your audience and goals may determine the best.
For example, a brief, visually appealing infographic or video may work better than a long whitepaper or ebook if you target busy executives needing more time. However, a comprehensive whitepaper or case study may best demonstrate your company’s experience and thought leadership.
Ultimately, the key to choosing the correct format for B2B content is knowing your audience, message, and goals. Then, select a format that effectively tells your message and connects with your target audience.
5 – Create high-quality content
Creating high-quality content is essential for B2B companies to establish themselves as industry thought leaders, build trust with potential clients and generate leads. It allows them to showcase their expertise, provide valuable insights, and address their target audience’s pain points.
High-quality content helps B2B enterprises stand out in a crowded market and boosts brand recognition and client loyalty. Here is how you can create high-quality content for B2B:
- Conduct thorough research: Before creating content, take the time to conduct thorough research on the topic. This will help you provide valuable insights and information to your audience. Use reputable sources and gather data to support your claims.
- Focus on your audience: Your writing should be written for the people you want to reach. Make sure you understand their pain points, challenges, and goals. Use language that they can relate to and give them answers to their problems.
- Use storytelling techniques: Engaging your audience with storytelling is a vital technique. Make your writing engaging and accessible by including personal stories, case studies, and other real-life examples.
- Provide actionable insights: The information in your posts should help readers take concrete steps toward resolving issues or accomplishing objectives. Write in simple terms, and give specific examples or directions if needed.
- Use visuals: Visuals like pictures, graphs, and videos can help break up writing and make your content more engaging. Make good use of relevant, high-quality images.
- Edit and proofread: Mind spelling and grammatical errors, and ensure your content flows well.
- Stay up-to-date: B2B sectors are constantly evolving. Therefore it’s critical to keep up with the most recent changes. Make sure your content reflects the latest information and insights in your industry.
An excellent example of high-quality B2B material is a detailed guide or report on a specific topic. For instance, a project management software firm may write a handbook on “Effective Project Management Strategies for Remote Teams.” This guide might include remote team management insights and best practices, case studies of firms that have effectively embraced remote project management, and practical advice for leveraging the software company’s capabilities to increase remote team cooperation.
Another example of high-quality B2B content is a series of thought leadership articles that provide unique insights and perspectives on industry trends and challenges. For instance, a financial services organisation may produce reports on “The Future of Investing,” including subjects including sustainable investing, the influence of new technology on investing, and investors’ evolving requirements and preferences.
6 – Make your content simple to read and absorb
We’ve all clicked on a link only to be met with a seemingly endless page of incomprehensible text. You know the type: making it to the third line before ducking for cover. You want people to engage with your content, not feel like they are participating in some endurance test. How to make your content easy to read and comprehend:
- Use brief phrases and paragraphs.
- Make it scannable using clear headings, subheadings, and bulleted/numbered lists (such as this!).
- Consider bolding significant points or concepts. But only capitalise when necessary; otherwise, your audience may perceive you as shouting.
- Utilise a font that is legible on all platforms and devices.
- Use relevant images to break up the text, avoiding stock images whenever possible.
- Include only pertinent, valuable links, and do not overdo them.
- Utilise white space effectively (more on this later).
- Test the content to ensure that it looks good on all devices.
- Avoid using content or pop-ups that detract from the message and design.
7 – Invest in Design
In B2B marketing, investing in design is essential for any business looking to stay competitive. Research has shown that companies that focus on design do better financially.
Good design makes content more interesting, engaging, and easier to synthesise. An eye-catching ebook cover can help stand out in social feeds, while a bold infographic can communicate a complex process or product in an easy-to-understand manner. Moreover, beautiful data visualisation can deliver insights quickly, helping to simplify complex concepts and strategies.
Good design helps you stand out and memorably conveys your message. The method can communicate critical information and make a lasting impression, ensuring your business remains competitive in today’s market.
Investing in design for B2B content can involve several different steps, including:
- Develop a consistent brand style guide to maintain a cohesive visual identity across all content.
- Invest in good graphic design software and tools to make images and pictures that look like they came from a professional company.
- Hire skilled designers or outsource design work to experts who can help to bring your vision to life.
- Research and analyse data to understand your target audience’s preferences and design content accordingly.
- Try infographics, movies, and interactive information to see what works.
- To keep your material fresh and entertaining, follow design trends and practices.
- Continuously test and optimise your design elements to improve performance and increase engagement.
- Pay attention to the value of user experience (UX) design if you want your audience to have a smooth and enjoyable experience.
An example of investing in designing for B2B content could be a software company that creates an infographic to explain the benefits and features of their new product. They use high-quality design to generate a visually appealing, easy-to-read infographic. The plan includes their brand colours, typography, and imagery, which helps to establish their brand identity and credibility.
The infographic is then shared on their website and social media channels, where it receives high engagement and is shared by other businesses in their industry. This increases brand awareness, leads, and sales for the software company.
8 – Correct the structure
Ensure your content has a solid structure and flow to engage your audience. Assume that your reader has ten seconds to decide if the content is appropriate for them, and write accordingly.
Introduce your content with a captivating hook to pique their interest. You could ask a thought-provoking question, introduce a statistic, or situate the topic in the context of current events.
Then, in one or two sentences, summarise what the reader can expect from the content and how they will benefit from it. For example: “Are you ready for Google’s latest algorithm update? According to research by The Drum, 40% of businesses could be penalised when Penguin is released. From backlink auditing to disavowing domains, we cover everything you need to learn to protect your business.
Once you have the reader’s attention, you can move on to the main body text, keeping in mind the previously mentioned readability guidelines. Try to limit each paragraph to a single idea or theme, and avoid jumping back and forth unnecessarily.
9 – Analyse and iterate
Creating engaging B2B content is a continual process of analysing and iterating. To make data-driven content strategy decisions, you must know how well your content is doing.
There are various metrics you can track to measure the success of your content, including:
- Page views: The amount of attention that your content has received
- Time on page: How long visitors are spending on your content
- Bounce rate: The number of visitors who leave your website after viewing only one page
- Social shares: How many times has your content been shared on social media
- Conversion rate: The percentage of visitors who finishes a desired action, such as filling out a form or making a purchase
Tracking these indicators lets you see which material resonates with your audience. For instance, a blog article with a high bounce rate may not be entertaining or relevant to your readers.
After determining how well your content performs, you can use the data to modify and enhance your content plan. This might involve experimenting with different content formats, such as videos or infographics, or adjusting your keyword targeting based on what resonates with your audience.
You can also use this information to help you plan your content promotion strategy.
For instance, if a piece of content receives many social shares, you may promote it more on social media.
By assessing and iterating your content strategy, you may boost B2B content efficacy and website traffic, creating more leads and income for your firm.
10 – Use human emotion
This is our biggest complaint about 90% of B2B content. Although you may not be marketing the most glamorous product, a human is still on the other end. If your cloud-based-innovation-software-solution ultimately helps automate-innovate-elevate their lives, it’s essential to hone in on those emotions and speak to them like real people. Maybe you’re commiserating with them over shared frustrations or giving them insider tips to make their lives easier. What matters most is that you’re engaging with them, not speaking to them.
Watch your language – Many brands throw buzzwords and jargon to prove their expertise or impress their audience. While specific industry terms might demonstrate your insider status, we cringe at most marketing gibberish.
Add your personality – Adding a bit of humour, wit, or sincere emotion helps break down walls and better engage the people you’re trying to reach. In B2B, where relationships are the foundation of everything, demonstrating that familiarity and human voice from the jump is critical.
Ready to Create Engaging B2B Content? Let’s Get Started Today
Apply these B2B content creation techniques now that you know how. Start by conducting audience research and developing a solid content strategy, and remember to create high-quality content and promote it effectively. With this guide, You can create content that links with your target audience and generates results for your company. So, what are you holding out for? Begin working on your next content creation project right away!
Author Bio: Himani is the Founder of Missive Digital. This organic marketing agency focuses on enhancing the brand positioning of the businesses to maximise ROI and brand loyalty through organic marketing channels. She specialises in strategising, creating, and optimising user content and SERP features like Featured Snippets. Being in this industry for the past 12+ years, she has helped SaaS and Technology businesses multiply their organic presence and conversions through organic marketing channels.