6 Tips for Writing Compelling B2B Marketing Content
As we all know, content marketing is an essential part of business nowadays. However, marketing for ‘average’ customers and creating content to market to other businesses is a whole different ball game. However, this task can be easier than you think. To give you a helping hand, here are six tips to get you started.
Be Clear, Be Concise
Firstly, I’m going to start with one of the most important points. Put yourself into the position of your reader. If they’re working for a business, the chances are that they’re reading your content while at work so will be limited on time. This means you have a very short window in which to present and communicate your message in as much detail as possible while remaining condensed.
Be direct, be blunt and don’t be misleading. This means you need to create a clear headline to state what your article is about and why they should read on. Within your introduction, you’ll want to include reasons as to why your readers should read on and what benefits reading your content will bring to their lives.
Robert T. Gaskin, a Content Manager for Top Canadian Writers, explains;
“We used to have a writer working for me who was an excellent writer, but he loved to delve into details, more so than was necessary. Instead for giving a million examples to prove your point, present one strong example to back up a single point.”
When it comes to B2B marketing, always assume that your reader is skim reading your content rather than reading it in-depth. This means short sentences, highlighted keywords, and easy readability.
Defining Your Perspective
Each article or piece of content you write needs to be defined uniquely. This is achieved by creating a personal angle in your writing. So, when a media outlet is writing a piece on their latest top story, they will try to portray as much information as possible. They’ll try to answer questions such as where the event took place, what happened when it happened and who was involved.
The same needs to be done for your content. What message are you trying to send? What standpoint is you or your business writing from and what kind of information do you need to give to your readers for them to feel satisfied when reading your content.
This will also define how much content you’re writing per post. For example, if you’re writing a long piece of content, such as a research post in your industry, you’ll want to be very factual while providing your readers with all the information they’ll be looking for in an easy to understand way.
Alternatively, a short ‘blog post’ article has a lot of different purposes that can provide your readers with everything they need in small bite-size chunks.
Use a Variety of Formats
As you’re on the Internet, you’re able to use a variety of unique and engaging formats to entice your readers and followers. Traditionally, you can use just blog posts and articles to communicate your messages but what about the rest of the formats that are readily available to you?
For example, you could condense and reformat your blog posts into an e-book for your readers. More creatively, you could even create videos and infographics that have been proven countless times to boost engagement rates and the effectiveness of your posts.
It's up to you with what you feel comfortable in creating and what your budget allows. However, the only limit is your imagination.
I can’t stress enough how important it is to ensure that your content is absolutely perfect in every way. Let’s imagine you’re reading some content from a business that you may want to work with. If you’re reading their content and it’s riddled with mistakes, typos, punctuation errors, spelling mistakes and grammar issues, how would you feel about the business?
If a company can’t get their content right, it leads you to highly doubt the credibility and trustworthiness of the business and their services or products. Not only this, but poorly written content will also be extremely difficult to read, so the chances are that your reader probably won’t get to the end anyway.
Take your time when creating your content and make sure that it’s perfect. You may want to revise and edit it several times before uploading it as it’s not worth of the risk of your business displaying low-quality content that will proactively drive potential customers and leads away.
However, if this process becomes too time-consuming, that’s still not a problem. After all, you do have a business to run. If this is the case, you can invest in the service of custom writing services such as Best Australian Writers, a comprehensive tool for finding expert and professional writers who can create content on your behalf.
Outsourcing Your Content Tasks
Hand in hand with the tip above, it’s not worth sacrificing your business’s reputation with poor quality content. But, as you’re trying to run a business, as well as managing all the aspects of your marketing campaigns while providing a required level of customer support, etc. there simply aren’t enough hours in the day to complete it all.
If this is the case, don’t worry, you’re not alone. To combat this issue, many businesses are turning to academic writing services. Originally meant for students, these services are now changing the game by providing businesses with their much-needed content.
You can send your requirements for the content you want, and a professional writer will create it on your behalf. Some services even offer free revisions of the content until you’re completely happy with it. These services are becoming so popular that they have even become featured (“Write an Essay” on Huffington Post, for example) by some of the leading online media publications.
Credibility is the Key to Success
Nothing sells products or services more than credibility and an increased reputation. And the best way to achieve this? Reviews, testimonials and customer feedback. When your business has some of this leading feedback, showcase it like you’re proud of it, because you are!
And why shouldn’t you be! For these customers, you’ve done what you’ve set out as a business to do so now share their experiences with the rest of the world. When it comes to content creation, create customer case studies for potential leads to read to see how your business can change their lives.