B2B Content Marketing

Content is the fuel that drives today’s marketing engines. Here are a few ideas for you as you create your content for your B2B prospects that will help you increase your engagement rate.

Thought Leadership
First, your prospects are too busy to read something they already know. You want your content to include a unique point of view about your market, their problems, and the solutions to those problems. As an expert in your field, if you’ve targeted well, you have valuable insights to share that they will appreciate and understand you to be an expert from that. 

Role-Specific
Secondly, in B2B, often there is more than one person on the buying team, on the decision team for what you’re selling. Even though there’s many people, don’t be distracted by creating a version of your content for every person on that team. That is a path to getting paralyzed by too much complexity and too much effort. Start with your number one, you’re the decision maker on the team. They tend to have inordinate amount of influence on the decision. Sometimes 80% is up to that one person. Start there, focus on content for them, and then as time is available, and resources, you can add additional versions of your story and your message for other important players on the decision team. If you send content that works for everybody the same, you’ve watered down your message enough to reduce the value. So, you do wanna make it role specific. 

Anti-Content
And with AI growing, the amount of content that your prospects are gonna be facing is going to inflate an incredible amount over the next few years. So an opportunity for you to create value for them is to create content that allows them to read less content. So, in different industries, that means different things, but look for ways for your content to be a solution to reading less content.

And finally, don’t forget that while you’re selling to a business, the business is made up of people and having a human side to your content learn from the consumer markets and look for ways to engage with their emotions and be interesting and let your human come out.