As the year 2013 is gradually rolling by, marketing experts and internet professionals are taking…
Is B2B content marketing boring to you? You may not be alone on this! Many B2B content marketers have a feeling of frustration as push out content upon content each day and nobody seems to read that content!
But it doesn’t have to be so. No matter the niche you are serving, you can put some punch into your b2b marketing content and drive results beyond your imagination. In this article we will look at some ways you can craft your marketing content to achieve great results.
What Really Is Business To Business (B2B) Marketing?
Business-to-business (B2B) firms are companies that deal on products and services that are focused on other businesses. Usually, the selling is done to a client of another company, who might put the product into some intermediate purpose or use. Considering the target audience, promotional content relating to B2B companies should not only generate interest but it should also be out-standing.
It is very clear that many b2b firms produce almost the same stuff and they reach out to almost the same clients. So finding the right client isn’t a big deal, but actually acquiring that client and holding on to her is the big deal. This is one of the reasons why b2b marketers should be creative enough to stay in the game.
Some Proven Tactics to Creating B2b Marketing Content
1. Show Your Uniqueness
How are you different from others in the market? In what ways can you help your client achieve better results? And, how can you deliver that message in the shortest possible time?
You must understand that time is short and for the b2b customer that means a whole lot of things. To help your clients make good use of the little time available to them you should be able to deliver your message concisely when you write your b2b marketing content. A brief introduction about your company is enough. Concentrate more time to what your company does and how it is unique from others. Pose questions before creating your content. Make use of catchy adjectives that will help the client relate to your content.
2. Press the Right Psychological Buttons!
Play with the customer’s psychology. Understand the difficulties faced by them and then show them how your company or your product can solve it. Make your call to action very clear. The action should be simple but immediate. It should be more than just a helpline.
3. Clear Any Doubt about Your Product/Service
The B2B client is more intelligent and educated than the average shopper. She needs just enough information to make the right buying decision. And so, after the initial brief introduction about your company and what you do, write in detail about the product or service you provide. This should be in-depth information about your company’s product. Point out the advantages of using them. Write them in a hierarchical form using numbers or bullets. While writing, short paragraphs and strong sub-titles can be used as headings of individual paragraphs. Again, using adjectives will be a good bet!
4. Put in the Entertainment Factor
A good amount of entertainment should be added. The aim of this is to retain the interest of the customer. But care should be taken because if this gets too much it could become shabby. It’s a nice idea to use product noun as a verb along with other adjectives.
5. Optimize For the Search Engines
Make good use of the search engines by optimizing your b2b content for the search engines. Millions of people still use them every day to find what they need. If your website is search engine optimized, it will surely get lots of traffic. One thing you must understand however is that the search engines have changed greatly in the last few months. Use industry best practices when writing the content to ensure that you get the best results. Ensure you optimize for your company’s name and the right product keywords. This way whenever someone searches using your company name or the product’s keyword, they can always find you.
6. Work to Retain the Customer
Attracting the customer is just one bit of the equation. Retaining her attention is another. Your content may help lure the customer into your marketing funnel but how do you work to maintain that attention? Like mentioned earlier the b2b client is more educated than the average shopper. Continuously pushing promotional content to the b2b prospect will not do any good. You must be able to sustain their interest with information that is relevant to what they want to know. Beyond this going over board to deliver products right on time and maintaining quality will help build trust. Once they start trusting the company they will become your brand ambassadors spreading the word your company.
B2b content marketing may indeed be a challenging one but like every other online marketing activity putting in a little more effort everyday will ensure you get the results that you desire.
Are you a b2b content marketer? Do you care to share experiences with us?