Five ways to create engaging content that can be converted for your B2B business
As with your company's customers, B2B content and B2C content are not identical. This may seem easy, but many marketers forget it when they share their expertise.
Here's a simple infographic breaking down the differences between B2B and B2C companies:
It is clear that B2B and B2C target groups are different. While one audience seeks efficiency and expertise, the other seeks offerings and entertainment. This means that B2B and B2C companies need to see their content marketing differently.
However, the content that appeals to the reader is basically the same regardless of where it comes from. This article introduces five ways you can engage your audience with great B2B content that converts.
1. Sell the story before the product
Businesses buy your products for one reason: They either save money or they make money.
Your content should focus on providing value that an employee can bring to their manager or a manager to their executive. It should convey that undeniable value to your reader.
But that's not your only job. You also need to involve your readers.
Often times, marketers can focus so much on creating value that they don't lose sight of the reader. This causes two problems:
- The content is so value-oriented that it is no longer appealing.
- Each piece of content looks like a sales pitch.
There is nothing wrong with selling your product. But if this becomes your only message, no one will want to read it.
How can you add value to your content without beating readers over the head for all the reasons your product makes money?
By telling a story.
Stories can take many forms: they can be funny and witty; They can be fun and memorable. they can educate the reader about something; They can even pull your heart.
Engage your readers with a story. You can't expect readers to share your content with their manager or executive if they fall asleep while reading it.
2. Associate your story with your brand
Keeping your readers busy with a great story is important, but the goal of any piece of content should be to get your reader from point A to point B in order to eventually convert.
Your content should move you through the sales funnel. Any piece of content you write can't just be about solving a specific problem. At some point you have to explain to your customer what makes your product valuable and what sets it apart from all the competition.
Connecting your story to your brand is one way to move your customer through your sales funnel. People like products, but they love brands. Connect your story with your brand and you have customer loyalty.
These (B2C) companies have learned how to tell a story related to their brand:
- Starbucks. It doesn't sell coffee; it sells an experience.
- Geico. It has nothing to do with geckos, but the animated gecko will remind you of the brand and slogan.
- Nike. It only uses three words to tell its brand story.
How can you tell a story about your (B2B) brand?
3. Guest contributors can create content that will be converted
Once you've created content, you need to distribute it. You want as many people as possible to see it. One of the most underrated platforms for doing this is guest blogging.
When you share your content on another website, you are designated as the authority. When people see your brand in more than one place, it increases brand awareness. Your content can also provide backlinks to your website to help move potential customers through your sales funnel (and improve your SEO).
Many B2B companies may find it strange to advertise on other websites, but it is one of the most effective ways to establish yourself in the industry. Guest posts go where readers are and connect readers to your story and brand.
So share content through guest posts and take advantage of the audience that other brands have already built.
4. Diversify your content
There is more than one way to get your point across, just as there is more than one way to promote your business. Their content is no different. If you want to involve your audience, you need to be willing to diversify your content.
What does diversification mean? It means using text, pictures and videos.
Sometimes the best way to get your point across is with a well-written blog post. In other cases, you might be able to communicate the same message more effectively using an infographic like the one we shared at the beginning of this article. And if neither does the trick, video is a great option!
Think about your content and be strategic about the presentation: what's the most efficient way to get your point across? Which medium works best?
Diversified content will appeal to your audience in different formats and attract different types of people.
5. Track your content metrics
As you start implementing your content strategy, you will find that some content does not generate as much customer loyalty as you expected. That's OK.
You may want to try reusing it in other ways. When you've written a blog post, use it again as a video or infographic and compare the performance. The numbers show you which format was more effective.
You need to test things to see what your audience is most likely to consume. Then double that shape of the content. This will need time. Do you remember the infographic from above? B2B is about the long buying cycle.
So be patient, keep track of your metrics and multiply what works.
More resources to convert content
The content formula: creating and measuring converted content
Nine ways to invite more engagement with your content
How to Create a Content Marketing Funnel That Will Drive Sales