While content creation can be a challenge for many businesses, B2B businesses seem to have a tough time with content strategy and content creation. Because writing for a business’s decision-makers can be different from writing for a traditional consumer, many businesses writing B2B content struggle.
But with the right planning and preparation done before you sit down to actually create any content, you will find just how easy it can be to create content for a B2B business.
To show you just how this can be done, here are three tips for creating content for B2B marketing purposes and ensuring that that content connects with your target market.
Get To Know Your Audience With Personas
Just like with creating content for B2C businesses, B2B businesses should also start off by creating personas for the type of customers or clients that they’re wanting to have. Not only will this make it easier for you to visualize who you’re creating your content for, but it can also help you narrow down the focus of your content.
According to Neil Patel, an online marketing guru, the buyer personas you create for B2B content should focus primarily on their problems or struggles and how you as a business will address those issues. Once you have this information nailed down, it will be much easier for you to develop content ideas that will help you fulfill both of these variables. For example, you can create content addressing the problems that your personas face and how using something like your products or services can show major improvement for their organization.
Browse Online For New Topics And Ideas
Another way you can find great fodder for content ideas, according to Dan Shewan, a contributor to WordStream.com, is to see what people are talking about online.By tapping into current hot topics in your industry, you may find that your content has a further reach due to people being interested in consuming all they can about this issue or idea.
To best do this, you first have to know where your target market is spending their time online. Once you’re able to find them, it can be constructive to get involved in whatever online communities they’re in so you can see what trending topics are being discussed. With this information in hand, you can create content for your target personas that’s not only relevant to you and your business, but that’s also timely in that it addresses current concerns that people within your industry are dealing with.
Write Content That Adds Value
If you’ve been creating content for quite a while, you might feel like you’ve completely maxed yourself out on new ideas. And while this might be partially true, there are always ways to look at things differently or come at an idea from a new angle to help you create an entirely new piece of content.
To help you with this, Honey Singh, a contributor to Entrepreneur.com, recommends that you try to find a balance between posting content on a regular schedule that will help your content marketing and SEO efforts with only posting content that you feel adds real value. If this means having to post fewer pieces of content, then so be it. However, keep in mind that it’s important to remember that all the content you create for your target demographics should add some kind of value for them.
If you’re struggling with content strategy and creation for your B2B business, consider using the tips mentioned above to help you address some of these issues.