5 Tips for Creating Meaningful B2B Content

All businesses need to produce interesting and engaging content even if their niche is not really exciting. One of the rules of engaging a customer is to supply them with helpful, inspiring, exciting, and satisfying content. It is a known fact that if your customer isn’t enticed to read your content they will delete the content or leave your website. Unfortunately, the majority of commercial content found on the web today fails to meet these requirements even though it is written for a targeted audience. 

All businesses are different and some businesses are considered boring when it comes to writing B2B content. There isn’t a golden rule for solving this problem and no special guidelines to follow. However, there are a few tricks that your businesses can use to add a little spark and interest to your B2B content. 

1. Add personality-driven content to your B2B articles. 

The small to mid-sized B2Bs have one major advantage over the larger businesses because of their founders. Many B2Bs are founded by someone who is outspoken, eccentric, and sometimes charismatic. On the other hand the executives on the board of larger companies are controlled by internal legal teams, don’t like to write, send tweets, or post content on the website or blog. Therefore, your small to mid-sized business should give one of your founders a spot on YouTube to make a video series for your company. This can set your company apart from the rest using a strong point of view from your CEO. The content on your YouTube video can then be used to write your web content or newsletters.

2. Add behind the scenes to your B2B content. 

All businesses have a hidden side that has human characteristics that would entice your audience into reading your B2B content. Therefore, to spark an interest in your readers pay close attention next time you attend a trade show, conference, or industry event. Find out what is taking place or happening in the culture of your business. Use some of these incidents to make your point. This will add the human voice to your content that will make it difficult to dispute when you write about industry issues. When adding incidents to your B2B content don’t cross over the line and use gossip. Only use verifiable information in your content. 

3. Stop writing content that is straight out-of-the-box. 

Many B2B content writers stick to the subject matter that relates to their product or services. There are only so many issues that relate to these products and services. Therefore, your content continues to hammer the same points over and over again. You need to add different viewpoint or content to your articles that is less directly related to your products and service. If you follow the 80/20 rule for engaging with your customers this will add a different viewpoint and interest to your products. For every four articles you write that are directly related to your products and service you need to write one article that is less directly related to your products. This can add new interests to your company and can also be shared on social media where it will reach a wider audience. 

4. Become an expert in your field and use obsessive content for your articles.

If you are afraid to step outside of-the-box to add new and different engaging content to your B2B articles, then stay in-the-box. But, dig a little deeper into your subject and become an expert in your field. Focus on a particular process or product and become a subject matter expert. Target the audience that has a passion in your targeted market and shares the same in-depth knowledge as you. Use YouTube to target your audience and reach viewers who have an obsession to your interests. 

5. Add new interesting content to your data-driven content. 

Most audiences love data-driven content, but all B2B data-driven articles seem to use the same data time and time again. Instead of using the data supplied by research firms, dig a little deeper on the Web and use the big data repositories to find new relevant content that people have not read before. A good place to find your data is through Google Trends, Twitter API, or your website. When supplying this data to your readers it is important that you cite all your data sources.

This is the year for new and interesting B2B content. You need to spark an interest in your readers and give them new information. The competition is getting tougher each day and your business needs to stand out to survive. Follow these simple steps this year to add a new spark and interest to your company.

Image: flickr.com

Ann Johnston

About Ann Johnston

Ann enjoys writing, reading, gardening, fishing and the great outdoors. Her job has allowed her to travel and live in different countries. She enjoys studying and learning about different cultures..

Ann Johnston