No writer can create content that drives engagement, conversion, and sales without keeping in mind the key differences between Business to Business (B2B) content marketing and Business to Consumer (B2C) content marketing. The B2C content marketing strategies aim to influence the purchase decisions of individual buyers by establishing and selling an emotional connection.
But B2B content marketing strategies aim to influence a team of decision-makers by showcasing knowledge and expertise. While writing content for B2B marketing campaigns, you must keep in mind three important aspects of B2B content marketing – creating brand identity, establishing value, and gaining trust.
The longer buying cycles in B2B marketing make it essential for you to emphasize selling the business or company instead of selling the products or services. Your content can influence a team of decision-makers only by presenting the business as an expert in the field and a trusted provider. You also need to consider some B2B content writing tips to drive sales conversion.
Unlike individual consumers, decision-makers look for information, ideas, and best practices to solve specific business problems. You can persuade decision-makers to read the B2B content only when it adds and enhances value. Your content must project the business as a thought leader in the industry by addressing real-time issues and solve problems.
The decision-makers often lack time to read lengthy and boring content. They love content that conveys ideas and solutions in a few minutes. That is why; you must focus on keeping the B2B content easy to read by conveying the information quickly and concisely. At the same time, you must make it easier for decision-makers to read and recall the information using conversational style and entertaining format.
Unlike B2C content, B2B content must get to the point early and quickly. You need to engage the reader by making him know what information or solutions he will get by reading the content fully. However, it is also important to make the content appear personal. You can keep the decision-makers engaged using storytelling techniques. The content still needs to appear suitable for a work environment.
A B2B buyer’s journey differs from a B2C buyer’s journey. While creating content, you must focus on the three important stages in B2B buyer’s journey – awareness, consideration, and decision. Your content must help the B2B buyers to move to the next stage in the buyer’s journey by providing relevant information and targeted content. In addition to identifying and understanding the B2B buyers, you must focus on analyzing and addressing their pain points according to the current position in the buyer’s journey.
Professionals and managers have to explore ways to get the latest industry news, track emerging industry trends, and understand customer preferences. You can make more decision-makers read the B2B content by leveraging in-depth leader. You can conduct research by conducting online polls and analyzing online information. While creating B2B content, you can embed the research in the form of statistical information. Also, you can divert more professionals to the website by posting the research on professional social networks like LinkedIn.
You cannot drive sales conversion by focusing only on the written aspect of B2B content. In addition to writing interesting and informative content, you must explore ways to embed images, infographics, and videos. The visualization will help decision-makers to understand data-heavy topics in a few minutes. Also, you can leverage infographics to eliminate the need to write lengthy and complex B2B content. The visualization will make the textual content visually appealing.
Like B2B marketing, B2B content writing is a continuous process. You have to come up with fresh content ideas regularly to create various types of B2B content. You can easily create relevant and interesting content by connecting the topic to current events. Also, you can write fresh content by analyzing and presenting existing content from a different perspective. But you must compare the content ideas based on user intent. It is always important to consider the question frequently asked by professionals before reading a new piece of content – “What benefits shall I leverage by reading the content?”
Like individual consumers, professionals and decision-makers rely on search engines to gather relevant and updated information. You can make more professionals read the B2B content by implementing white hat search engine optimization (SEO) techniques like including relevant keywords, optimizing title and meta description, and creating internal and external links. At the same time, you must implement relevant SEO techniques to optimize the content for both text search, voice search, and local search.
Like individual consumers, professionals and decision-makers also share informative and interesting content. Also, many professionals share their ideas and views by posting comments. While writing B2B content, writers often ignore the significance of keeping the article or blog easy to share. You can easily motivate readers to share the B2B content with clients and coworkers by ensuring that the content is both informative and interesting. Also, you must enable the readers to share the content instantly by embedding share buttons or options on the web page.
The same writing style may not make the B2B content interesting and compelling. You have to experiment with various writing styles to understand what keeps the target audience engaged and persuades them to read the B2B content. You can use analytics to identify the writing style that works for a particular target audience. The experimentation with different styles of writing will make the content impactful in driving sales conversions.
In addition to implementing these B2B content writing tips, you must focus on aligning the content to the business’s overall branding marketing strategy. Also, you must remember that B2B content marketing trends change from time to time. You can easily make the B2B content more impactful by connecting it to current events and emerging trends.