If you sell to businesses, you’ll profit by anticipating what B2B buyers expect from your message.
B2B marketing has changed. Today the buying process is longer and, amid all the digital clutter, attention spans are shorter. Decision makers are busier than ever. They often lack staff, budget and time.
Far too often, B2B content misses the mark because the message focuses on the seller’s offering rather than the buyer’s needs.
Luckily, there are easy solutions.
To cut through the clutter, communicate effectively and engage B2B decision makers, your content must answer the questions that are really on their minds. After working in corporate communications for 15 years, I’ve identified 5 things that busy B2B readers really want to know.
5 questions that inspire gripping B2B content
Build brand trust – and generate more sales leads – by proactively answering these 5 questions in every B2B content marketing piece you create:
1. So what?
Share how your message is relevant to your audience’s needs so they pay attention. Specifically, how will your ideas impact their business or make their life easier? What pain points do you solve?
2. Why should I listen to you?
Establish your credibility and value up-front to encourage your audience to continue to read your message. State how your individual experience or company’s expertise make your ideas meaningful for your audience.
3. What’s in it for me?
This one’s HUGE. State the benefits your audience will gain from making time to absorb your message. Do you save them time, money or effort? Do you make them more profitable or efficient? Include specific, compelling business benefits to make your audience more willing to take action.
4. What do I need to do?
Include a clear, concise call to action. Be specific when telling your audience what step you want them to take, such as subscribe, contact us or download now.
5. Why now?
To motivate your audience to act, include a deadline — even if it’s arbitrary. People will respond more promptly if you give them a time limit. Timeliness is particularly important if your audience includes editors or journalists, as the media thrives on new information.
These content marketing tips can help you connect with and engage your ideal B2B customers. Also, since B2B readers are still human, use this final question as your ultimate litmus test for content marketing effectiveness: Would I want to read this?
What B2B content marketing tips would you add?
Lisa Goller helps businesses tell their story. As a Toronto-based Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com
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