Content Is King.
If you’re involved in B2B marketing, chances are you regularly use content in your marketing strategy. According to a survey from the Content Marketing Institute, 91% of B2B respondents use content marketing to reach their target market. And of that 9% that didn’t use content marketing, 54% planned to launch efforts within 12 months.
This, of course, isn’t a coincidence. The ability to create relevant, high-quality content is key to running a successful inbound marketing campaign and makes a huge impact on how prospects view your brand. Since the quality of your content directly affects your sales performance, it’s of utmost importance that you familiarize yourself with the following tips:
7 Tips for Creating Great Content
1. Stay up-to-date with your industry.
Content marketing isn’t about creating propaganda or building an echo chamber but instead about keeping your finger on the pulse of your industry. With so many alternative sources of information on the internet, you can’t afford to ignore what others are saying. If you do, you’ll appear out of touch and lose credibility with your audience. This, of course, doesn’t mean simply parroting what others say. Instead, you need to provide a unique perspective while remaining within the context of current events, recent trends, and prevalent opinions in your industry.
2. Know your audience.
Just like in any relationship, knowing your audience’s likes and dislikes, opinions, beliefs, and stances on certain topics will help you communicate more effectively. Start by identifying the key characteristics of your audience and build detailed customer profiles. Then, create the content that you think would resonate most with those individuals. Being familiar with your target demographic will also help you create highly optimized content that elicits the most responses and generates maximum interaction.
3. Don’t just present problems—provide the solutions too.
Nobody likes a complainer. In fact, most people go online to seek solutions to their problems rather than be provided with new ones. As a content creator, your job is not only to entertain but also to provide value and solve problems. Therefore, make sure that you provide the solution any time you present a problem.
4. Constantly practice your craft.
As they say, “Practice makes perfect.” We’re not exactly sure who “they” are, but this common phrase contains a lot of wisdom. The more experience you get with creating various forms of media for diverse audiences, the better you’ll get at your trade. Don’t allow yourself to become pigeon-holed in one type of content but instead practice creating a variety of media, such as infographics, videos, surveys, polls, articles, graphics, and more. Also, don’t shy away from the types of content that you’re less familiar with. Rather, invest the time to master every form of media possible.
5. Ask questions.
Being inquisitive and asking the right questions can help you come up with great ideas for your content. Don’t be afraid to be a contrarian; present alternative viewpoints that generate discussion and interaction. Asking questions also sparks curiosity which will help you produce a consistent flow of great content.
6. Maintain a consistent brand voice.
On top of keeping a consistent message, it’s important that you maintain a consistent brand voice. Before you start creating content, decide whether or not you want to come across as professional or conversational and stick with it. Suddenly using exclamation points when you never use them, for example, can disrupt the continuity of your brand voice.
Business-to-business is all about the connections. That’s why you should network on a regular basis and aim to form relationships with influencers in your industry. Use social media, email, and networking events to connect with thought leaders to receive new perspectives and ideas. By constantly exposing yourself to new ideas, you’ll rarely find yourself with a shortage of topics to cover.
As a B2B, quality content is undoubtedly one of the most powerful tools in your lead generation arsenal. Through content alone, you can create interaction with prospects, gather leads, nurture relationships, and call them to take action. However, creating an abundance and variety of great content is no easy task—it requires an entire team of copywriters, graphic designers, and social media managers.
At Sales Buddy, we provide a B2B marketing automation platform that allows you to focus on closing the deal instead of prospecting. In addition to your own MarTech stack and distribution on our exclusive B2B network, you’ll get a constant flow of high-quality content from our own in-house team of copywriters and designers.
To learn more about Sales Buddy and how we generate leads for your business, schedule a quick chat with Corey, today.
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