On top of being informative, entertaining, and persuasive, a company's business to business content must evoke its brand identity and add value in a clear way. Many successful B2B content strategies find the trick is basically threefold:
(1) articulate your niche business with words that are easy to understand,
(2) publish search-engine-optimized content detailing topics your audience wants to read and learn about, and
(3) track what type of content works and what doesn't.
Now it's not always that simple. Your business' customized strategy may be a little different - and that's okay.
It's All About Them
One simple way to put it is good content is user-centered - it is that which your audiences are interested in, learn from, and are persuaded by. But the funny thing is, there is no easy or right way to accomplish this. So eliminating the gray area between okay content and extraordinary content means learning from mistakes and successes, and then re-focusing on the best tactics. Aiming toward being user-centered is one of the best ways to not only be heard, but to be listened to and trusted.
For a B2B business, good content will improve a brand's visibility, give that business some authority in the industry, attract customers, and maintain important relationships. However, the only way to achieve these perks is to be clear through effective communication. It doesn't have to be perfect, but it should be tactful and concise. And to stand apart from competitors, it must be more than just catchy, too.
Furthermore, B2B content strategy isn't only the content itself. A really good strategy also concerns user navigation and search capabilities. And since there is so much content published every day on the web, it's important to focus on SEO while also convincing your target audience that the specific features and benefits associated with your business make you better than the rest. This type of transparency leads to better outcomes.
Speak Their Language
To effectively communicate with any target audience, it's important to analyze and understand what that audience wants, what terms they use to search for what they want, and how they find the answers they're looking for. Web analytics can add a lot of valuable insight into the behaviors and activities of these people. Moreover, analytic tools help hone in on the most effective vocabulary to use in B2B content.
Track Your Success
If you're not already, begin by tracking your successes and failures, and then focus on accomplishing what you need to accomplish. All the while remembering these repeatedly strewn-about adjectives: clear, concise, informative, entertaining, persuasive, and SEO-driven. These will get the results your business is looking for.
And finally, be sure your content is mobile-device friendly, and even consider using your content repeatedly through different avenues, tweaking it just a little each time to tailor it appropriately. This type of flexible content creates consistency and minimizes the need to repeatedly recreate, saving you time, money, and energy.
Have a Pawsitively Tail Waggin' Good Day!
P.S. This information was provided by Ruff Haus Design - Your Loyal Marketing Companion. Established in 1997, we are a special breed of full service graphic design company that works with a premier pack of clients. We bring a fresh outlook and tail-wagging enthusiasm to your marketing program. Learn more about how we can help improve your brand management and support your marketing needs at www.ruffhaus.com.