Living Stone blog 3

 

 

All Posts

Why is it so hard to write effective B2B content?

60-70% of B2B communications content is never used. Why? In a word, relevancy!

So, how do you make B2B content relevant? It begins by understanding and tailoring messages to each stage of the buyer’s personal journey. There are three: Awareness; Consideration and Decision. Most B2B content is ignored by sales or their prospects. Why? Because it doesn’t address the right stage a prospect is in. Each prospect’s stage will vary greatly.

  • Awareness: the very beginning, where buyers don’t know your company or what its solutions do. B2B content should therefore focus on pain points and how your solutions overcome them. It also has to be easily searchable as studies show 72% of first-stage buyers use Google.
  • Consideration: comes when the awareness stage ends. The buyer seeks more in-depth information about your company and solutions. Industry reports and white papers are crucial as the buyer is considering multiple vendors.
  • Decision: the final step. The buyer knows exactly what’s needed but hasn’t decided on a vendor. Content must detail your solution through customer case studies and testimonials. Perhaps even arranging contact with these users if possible.

 

Additional targeting by persona

Knowing the prospect’s buyer persona is another key element. By researching and developing different personas, you can further segment and nurture prospects with appropriate B2B content. Identifying personas results in a B2B content strategy to target each segment with appropriate messaging.

Customer interviews, surveys, market research and similar investigatory tools achieve this. The buyer persona and personal journey should align to identify and create relevant B2B content:

 

 

Awareness

Consideration

Decision

User Behavior

Have realized and expressed symptoms of a potential problem or opportunity

Have clearly divined and given a name to their problem or opportunity

Have defined their solution strategy, method, or approach

 

Actionable, engaging content

One last thing. Effective B2B content is not just addressing relevancy to the buyer journey and persona. The actual message that’s conveyed has to be actionable and engaging. Here are some basic tips:

* Should generate a sense of urgency among prospects;

* Raise questions about current methods; encourage exploration of more efficient alternatives;

* Foster a sense of need. First research and then address prospect’s pain points;

* Try telling a story the prospect can relate to; then invite them to engage;

* PDFs, Word documents, pamphlets are passé. Use interactive alternatives such as HTML5, videos, sales playbooks; a more storytelling approach.

 

Download the white paper

This white paper provides added detail on the buyer journey and buyer persona, creating actionable and engaging content as well as content distribution tips (promoting its use by sales reps.) Also, content tracking for reporting to stakeholders; determining ROI.

Download white paper

 

Related blog articles

How buyer personas are created

The power of buyer personas

 

Related Posts

Creating a strong brand: why it’s important

You’re 100% behind your organization’s offer, which contains life-changing products, but you see the development of your brand identity as a side issue? Time to change that vision, and to pursue a brand identity that fully covers the added value your company and products have to offer.

B2B video trends for 2021: spotlight on short-form video

Short-form video is one of the key marketing trends to watch in 2021, according to the experts at HubSpot1. Driven by the popularity of platforms like TikTok and Reels on Instagram, short-form video is taking over the online landscape. What’s considered short-form? Anything less than two and a half minutes, with the length varying by platform: 15 seconds is the length of videos on Instagram Reels, up to 60 seconds on TikTok, and up to two minutes and 20 seconds on Twitter. (YouTube is still the platform of choice for longer video; two minutes is a recommended length here, but educational or instructional videos that are longer than that are ok too2. 

Coronavirus creates “new normal” for B2B conferences

The pandemic is significantly changing the landscape for in-person conferences, congresses and trade shows. Most professional conference organizers are postponing their events to next year, with any paid registrants switched to the future event. In the meantime, we are all missing opportunities to meet with our customers and prospects.