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

What is the service concept of your hospital?

When you make your service orientation clear, everyone knows what to expect from your organization In the competitive hospital world, it’s important that all of your stakeholders – employees, patients, referring physicians, suppliers and others – know what your hospital stands for. Whether your service concept is ‘patient intimacy,’ ‘operational excellence’ or to be a ‘competence center of excellence,’ for example, all of your communications and activities must reinforce and support it.

No budget for neuromarketing? Try these ideas to learn more about your customers’ emotions and behavior

Multinationals like Microsoft, Coke or Nike have big budgets, and they can afford to include neuromarketing – using sophisticated tools that measure brain activity and physiological responses – in their market research programs. But the technology and expertise used in neuromarketing is costly. What if you’re a small- to mid-sized company, with a small- to mid-sized marketing budget?

Can you read your customers’ minds? With neuroscience, we’re getting close.

As marketers, we want to learn all we can about our prospects and customers – who they are and what motivates them – so we can develop solutions and marketing approaches that will really engage them. We hold focus groups, develop buyer personas, conduct surveys, and track anecdotal reports from sales … all to find out what the hot buttons are, what prospects feel most strongly about, and to discover the best ways to persuade them.