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Great B2B content bridges the gap between expectations and objectives

Perfect B2B content is untethered from marketing expectations and served through sympathetic environments.

When creating B2B materials, it's important to think about who will be reading them and what that individual might want. The effort that goes into creating B2B content is significant, as these projects tend to be more in-depth than ones targeted at consumers and meant to get quick reactions from viewers. Putting in the work to create a strong graphic or informational piece and then missing the mark with it is a huge waste. As such, leaders must consider the status of the market ahead of internally generated objectives. Rather than releasing content then hoping prospects will come around to it, it's better to target real needs felt by buyers.

Expectations may vary
One of the best ways for leaders to launch on-point content production efforts is to consider where things sometimes go awry. Marketing Land recently explained that marketing executives sometimes read a market desire for informational materials as a simple request that companies put out more data, more graphics, more anything. Instead, they should be considering what their readers will take away from their releases. The source cited Economist Group research, which ranked industry outlooks, discussions of contentious subjects and introductions to new concepts as potentially valuable subjects for content projects.

Letting top-down marketing strategies determine what ends up in content may be a blunder. According to Marketing Land, a vast majority of B2B professionals are making explicit links between their informational content and a particular product a reader may want to buy after perusing that document. This is in line with standard marketing procedures, but it may not represent what viewers want from B2B materials. In these cases, it may be worth abandoning the orthodox strategy in favor of giving users solutions to their particular problems. There is a lot of content in the world today, and documents that seem to be all about brand promotion may be summarily passed over.

In a world that does its research - and that is absolutely what the B2B space has become - marketers may get better results when they abandon hard sell tactics. The news provider reported that when The Economist Group polled content recipients, 71 percent attached a stigma to releases that seem like they are explicit marketing materials. Shaving off the sales pitches and attaching a brand logo to documents that are simply targeted at solving common problems may help companies escape from this negative perception and enhance their standing with clientele who could be absolutely critical to their future.

Building a better website
Chief Marketer contributor Jason Michaels recently explained that one of the main ways B2B operators will reach their buyers is through well-curated Web pages, ones that have a level of polish perhaps more associated with the B2C world. Michaels pointed out that the sales team can work with these websites as a place to connect with prospects. Through these interactions, they will accrue information that can inform the next round of content. And where will users find those released documents? On that same website. The environment can represent the company to its audience and collect feedback, all in one streamlined setup.

Digital Content Development
B2B Publishing

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