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Today's B2B content should guide buyers to a purchase

What form should B2B content take, editorially and technologically?

Becoming a B2B content leader means producing items that build trust. Organizations that generate materials that don't resonate with buyers or seem to reflect a neutral viewpoint will be rejected over time, no matter how many individual releases they engineer. In an era when potential B2B contacts are leading themselves through long stretches of the purchase process, quality has definitively defeated quantity as the important element in constructing useful messaging. Leaders need to consider how to become a trusted brand name in the field, and content production is a leading way only when it is carried out according to best practices.

Sending out good messages
A recent piece for Business 2 Community tackled the musts of designing materials for B2B firms. The source focused on ways in which the field has transformed in recent years. Appropriately for a marketing tactic with both editorial and IT components, some of the advancements described are technological and others are more concerned with the content within the documents.

  • Mobility deserves more than token effort: Reading documents through a phone or tablet may seem like a secondary or infrequent way for viewers to interact with content. However, according to the news provider, it is now basically required for companies to consider what their mobile experience is like. The source called for content and websites that work on mobile devices as a baseline. Beyond that, organizations could work on app experiences that provide a clear source of branded material for their potential buyers.
  • Gathering readers through social has changed: advised against what is known as "broadcasting," the simple process of posting names of and links to new content releases. The source instructed social account managers to take a more direct approach, speaking with and engaging their audience via social accounts, thus serving them content in more subtle and effective ways. Taking the wrong steps to promote releases may mean that worthy documents don't get the attention they deserve.
  • Focusing on quality is now vital: The Business 2 Community piece also tackled the question of just how organizations should get their content offerings commissioned. The source noted that occasionally getting an employee from marketing to throw together a new document is no longer an acceptable practice. It's now vital to have a dedicated section and plan behind the content aspects of B2B sales. Leaders can build this department within their firm or hire one from outside, but it must be competent and ready to create materials that outshine competitors'.

Changing messages in stages
Another Business 2 Community guide, this one by contributor Carlos Hidalgo, tackled the types of information that good B2B offerings should convey. Hidalgo pointed out the importance of creating different levels of branding to help viewers come into the fold with your company's products and services. Following the buyer's journey from early interest to final purchase, these offerings should begin with guides that are very much solution-focused and progress to branded materials to help salespeople convince buyers that a particular product fits their needs. In the middle reside gently persuasive offerings that combine promotion and problem-solving.

Digital Content Development
B2B Publishing

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