When it comes to business-to-business content marketing, there’s a problem – more and more content is released all the time. Because there’s so much “out there,” some people are tuning it out.
While it’s impossible to stop the deluge of content, you can do a few things to improve how much of your content is being consumed. This includes:
- Why have business decision-makers started tuning out content?
- How can you prevent them from tuning yours out?
Once you figure this out, you can begin creating content that business decision-makers search for. Some tips to help you along the way can be found here.
One of the worst things that can happen when creating B2B content is making it seem like it isn’t coming from someone “inside” the industry. In fact, it may seem like it was written by someone who has no idea about the industry or the problems those in its face.
Your thought leadership needs to sound like it comes from an industry expert. Make sure you tell your audience what you have to say and why they should listen.
Make Your Content All About Them
It’s important to figure out what your audience wants from your content. You also must make sure it’s worth your time. To ensure this, consider what the content will do to help them, what it will solve, help them understand, and more.
The type of B2B decision-makers who are reading your content are professionals at their job. This means if they take time to consume something, they want to know how it will help them do better at their jobs. This is a good place to begin.
Consider how the insight you are writing about impacts their work. What can they do with the information right away?
Share Your Opinion
It’s important to remember that thought leadership is not the same thing as journalism. There’s no need for it to be impartial. It also isn’t coming from someone on the outside. That’s its power. Your audience wants to know what you think about the development or situation you are writing about. After all, this is why they clicked on your byline, to begin with. Whether they agree with it or not, they will remember that you have an opinion.
Leave Your Readers with Something New
Thought leadership is effective because it doesn’t stand alone. It is contextual; it is engaged with what is going on inside a particular industry at that moment in time, and – what’s most important – is that it is actionable.
When someone finds your content, it should be beneficial in reframing a recent phenomenon or event in a new manner. When they are done, they should be compelled to contact you.
Creating the Best B2B Content Possible
When it comes to creating B2B content, there are many things you could do wrong. However, with the tips here, you should be able to create quality content that resonates with your audience, which is, after all, the goal of this.