B2B content marketing can be a challenge – especially in the industrial sectors.
Simply put, industrial businesses struggle to develop content that they think people will find interesting. Often they feel there is nothing to post on their blog, news section, or social media channels because their industry is “boring.”
Quite often, they’re right.
Regardless of the product or service being offered, any industrial business is boring to the majority of people. However, businesses aren’t interested in the majority of people; they are focused on the sliver of the population that falls within their target market. And that sliver of the population is already looking for content that offers legitimate insights, tips, or advice to their business and industry.
So let’s take this opportunity to discuss some important considerations for B2B content marketing efforts:
Insights, Not Updates
In order to avoid creating boring content, it must be valuable.
In terms of B2B buyers, value means anything that can address and solve challenges specific to their business. Too often we see industrial companies post simple updates which outline happenings at the company or events they’ve attended. On its own, this type of content doesn’t provide much helpful information to potential customers. However, looking for opportunities to add value to these updates goes a long way. For example, a recap post from a recent industry trade show doesn’t really help a potential customer with their business. However, if the recap post also includes insights into the direction the industry is heading based on information learned at the show or a breakdown of some of the ideas presented by the keynote speaker, then buyers in the industry will be more inclined to read it.
The key to B2B content marketing is considering how the content you create helps your potential customers.
Make Sure It’s Relevant
While this might seem obvious, irrelevant content continues to be a problem in B2B content marketing circles. Part of the reason for this is that companies feel a responsibility to post a certain amount of new content.
While it’s true that inactive blogs and social media accounts can cast a dark shadow over a business’s online credibility, so can useless content.
Don’t feel the need to post on social media, company blogs, or website news sections just because you think you are overdue for a post. The key to B2B content marketing is consistency. A single quality post on a blog or LinkedIn page each month looks a lot better than 10 posts which offer no value to potential customers. Creating and sharing content just for the sake of it is a waste of both your time, and your buyers.
Keep It Short
Resource-strapped marketing departments (or individuals) will be happy to read this section. When it comes down to it, no one has the attention span to read a novel, and you don’t have the time to write one. So don’t. The best B2B content marketing uses content that is short and to the point. We’re not talking twitter short, using only 140 characters (though if you can do it, all the more power to you), but a few paragraphs of well-written and thought out content is usually plenty. Be sure to put the most useful and relevant information near the top of any article. When sharing other people’s content on social media, look for articles that included photos and are easy to read to ensure the best engagement.
B2B content marketing certainly requires a commitment, but it doesn’t need to take over your entire marketing department. 90% of B2B buyers begin their buying research online (Google, 2015). They have questions they need answers to and business problems to solve. Companies that set aside a small amount of time to develop content which addresses these concerns are never perceived as boring by the people who are already looking for that information.
About Samuel Fordham
Samuel brings energy and enthusiasm to the marketing team at ActiveConversion. With a background in communications and digital journalism, Samuel focuses marketing efforts towards the goal of increasing opportunities for business growth.