Writing by Brick Marketing in B2B SEO Marketing
Creating valuable content is absolutely essential for B2B success online. B2B consumers spend time researching before making an investment in a product or service and the majority of this research is done online. In order for consumers to make informed decisions, it’s necessary to provide them with content that will instill trust. Unfortunately, B2B businesses often tend to limit themselves when it comes to content creation. In some cases they don’t have the resources to create an ample amount of content, or there is too much red tape that slows down the approval process and nothing ever gets published. Another common threat to B2B content creation is that they don’t think that they have anything interesting to share and limit their thought process. Contrary to popular belief, B2Cs don’t get to have all of the fun when creating content for thought leadership and SEO purposes. B2Bs need to remember that B2B consumers are also B2C consumers. They expect content to be engaging, enlightening, and possibly even entertaining if appropriate.
If, as a B2B content creator, you are worried about a content marketing strategy because you think that anything that you’d have to share would be boring, you obviously aren’t looking at things logically. Sure, your content may not attract a mass audience but that’s really not the point. The key is to attract people that are or could be interested in your business. As long as the content that you create provides them with some kind of value or insights, it certainly isn’t boring to them. Content creators also need to realize that, while they may understand the ins and outs of the business, it’s likely that their target audience doesn’t. What may seem mundane and boring to you, just because you understand it, may be interesting to potential prospects.
What can also keep B2B content from getting stale and boring is incorporating a variety of content marketing tactics into the mix. Sure, your content will become boring if all you are creating is whitepaper after whitepaper. Switch it up to keep things interesting. Create videos, podcasts, hold webinars, and design infographics. B2B content doesn’t always need to look like a business proposal. In fact, it shouldn’t. B2Bs have personalities too, and content is a great way to let that personality shine through and separate yourself from the crowd!