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Writing Great Content for the Right Audience

Marketers hear a lot in this industry about creating relevant B2B content and connecting with our audience. There are times what that task is easier said than done. Blame writer’s block or lack of inspiration, but the fact remains that if content marketers want to draw in readers and researchers in order to guide them toward a business partnership, content does need to resonate with the focus audience.

But how do we know who our targeted crowd is? And how do we write in a way that is attractive and keeps them moving along on the sales journey?

Rick Goodman over at Business2Community reminds us that oftentimes we know how to communicate, but we are not always good at connecting. Connecting is a challenge in our mobile, technologically-fueled world, and he tells us, “In truth, connecting with people requires a specific set of skills, skills you have to work on and nurture all the time”.

Content marketing takes on many forms and can be challenging to develop on an ongoing basis. The good news is that it is possible to not only write great content, but also gear it toward the right audience.

Read on for 6 tips on creating relevant B2B content for the right audience.

Tip #1: Write something that others want to read

Dragging on and one with boring content will not draw a crowd. Start with a catchy title and move onto visual content. Keep paragraphs short and use bulleted lists. Do not be afraid to lighten up a bit, instilling humor into your content and implementing current trends or news.

Tip #2: Write the truth

Forrester recently conducted research that found 74% of business buyers claim to conduct more than half of their research online before purchasing offline. The site reminds us that these numbers are an average and knowing your buyer is so much more important than relying on trends. Creating content must be based on facts, not on averages.

Tip #3: Know the Audience

It is easy to forget that in a world of business transactions and lengthy sales cycles, there is a human big on the other side of that computer screen or mobile phone. A conversational tone is a great approach when you are attempting to connect with potential buyers.

Getting to know your audience takes time but can be easier if you:

  • Read what they are reading
  • Pay attention on social media to trends and “likes”
  • Create and send out an after-sale survey (make it short and sweet)
  • Understand your competition-what do they offer that you do not?

Tip #4: Rely on Your Friends

Linking to other reputable websites and blogs can add value to your own content, create a partnership with other businesses, and contribute to your credibility. Be sure to only reference professionals with their own level of credibility, a B2B colleague or peer whom you trust. Relevant B2B content is available in great quantities, if you know where to look.

Tip #5: Engage on Social Media

Does your audience hang out on Instagram? Facebook? Do they gather to tweet? Spend time on these social media sites for a good idea of how they interact. Build your social media content strategy to reflect how potential buyers will be reached with these unique outlets.

Tip #6: Write With Care

Laziness in writing can come across as unprofessional and less-than-credible. The presentation of your content is just as important as the words themselves.

  • Check and double-check grammar and spelling.
  • Write in first person or second person.
  • Creativity is a good way to connect, but be sure to stick to the point.
  • Have someone else read to catch any errors or misinformation.

Relevant Content for the Right Crowd

Whether your B2B company is big or small, on a tight budget or spending freely, awesome content is within your reach. No matter if your content shows up in blog form, whitepapers, e-newsletters, or e-books, it is exciting to think you have the potential to reach thousands of customers with the tap of a keyboard. With a little research and some creative contemplation, you can write relevantly and reach your targeted crowd.

What strategies have worked for your B2B company when it comes to relevant written content? How do you get to know your audience?

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