Relevant content plays a crucial role in the world of B2B marketing. Not only does it help get your brand out, but it’s also the key to converting leads, getting new customers, and keeping your existing ones.
However, being able to consistently create and deliver successful content is a task that majority of marketers find themselves struggling with.
And, we can totally relate. Business-to-business content marketing can be very tough.
Are you also having a hard time delivering high-quality, relevant content to your customers and prospects?
If you are, we’ll let you in on a little secret. Creating successful content is all about knowing what “relevant” means to your different audiences and optimizing it for SEO in West Palm Beach.
But, how can you discern what relevant content is to your audience? And, how do you create one?
Well, this must be your lucky day because we’ll discuss everything there is to know about relevant content in the B2B space.
Let’s get started!
Essentially, relevant content in B2B marketing is a combination of what your audience wants to know and what you want to say.
Relevant content is especially important for B2B companies because B2B buyers today are moving through the customer journey on their own.
Meaning, they do their own research, gather their own data about a product, compare pricing, evaluate, and arrive at a final purchase decision before they even approach a B2B salesperson.
Without publishing relevant content, how will prospects find the information they need from you?
You might think that if a customer is interested, they’d reach out and ask you. But like we said, this isn’t the way B2B buyers travel along the customer journey anymore.
If you want to win more customers, you gotta make it easy for them to access the information they need and help them go through the purchase process as smoothly as possible.
Now that you’re aware of what relevant content is in the world of B2B marketing and why they’re incredibly valuable to your B2B company, let’s discuss the different factors you need to consider to be able to decipher what is relevant to your audience and what’s not.
First, you should know who your target audience are and what they’re interested in.
This is where reader personas (similar to buyer personas) come in handy.
You want to look at your best existing customers and list down their qualities. Then, organize them according to their age, gender, location, or other factors that you think are important.
You can also gather information from web visitors who are checking out your site with the help of Google Analytics. Segment them based on their demographics and gather data that reveals the topics they’re interested in.
Aside from creating reader personas, you can plot out the B2B customer journey. Try to figure out the possible pain points each reader persona might have at every stage. This will give you an idea of what questions to answer or topics to discuss in your content.
As you gather more data, you’ll be able to start drawing conclusions about your ideal customers.
Once you know who your ideal B2B buyers are, it’s time to get more acquainted with them.
Find out what types of content they’re engaging with online, what they’re reading, what they’re talking about, or what they’re listening to.
You can do this through social listening, such as identifying hashtags people use in your industry, following conversations, and whatnot.
To make your life easier, there are various social listening tools to keep tabs on what your audience is saying about your company. Examples are:
Another way to discern what’s relevant to your target audience is to checkout authority sites in your industry and see what they’re writing about. What topics are they focused on making content around?
Study the type of content your competitors are publishing, the topics they’re discussing, how they present data, and how their audience is responding to it.
This will not only help you identify what’s relevant to your audience, but it will also give you an idea of what to cover in your content.
When creating content, consider creating pieces that will help your buyers achieve their objectives.
Let’s assume that your company produces and supplies eco-friendly water bottles. We all know that going green is one of the biggest trends right now.
So, you might want to look into producing content that discusses the materials involved in producing eco-friendly water bottles, the pros and cons, pricing, and how your buyers can benefit from making the switch in the long term.
Another example is to get your prospects sign up for your newsletter because they want first dibs on the latest insights on industry technology. Make sure that you deliver exactly what people signed up for.
However, you don’t want to present them with a long email filled with boring words and numbers. Rather, you need to present data interestingly. You can throw in some memes or relevant images to make your content engaging.
Everything you put out there in front of your audience should be something they can actually use to improve their business or solve a problem.
If your readers don’t get anything from the actionable elements of your content, then it’s a missed opportunity to impress them and convince them to buy from you.
Some of the most sought-after types of content are:
These are popular forms of content you can use to present information in an interesting way to your audience.
An additional tip you want to keep in mind is to always optimize your content for SEO in West Palm Beach. This will help make sure that they appear whenever a searcher looks for the products or services you offer online.
Aside from discussing the features of your products or services, as well as their pros and cons to convince your audience to buy from you, you can also create post-purchase content for the consumption of your existing customers.
This is a great way to provide them the information they need to make them feel good about the money they spent on your products or services.
It also encourages them to keep on buying and to foster brand loyalty.
Examples of post-purchase content to discuss are:
Again, relevant content plays a major role in the success of a B2B’s digital marketing efforts.
Use this blog post to guide you in identifying what relevant content is to your target audience, and use it to create pieces that resonate with them.
Don’t forget to optimize your content for SEO in West Palm Beach. It’s one of the most crucial factors that contribute to a content’s success.
Need help with producing compelling and highly relevant content for your B2B buyers?
We got you! At Digital Resource, our content marketing specialists can help you craft highly relevant content that’s not only meant to address the needs of your target audience, but also help you achieve business goals.
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