When it comes to writing business to business (B2B) content, keeping it interesting can sometimes feel like a task. However, content creation is important to any business with an online presence to drive leads and create positive SEO value. With the right strategy in place, you can create content that brings value to readers, encouraging them to stay on your site longer and learn more about your brand. Continue reading for tips on writing great B2B content.
Thousands of pieces of content are created each day and standing out can be hard sometimes. That’s why it is important to create original content for your readers. It’s likely you have a unique perspective on the industry you operate within, so share it. What you want to avoid doing is copying the same piece of content from your competitors. Instead, see what your competitors are doing and put a new spin on it. Unique content is not only useful in attracting new readers, it can be helpful for SEO rankings as well. Google has been known to deprioritize duplicate content, making it more important than ever to be distinct in your approach.
Your readers have landed on your blog, landing page, or whitepaper for a reason: they are looking for useful answers to their questions. The best way to give the people what they want is to provide value with your content. A great way to achieve this is by using your fellow employees as subject matter experts to create content that addresses your audience’s specific pain points. Establishing yourself as an opinionated and knowledgeable thought leader will show readers that you are a resource for them.
Plan Before You Write
A foundational piece of creating valuable content is doing some upfront research before you begin writing. Keywords and queries can help give you some insight into what people are searching for, allowing you to create content that answers their specific pain points. There are hundreds of resources on the market, many of which are free, that allow you to plug in a term and see all variations of search terms related to that keyword. For example, if you’re writing content on corporate tree trimming services and related searches show that people question the value in these services, you can create an article addressing all the reasons it is important for businesses.
Make It Easy to Follow
Your content needs to be digestible for readers, and long walls of text just don’t cut it anymore. Much like with B2C content, users want to be able to find answers to their questions quickly and effectively. Break your content up into smaller paragraphs of 3-5 sentences to make it easily skimmable for audience members, and use informative headlines to show users where to look for desired information. People are busy and often want to find what they need and get out. Doing this helps guide the reader’s eye down the page and make your information skimmable.
Add in Graphics
They say that a picture is worth a thousand words, and there is some truth to that. Adding in helpful graphics to visually tell your story is another helpful tactic for breaking up long walls of text in blogs, whitepapers, and even social media posts. Using an image to highlight an important stat, show a process, or illustrate something that can be hard to capture with your words can be extremely valuable. However, only use graphics where they make sense and don’t overload your article with too many visuals.
No matter what industry you work in, it is important to use a consistent brand voice in your writing. B2B content tends to be geared towards other business owners and thought leaders in your industry, and using a more professional tone tends to work best. While keeping it professional and on-brand, find ways to keep your audience intrigued by using relatable anecdotes and examples. Keep in mind that while using a first-person tone can make your brand seem more personable, it isn’t always right for B2B content. Stick to whatever point of view is used throughout the rest of your site for consistency.
Keep It User-friendly
This is where a lot of people go wrong when creating content. Creating blogs and whitepapers naturally boost your company’s organic rankings, and sprinkling in relevant keywords where they make sense is a great way to enhance this. However, avoid content creation that is just meant for the search engines and doesn’t take user readability into consideration. If you are writing for mainly SEO purposes, keep in mind that Google takes the readability of your article into account. The better your content, the longer people will stay on your site to read it, which also has positive effects on your searchability.
Using a statistic or interesting piece of information is a great way to break up walls of text within your article. Don’t be shy about using external resources within your content, as it shows that you have done your research and is a great way to validate your points. Be sure to also link to helpful information and product pages within your website as well. Try to put yourself in the shoes of the reader, and think of any questions they may want more information on. Don’t forget to include a CTA at the end of your content, further explaining how your brand can help solve for your customer’s pain points.
Show Readers Why Your Brand Matters
Creating content that draws readers in is essential for building an online presence that encourages new and repeat customers. Your blogs, whitepapers, and landing pages often act as the first touch point for users to find you, so be sure to encourage them to come back with interesting and well-written content. Remember, your content is often the first touch point for customers, so make it impactful. Doing so can create new customers for your business and validate existing customer’s beliefs on why your brand is superior to others on the market.