Content Curation, Content Strategy
Published By:
124

Since 2010, more than a half of digital marketers consider “producing engaging content” a top challenge to overcome.

The problem is particularly acute for representatives of a B2B segment, weeping crocodile tears over their business blogs:

On the one hand, they – B2B marketers, not blogs – understand that businesses with blogs generate 67% more leads.

On the other hand, they – blogs, not B2B marketers – are too formal (read: boring) to bring in traffic and generate leads. It happens because business owners don’t give marketers a free hand in choosing content ideas, doubting whether it’s appropriate for grand brands to sound friendly and creative.

In other words, they are afraid of not looking authoritative enough.

Sounds like a dead end, huh?

Not quite. Even if marketing for grand B2B segments, you can create juicy content for their blogs to engage readers and generate them into leads afterward. For that, consider the following:

The Voice

Content marketing is about engagement and trust. To make people hear, you need a voice. One and only. If your B2B blog sounds like an academic writer while social media channels speak hipsterish to the audience, that’s not the way it works.

Decide on the following:

  • Who is your brand?
  • How does it communicate with the audience? Is it a teacher? A friend?
  • How does it sound? What’s its tone?

Follow, yet don’t plagiarize, the lead of Mail Chimp and create a style guide to your brand voice: what words to use, how to address the audience, what headlines to choose, what business goals to pursue, etc. It will allow your marketing team to create content of one style, voice, and tone.

Research 

B2B doesn’t equal strict, formal, and boring. Don’t be afraid of using contextual humor in your blog posts; yet, don’t make fun of a product or customers: take them seriously but don’t hesitate to laugh at yourself.

The trick is to not try too hard.

No matter how witty your jokes are, remember that you are a marketer after all. The audience won’t care about your creative blog posts if they don’t give any relevant data (read: research) to prove the grandness of your business.

Consider the following:

  1. The audience. Visit forums and corresponding communities to find your target audience’s representatives, talk to them, and find out what concerns them most.
  1. Competitors in the niche. Though spying on them may hurt your marketing endeavors, you may boost traffic and conversion by implementing content ideas they ignore in their business blogs.
  1. Everything is good in its season, so don’t miss a chance to engage the audience with mainstream yet relevant topics.
  1. Distribution and promotion channels. In a B2B segment, business blog posts rarely go beyond that blog itself because of the prejudice about such content’s meagerness. Test different channels of distribution: who knows, maybe your posts on portable radio sets for long-haul truckers will break Instagram.

Once you’ve gathered all necessary data, it’s high time to engage readers with juicy content. Here go some proven ways to do that. 

How to Make Your Content Juicy 

  • Consider videos

“How it’s made” clips work best for B2B. Just take a look at this video by Lexar:

  • Create infographics

Sure, it’s not enough to draw a diagram in Excel and post it to your business blog, waiting for tons of shares to come. A great infographic is about:

  • Clear concept, and theme
  • Data, which is easy to represent
  • Emotional and trendy headline
  • A story, so don’t ignore storytelling techniques to make your customers care.
  • Pendulum action: knock them sideways with a surprising statement in the headline; then, reinforce it with facts in a content body.

Here’s the example from the law office of Daniel Rosen:

To see the full infographic, go here. 

  • Surprise

For wow-effect of your B2B content, answer these questions while writing:

  1. What business side does a big boss discuss with friends on Friday evenings?
  2. What could be an alternative use of your product?
  3. Who does create it? What happens backstage?
  4. Where do you take raw materials from for the product?
  5. Do you have stories of success? Maybe, your product/offer has changed anybody’s life? 
  • Give something for free

It can be a video guide, an e-book, a cheat sheet… or, even a favorite cup of your CEO! The word “free” is key here: once users see it on the screen, they will definitely spend at least 5-10 seconds to find out what’s free there.

And remember:

Look up to the best ones.

No one says you should plagiarize ideas and steal their content, but your top competitors may inspire and motivate you to overtake them. Change the perspective, and spy on them to analyze rather than copy their blogs: what content ideas they miss, what words and article structures would be better to use, what topics to consider for “stealing” and making them sparkle, etc.

When you don’t know what to write in your business blog, consider updating your old content: numbers have it, 92% of blog-sourced leads come from older posts; so why not extend the life of your best content by updating it from time to time? 

In a word…

Grand B2B blogs aren’t necessarily faceless and voiceless, and it’s we marketers who make them so by following copywriting clichés. The common stereotypes we follow while thinking on great B2B blog posts make us consider some niches boring and unfit for content marketing.

Wrong.

Whatever you do, you can make is awesome. While competitors and naysayers doubt, your blog will rock. Nothing matters here but your desire and approach to work.

revcontent-98%-of-sites-get-denied-are-you-in-the-2%
124

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.