Content builds relationships. Relationships are built on trust. Trust drives revenue.
– Andrew Davis
When it comes to decision-making, there is a distinction between individual and business decisions. While both are being made by someone with a goal in mind, business decisions usually carry greater weight in terms of impact and consequences.
Because of this distinction, B2B content focuses on a different decision-making process than B2C content marketing.
Impactful B2B content increases your ability to communicate effectively. Make sure your content meets and contains the following essential elements to capture and keep the interest of decision-makers:
It’s Accessible
Hiding your best content deep inside your sales lead funnel may be detrimental to your overall content strategy. Make sure to share enough high-value content early on to showcase your expertise and how you can support prospective clients.
It’s Valuable
Nobody likes to skim through fluffy writing to get to what’s important, especially B2B decision-makers. Make sure to convey the benefits and value of your products and services first.
By providing less salesy content, focusing on the problems you can solve, easing their pain points, and giving them actionable information, you offer more value and a better chance of creating a new connection that views you as an expert.
It’s Relevant
The content you create, and share should be relevant to the personas you are targeting. Not every role in an organization faces the same pain points. Identify who’s problems you are solving and highlight the solutions best for them.
Lastly, it’s full of Quality Data and Facts
Decision-makers value high-quality information shared in a brief and clearly expressed manner. By taking complex data and transforming it into small, easily digestible pieces, you make the information quick and easy to understand.
Support your facts and claims by sharing case studies, industry research, and insights (doing this in a visually immersive way will go a long way to capturing attention) to help your audience understand and develop new perspectives.
Consistently sharing high-quality content that demonstrates value and makes decision-makers feel more informed will help position your company as a thought leader and expert in your industry.
By solving their most pressing problems, they’ll want to learn more about your business.
Is your business using social media’s full potential?
At Brieffin, we use our expertise to unlock everything social media offers your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.
Our Moment of Bliss
Enjoy ‘Come back’ by Nym. More to listen to on our Spotify Playlist.
