B2B marketing is frequently and unnecessarily over-complicated. Yes, there are many moving parts, and depending on which strategies you use and the platforms you leverage, there is a steep learning curve. However, the fundamentals of B2B content creation are incredibly straightforward – and once you master them, you’ll start crushing it. In this article, we will talk about the three pillars of B2B content creation.
The first pillar is value. That’s it. If you want to create content your B2B audience will engage with, you need to provide value. Too many B2B marketers are out there regurgitating the same sub-standard information. Trying to find new ways to say the same old rubbish. Don’t waste your time.
Instead, focus solely on providing value. Think about your ideal client: what is their biggest pain point? What do they struggle with the most? Is it lead generation? Managing the supply chain?
Once you better understand your audience and their problems, you can start creating high-value information that helps to solve their problem. Don’t fall prey to this line of thinking that giving away high-value information will result in prospective clients being able to do everything themselves. This is not the case.
Take this Miami SEO company as an example. They could give away all of their industry secrets in a lead magnet to their prospective clients, and they would still sign most of them on.
Why? Because knowing how to do something and having the time/expertise to put it into practice is wildly different. So, don’t be afraid to provide value in your content. Your prospective customers will take notice.
Next, whenever you post high-value information, you should engage with your audience. So, if you share your industry secrets on LinkedIn and people are starting to comment and engage with your posts, make sure you take the time to write back to them.
Engage with what they have to say and add even further value. Similarly, you can start looking at the content they produce on their LinkedIn page and extend the same courtesy to them.
Remember, people buy from people, and in B2B, you must invest in your relationship with your audience. Don’t hit publish and disappear for a week until it’s time to share another post. Come back, read the comments, and share the love.
The third pillar of B2B content creation is consistency.
- Posting consistently.
- And of a consistent quality.
Find the best times to publish content on social media and create a schedule. Stick to your content creation calendar like clockwork and consistently post. In doing so, you will be rewarded with more visibility and greater interaction and demonstrate to your audience that you are a brand and business that can be relied upon. It works.
Final Thoughts on B2B Content Creation: Build It, and They Will Come!
And that’s about all there is to it. Yes, it goes much, much deeper than that. However, the rest will follow if you can establish these three pillars.
- Provide your audience with high-value content that speaks to their needs.
- Don’t be afraid to give away the proverbial keys to the castle.
- Engage with your audience frequently. If a prospective client takes the time to engage with you, respond kindly.
- Be consistent! Show up on time every time, and never let the quality of your content drop.