7 B2B Content Better Practices


B2B content framework development

Better content is findable, relevant, and useful to your prospects. To get there focus on understanding what your customers want to know at each stage of their decision process and then support & demonstrate your value proposition by sharing your expertise in the field. Here are 7 smart steps for developing B2B content:

1. Create a content planning framework

Every successful venture starts with a good plan. Creating great content starts the same way. Identify your target audience, understand their pain points, and consider what they’re most interested in at each stage of their decision. Then create categories based on needs and pains. Turn your business strategy into a working content planning framework.

2. Build your topic inventory

Use a content dashboard to monitor news and online resources like industry publications, and RSS blog feeds to find out what’s relevant and what issues have people talking. Use that intelligence to generate a topic list.

3. Learn before you burn your budget

Map existing content, repurpose the best parts, curate 3rd party content to fill gaps and then create original content where it is worth the investment.

4. Be practical and uncomplicated

You know more about what you do than your customers, so don’t get too sophisticated with your content. Provide practical, high-value advice and information. Define all your concepts, spell out acronyms, and if there’s an easier way to say it, then say it. But don’t forget to use the words and keywords your customers are using so your content becomes more findable.

5. Target the type question your customer is asking at each decision stage

Not everything you produce should be a white-paper or product sell sheet. To connect with your customer you need to start with the type of question they are asking. For example I want to understand product features and functionality, how do I, market data, what is popular, or a total cost of ownership analysis. There are at least a dozen types of answers and each has different benefits. Consider your audience, the stage they are in, and the information you want to share in order to choose the right type.

6. Don’t forget other formats

Identify what is already in the market and try using other formats to help you break through the clutter. If no one is blogging than blog but try a presentation slideshow, webinar, podcast, or one-pager. Different formats can make similar content more findable to search engines and prospects. But keep them simple and easy to consume.

7. Ask for more detailed advice

Next steps

Creating engaging content for your customers is no easy task. To learn how Brainrider can develop content that will help you reach your goals, request a proposal now.