6 B2B Content Best Practices


Better content is findable, relevant, and useful to your prospects.

To deliver better content, you should focus on what your prospects want to know at each stage of their decision process. From there, you can support and demonstrate your value proposition by sharing your expertise in the field. Here are 7 steps that will help you develop better 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 you can create categories based on their 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 and curate third party content to fill gaps. After that, create original content where it’s 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 something – say it that way. For peak readability, your copy should be around a fifth-grade reading level. One caveat: don’t forget to use the words and keywords your customers are using so your content becomes more findable.

5. Target the type of 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 target market you need to start by considering the types of questions they’re asking. For example, “I want to understand product features and functionality”, “how do I do (X)”, “what is the market data regarding (X)”, “what is popular”, or a “total cost of ownership analysis”. There are at least a dozen types of answers and each have different benefits. Consider your audience, the stage they are in, and the information you want to share in order to choose the right type of content to share.

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, starting a blog may be a good idea, but try a presentation slideshow, webinar, podcast, or one-pager. Different formats can make similar content more findable to search engines and prospects. Just make sure to keep them simple and easy to consume.


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.

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