The Balancing Act of B2B Content

Helen Cox Marketing Consultant London Kent UKWriting business content can be something that is hard to master. Not only is writing engaging content something that might not come naturally to you, but you also have the added pressure of knowing that it can make the difference between your business being a success or not.  

It doesn’t matter if you are writing content for a member of the public or a client, you always need to make sure that the content that you create is going to get you noticed, that it feels new and fresh and that it has something different to offer that other brands may not.  

When it comes to B2B content, what you really need to do is achieve the ultimate balancing act, between content that is entertaining to read and captures attention and content that is informative and that contains all the right SEO targets to improve your visibility and engagement. 

The good news is that, whilst it is hard to get this balancing act right, it is not impossible. There are plenty of things that you can do to try and make sure that you balance your B2B content and that you can embrace the best of both of these vital worlds.  

Make sure that you listen to your audience 

One of the best places to start is with the very people that you are trying to market to. Find out more about what they want to see in their content. What are they engaging most with, what are they downloading and what are they talking about social media? If you do all of these things then you are sure to learn more about what it is that you should be including in your marketing and how you can make sure that you stand out from the rest of the crowd.  

Tailor your content to the stage of the process 

During those initial stages of trying to secure a new client, you are going to want to do whatever you can to appeal to them. This means that you are going to need to focus on creating fun content that showcases your personality and sets you apart from other brands out there. However, when you have their attention, then it is time to think about the more serious content. Show them what you can do for them and how your expertise is exactly what they need to ensure that their own business is as successful as possible.  

But always be human 

That said, when you are focusing on the more authoritative content, you still need to make sure that you can show the human side of your brand. People relate to people, which means that you need to ensure that whatever it is that makes you human, shines through in the content that you create. Don’t ever become a content robot. What you say should be able to help people to see why they need your service or product, but it should never be seen as dry or boring – lawyers I am looking at you! 

Try not to be too narrow minded 

Targeting your audience is a key part of marketing this goes without saying, but that doesn’t mean that you should focus yourself in such a narrow way that you exclude a wealth of other clients. There is no harm setting up a niche, but don’t let that always be your focus, else you may end up doing yourself more harm than good.  

Content is vital for the successful marketing of your business, so, if you can then it is important that you master this key approach and ensure that your brand is as visible as possible to the clients who are going to want your services.  

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Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe. Please get in touch or book a free 30-minute consultation.

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