One of the biggest challenges B2B companies face today is creating content their prospects want to interact with. You have built up the following on Facebook and Twitter, but how do you keep those fans and followers engaged? This post will serve as a brief, yet informative guide on how to generate B2B content that gets responses.

Tell a Good Story

Whether it’s cuddling up with a novel, or gathering around the tube for a movie, everyone loves to take in a good story. A good story has a way of resonating with people and compelling them to share it with others. So what is your story? What are you all about and what motivated you to get into the business? The answers to these questions could serve as the perfect background for your story. It doesn’t matter if you’re working with email, your website or social media, learning how to tell a story in your marketing can help you craft dynamite B2B content your audience really cares about.

Be a Valuable Asset

Is your B2B content truly valuable to the people you want to consume it? Will it help them save or make more money? Does it showcase your knowledge as an expert? For the sake of your marketing efforts, I hope that you have indeed made generating value-added content a priority. So many marketers overwhelm their audiences with jargon and nonsense that slacking off just a little bit in the interactions you have with your users could have dire consequences. B2B prospects don’t have time for the fluff, so leave it out of your content. Focus on delivering information that establishes you as a valuable resource in their minds.

Get with the Times

In many cases, the quality of a given piece of content is a matter of subjectivity. What one reader finds a waste of time could be viewed as worth its weight in gold by the next. In any event, you want your B2B content to be as engaging as possible no matter who encounters it. And even though traditional approaches will always have their place more or less, it has become clear that certain types of content are more effective at engaging than others. For example, many people these days are likely to embrace a well composed video more than an article conveying the exact same message. The point is, marketers can no longer afford to waste the time of their audience with boring B2B content.

Generating quality B2B content on a consistent basis is hard work. The good thing is that the bulk of that hard work is simply coming up with a sound strategy. B2Bers are increasing their spending on content marketing. If you’re going to stretch the budget for it, you might as well do it right.


作者 Francis Santos

Francis Santos is based in the LA area and is the Search Marketing Manager for Benchmark Email. He graduated from Cal State Long Beach and holds a degree in Journalism. In addition, he is also the executive editor for separate popular news blogs.