B2B audiences and B2C audiences are different. One audience wants efficiency and expertise, while the other is interested in deals and entertainment. B2B companies and B2C businesses must approach their content marketing differently.
It doesn’t matter where the content comes from; it has to engage the reader. This article will examine five ways to engage your audience and convert them to B2B content.
Before you sell the product, tell the story
Businesses purchase your products because they either save money or make money.
Your content should be focused on the value an employee or manager can provide to another executive. Your content should communicate that value to your readers.
You also need to engage with your readers.
Marketers can often focus on providing so much value that they forget to engage the reader. This leads to two problems.
Content is too value-driven to be engaging.
Each piece of content is a sales pitch.
It’s not wrong to try and sell your product. If that’s all you have to say, no one will read it.
How can you make your content more valuable without bombarding your readers with reasons why your product will be profitable?
By telling a story.
Stories come in many different forms. They can be humorous, entertaining, memorable, teach the reader something, or even pull at your heartstrings.
Engage your readers by telling a story. If your readers fall asleep as they read, you can’t expect them to share it with their manager.
Your brand and your story should be connected
Engaging your readers through a compelling story is essential, but ultimately, the goal should be to convert your readers.
Your content should guide them through the funnel. You can’t write content that only solves a specific problem. At some point, your client will want to know what makes your product unique and valuable.
You can help your clients navigate the sales funnel by connecting your story to your brand. People love brand loyalty, not products. You can create customer loyalty by attaching your brand to your account.
These B2C companies know how to create a story to connect with their brand.
Starbucks. It’s not about selling coffee but rather an experience.
Geico. The animated gecko is a great way to remember the slogan and brand.
Nike: The brand uses only three words to describe its story.
How can you tell the story of your brand (B2B)?
Content created by guest contributors is more likely to convert
You need to share your content once you have created it. You want to ensure that as many people as possible see your content. Guest blogging is one of the best platforms to use for this.
You become an authority when you share your content with another website. Brand recognition is increased when people see your logo in multiple locations. Content can be used to create backlinks that will help you move your prospects through the sales funnel.
It may seem odd for B2B companies to advertise on other websites, but this is one of the best ways to gain recognition in your industry. Guest Posts connect your readers with your story and brand.
Share content with guest contributors and take advantage of other brands’ audiences.
Diversify Your Content
Your content is no different. There are many ways to communicate your message, just as there are many ways to market your business. It’s the same with your content. Diversifying your content is essential if you want to engage your audience.
What does diversifying entail? This means using videos, text, images, and.
A well-written post on your blog can be the best way to make your point. You may also be able to communicate the same message better with an infographic like the one shared at the start of this article. Video can be a good option if none of these options work.
Consider your content and how you will present it. What is the best way to communicate your message? What is the best medium?
Diversifying your content will engage and attract your audience with different formats.
Track your content metrics
You’ll discover that not all content will generate the expected engagement from customers. That’s OK.
It may be worth repurposing it. Compare the performance of your video, infographic, or blog post. You can tell by the numbers which format is more effective.
Test out different content types to determine what your audience likes. Then, focus on this type of content. This takes time. Remember the infographic above? B2B is all about the long purchasing cycle.