The efficacy of your content depends on its targeting.
When you’re targeting a B2B market you need to keep in mind what your B2B customers and clients are looking for.
91% B2B marketers use content to spread awareness about their businesses.
Broadly, businesses are of two types: business to consumers and business to business.
My content writing services, for example, are business to business.
I provide my business services to other businesses who then use my services to grow their businesses.
You may like to read: Strategy for creating effective B2B pillar pages
Content requirements for B2C and B2B are different.
When you’re selling to consumers (B2C) pretty much anyone can be your customer or client.
If you’re selling a mobile phone, right from a rickshaw puller to a luxury resort owner to a blockchain developer to a NASA scientist, can be your customer. Everybody these days buys a mobile phone.
The same goes for your food delivery service. Everyone will be using your food delivery service.
In B2B, or business to business, the audience for your content is relatively focused, although, for my content writing services, I would say that any business that intends to promote itself on the web, needs content, or needs a content writer.
Nonetheless, if one wants to narrow down, all my businesses want to create a presence on the Internet with compelling content.
All my businesses want to improve their search engine rankings.
All my businesses want to improve their conversion rate.
So, in that sense, the audience is narrower.
Here is an interesting piece of data that I came across today in the morning: 70% of the B2B customers get information right from the website of the business they intend to deal with.
What does this mean?
If a B2B customer or client wants to know more about you, he or she rather go through your website than other sources such as blogs hosted elsewhere or social media timelines.
Therefore, it is very important to have quality content on your website if you serve the B2B market.
What type of content is preferred by B2B customers and clients?
Authoritative content. Content that has lots of open data and study material.
The stakes are higher.
They are not spending money on a consumable.
They are spending money on a product or a service that is intended to contribute towards their business growth.
As a B2B client, why do you want to hire my content writing services? You want to
- Improve your search engine rankings.
- Establish your authority.
- Educate visitors about the benefits of using your product or service.
- Increase the level of engagement when people visit your website or go through your social media feeds on LinkedIn, Twitter, Facebook, or Instagram.
- Increase the CTR of your email marketing campaigns.
Basically, you want to convince people and you want to convince as many people as possible by increasing your visibility.
To hire my content writing service for your B2B enterprise, in a similar fashion, you too need to be convinced.
For that, I continuously share blog posts through which I share my knowledge of content writing and online copywriting.
I explain to my B2B customers and clients the various concepts of content writing and copywriting.
I illustrate how my content writing and copywriting services can help them improve their visibility.
Basically, I’m sharing lots of knowledge.
When creating content for a B2B marketplace it is the knowledge and verifiable information that do the trick.
You can present this knowledge in the form of web pages, blog posts, infographics, white papers & case studies as well as email campaigns.