Effective content is not just valuable or keyword-optimized. With increasing competitors and the number of SEO guidelines, the definition of B2B marketing has also significantly evolved.
It can cover the market gap and exponentially boost your conversion rate if done correctly. In fact, 52% of B2B buyers claim that they’re more likely to buy from a brand after reading its content.
Needless to explain, writing blog posts or informative articles like a pro should be a top-shelf priority for most companies. However, it is not as simple as you might think. Apart from the technical side, you also need the words to speak to the reader’s soul.
This guide lists six unconventional tips to help B2B writers pen dynamic content that converts into sales. Want to untangle yourself from the loop of mediocre content? Keep reading to know more!
6 Tips on Writing B2B Content That Converts Into Sales
1. Get Familiar with the Target Audience
Before beginning the writing process, ask yourself – do you actually know the target audience? What issues do they face, or what kind of content will help them reach out to your company? If not, it is high time you chatted with a few prospective customers to understand their perspectives and expectations better.
B2B target customers differ from B2C ones, and you cannot implement the same writing strategy in various marketing forms. Instead of offering products or services to the masses, focus on first converting a smaller subset of people.
You can consider various characteristics like geographical region, age group, educational level, etc. Doing so will help you craft buyer personas and know their process of making purchase decisions.
2. Never Compromise on Research
When you write content for B2B marketing, your first goal is to reach a large number of people effectively. However, with competitors flooding the market, your article/ blog is highly likely to get lost in the sea of content.
To ensure better Google rankings, you need to start by focusing on extensive research. Try referring to multiple sources, interviewing experts, and considering the latest statistics while drafting your latest piece.
To get maximum results, write long-form content packed with information sourced from legitimate channels. You can also run a competitor analysis and understand what works best for the prospective customers.
3. Connect with the Readers via Value and Emotions
B2B content should never be about self-indulgence and serve the reader well. Most people want solutions to their doubts or problems online, rather than knowing in detail about your product or company.
A Roman poet, Publilius Syrus, once said in 42 BC, “We are interested in others when they are interested in us.” Use this philosophy to your benefit and present educational content to the audience with an interesting tweak. For example, if you sell pet food, add various blogs highlighting the importance and scope of nutritional food.
Additionally, focus on evoking emotions that can persuade your audience to act on the feelings. According to Harvard professor Gerald Zaltman, the human subconscious is responsible for 95% of buying decisions.
4. Keep the Content SEO-Friendly
To ensure the content is visible to the target audience, you need to stay updated with the latest SEO rules and optimize your marketing strategies accordingly. Simply stuffing irrelevant keywords in the text and expecting an impressive SERP is not enough.
Conduct thorough research using advanced tools like Ahrefs keyword explorer or Google AdWords. You should also focus on adding inbound and outbound links to maintain site credibility.
Always prioritize the content readability and ensure the text is segmented into multiple H2s and H3s. Write a strong introduction to reel in more readers and add images wherever necessary. You can use an image editor to create high quality images. Additionally, you must always check SEO trends via official sources, considering that Google changes guidelines at least 500-600 times a year.
5. Personalize the Branding Approach
What kind of brand persona do you look for before making a purchase? Most B2B marketers want to explore organizations that speak to their issues and use a personalized approach. Instead of talking to your consumers, talk to them! Maintain a conversational tone and present a ‘real’ version of the brand online.
Side by side, share with your target audience the company’s journey. Include various aspects like what inspired you to start or how you reached a certain level today. You can even share employees’ stories and share some behind-the-scenes bits.
Remember, perfection is not always an idealized method to connect with the audience. Instead of using fancy jargon and professional photographs, add elements that might seem more realistic. While you do that, help the reader find a solution to their problem.
6. Include Impactful Call-to-Action Headings
Once the reader has shown interest in your writing, you need to focus on the next part, i.e., action. Headings work like a minor glimpse into the content and decide whether the audience clicks on the article link or scrolls past it.
Therefore, you must always write clear and concise headings with a solid CTA. For example, if you are selling books, go for something like ‘Read These 10 Books to Change the Way You Think’ or ‘5 Top Picks to Help You Stay Positive.’
Using such headlines will attract more consumers, and make them curious enough to check the content, thus convincing them to take action needed.
Writing B2B content is easy. Writing compelling content that brings you more customers and boosts your sales figures is hard. So, what should a business-to-business writer focus on more?
There’s no fixed correct answer. However, one must always be mindful of the words being penned down. Instead of simply adding valuable content, boasting your services, or connecting with the audience, opt for a mixture of all.
Know where to add a CTA or where to use a more personalized approach. Following through with such steps will ensure to increase brand awareness and bring more revenue to the table! Use the tips shared above and ace the next content writing challenge!
This article was written by James Limbrit, co-founder of Yes Assistant, a site that offers virtual assistant services. We help many businesses with day-to-day tasks and more. Our job is to provide administrative and clerical assistance to an entire office or a department.