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Content creation is a vital part of marketing for all types of businesses. This is the case for both B2B and B2C companies. However, more B2C companies seem to have embraced content creation than B2B companies. Also, while several B2B companies create content as part of their marketing, many others are yet to understand the subtle differences between B2C content and B2B content, and how to make the most of them.

Some of these differences exist because of the types of customers they serve. B2B companies serve other businesses as opposed to individuals, yet they have to market to individuals who make decisions on behalf of those businesses. Also, the products and services they offer require more significant investments than their B2C counterparts.

Another critical difference is that B2B businesses serve a small, focused target market while B2C companies serve large target markets. Also, B2B audiences seek efficiency and expertise, while the audiences for B2C businesses typically seek deals and entertainment.

With these differences in mind, while creating B2B content, you have to think differently from a B2C content creator. This should be obvious by now, but many B2B companies still miss it. In this article, we’ll explore some content marketing tips to help boost your marketing. Let’s dive in.

 

 

One of the first places where most B2B copywriters make a mistake is that they write articles that are either too formal or boring.

While it is true that you are writing content for professionals, don’t forget that those professionals are also human beings. Yes, your content should include some of the professional terms used in the industry you serve. This is part of the identification process and helps to show your reader you are not a novice, but don’t fill your copy with unnecessary jargon. 

Some of these professionals that you are writing for are tired of the jargon they have to use to describe simple things. They're longing for a break, and your simple article can be that break – pun intended.

Anyway, you need to mix professionalism with simple writing. This makes your articles user-friendly and professional at the same time.

When you add storytelling to it, you can get anyone (your target audience) to connect with your content. Read different B2B copywriting examples from competitors or other companies that are excelling in their marketing to see how it’s done, or at least get ideas for what to do.

You can incorporate stories (testimonials) of customers who have used your service and are satisfied with it. Instead of just stating that customer ABC had a need and our product filled that need, tell the story. Talk about the pain she went through and how her previous tool couldn’t get the job done. Talk about how she found your products, the doubts she had because of her previous experience with other tools. Take your audience through her experience and the joy she now exudes for using yours. Let them connect with her story…and your product!

Sometimes, a good story is everything you need to sell your products. If you successfully sell the story, the product will sell itself...with little effort!

 

 

This next tip shouldn’t come as a surprise since you should already know it, but it is worth emphasising. 

As much as possible, never use only text-based content. Humans are more visual than you think. They remember information in a graphic format more than what they read. Besides that, you want to reach different categories of people (learners). There are visual learners as well as auditory learners.

So, do your best to ensure your content caters to all kinds of learners and information seekers. Depending on the platform for which you’re creating the content, break up your text-based articles with images and videos, especially when it is lengthy. 

Yeah, videos will require more efforts to create, but if you can incorporate them, your content will be better because of it. An infographic demonstrating how something is used or done is great, but nothing beats a video demonstration of the same thing.

A note of warning regarding the use of video: people hate poor-quality videos. It does more harm than good, so if you don't have the experience or do not want to invest in video creation, entrust your content creation to a reputable B2B copywriting agency. The investment will be worth it.

 

 

It's always very tempting to assume the content that your audience wants to consume and just put it out there. But that is a mistake you shouldn't make. Yes, you may not need to validate every content idea you have, but you should validate as much as you can.

Research your industry to find out the gaps in the content being produced and fill that gap. One way to do this is to check out the different comments and reviews on blog, forums and review sites. Look out for frustrations, complaints, and dissatisfactions of your clients then go ahead to create content to fill them.

Go through reviews of your products to know what your customers think is great about them, and what they find annoying. These may be on your website or other websites or social media platforms. This is part of brand tracking.

You may find that a customer has given your product a bad review due to not understanding how it works. Without saying much, you just found an idea for a post you should put out there to address the misconception or (better still) show clients how to use the product.

Also, you may have to validate your content ideas on platforms like Twitter actively. You can do this by posting an infographic of your content idea, then watching the replies and reactions of your audience to it. If they respond well to it, you can go ahead with a blog post or other content forms. If not, you may or may not decide to axe it.

If all of these seem like too much work because it will distract you from focusing on the core activities of managing your business, you can choose to get an agency to handle your B2B copywriting service. They have different ways of researching and validating your content before creating them.

 

 

Many B2C companies in the service space are embracing webinars. B2B companies should do so, too. Webinars shouldn't only be an option; they should be an integral part of your online marketing. Why? Since the products and services offered by B2B businesses are often high-end or costlier than those offered by B2C companies, your clients may need something more than a blog post or a video demonstration to reach a decision. That’s where webinars come in.

Even if your clients don’t need another form of content, it is great to plan and run webinars as a B2B business. Why? It has the power of shortening your product’s sales cycle because it engages your prospects, presents them with valuable information they need on specific subjects, and leaves room for live discussions and demonstrations.

But before you run into scheduling a webinar, understand that this is a great sales platform, so it has to be properly planned and scripted. This is one place where a B2B copywriting service will come to the rescue. An agency offering this service would consist of copywriters who are also great at sales. Don't just push your chief technician to present the seminar.

No matter the size of your company, applying these content marketing tips will help you engage and convert your leads into clients. And if you’re already converting prospects without implementing them, there’s no limit to how much more success you will see using these tips.

Growth is one of the key goals of every business owner and executive. They all want and expect their companies to grow, hence all the efforts they put into marketing and improving their products and services. But it seems like only B2C companies are seeing the kind of explosive growth that B2B companies are looking for.

Of course, there are also B2B companies experiencing that level of growth, but they pale in comparison to the number of B2C companies doing so. Many start-up B2B companies seem to be missing the essential online marketing hacks that can help them grow and scale rapidly. This even shows in the kind of content that some of them produce. If your B2B content cannot captivate and engage your target audience, the stakes will be a lot higher.

Besides getting your B2B content right, there are several other marketing hacks and tactics you should learn and implement – we’ll cover some of them in this article. 

 

 

Marketing begins with the products or services you are trying to market. Many companies don’t put in the extra time to make their products as simple as ABC. They fail to understand that many of these companies, or the teams that need their services, are most likely already using another service. The question then is why should they drop what they’re already using for yours?

If you think you will compete on price alone, remember that many companies would rather pay for a product that’s easy to use because it means their teams will spend less time trying to figure how to use it and more time being productive.

If you cannot find ways to make your product super simple, make it as simple as it can be or explore different ways to teach people to learn and master it in the shortest possible time. As part of the offer, you can also add in-house training where possible.

 

 

You cannot divorce content creation from online marketing. It doesn’t matter whether it is the creation of graphics, videos, social media posts or articles for your blogs. Many B2B businesses have a blog that they already run. But some of them still fail to maximise these because of poor copywriting habits.

Also, it is not enough to post on your blogs. Invest in creating e-books, hosting webinars, white papers and short reports, case studies, and so on. Ensure that you provide content that is valuable to your audience and that it answers their most pressing questions. This is critical – if you cannot help them with their main pain points, they have no reason to choose you.

While creating your content, don’t forget that your audience consists of people who make decisions on behalf of business and the teams that will use your service. Many B2B companies miss it right here. They employ copywriting techniques used by B2C companies for customers mostly making decisions for themselves; not to mention that these customers are mostly buying products with a low price range as opposed to that for B2B products and services.

To avoid making similar mistakes, you can outsource your copywriting if your team cannot fix it themselves for any reason. The investment you make into getting a B2B copywriting service will pay for itself many times over. If you find that your copies are not delivering the results you expect, get in touch with us. We offer an excellent B2B copywriting service. The content we create will speak to and engage the right audience while also ensuring that you don't lose out on potential customers.  

 

 

Even when customers are shopping for a new (or better) product/service, they can be very reluctant to commit money. If you have ever had the disappointment of paying for a product or service only to discover it wasn't an excellent fit for you, you'll understand why this is important. Even when in buying mood, people are sceptical.

So if you're sure you have a great product, eliminate (or drastically reduce) this barrier to adoption by offering a ‘freemium’ or free trial. Part of the wisdom behind the free trial is that it gets people to stop and experience your product. Many people find it difficult to overcome inertia (and their scepticism) and keep reading reviews upon reviews as an excuse. But a free trial breaks that and gets them to ‘begin using’ your product. 

At this point, they are already learning it and becoming familiar with it. So long it does what they want, adoption becomes easy. And because the free trial you will offer covers the barest minimum of your product, when they want more (which they will) they’ll not find it difficult to pay for it.

The same goes for free tools. When people begin using your free tool(s), so long they deliver quality results, adopting your paid tools won’t be so difficult. Why? They would have developed trust in your service/products.

Don't be scared of some people not adopting your product after the trial. No business serves everyone. But if you have a great offer, a unique selling point and your product solve a pain point, many people will commit to your service. 

 

 

Growth and marketing success sometimes depend on the number of people you can reach. The more your reach, the better! As a B2B business, you may not find your audience on social media platforms like TikTok or Snapchat so it may be unnecessary to use them – the likes of LinkedIn, Facebook and YouTube are likely to achieve better results.

Instead of choosing one of these platforms, engage your audience on all of them. Also, think about search advertising and native advertising. These channels also drive high-quality B2B leads.

The more channels you employ in your marketing, the more data you can collect. And the more data you collect, the higher your chances of better marketing and growth because as you may already be aware, data is the new gold.

Take note that employing multiple channels means you would have to create content for different channels because what sells on one channel does not necessarily do so on the other. Besides, people behave differently on various channels. Study several B2B copywriting examples to know how other B2B businesses take advantage of different platforms.

One implication of making use of different marketing channels is that you will need to get a robust content strategy for all your marketing channels. It is crucial to your success. If you do not currently have an excellent content marketing strategy, you should involve the services of a reputable B2B copywriting agency to develop and implement one for you.

The growth of your company and the sales of your products are dependent on how well you can market. While the competition is fierce, several online marketing hacks will put you over. We have outlined a few in this article. Begin implementing them and watch your results wow you!

More often than not, firms struggle to find the right B2B copywriting talent to hire. And this is simply because the demand for B2B writing skills has continued to rise, even to a point where companies are becoming desperate.

Apart from the brands that are in constant search of highly skilled B2B talent to add to their in-house teams, a lot of top B2B agencies are also looking for editors and writers that can provide top-quality B2B copywriting services to their clients.

The fact is, without being able to provide a top-quality B2B copywriting service, most agencies won’t get many clients. So, an agency’s success depends largely on its capacity to build a talented writing team – and this is not as easy as it seems.

Right now, it appears as if there are too many copywriting jobs than there are writers available to do them. This brings two questions to mind: is it possible to strike a balance, and how?

Demand for the Best Writing Talent

It’s easy to understand why there is a huge demand for writing talent. Virtually all types of B2B marketing requires B2B content at one point or the other. Anytime your content is compared to that of a competitor, having a writer on your team who can capture the attention of your readers gives you a great advantage.

Obviously, there are upsides to having in-house copywriters, especially for companies with heavy workloads. Firstly, being able to call on the talents at your disposal without having to wait until a freelancer is free, can be very beneficial. Secondly, there are positive cost implications because in-house B2B content writers earn less than the average copywriter.

Why is there a shortage of writers?

The top brands and B2B agencies have a plethora of content jobs available, but let’s take a look at why the best writers aren't always queuing up to take them.

1. B2B copywriting can be difficult

B2B writing is not easy. If you're looking for a writer who wants to write about B2B topics such as IP law and insurance software, you’ll need to find someone with a good grasp of the subject, understand how it ties in with the business side of things, and be a good-enough writer to create compelling copy. This is a tough ask for a lot of people.

2. They don’t need the work

These days, good freelancers are well paid. So, it isn't surprising to find that a freelancer you’re offering a job to already earns more than you’re willing to pay. And to top it off, as a freelancer they get to work in the comfort of their home, whenever they want. So, why would they want to leave all that comfort just to take a B2B copywriting job in an office? The incentives are not always enough.

How can you fix this problem? By hiring your own B2B copywriters and training them to your company’s high standards.

A B2B copywriter that knows their subject matter will not just come out of nowhere, ready-made to work for you. Once you’re able to recognise this, you’ll know you have just a few options. You can continue hiring freelancers, engage the services of a B2B copywriting agency, employ trainee writers and train them, and improve the skills of your current marketing team through training. All these options come with their own problems.

To build a powerful team of copywriters, however, growing your own team is a solid option. All it needs is identifying people with the right attitude, as well as interest/understanding of tech or business, then dedicating the time to teach and mentor them until they reach the required standard.

This approach needs patience, plenty of coaching, and comprehensive feedback. As such, it's a long-term strategy, and as time goes on, you'll start to reap the rewards of your efforts in mentorship, training, and investment.

Also, if a member of your marketing team has a flair for writing, you could structure a development program for them which would involve copywriting training so they can help out with the writing workload. One other advantage of this type of training is that they can review content that has been outsourced to freelance writers.

Alternatively, for reliable and quick results, an expert copywriting agency is the best option.

One thing you can be sure of is that you’ll be getting the best copywriters, which is exactly what B2B marketing requires. Even if you implement all the data, technology, automation, and personalisation techniques, you won’t be making any positive impact if you’re creating content that your readers find poor quality.

If you would like to find out how our B2B copywriting services could be of benefit to your business, feel free to get in touch with us today.

Whenever you write B2B content, you’re writing for an educated audience. The copy you write has to be well informed, knowledgeable and authoritative, and if it isn’t, you’ll be found  out pretty quickly. Here are 10 great tips that will help to make your B2B copywriting even better.

  1. Always have direction

When you start any task without proper direction, it’s like building a piece of IKEA furniture without any instructions. Therefore you need to have a good, thorough brief every time. If you didn't ask for a brief, you are running into your copy task blindly and a piece will be drafted that is not completely aligned with the aims of the campaign.

  1. Identify your audience

Before you start writing, first, ask yourself the following questions: who am I writing for? Who is my target audience? What type of content do they like? How do they spend their days? Which demographics do they belong to? By answering these questions, you can ensure that the content you are creating must be relevant to your audience.

  1. Follow your tone of voice

It’s important to nail your brand’s tone of voice. The copy you are writing is not only important for engaging your audience but also for the promotion and effective representation of your business. It means you should submerge yourself in the identity and core values of your company.

  1. Don’t hesitate to ask questions

An ancient Chinese proverb says that the person who asks questions remains a fool for five minutes while the one who doesn't remains a fool forever. Don’t hesitate to speak up and ask, if you are unsure about the task in front of you. Asking questions can speed up discussions and this should result in improving the content you’re creating.

  1. Do something fascinating

Try to be adventurous whenever possible when writing newsletters, emails, and long-form B2B content. We are going through an era of technological innovation, and you have different and exhilarating ways to engage your readers, especially in the digital and mobile arena. Bold copy will stand out – boring copy won’t.

  1. Make your copy short and simple

B2B copywriting agencies use professionals who know how to write great B2B content. They know that waffly text and overly long articles won’t engage with people. Instead, by cutting back on ‘fluff’, their copy is shorter, snappier and more impactful.

  1. Write strong headlines

Writing great copy is one thing, but having a great headline is another thing. The first thing people see when they read your B2B content is the headline, and you must make sure your titles are always catchy, snappy and powerful. Avoid jargon and overly technical language. Pay attention to your headlines – if you write boring ones, your audience is far less likely to read your content.

  1. Accuracy is power

You must make sure that your spelling, vocabulary, grammar and punctuation is correct for your writing to be effective and authoritative. If you didn’t care about the accuracy, your credibility will be lost among your audience, and your brand’s reputation will suffer. Bad grammar just looks sloppy and unprofessional, so make sure it’s as good as it can be.

  1. Content and Design are connected

Illustrations and words are interdependent – they can’t achieve the purpose alone. You can capture the attention of your target audience and communicate your offer effectively, by coordinating your writing with a piece of creative design, whether that’s a strong image or infographic.

  1. Take risks

Don’t shy away from being controversial when you feel that it’s necessary. Be bold with your content. When you are delivering B2B copywriting services, keep in mind that there will be real people reading what you create, so try to grab their attention. It’s good to step out of your comfort zone once in a while.

These 10 tips will help you to create compelling B2B content. Follow them, and you’ll notice the quality of your copy increasing – and by doing that, you’ll engage with your customers and make your brand shine in no time at all.

More often than not, firms struggle to find the right B2B copywriting talent to hire. And this is simply because the demand for B2B writing skills has continued to rise, even to a point where companies are becoming desperate.

Apart from the brands that are in constant search of highly skilled B2B talent to add to their in-house teams, a lot of top B2B agencies are also looking for editors and writers that can provide top-quality B2B copywriting services to their clients.

The fact is, without being able to provide a top-quality B2B copywriting service, most agencies won’t get many clients. So, an agency’s success depends largely on its capacity to build a talented writing team – and this is not as easy as it seems.

Right now, it appears as if there are too many copywriting jobs than there are writers available to do them. This brings two questions to mind: is it possible to strike a balance, and how?

Demand for the Best Writing Talent

It’s easy to understand why there is a huge demand for writing talent. Virtually all types of B2B marketing requires B2B content at one point or the other. Anytime your content is compared to that of a competitor, having a writer on your team who can capture the attention of your readers gives you a great advantage.

Obviously, there are upsides to having in-house copywriters, especially for companies with heavy workloads. Firstly, being able to call on the talents at your disposal without having to wait until a freelancer is free, can be very beneficial. Secondly, there are positive cost implications because in-house B2B content writers earn less than the average copywriter.

Why is there a shortage of writers?

The top brands and B2B agencies have a plethora of content jobs available, but let’s take a look at why the best writers aren't always queuing up to take them.

  1. B2B copywriting can be difficult

B2B writing is not easy. If you're looking for a writer who wants to write about B2B topics such as IP law and insurance software, you’ll need to find someone with a good grasp of the subject, understand how it ties in with the business side of things, and be a good-enough writer to create compelling copy. This is a tough ask for a lot of people.

  1. They don’t need the work

These days, good freelancers are well paid. So, it isn't surprising to find that a freelancer you’re offering a job to already earns more than you’re willing to pay. And to top it off, as a freelancer they get to work in the comfort of their home, whenever they want. So, why would they want to leave all that comfort just to take a B2B copywriting job in an office? The incentives are not always enough.

How can you fix this problem? By hiring your own B2B copywriters and training them to your company’s high standards.

A B2B copywriter that knows their subject matter will not just come out of nowhere, ready-made to work for you. Once you’re able to recognise this, you’ll know you have just a few options. You can continue hiring freelancers, engage the services of a B2B copywriting agency, employ trainee writers and train them, and improve the skills of your current marketing team through training. All these options come with their own problems.

To build a powerful team of copywriters, however, growing your own team is a solid option. All it needs is identifying people with the right attitude, as well as interest/understanding of tech or business, then dedicating the time to teach and mentor them until they reach the required standard.

This approach needs patience, plenty of coaching, and comprehensive feedback. As such, it's a long-term strategy, and as time goes on, you'll start to reap the rewards of your efforts in mentorship, training, and investment.

Also, if a member of your marketing team has a flair for writing, you could structure a development program for them which would involve copywriting training so they can help out with the writing workload. One other advantage of this type of training is that they can review content that has been outsourced to freelance writers.

Alternatively, for reliable and quick results, an expert copywriting agency is the best option.

One thing you can be sure of is that you’ll be getting the best copywriters, which is exactly what B2B marketing requires. Even if you implement all the data, technology, automation, and personalisation techniques, you won’t be making any positive impact if you’re creating content that your readers find poor quality.

If you would like to find out how our B2B copywriting services could be of benefit to your business, feel free to get in touch with us today.

There’s a common misconception that B2B and B2C marketing are two distinct fields, with little correlation.

While the two sets of marketers will have some different approaches, the old comparison between logical B2B marketing and emotional B2C marketing doesn’t really ring true anymore.

But there’s no reason why B2Bs shouldn’t leverage the best aspects of B2C brand marketing in order to stand out. We discuss the subtle differences between B2B and B2C marketing, and how B2B marketers can get in a B2C marketing mindset to get ahead.

How different are B2B and B2C marketing?

The old school way of thinking is that B2B marketing is based on logic, while B2C marketing is all about emotion. However, emotion still comes into play when marketing a B2B product or service. After all, behind any good company are its people. So, you need to take into consideration the needs and desires of those people when coming up with a marketing strategy. If you really know your audience then it’s easier to engage them.

What makes B2B marketing a little more complex is that there are often more decision-makers involved in the B2B purchasing decision – the person you’re selling to might want your product or service, but you still have to convince others of its worthiness. You have to take the time to communicate your services and the benefits in an in-depth manner, providing thorough data that demonstrates why a company should work with you. What is relevant for a decision-maker in the finance department may be less important for one in the facilities department.

However, those B2B purchasing decisions aren’t purely based on housekeeping factors like price or lead time. Who you do business with says a lot about your own company, so emotional factors do count. If you’re in a close-run market, the deciding call between you and another supplier could come down to how you portray yourself as a responsible, ethical, inclusive or charitable organisation.

Storytelling

B2Cs are adept at using storytelling to elevate their brand above others. By creating a brand story, B2Cs explain why their products are so important and how they fit into the bigger picture, thus offering their customers added value that goes beyond a material object. Take Toms shoes, for instance: people buy them because they’re part of a wider story, which helps the needy from the proceeds of the shoe sales.

Storytelling is more often than not achieved through content marketing, as it focuses on what your customers are looking for and engage with online. Through listening to your customers, and finding out what they follow and share, B2Bs can use content to create a brand story that ties in with this. Furthermore, a good copywriting agency can ensure this brand story is the overarching theme for providing content, such as articles that are useful and relevant to your customer base.

By developing a unique voice, B2B copywriting can make brands more authentic and memorable in the same way B2Cs do. A customer may come to your website through a targeted blog post that highlights your product as a way of improving their business, but while there you can capture their interest with a story of how your company was formed and what you stand for. An added bonus of doing this is you will have a strong, brand orientated piece of evergreen content – your company's history.

Humanising Your Brand

Historically, B2Bs aren’t the best at humanising, but it’s important to realise that business people are just the average woman or man on the street but in a work setting.

CRM software and cloud computing company, Salesforce, is a top example of how a B2B company humanises its brand. Not only does Salesforce provide a story about how it pioneered CRM software back in 1999, it also speaks to ambitious businesspeople directly. On its About Us page, Salesforce states that:

“Now anyone can be a Customer Trailblazer who transforms their company — and grows their career — using our easy-to-use, yet powerful, technologies and tools.”

This powerful language shows that B2Bs can benefit from using emotion and expressing personality in the manner of B2C brands. Salesforce carries on injecting personality into the content on its blog, with posts like ‘What if the North Pole ran on Salesforce’ continuing the trailblazing theme. This emotion is what makes people feel truly connected to a brand on a human level. And if they feel connected they are more likely to remember the brand and make a purchase.

Connecting with an Audience

When it comes to social media, putting your story out there is just part of the process in truly connecting with your audience. As well as a platform for sharing content, social media is also a place where brands answer queries and make connections with customers, so it’s vital to be approachable and reactive. According to SproutSocial, being responsive on social media prompts 48% of consumers to make a purchase – the highest factor in their study.

B2Bs might think that as they aren’t targeting consumers directly then social media isn’t a relevant part of their marketing. But with almost 80% of the UK population using Facebook in 2017, it provides a big opportunity. This is particularly true if employees of your target businesses are millennials, the biggest users of Facebook, who could be encouraged to follow you on their personal accounts. Or if you target freelancers they’re likely to use their Facebook account for work purposes.

The personal touch mentioned above works well on Facebook, so it’s a good place to continue your story, as well as posting curated content. In this way, you can set your business up as a thought leader in your industry, by providing regular insightful business tips. And if you have the budget to advertise on Facebook, its targeting now includes the ability to focus by industry, company and job title, as well as by search radius.

All in all, B2B marketers need to start thinking like B2Cs in order to create an enduring brand. B2Bs can utilise B2C techniques to make a greater impression on potential clients. They can do this by creating a brand story that resonates with people, connecting on a personal level, and injecting personality into their brand.

If you’re ready to take your brand to the next level, it’s time to get creative and use content to express personality through your own brand story.

With our high-quality content strategy and copywriting services, WooContent can help you tell that story. Get in touch today to find out more.

 

Content marketing is no longer a niche activity, but a core business strategy. According to Content Marketing Institute’s latest annual report, B2B Content Marketing: 2018 Benchmarks, Budgets and Trends, 91% of over 2000 B2B respondents interviewed use content marketing.

But the landscape of content marketing is always changing in response to new consumer trends or technological advances. If you want to stay ahead of the pack, it’s important to be able to plan for these changes in the market and having a B2B copywriting strategy will support this.

We’ve done the research. Here are five tips for B2B content marketing success in 2018:

1. Keep your eye on the prize

It’s official – according to Dr Gail Matthews, people who write down their goals and share them with friends are twice as likely to succeed as those who don’t. The same is true of content marketing.

In their latest annual report, Content Marketing Institute got businesses to rate their level of success in content marketing. Whilst 62% of the most successful businesses had a documented content strategy, only 16% of the least successful businesses did.

A documented strategy for content marketing success is one of 2018’s hottest accessories.

If the thought of creating one feels overwhelming, Hubspot’s Kelsey Meyer has come up with a few questions to get you started:

2. Measure success and act on it

Make 2018 the year that you become more proficient in analytics.

I’m not just talking about using programmes like Google Analytics or Buzzsumo, which you might have used in 2017. According to Rick Whiting, ‘Yesterday’s tools for developing static reports based on historical data, for example, look downright primitive next to the latest generation of software.’

One such software is Anodot, which is making waves in the business world. It continually analyses website data using AI analytics. Working in real time, it’s able to detect anomalies – such as a spike in customer interest, a sharp decrease in revenue – the moment they occur, allowing you to respond quickly.

But however sophisticated your software, data means nothing if it isn’t analysed. Use the results to build a profile of your customers. What social media platforms do they use most? What messages or images do they respond to? This insight will allow you to laser target your content marketing strategy towards them.

3. More sophisticated social media advertising strategies

For years, businesses have been aware of the importance of cornering the social media market.

In the past, most businesses have stuck to using adverts on LinkedIn and Facebook. But people are exposed to so many adverts that they’re in danger of getting turned off by them.

Potential customers are no longer interested in thinly veiled sales pitches. Instead, they want to invest in brands with distinctive identities, in businesses that they can relate to on a more personal level.

For that reason, according to Natalie Athanasiadis, ‘Chatbots are going to be one of the biggest things in social media marketing in 2018. They have evolved from inferior robotic responses to now being able to provide personalised and instant meaningful interactions with a brand’s audience.’

According to experts, 2018 is the year for “being in the moment” marketing. As well as Chatbots, live video streaming looks set to be one of the year’s biggest trends.

4. Diversity is key

Diversity in all forms should be a key aspect of your 2018 B2B content marketing strategy.

Content Marketing Institute’s 2017 research has shown that the most successful B2B companies distribute content across multiple social media channels.

But diversity also relates to the type of content being produced.

B2B marketers are beginning to use a wide spread of tactics to reach audiences. Although social media content and blog posts are the most widely used, a lot of other tactics are becoming increasingly popular, such as infographics, informative videos and webinars.

Your content marketing team must adapt to these demands, becoming proficient in video creation, advertising strategy and public speaking as well as writing.

5. Virtual Reality and Augmented Reality can no longer be ignored

2018 sees new technologies being developed, and older ones being updated. B2B content marketers aware of the latest technological advances are bound to stay ahead of the game. VR and AR are this year’s big players.

B2C companies have already jumped on the AR bandwagon. IKEA, for example, have introduced a new app, ‘Place’, which allows customers to preview furniture in their home before buying it. Now it’s time for B2B companies to follow suit.

These 5 tips show that content marketing for 2018 is both technological and personal. Being proficient in both video production and analytics software will help you inch ahead in a market that’s beginning to be saturated.

But customers aren’t just looking for brands that are tech savvy. They’re looking for brands they can trust. Brands that reach out to them in ways that feel authentic and personal. Brands with something original to say. Companies should ensure their content is unique and engaging and using a copywriting agency will help with this.

At WooContent, we offer content strategy services if you need some help updating your content marketing strategy. Get in touch with our experts today for advice or a personalised quote.

 

When it comes to B2B marketing it can feel like there’s an unwritten code of ethics preventing companies from really trying to express who they are.

Content often takes the simple form of: we’re good at what we do, so use us. Industry jargon is assumed to be impressive. Personality is left at the door in order to make a smooth, logical business transaction and to avoid any potential awkwardness. Pros and cons are weighed up, and it’s not necessary to complicate things. We have or do this – buy it, maybe?

In reality, the content you produce to market your business should always be the communication of a personality. This is possible even if your business provides services that don’t seem to add much joy to the universe (later on we’ll be looking at the marketing efforts of a solder paste manufacturer. Exciting!). It should also be noted that a personality is distinct from a persona – one is real and has depth, the other isn’t and hasn’t.

In the B2C content marketing world we’re at the point now where anything goes. You can point out your product is unsophisticated or unethical and, if done right, enjoy a marvellous ROI. In order to prove that B2B content can be just as fun and interesting as B2C, we’re going to run through some examples and see how they’ve pulled it off.

 

IBM Ninjas vs Superbugs

Okay, IBM is huge and has resources that most companies can only dream of. However, they do B2B content extremely well and it’s their attitude to the content they produce that we can all learn from. Their Ninjas vs Superbugs campaign feels like B2C content, but IBM is primarily B2B focused, and this campaign is designed to draw attention to their research division. It’s light-hearted, easily understood, fun and very well executed, and somehow communicates the personality of one of the largest and most complex brands in the world – a thinking company with a philanthropic streak, who, as a little side project when not selling technology, are trying to tackle some of the world’s biggest problems.

 

Indium Corp

Indium Corp is a fantastic example of where a good sense of humour can get you in B2B marketing. The company develops and manufactures materials used in the electronics industry, so you’d be forgiven for assuming their marketing content would take the usual form of – you need this, we make it and do a good job, so perhaps let’s work together. Not so. Since 2007 Indium Corp have been making content like this:

Subsequently they have become well known for being a company doing fun and innovative marketing in an industry without much… pizzazz. Not only is Indium’s marketing strategy infused with a sense of humour, it’s also smart. Instead of spending huge amounts on sales, Indium, led by Director of Marketing Communications Rick Short, targets potential customers through social media, blogs and videos like the one above, cutting costs and adding a more personal element to their B2B content resulting in more customers – as well as some impressive awards for the marketing itself.

 

SunGard Zombie Campaign

Sungard

Click to enlarge

Sometimes what’s happening in the world of film and television can create opportunities for interesting and effective B2B marketing. SunGard, a provider of IT services including disaster recovery, saw the popularity of The Walking Dead and the upcoming film World War Z and turned them into a way of producing content. The messaging was kicked off by an email campaign featuring a digital manual on their disaster recovery and cloud products, both of which were explained through their similarity to surviving a zombie apocalypse. The content was original, memorable and played into pop culture enjoyed by huge portions of the population. SunGard’s email campaign was reinforced by a direct mail campaign with ‘zombie survival pack’ giveaways, and the viral quality of their content was utilised in a social media campaign resulting in more than 2,000 shares. Their efforts resulted in exceeding download rates by 300%, a 5.7% email open rate and more than 20 leads.

 

Kinaxis New Kinexions

According to many people the golden age of television is upon us. Kinaxis, a Canadian supplier of supply chain and sales and opportunities planning (S&OP) services, have made their offering with a six-part comedy series, with genuinely funny short films illustrating the links between human connections and the connections offered by their products. The beauty of the films is that they don’t feel like advertising. They feel more like an earnest attempt to make their audience laugh, something that is always valued and will always garner attention. The films benefit from shareability, make for excellent social media content and demonstrate what can be done when your marketing department is really ambitious when it comes to producing content.

 

Epuron – The Wind

Last and certainly not least, this rather charming piece of video content from Australian energy company Epuron. Funny, clever and authentic content like this creates intrigue around the company behind it, as well as scope for viral and social media trends. It’s no coincidence that it feels more like B2C content than B2B – marketers are realising that the same risks can be taken with B2B content, and these risks can generate similar rewards. Not everyone is going to enjoy videos like this – some people just want a no nonsense approach when it comes to B2B relationships. Content like this results in like-minded companies and individuals working together, with obvious long-term benefits.

The success of these campaigns tells us that B2B content doesn’t have to be boring. Thinking like a B2C marketer and communicating a personality as well as information makes for memorable campaigns that get people talking about your company – which, at the end of day, results in more sales. So next time you’re creating B2B content, think creatively, think in terms of individual personalities, and, above all – don’t be boring.

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