When you are a content marketer looking for the best ways to create quality content for your B2B or B2C organization, the context remains the same although the approach might slightly vary. Let’s all admit that content creation is no easy task. It takes a lot of effort and time to create a good piece of content that people will appreciate and spare time to read. Writing for B2B may at times seem even more daunting since the reader likely has proficient knowledge in the field and so the content needs to be in-depth. However, using best practices, skills, and creativity, you can achieve the target of creating high-quality engaging content for your B2B marketing objectives.
Importance of creating quality content
In any industry, to boost sales or generate leads, quality content that adds value to the user experience plays a vital role. The first and foremost reason why content marketers don’t pay attention to producing content compared to traditional outbound marketing is that they find it difficult to create quality content that gains engagement and attention. Even if they do produce high-quality, engaging content, they tend to have a problem with maintaining consistency. B2B content marketers often find it difficult to create engaging content and while content creators struggle to produce good enough content frequently to meet the needs of their target audience. With evolving technology and social media spaces, it is evident that high-quality, engaging content defeats the traditional outbound marketing. A study, done by Content Marketing Institute, states that content marketing costs 62 percent less and generates over three times more leads than traditional outbound marketing methods. You are one step away from achieving these numbers by knowing the right B2B content marketing strategies and applying them to create quality content.
Here are the 5 best practices to create high-quality B2B content.
1. Create a compelling title
For any form of content, the title or the ‘caption’ is the first thing that will catch the attention of the reader. So, it is always important to keep it short and compelling enough to grab the reader’s attention. In a recent study, done by Buzzfeed Sumo, they found 6 phrases that caught the reader’s attention. Phrases like “The Future of”, “Here’s How” and “How to Use” in the title can be helpful. You can use these phrases as a tool for brainstorming about the information that the audience needs to know in your industry. You can also use these phrases and change the title for your existing articles, which did not perform well in terms of engagement.
2. Creating content relevant to the target audience
Apart from creating a compelling title, it is important to keep the focus on the type of content you produce. If your content is not personalized enough that it attracts potential buyers to invest their time into it, then there is no point in creating it. A study, done by SiriusDecisions found that 65 percent of B2B content goes unused because the content isn’t strategically designed to the buyer’s interests and topics they care about. By this, it is evident that creating more content, faster is not the key but to understand the users/ potential buyer’s interests and needs and then creating content accordingly which will convert them into leads, results in sales.
3. Taking advantage of Video Content
Videos are said to be the best form of content in any industry, be it B2B or B2C. Videos provide information which is understood easily and do not take much time as reading a 1,000 word article would take. Video platforms have evolved and become more accessible to the masses. A study, done by Hubspot, reveals that the use of video by businesses in content creation has increased to 87 percent from 63 percent in two years. Around, 83 percent of marketers say that video generates a good ROI. Despite the statistics and numbers, many small and medium businesses hesitate to create video content because of the time-consuming process and skills required. Thanks to many programs like Lumen 5, InShot, PowerDirector, video creation and editing has become easier than in the past.
4. Using Infographics
Following videos, infographics are the next best form of content, that are attractive and informative. The visual representation of infographics, through small bits of data or information, makes it work for any business/ brand niche. Infographics can be used to portray facts, statistics, and figures of your organization. Apart from that, they can be used to showcase a step-by-step guide to a process related to your industry that interests your target audience. With free programs like Canva and PicsArt, creating attractive infographics does not require much time and effort. Canva has templates for various social media posts and platforms.
5. Analyze the value of your content
To understand and know better which strategy works best for your organization, you need to evaluate and analyze the content you are putting up. Without proper insights into the content, it will be difficult for marketers to decide which strategic content contributes to the revenue. As marketing gets smarter and more investment is put in it, it is important that B2B marketing teams evaluate and analyze the content’s actual value and ROI.
With these strategies, you can add impetus to your content strategy and easily create high-quality B2B content to achieve your objectives.