B2B companies today know they need content. This is very clear by the fact that thousands of B2B blogs and videos are now posted every week. But how do you get it to actually do the things you want it to (e.g. generate leads, increase brand awareness, motivate a transaction, etc.)?
Here are 5 steps to B2B content engagement success:
1. Start with your audience
If you start by asking yourself, “What kind of content do I want to make today?” you’re doing it wrong. The first question should be, “What type of content does my specific audience want to engage in?”
For example, do your prospects like quick and fun blog posts or in-depth, technical white papers? If you don’t know the answer to that question, it is pretty easy to do some research, and find out what your competitors are doing. You can also directly ask your prospects what type of content would be helpful to them, which can help you to prove your value during the sales process.
2. Tell a story
Incorporating storytelling into your B2B marketing content seems to be one of the big marketing trends of 2014, and for good reason. Adding storytelling elements to your content helps improve engagement by making your content easier to read and increasing the probability that prospects will retain your message.
By using a ‘beginning, middle, end’ structure, prospects can more easily follow the flow of your content as you present your argument, statistics or other information. Messages with stories also are remembered much better over time and “according to Uri Hasson from Princeton, a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.”