Tip 1: Never Forget Your Target Group’s Perspective.
Sure, you know your product and want to tell people all about it. But that’s not what your target group is primarily interested in. What they want to know is whether you are sympathetic to their problems and can offer appropriate solutions.
Your B2B content does not need to be about the product, but first and foremost about how it solves your target audience’s problems. And about how your product is faster, better, and more targeted than any competing product.
Tip 2: Talk Less, Listen More – And Above All: Act More.
Today, social networks allow listening to the target group better than any other medium. Read what your potential customers write in social forums and respond accordingly by providing targeted information. A landing page, a blog entry, or an email that explicitly deals with a current topic of discussion is much more valuable than a 15-page white paper that takes three months to edit.
Tip 3: Speak Your Target Group’s Language.
Keep the technical jargon with your tech geeks. Because if your customers understood all the technical and technological aspects of your product, they would probably build it themselves. When potential customers show interest in your solution, what they want is a comprehensible explanation.
Tip 4: Simplifying Something Does Not Mean Talking It Down.
“Simplicity is the ultimate sophistication” – that also holds true for your B2B content. Because it should be attractive, pleasant, and valuable for your audience to return.
Tip 5: Point Out Your Product’s Benefits – Its Features Are Just Technical Details.
No matter how hard they try, many still confuse features with benefits. What we really need to communicate is how each of the product’s features gives our customer a tangible advantage. Even the simple message that your company now has a blog can be communicated as an advantage: “We are delighted that you can now interact with us directly on our blog.”
Tip 6: Directly Address the Implicit Issues that Concern Your Target Audience. To Make Them Feel Understood and Connected.
Too often we assume that our target group exactly knows their problems and concerns, and that we don’t have to remind them. As a matter of fact, though, they want to hear it from us. They want to know that we are aware of their problems, which is why we constantly work on improving our product. Our product makes it possible for the target group to be able to master their challenges better every day.
Tip 7: Demonstrate ROI and How It Can Be Measured.
You cannot leave it to your target group’s imagination to guess what ROI your product can deliver. The goal is to maintain a balance between elegant communication and demonstrated ROI. If this succeeds, actual value is communicated.
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