Even an experienced B2B marketer knows how difficult it is to create compelling content.
To create multilayered and engaging content is no cakewalk.
Let us get to the basics as to what multilayered content is.
We have all experienced that engaging content contains the following three elements:
Most traditional businesses are very familiar with text. It is the other two, images and videos, that are a challenge.
But before you structure your content, here are a few things you must keep in mind.
While it is true that content is crucial for both B2C and B2B marketing, the content strategy for the latter has unique characteristics.
• B2B audience desires to be educated – In addition to the basic information of your brand and services, they want your content to answer many of their questions. It can include a broad outline of engineering specs, durability of the product, manufacturing processes, and many others.
• B2B customers are more restrained and careful when it comes to purchases – They evaluate thoroughly all aspects of the product. There is no buying impulse whatsoever.
• B2B buying is as per strict company protocol – A number of company departments can be involved in a buying process. There can be several levels of vetting and approval.
It is essential, therefore, that the content for B2B must be quite informative and comprehensive, if needed, and provides high educational value to the target audience.
Among B2B portals, Esources.co.uk is an excellent website to reach out to thousands of potential customers.
According to an Esources Review, “the portal provides a good understanding of customers’ buying preferences, which allows companies to tailor their content”.
Another approach is to focus on customers’ problems, and how your product or service helps resolve those issues.
It is all about making an impact that lasts.