1. Know your audience
First of all, it is essential to have a thorough understanding of your audience. Who are they? Who is the average potential client company that visits your site talking to? What are their needs? What problems are they trying to solve? Do they have content that they search for every day to support their work?
Understanding these aspects will allow you to create content that truly resonates with your audience.
2. Focus on problems, not products
In B2B, your customers are looking for solutions to specific problems. Instead of focusing on the features of your product, highlight how it can solve real problems. Articles, case studies, and how-to guides can be effective tools in this regard. And they don't have to be strictly related to your product or the field you work in. But they can be transversal to your role.
Just think of companies like HubSpot , which have sections dedicated to the education part of their customers, aimed at making the most of their tool but in general to delve into topics closely related to their work and which can be useful to their customers.
Another example is the blog management by Trello , one of the most popular finland phone number library products for team and task management. And it is precisely to this target that their content is aimed: they contain tips, advice, case studies, which help those who work in a team or those who manage a team to solve some problems or situations they are facing.
3. Create High-Quality Content
Quality is key. Well-written, informative, and relevant content not only attracts attention, but also establishes your company as an authority in the industry. Make sure that each piece of content provides real value. Quality content is generated by a competent company, capable of doing its job and offering adequate services. Company credibility is then essential to B2B lead generation .
4. Use Different Formats
Not all of your customers prefer to read long articles. Some may prefer podcasts, videos or infographics. Experiment with different formats to see what works best with your audience. To help you in your work, we list some possible formats. Each is different depending on your field, your industry and the type of interlocutor. It is also necessary to consider the historical and social moment, but also the habits of use. For example, during the lockdown period, webinars were very widespread. Towards a more digital audience, podcasts also represent very interesting content, capable of entertaining and informing, during other activities.
Case Studies and Success Stories: Show how the company's products or services have solved specific problems for customers, demonstrating the effectiveness and added value offered.
White Papers and Research Reports: Provide detailed insights into specific topics, industry trends, or solutions to common problems. They are great for demonstrating expertise and thought leadership.
Webinars and Video Tutorials: Offer an interactive and visual way to present information, educate the audience on products/services, or discuss industry topics.
Blogs and Articles: Allow you to regularly share relevant information, industry updates, tips and best practices, helping to build authority and trust.
Infographics: Present data and information in a visually appealing way, making it easily digestible and shareable.
eBooks and Guides: Provide in-depth content on a specific topic, useful for educating your audience and collecting qualified leads through download.
Email Newsletters: Keep your audience informed about the latest news, products, services or events, helping to build lasting relationships.
Social Media Posts: Increase brand visibility and allow you to interact directly with your audience in a more informal and immediate way.
Podcasts: Offer a more personal and engaging format to discuss industry topics, interview experts, or share insights.
Customer Testimonials and Reviews: Build credibility and trust by showing other customers' positive experiences.
