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How to Write Content For a B2B AudienceIf you have an B2B business, you know how challenging it is to market to businesses instead of consumers.
That’s why B2B marketing requires a different approach than content marketing aimed at consumers. Whether you’re creating new content or updating old materials with new target audiences in mind, here are some tips on how to write content that resonates with a B2B audience.
Write Content With a B2B PerspectiveFirst and foremost, always think about your business from a business perspective. Forget about the customers for a second and think about what your business needs to do. What do your customers want?
What do you need to do to make sales? What’s the pain-point you’re trying to solve? At the end of the day, the customer will benefit from your product or service. But they have no investment in the success of your business beyond their own experience with your product.
Use Short Sentences And ParagraphsLong words and sentences are intimidating to read. They make your content hard to read and difficult to process. Plus, if your reader has to keep going back and re-read a sentence, it’s easy to lose interest and stop reading altogether.
Keep sentences short, and use short paragraphs (maybe two or three sentences max). When you have a lot of content to get out there, try to keep it to a single idea per paragraph. When you have too much to say, it’s easy to confuse your readers. Break up your content into smaller, bite-sized pieces and make it easier to digest.
Be Ultra-Specific.You don’t have the luxury of being vague when you’re marketing to businesses. You can’t just say “our product will improve your customer experience.” Instead, you have to be ultra-specific. In the example above, you’d have to say something like, “our product will reduce your customer-cancellation rate by X percent.” Businesses don’t care about what’s possible or what you hope to achieve.
They care about what’s certain. And you have to give them...