B2BQ&A 107: Which kinds of content work for which B2B audiences?

In this episode of B2BQ&A, we answer a great question from Richard Hatheway, Senior Manager for Ezmeral Marketing and GTM at Hewlett Packard Enterprise.

He asks: “I have influencers, decision-makers and end-users that I have to engage, so how do I determine what type of content to use for those different target audiences?”

And as you’d expect, we’ve put together an all-star podcast to answer.

First, we put Richard’s question to Claire Drumond, Head of Marketing, Jira Software & Agile Solutions at Atlassian. But that’s not all; you’ll also hear from our guest co-host for this episode: Maureen Blandford, Managing Director of B2B Unleashed.

Meanwhile, Matt Binny brings an assortment of tried-and-true copywriting tips, and we get more inclusive writing advice from Ettie Bailey-King.

You can read a full transcript of this episode at the bottom of this page.

Want to figure out what content works best for your audiences?

Briefly, here’s what Claire recommends:

1. Ask your audience

If you want to know what kind of content your audience wants, Claire suggests you simply ask. Not only can you get insights into your content, but it’s also a chance to connect with your customers.

“We have a really robust community,”  Claire says. “Sometimes we will just poll the community and ask for feedback on the content before we actually publish it. And people love to give their feedback; they love to have been mentioned, and they love that we ask.”

2. Tie metrics to outcomes

Monitoring general traffic can help you see how well your content is ranking in Google, and to see if it’s reaching a wider audience. But an even better way to know that content is working is to see if your audiences are inspired to do something.

“If there’s an action that we’re asking that audience to take, we can measure if they’re actually taking that action – whether it be sign up for something, or if it’s just to read the next article,” Claire explains.

After all, you publish content for a reason. If your audience aren’t inspired to act, it’s not doing its job.

3. Think about the person at each funnel stage

If you have the time and resources, you can map what you know about your audience at each stage of their buying journey, and create content to help. But rememeber it may be a different person reading each piece.

“We like to create content for basically every stage of the funnel, and there is a different person that will find that content useful at every stage in the funnel,” says Claire. “We think that buying our products and using our products is a team sport so we make sure that we’re targeting the whole team and not just the buyer.”

What you’ll find in episode 107…

3:11 – Matt Binny shares his favourite copywriting pro tips.

3:55 – We pose Richard Hathaway’s question to Claire Drumond.

16:54 – Maureen Blandford shares her wisdom on content for influencers.

22:35 – Ettie Bailey-King reveals the importance of affirmative language.

Got a question? B2BQ&A will find the answer.

To get your burning B2B content question answered, just send us a voice memo at podcast@radix-communications.com. And