🕵🏻‍♂️ B2B content that works

Have you ever created B2B content that's highly engaging but doesn't move you forward? Listen, we've all been there if that makes you feel any better. 

That's why in today's newsletter, I want to show you how to fix that and create B2B content that's not only impactful but also helps you grow your business and achieve your goals.

Ready to go? Let's get right into it!

1- Having a clear GOAL

Without a clear goal, your content CAN get a lot of attention and engagement... and still be a waste.

Yes, you read that right. 

Here's a fictional scenario to illustrate the point:

Company A: Content Chaos

Imagine Company A, a software company offering solutions for both large enterprises and mid-sized businesses. 

They decide to create content to "boost brand awareness." Sounds good, right? 

But see, without a clearer goal, things can get messy. Quite easily, in fact. 

Here's what Company A might do:

• Blog posts: Random articles on various industry trends, some technical, some general.

• White papers: Deep dives on complex features, appealing to a small audience.

• Social media: A mix of motivational quotes, product announcements, and industry news.

The result? A scattered audience with no clear direction. The content might be good, but it doesn't target anyone in particular. 

They might get some "likes" and "shares," but no real leads or conversions.

Company B: Goal-Oriented

Now let's look at Company B, another software company in the same space. They analyze their data and discover they close deals much faster with mid-sized businesses. So, they set a clear goal: "Increase sales of our marketing automation platform to mid-sized companies."

Here's how their content strategy adapts:

• Blog posts: Practical guides on how mid-sized businesses can streamline marketing workflows using Company B's platform.

• White papers: Case studies showcasing how mid-sized businesses achieved success with their platform.

• Social media: Targeted content highlighting specific features that benefit mid-sized businesses, along with customer testimonials.

Company B's content speaks directly to their target audience (mid-sized businesses) and addresses their specific needs (improving marketing efficiency). This results in qualified leads, increased sales, and a much more focused brand image.

The Takeaway ? Goal First, Content Later

The difference between these two scenarios is clear. When your content is guided by a clear goal, it becomes a powerful tool to drive your business forward. It ensures every piece of content you create works towards a specific objective, making your efforts more efficient and impactful.

2. ICP 

Imagine you're writing a love letter...but to no one in particular. Not very effective, right? B2B content needs the same laser focus - that's where ICP (Ideal Customer Profile) comes in.

Think of your ICP as your dream B2B customer profile. It details the specific buyers you want to reach with your content. 

Here’s an example of a clear ICP: PaaS companies between $50m and $200m ARR, augmenting their PLG with an enterprise motion. 

3. Buying trigger & JTBD 

Instead of creating content based on personas and assumed challenges, conduct thorough customer research for your specific ICP.

For example, after researching our target PaaS companies, we discovered something important about their enterprise motion: "Their outbound motion failed because their technical audience is averse to outreach. 

Now they’re wondering, could ABM work for us?"

By understanding the actual buying triggers and the jobs your prospects need to get done (JTBD), you can create content that addresses their real concerns and questions.

4. Expertise 

Instead of outsourcing content to freelancers or agencies, involve subject matter experts (SMEs) - people who have been in your customers' shoes and speak their language. 

Otherwise, your content will be ignored. 

Especially if your audience is technical. 

5. Distribution 

If your content doesn't reach your target buyers, then it was a big waste of time. 

During research, ask your buyers where they hang out and learn, and optimize your content for those channels. 

E.g. developers spend a LOT of their time learning from their peers and experts, and discussing their challenges in communities. 

Here’s what you can do :

• Partner with that community and create unique market research

• Start discussions on relevant topics to co-create content

• Create expert courses, webinars with experts

• Run community roundtables 

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Ready to Take the Next Step?

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See you in Trenches 😉

Adechina D. ODJO