We hate to say it, but way too much B2B content marketing, uh, sucks. Sorry, but it’s true. It’s dry. It’s dull. Or, worse, it’s self-indulgent. (And, trust us, we’ve been guilty of this too.) Ultimately, good B2B content marketing is about serving people interesting, unique, and relevant content—even if you’re not selling the most exciting product.
Luckily, with the right insights, you can still find ways to give people high-value content that connects with your audience and helps you achieve your goals. Want to know how to do that? You’ve come to the right place.
5 Tips to Create Better B2B Content Marketing
If you’ve been stuck in a creative rut, or are working on a fresh B2B content marketing strategy, here are some helpful tips and reminders (based on the biggest mistakes we see brands make) to strengthen your content and improve your results.
1) Ideate around pain points.
In B2B, you’re usually selling a solution that solves a common problem. And you might think your content is speaking to that pain point, but we find that weak B2B content often talks around that problem instead of directly addressing it with valuable insights, tips, or expertise.
If you’re not exactly sure what your audience’s pain points are, or are struggling to come up with ideas to address them, do direct research.
- Talk to customers. A quick phone chat or email can yield more ideas than you might realize.
- Search forums. This is a great way to find out what people in your…