B2B Inbound Marketing is all about content, and beginning the process can be difficult if you don’t know how. So here are two quick tips for getting started creating your own B2B content.
1) Use Your B2B Buyer Persona
The whole point of a buyer persona is to learn what your prospects/customers want so you can know how to create content that engages with them.
That being said, so many people will say “I don’t know what to write about?” without ever even looking at their buyer personas!
Developing buyer personas is an extensive and tedious process, but your ROI can be huge if you use them. If you don’t, then you’ve completely lost not only the time spent developing them – but also the potential revenue that comes from developing compelling content that delights your prospects/customers.
2) Envision a Content Community
I’ve found that when people think of it as building a content community, it takes the pressure off themselves to think that they have to come up with every idea. You don’t have to be the only one with all the great ideas – share another person’s idea and put your spin on it. Think of it is a community of great ideas, and you are sharing each other’s for the greater good of educating your prospect/customer. And definitely remember to cite accordingly and give credit where credit is due; it is a community, and social rules apply in a community.
The key is to be producing content that your prospects and customers need and want (and you learn what this content is through your buyer personas). Yes you want to have your own content to demonstrate your thought leadership and authority, but it doesn’t all have to be yours. You just want to show that you understand the issues that are important through the content you produce. This keeps your target audience engaged, and engagement is the key to building – and keeping – relationships.