How to Generate Interesting Content


“From white papers to blog posts, much of the B2B content world is made up of tedious documents that are thinly disguised sales pitches. Unfortunately, ‘tedious’ isn’t getting anyone excited.” – Sandro Jaeggi

It’s a piece of cake to generate interesting content – when you’re a B2C company.

However, content marketing remains a mystery for many young B2B startup businesses, especially since B2B marketing campaigns often focus on a company’s offerings – rather than engaging the people that they affect. The resulting marketing content for B2B becomes a dry and lifeless attempt at communicating information.

In other words… BORING!

B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

According to a survey conducted by The Content Marketing Institute and MarketingProfs:

  • Nine out of 10 B2B organizations use content marketing.
  • On average, B2B marketers use 8 different tactics and spend over 25% of their budget on content marketing alone.

While these statistics are impressive, they also show how valuable time and resources are being used to create content that gets lost in the shuffle.

So if you are a new B2B company that wants to be dealt a stronger starting hand, follow these 3 simple tips to produce captivating and useful information that will, in return, drive people to find you instead.

3 Simple Tips to Keep Content Interesting

  1. Appeal to the Heart.

Copywriting for B2B doesn’t have to be a formal, suit and tie affair. Tell compelling stories, use specific anecdotes, and if you think you’re the modern day version of Charlie Chaplain, then use humor to your advantage! By appealing to an audience’s emotions, you are starting a conversation that draws them in and, over time, will pique their interest in finding out more about your offering.

This approach will set you apart from the competition and go a long way toward humanizing your brand and highlighting one of the most valuable assets in your company – people!

  1. “A picture is worth a thousand words.”

This is an old adage that everyone is familiar with, and unless you’ve been living under a rock, you know that social media has become a major force in the marketing game. Social sites such as Pinterest, Instagram, Tumblr, and even Facebook and Twitter, either specialize in photo sharing or, in the latter cases, offer photo sharing functionality that has the potential to reach thousands (if not millions) of people – for free Brands are even opting to use things like instagram post scheduling tools to ensure they are posting content on a regular basis to ensure they are reaching their target audience. Automation is good as long as the content is meaningful and not rubbish content being posted that has no meaning to the target audience.

B2B marketers can also use platforms such as storiesig to share moments that words alone would not be able to truly capture. Images depicting company culture or high quality infographics that explain complex concepts succinctly are some examples of types of well-shared content.

  1. Solve problems

A prospect with a problem is an opportunity. Yet, if your goal is to become a thought leader in your industry, then there is no better way to provide value and become an influencer than by solving the issues of clients and prospects before they even make a purchase.

This ties in directly to tip #1. It is human nature to feel stress when problems arise. By troubleshooting and solving issues for potential clients without first bombarding them with the dreaded sales pitch, they are psychologically rewarded by the emotional relief from stress that is caused by the problem. This “relief” that they associate with your brand at the beginning of the relationship will go a long way toward producing loyal, repeat buyers – because they already know the value you can provide.

What else?

For new B2B companies and B2B marketers that are looking to set themselves apart from the pack, we hope these tips have provided you with some creative ideas to market your content in meaningful ways.

For those who are already experienced B2B content marketers, we would love to find out what has (and hasn’t) worked in your content creation process!

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