Writing Compelling Online And Offline Marketing Content

Working in the world of B2B communications there are a lot of rules and regulations to follow, and it is often all very serious indeed, but that doesn’t mean that all your communications have to be boring.

There are a few guidelines to remember that can give potential customers important information without putting them to sleep in the process.

The first tip is to keep the message as brief as possible and just get to the point. A short, powerful idea that has been cleverly packaged will always be better than an inordinate amount of waffle.

The more efficient you can make the message, the more likely it is to be read and to have the effect you want it to have. It is also important to make your content valuable and one of a kind.

While your topic of choice may have already been the subject of countless articles, you need to provide a different angle that will make yours stand out from the crowd and draw in consumers.

Avoid Four-Letter Words
There are some four-letter words that have no place when it comes to the world of B2B – and we’re not talking about profanity.

These are simple everyday words that the really clever stopped making use of a long time ago. Some of the most offensive?

The likes of “can’t” and “busy” as used in sentences such as “We can’t do that” or “I’ll call you back when I’m not as busy.”
Customers come to your business because they believe that you will be able to give them what they are asking for.

Even if you genuinely cannot give them that, you should always try to send them to someone who can, as they will remember your helpful behavior.

Likewise, under no circumstances should you tell a customer you’re too busy to deal with them.

No client wants to feel that they are unimportant and unappreciated, and if you do that, chances are your client will find someone else who won’t make them feel that way.

How Much Content Is Enough?
One question faced by many B2B companies is when they have created enough content to be able to answer all the questions that a prospect might conceivably have at each and every stage of the buying cycle.

The question therefore is, how can a company go about determining that? It begins with understanding who their ideal buyers really are and the kinds of concerns and issues they will have.

Creating buyer personas can actually assist with this, as they are used quite commonly in order to create an ideal customer archetype based upon what you already know in regard to your current prospects and customer base.

You need to be able to get inside your buyers’ heads and have a solid understanding of what it is that makes them tick. To do this, talk to your customers and to the personnel at your company who regularly engage with them. It will be a lot easier to craft your message.