This week #ContentChat was joined by Sprout Social Brand Advocacy & Community Specialist Vera Flores (@sproutvera) for a conversation on creating B2B content that’s anything but boring.
Q1: Help! I’m charged with creating content for a #B2B audience that is highly technical, regulated, or otherwise just not in my area of experience. What’s my 1st stop to find inspiration?
Get to know your audience and find out what kind of content they need.
A1: How to engage a highly-technical B2B audience: talk to the audience about what they need. #ContentChat
— Jeremy Jones (@jerejone) February 26, 2018
A1: Put yourself in the shoes of your target audience. What type of content are they looking for? How can your product/service provide a solution for a common problem? I think a mistake in #B2Bmarketing is overthinking things. Get back to basics. #contentchat
— Maria Marchewka (@_MariaMarchewka) February 26, 2018
A1: Define your audience–who are they as people, not just as potential clients or partners. Understand them at a human level, and then work to understand their motivations and needs. #contentchat
— Caitlin Kinser (@caitlinmarie89) February 26, 2018
Become BFFs with technical SMEs in the field.
A1b: Talk to your teammates. Anyone that touches the product or service you’re writing about. Get the scoop from the people who actually know the technical aspect. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
It’s so smart to connect with the folks who really geek out on the topic—the enthusiasm is contagious. #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) February 26, 2018
Identify your company’s differentiators.
A1 First step is accepting there is no short cut. Talk to the people with their boots on the ground, including the customers. Learn their buying journey, why they chose your company, and why they stay with them. #contentchat
— Bill Skowronski (@BillSkowronski) February 26, 2018
Understand the competitive landscape.
A1: Check out other brands in your space – what are they up to? Avoid stealing ideas, but look at out how they write case studies & white papers. Get an idea of themes & also words or buzzwords to avoid. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A2: Spend some time reading competitor website and industry publications (ask the client for their favorites) #contentchat
— Kristen Hicks (@atxcopywriter) February 26, 2018
A1: My first instinct would be to check what the company’s competitors are doing, the type of content they make, language, style and go from there. #ContentChat
— Christopher Grate (@Chris_Grate) February 26, 2018
Turn your learning curve into a content map.
A1. First, I write down every question I have about the industry and the product/service. Then, I search for the answers. Some of those questions will turn into posts #ContentChat
— Megan McCarthy (@ImMeganMcCarthy) February 26, 2018
A1. Read everything you can! Look for articles, twitter chats, blog posts, and content from #b2b influencers that will help you get educated on the topic. #ContentChat
— Jansen Communication (@JansenComms) February 26, 2018
A1: Sooo important to do primary research. Talk to the audience, do research, read online. Immerse yourself! Start with the basics if it’s technical and build from there. #contentchat https://t.co/yps6FrN950
— Monica Norton (@monicalnorton) February 26, 2018
Q2: What is a common misstep that results in boring, “me too” #B2B content?
Not defining—and using—a unique brand voice and point of view.
A2: Two things. 1. Not having a voice, like at all. Before creating content, brands should spend time designing their brand voice. You might be a B2B brand, but you can still be human. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A2 Failing to differentiate is the cause and the result of boring #B2B content. If you don’t have a unique position or vision in your industry, you’re going to become a commodity very quickly. Stop marketing your products and services and find your expertise. #contentchat
— Bill Skowronski (@BillSkowronski) February 26, 2018
A2: Not assessing your own worldview DNA. You don’t have to appeal to ALL people, just the RIGHT people. #ContentChat
— Gary McIntire (@garymcintire) February 26, 2018
Writing at robots, roles, and organizations instead of writing for people.
A2b. 2. You’re writing to sell and not taking into account that there’s a person on the other reading this content. https://t.co/3zfJAcnkvP #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A2: Forgetting that you are creating content for human beings—not robots or org charts—to consume and engage with. #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) February 26, 2018
A2: Assuming that B2B content has to be boring! Remember that there is a person on the other end consuming your content and making a decision for their business that still wants to be entertained, understood and informed. #contentchat
— Caitlin Kinser (@caitlinmarie89) February 26, 2018
AND to add to that, they have emotions that drive decisions and perceptions. We all know that b2b isn’t about business, it’s about making those folks successful. #ContentChat
— Maureen Jann (@SuperDeluxeMo) February 26, 2018
A2: Not giving an personal opinion on topics and writing like your audience is a faceless business. Bland facts don’t make the real people reading want to connect with you. Remember that B2B is still about connecting with people #contentchat
— Sarah (@SarahOnSocial) February 26, 2018
Overdoing the professional jargon.
A2: As someone who works with a lot of b2b companies and routinely hates b2b content, my biggest pet peeve is lingo. Please stop using things that “sound professional” it’s boring. Also stop using tired cliches, they are routinely offensive. #endrant #ContentChat
— Maureen Jann (@SuperDeluxeMo) February 26, 2018
Stating the obvious or using business buzz words to get the point across. Strategic, Thought Leadership, Optimized, Leveraged, Synergy…blah blah blah. Authenticity often gets lost when writing like this. #ContentChat
— Kristina Markos (@KVMarkos) February 26, 2018
I was just talking about that with friends this morning…those buzzwords do not “add value”! #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) February 26, 2018
Nah. I think copy should really create synergy and move the needle. With that plussing up of content, we won’t be able to be the bleeding-edge of C-suite pros that we are supposed to be. #ContentChat pic.twitter.com/XJ2fgLbXTA
— Shawn Paul Wood (@ShawnPaulWood) February 26, 2018
Taking themselves—and their industry—too seriously.
A2. Too many B2B companies think that because their target audience is businesses, they need to be serious and boring. Or, they believe that because they’re in a highly-regulated industry they can’t have a personality. #ContentChat
— Megan McCarthy (@ImMeganMcCarthy) February 26, 2018
Having too narrow of an editorial focus.
A2 Not expanding content past industry, company, and product. For example, for the techies what else would they be interested in, the latest tools, games, apps, and devices? #contentchat
— randy clark (@randyclarktko) February 26, 2018
A2 Focusing on “evergreen” content often results in the same generic, timeless tips being shared. #contentchat
— Martin Lieberman (@martinlieberman) February 26, 2018
Q3: Every piece of content I create—even a simple Tweet—has to go through rounds of approvals. How can I keep the editorial process from sucking the life out of #B2B content?
Make sure you have buy-in on your brand voice and content strategy from your ultimate decision-makers.
A3: The key to keeping strong brand voice is to ensure everyone buys into a strong brand voice. If the reviewers aren’t on board, struggle you will. That’ll mean more groundwork and education to ensure that you don’t lose the core. #ContentChat
— Maureen Jann (@SuperDeluxeMo) February 26, 2018
A3: This is when getting buy in from other teams is really important. Try working with these teams in creating content buckets so that when you’re submitting for approval everyone knows what type of content you’re working on. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A3b: Also understand what makes people tick within the organization. In order to get buy in for your B2B content, you need to also appeal to the internal audience. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) February 26, 2018
A3 Buy-in from leadership on:
1) Strategy
2) Voice
3) Editorial GuidelinesWithout those elements it’s easy to fall into the trap of endless approval cycles for your content. “Move at the Speed of Trust” as Franklin Covey would say and shared vision begets trust. #ContentChat
— Derek Pillie (@dpillie) February 26, 2018
Use documentation and tools like brand voice charts and style guides to make the path to approval go more smoothly.
A3b: Creating a north star for your content strategy will be really helpful here. In addition, having brand guidelines outlined from the get go can help when you run into resistance. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A3: Establish a clear style guide and voice document to help cut down on the back & forth about what’s allowed and what’s not. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) February 26, 2018
A3: Establish a clear guide for the brand voice that will streamline approvals. Make sure that there is an “emergency” plan in place to minimize response time for urgent issues or questions. #contentchat
— Caitlin Kinser (@caitlinmarie89) February 26, 2018
Know the rules and learn how to color creatively between the lines.
a3. Know the rules. Know what will get you in trouble, and find creative ways to avoid toe-ing the line. People underestimate how creative they can be. #contentchat
— Megan McCarthy (@ImMeganMcCarthy) February 26, 2018
Give yourself plenty of time.
A3: Stay ahead as much as possible. If you have an idea that you think will be need to be vetted through the ranks of your approvers, get it to them with ample time to make adjustments. #ContentChat
— Maria Marchewka (@_MariaMarchewka) February 26, 2018
Flip the script and move from asking for permission to publish to receiving feedback after publication.
A3: Suggest moving to a post-publication feedback process, vs. in-advance approvals. If you agree to—and are truly open to—feedback and work it into future content, you can sometimes get approvers comfortable enough to opt out. #ContentChat https://t.co/LHxDETuFoy
— Monica Norton (@monicalnorton) February 26, 2018
BONUS: You think YOUR approval process is bad?
A3c: I once had a job where each tweet had to be edited by 5 people. It was awful and I just wanted to share that with all of you. #contentchat
— Vera Flores (@sproutvera) February 26, 2018
Ugh. I’ve been in a similar situation. And after all that…the person who controlled the Twitter handle frequently decided not to post the Tweet anyhow. lol #ContentChat https://t.co/Bg7fX8l6Tp
— Erika Heald | Freelance Chief Content Officer (@SFerika) February 26, 2018
In a previous job the weekly e-newsletter went through 5 employees and 6 board members. Thank you for sharing, Vera. #contentchat pic.twitter.com/53nyl6Zfen
— Julie Lichtenberg (@jalichtenberg) February 26, 2018
And you could have guessed that by the end of those edits, tweets read like, “cars are great! click the link to shop!” instead of anything interesting. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
Q4: What’s one content idea #B2B should borrow from #B2C more often?
Be human.
A4: Let’s be real, even with B2B content, you’re still communicating with a person. Take a page out of B2C content and be personable. Develop a voice to represent your brand and take on a more human approach. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A4: In the end, it’s all about human interaction. Finding the right one who is most compatible makes the magic happen. #ContentChat
— Gary McIntire (@garymcintire) February 26, 2018
A4. Having a sense of humor. #ContentChat
— Jansen Communication (@JansenComms) February 26, 2018
A4 Couldn’t agree with Gary’s point more. Use the tactic/idea/concept that matches the audience you’re trying to reach. If you’re marketing a product to franchise owners your ideas might be different than if you’re trying to reach marketing tech leaders. #ContentChat https://t.co/58X2sQVsov
— Derek Pillie (@dpillie) February 26, 2018
Bring emotion into your writing.
A4: Emotional writing. I know lots of writers who try to do this, but it gets stripped out so often for less interesting, less evocative copy. #contentchat
— Maureen Jann (@SuperDeluxeMo) February 26, 2018
Shine a light on your customers.
A4: User stories! Your customers, even if they’re business owners, still have a story to tell about your products. Shine the spotlight on them. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) February 26, 2018
A4b: The thing about B2C content that’s really interesting is that they’re talking to a person, so there’s less hesitancy to take a stand. Go ahead, tell the personal story. Show behind the scenes. Showcase wins! #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
Get visual.
A4b: Illustrations. Use art to express your brand’s perspective. Let it create an emotional connection and stop people in a way that goes beyond money. #contentchat
— Maureen Jann (@SuperDeluxeMo) February 26, 2018
A4. #B2Cs create very visual-heavy #content. Although #B2Bs may not have “pretty” products to promote, they should still use images with their #content! #ContentChat
— SourceMedia (@SourceMediaCo) February 26, 2018
Widen your editorial approach.
A4a: Writing abt topics of interest to your defined audience but *not* related to your business. #contentchat
— Monica Norton (@monicalnorton) February 26, 2018
A4b: E.g., Red Bull publishing about extreme sports (not energy drinks). My company (Zendesk) writing about business relationships (not customer service software). #contentchat
— Monica Norton (@monicalnorton) February 26, 2018
Q5: What’s your formula for the perfect #B2B social content strategy?
Understand where your customers are, and tailor your strategy—and content—appropriately.
A5. Remember that understanding your audience includes understanding where your audience is consuming information. Successful B2B content understands what type of info they are consuming where and adjusts their publishing strategy accordingly. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A5b: I’ll throw this out here for good measure too: https://t.co/rtREgfiBCN #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
Create opportunities for audience interaction and collaboration.
A5. Thought leadership, product/service promotions, interactive content that asks your audiences what THEY think about the industry and what’s going on internally with your company. #ContentChat
— SourceMedia (@SourceMediaCo) February 26, 2018
A5: Not sure about a perfect strategy but an effective one includes:
Listening + Process + Consistency + Flexibility + Personalization + Humanity#ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) February 26, 2018
A5: Give your audience snack-sized content that provides maximum value. (Easy right?) Remember that not every post needs to explain every minute detail. #contentchat
— Caitlin Kinser (@caitlinmarie89) February 26, 2018
A5: There is no perfect formula. The ingredients are changing every day, as are the tastes of consumers. The best at what they do retain and excite their biggest fans in ways that introduce more people to their party. #ContentChat
— Gary McIntire (@garymcintire) February 26, 2018
Q6: What are some #B2B brands that show us B2B marketing can be anything but boring?
A6: I love reading @Zendesk’s blog, Relate and have a deep appreciation for @jasonfried when it comes to business writing. Also, @SlackHQ does a pretty good job all around. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
A6. The first two that come to mind are @buffer and @SlackHQ #ContentChat
— Jansen Communication (@JansenComms) February 26, 2018
A6b: sidenote, if you’re writing content for decision makers, this might be of use to you as well. But if you’re focusing on content for decision makers, check out this list: https://t.co/qCAndW45Jh
#contentchat— Vera Flores (@sproutvera) February 26, 2018
A6: HubSpot, Zendesk too (not to be buttering up other chat participants), @freshbooks all come to mind #contentchat
— Kristen Hicks (@atxcopywriter) February 26, 2018
A6: A few B2B content properties that are killing it: @SlackHQ‘s podcast (as previously mentioned by @SuperDeluxeMo #contentchat). @Basecamp‘s Signal v. Noise. @Autodesk‘s Redshift. #ContentChat
— Monica Norton (@monicalnorton) February 26, 2018
Q7: What is one #B2B content idea we should steal now?
Create content that uses your proprietary data.
A7: So many organizations have rich internal data that could make their customers’ work lives so much better+easier. Figure out how to serve this data up in your content! #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) February 26, 2018
Ooh! I’ve written about this very thing and wonder why more companies don’t do it https://t.co/4z9nd0Msh6 #contentchat
— Kristen Hicks (@atxcopywriter) February 26, 2018
In some organizations I’ve worked with, they didn’t have the right baseline data on client intake to show progress over time, while others lacked the confidence in interpreting the data w/o a data scientist on staff. So many missed opportunities! #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) February 26, 2018
Build an executive thought leadership program.
A7: Thought leadership is HOT right now. Get on it, take a stance and ride with it. Work with your executives on writing content (or ghostwrite) on topics that align the business’ mission. #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
Yes, thought leadership is HOT and can be effective. But I seen too many companies calling their execs thought leaders when they’re definitely not. It definitely pays to focus. #contentchat
— Tod Cordill (@todcordill) February 26, 2018
Invest in interactive storytelling.
A7b: Brands are moving from text to storytelling and more interactive content (think podcasts). https://t.co/O5dJZQbQNJ #ContentChat
— Vera Flores (@sproutvera) February 26, 2018
Partner with microinfluencers.
A7: Also micro influencers. Getting super targeted with the use of influencers who don’t simply have a huge following, but more importantly, truly have an influence on their audience. They know how to move consumers to act! #contentchat
— Beth Newton (@a1972bmw) February 26, 2018
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