10 ideas for producing content material that can engulf your viewers

We have heard concerns from customers who fear that content they create may appear simple or repetitive to their target market. When we hear this, while something seems simple or “basic” internally to them, we are explaining to their target audience – it might just be the most delicious content!

Whether you think your industry is “boring” or “unexciting,” we have tips on how to create content that your audience will love. Check them out below.

1. Create an FAQ

I consider FAQs to be the most obvious and underrated content, especially in B2B content marketing. Yes, a lot of companies create them for SEO purposes, but there is a reason why they are so popular. Your target market has questions – often they are a variation of the same or similar questions.

Formulate frequently asked questions that you, your sales team, and / or your customer service team hear from customers and prospects. Write thoughtful and thorough answers to these questions.

2. Discuss industry trends

You and your team know your industry and the industries you serve very well. In fact, you likely have one or more people on your team who are real experts in your industry. If you don’t know what type of content to include in your B2B content marketing strategy, start with industry trends.

Often times, these articles are timely and offer insights into what is happening in the industry and what your customers and prospects should expect. The only caveat is to make sure you don’t just repeat what others are saying about your industry. Provide new information or new perspectives.

3. Make predictions based on what you see

Your company likely works with hundreds or thousands of customers in your industry. As such, you have a great cross-section of what is happening and where you see the industry or what your audience can expect in the near future. Based on your customer list, you have a unique perspective to provide predictions or analytics that are extremely valuable to your audience.

4. Crafting instructions

Of course, the longer you’ve been in a particular industry, the more you know. However, instead of assuming everyone else has the same knowledge, share it in the form of helpful guides. These should cover everything from the basics (like signing up for new software) to more technical instructions (like steps to integrate new software into your existing tech stack).

Remember, your audience will likely range from seasoned professionals to recent graduates to people new to the industry. By creating guides that appeal to different skills and experience levels, you deliver relevant content and help your audience get their job done.

5. Create a guide for …

If your prospects are just starting out or looking for a new product, a guide can be crucial to help them orientate (and let them know what they don’t know but need to know). Here, too, instructions and instructions can vary widely, from extremely technical to a simple overview.

Here are a few prompts to get your creative juices flowing:

  • A guide to getting started with …
  • A Buyer’s Guide To Choosing The Right …
  • A quick guide to navigating …
  • A detailed guide to installation …

6. Listen to feedback from new customers

Every successful B2B content marketing plan involves new customer feedback. During the onboarding process, your customer may feel insecure, confused, or overwhelmed. It’s critical that your team figure out what makes the onboarding process smooth, painless, and worry-free for your customers. In many cases, you may find that they need a specific video or instruction BEFORE signing a contract with your company. Or you can find additional information that is important to make the introduction of your products or services smoother for the internal team. Any of these types of content will be absolutely devoured by your audience.

7. Take part in a sales call

What do interested parties ask? What are they confused about in relation to your product or service? Do they even understand what you are offering them? Is there any content that can be redesigned or revised to be clearer?

And what does your sales team say about your product? Is there something blocking the conversation with a prospect? Can you easily make a sales sheet for them that contains the critical data a prospect needs to find a decision maker on their next call or demo?

The real takeaway here is that some of the content topics you discover may be business development oriented. However, you will likely discover areas where your content is thin or nonexistent.

8. See what your competitors are doing

When in doubt or with no ideas, look over the fence. See what your competitors are doing. Even if you think they are doing everything wrong or wrong, you are likely to find inspiration for content that your team can create for your audience. In addition to competitive intelligence, view industry resources such as publications and industry forums. You are often up to date with changes in the industry, vulnerabilities for the companies you serve, and developments that are affecting your market.

9. Tap Non-Marketing Departments

Much of the most interesting content created by B2B companies comes from the marketing department. The marketing department can design and publish the blog or content article, but the thought leadership role often comes from a subject matter expert in a non-marketing department. Here, too, you have so many experienced professionals who know your products, services, industry and customers that you absolutely have to use their knowledge. Even what seems like a “common sense” tip to them could be a game-changing revelation for your audience.

10. Asking customers what they need

Not sure what to create next? Ask. Either ask your customer audience what they want to see / read / hear, or ask selected customers with whom you have a good relationship what would help them in their day-to-day work. Why are you doing this? If it’s something they want or need, the chances are a much larger audience might want the same content.

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