B2B Buyers are people, too ??

Estimated read time: 1 minute and 10 seconds

Hi ?? My name is Doug, and I run a niche search agency called Kalium. We help B2B companies get their organic search working. ??

This weekly newsletter covers the latest tools, techniques, and case studies you need to win at search (plus pictures of our pets).

Content written for B2B buyers is generally s**t.

Some writers think you need to bore them into submission—“If this buyer falls asleep, they might wake up and sign our contract.”

By nature, B2B content isn’t always the most exciting, and loads of writers don’t really know how to make it more engaging.?

Which is why B2B content tends to have such a boring reputation. ??

The best B2B marketing departments create compelling content and make life easy for buyers.

Here are five tips to help you get this right ??

Tip 1: Use simple language?

Before getting started, ask yourself these two important questions.

?What does your product do?

?What is the benefit?

Write as though an 11-year-old would understand.?

Using plain language not only enhances user-friendliness but also increases response rates to calls to action.?

In fact, it’s been proven time and time again that B2B professionals were more responsive to CTAs after reading plain language compared to technical jargon.?

Tip 2: Tell stories?

Don’t just tell people what you do. Tell a great story of how your product changed someone's world ??

(If your product doesn’t change the world—get a new one)

Tip 3: Provide case studies

Boring, “We did XYZ” case studies are not going to engage your readers.

Rather, show real people who get real value from your product.

Don’t forget to include lots of smiling pictures ??

(It sounds obvious, but 95% of B2B sellers don’t do it)

Tip 4: Make life easy for your cheerleaders?

You need people to sell your product internally.?

If the sale cycle is long and requires a ton of sign-off, make sure that your internal champions can easily promote you.?

Give them the collateral they need through:

? Case studies from previous happy buyers.

? Boring legal stuff: These are documents needed on-hand to help your teams answer important questions during sales.?

? Integrations: Details on how your product seamlessly works with other tools or systems your customers use.

Tip 5: Meet buyers where they are?

So many B2B companies use a distribution channel THEY understand or one that provides neat and tidy analytics.?

Instead, find out where your buyers hang out—it probably isn’t in the sponsored section of Google ??

And lose the obsession with data.

Most of the recommendations and conversations about your product will happen in places where you can't see them:?

• At stands in conferences
• At the pub?
• On Slack

Just make sure you get your buyers where they hang out and your comms stand out. ??

Creating the best-in-class B2B content is tough, but these five tips are a good start!

If you feel you need an extra hand, drop me a message to see how we can assist. ??