Make your content more relevant: how do you do it?

Last week, I announced that I’m switching to English in all my communications. This brings new challenges, including making my content even more relevant to a more diverse audience. But how do you ensure that what you share truly adds value, especially on a platform like LinkedIn, which remains crucial for B2B lead generation?

Insights into the needs of the target audience

Over 92% of B2B buyers conduct online research before making a purchase decision, and 75% use social media to evaluate potential suppliers. This underscores the importance of posting content that resonates with the orientation phase of the buyer journey, which is increasingly becoming like a learning journey.

Four strategies to create more relevant content

1. Choose a distinctive theme: Focus on the challenges and needs of your target audience. Select themes in which you have deep knowledge and that are relevant to your network. This helps you position yourself as a knowledge leader. Ask yourself: what do I want to achieve with my content? Should it inform, inspire, or entertain?
2. Avoid a product push: In the awareness phase of the buyer journey, your potential customers are not waiting for product-focused content. They are looking for solutions to their challenges. Show empathy and understanding for their situation and provide content that helps them take the next step.
3. Align your content with the right phase: Share 'snackable' content that meets the specific needs of your prospects during the awareness phase. Think of short videos or blog posts that relate to their situation, followed by a referral to an in-depth lead magnet such as a whitepaper or webinar.
4. Make it personal: A strong trust relationship is built from a personal connection. Write from the first person and share personal, professional experiences. Content posted from a personal profile typically generates significantly more engagement than that from a company page.

Switching to English: a world of opportunities

The switch to English has broadened my reach and strengthened interactions with an international audience. This requires thoughtful adjustments in the way we communicate on platforms like LinkedIn. By consistently providing relevant, empathetic, and personally tailored content, we can strengthen our position as thought leaders in a global market.

By implementing these strategies, we can not only increase our visibility but also truly enhance interaction and conversion, resulting in more robust lead generation and a stronger online presence.