How to Write Content that Your B2B Prospects Actually Read

In today's noisy and digitally cluttered world, B2B companies face the colossal challenge of cutting through the noise to reach their prospective clients. When it comes to engaging prospects and converting them into clients, content can be your secret weapon. But we're not talking about any run-of-the-mill, vanilla, AI-generated content. We're talking about content that resonates, engages, and compels your audience to take action. It's not easy, but you can create exactly that. Here's how.

Establish Your Authority First

Before anyone takes your advice seriously, you need to show that you have the chops to talk about the subject at hand. If you're trying to address a problem that your target audience faces, make sure you've got the credibility to do so.

A few ways to establish authority are:

  1. Share Case Studies: Real-world examples of how you’ve solved similar problems for other companies.
  2. Expert Interviews: If you don’t have the experience, talk to someone who does and share their insights.
  3. Cite Reliable Data: Facts and figures from reputable sources can back up your claims.
  4. Show Credentials: Academic or professional qualifications related to the subject can enhance credibility.

Engage with Compelling Content

The next step after establishing authority is to engage your audience through compelling content. But how do you create content that not only captures attention but sustains it?

  1. Storytelling: Businesses are made up of people, and people love stories. A well-told story can bring a dry subject to life.
  2. Data-Driven Insights: Anecdotal stories are good, but concrete data can be more persuasive. Use data to back up your stories and claims.
  3. Visual Elements: Break up text with relevant images, videos, or infographics to make the content more engaging.
  4. CTAs: Guide the reader through to the next step with clear, compelling calls-to-action.

Target Your Specific Audience

Broadly targeted content often falls on deaf ears. If you write something for everyone, you're witting for no one. But when you target your content for a specific audience, it resonates more deeply. Knowing who your buyer personas are is essential. Understand their pain points, what motivates them, and where they typically hang out online. The better you know your audience, the more tailored and impactful your content can be.

Address Real-World Problems, Not Just Your Product

It's natural to want to talk about how great your product or solution is. We know the product. It's in our comfort zone. However, prospects are more concerned with their own problems than your solutions. Identify the issues that are top of mind for your target audience and focus your content around solving those issues. Show how your product can be the answer to their problems without making it the focus. This makes your content more relatable, actionable, and persuasive.

The Bottom Line

The digital landscape is crowded, but quality content can help you break through. Remember to establish your authority on the subject, engage your audience with compelling content, target that content to a specific audience, and most importantly, address real-world problems that matter to your prospects.

When you shift your focus from talking about your product to solving problems, you’ll find that not only do prospects actually read your content, but they also move closer to becoming your clients.

Chat with us about creating the right content for your marketing funnel.