3 tips for developing content that will reach your B2B target audience


Content is easier than ever to find and consume, which is why it’s important to make what you say matters. With constant streams across countless platforms, it can be easy to go unnoticed or get lost in the shuffle. Whether through unique insights or highly personalized content with a creative twist, the ability to effectively reach B2B target audiences with memorable content remains a major challenge for B2B marketers.

The first thing to do when posting content is to make sure it can be read and understood. Provide key takeaways – best practices, tips, and tricks readers can use in their day-to-day work. Consider these tips to grab your audience’s attention in an environment saturated with information and messages from brands and individuals competing for focus.

Useful, valuable and relevant content

Provide content that your B2B target audience will truly benefit from and leave them wanting more. A blog, article, or even an infographic that they go through, close, and never come back is not ideal. What they consume should make them want to read it again or give them advice that they can implement themselves.

Think twice before writing and posting a blog or social post with no defined purpose. Always try to educate, entertain or inspire on topics that members of the audience will want to know more about and about which they will want to read. Making sure your content adds value to your audience will increase the chances that it will not only be read but also shared. Shared content can be very valuable because it not only broadens your audience, but also carries someone else’s credibility as testament to their value.

Keep in mind the buyer’s personalities and the buyer’s journey

When developing B2B content, consider your different buyers and where is your audience in their buyer’s journey. Here are some things to consider:

  • Who are your buyers: It comes down to the buyers you (hopefully) created. These details provide insight into the characteristics of the audience – their likes, dislikes and general behaviors. This information informs the entire content development process for your B2B target audience.
  • What they are looking for: Use your understanding of the weaknesses and interests of your audience as a springboard for develop relevant content. Prioritize content that addresses the topics and trends that interest them. Examine your content against these topics to make sure you create a diverse content portfolio that covers all the important bases.
  • Where they are looking: Focus on the content delivery channels that your audience uses most often. It could be social media channels like Twitter or LinkedIn or it could be via e-mail advertising. It is important to practice “integrated” marketing here, that is, to deliver your messages on several platforms or channels so that, ideally, the audience sees it in several places.

Marketers must also periodically reassess buyer personalities, as buyers’ behaviors, sources of information, needs and wants continually change to some extent. Staying as up to date as possible on this information will be key to your marketing strategy and will help you make decisions.

Be clear and concise

To maintain interest and promote action, be clear, concise, and consistent. Make it easy for readers to find what they’re looking for by writing strong, focused content that’s easy to follow and understand. Keeping consistent looks clean and professional while giving credibility. That doesn’t mean you have to limit creativity or stay in a box – it just means you have to stay on the brand regardless of the channel or audience.

Content marketing, if done effectively, can be of tremendous benefit to your overall business goals. Not only can it help you connect and grow your audience, deliver value to prospects and customers, and position you as an industry leader, it can also convert leads into sales, increase retention and amplify cross-selling efforts.



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