About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, PR services, Uncategorized

What makes good B2B content?

If your business is looking to engage with other businesses and increase brand authority, drive engagement and generate leads and sales, you need to think about content. In the world of business to business (B2B) marketing, content is vital. There are however several criteria it needs to fulfil, as we explore here.

Relevance

B2B content must be relevant to its target audience. It needs to address the specific challenges that they face in their industry. After you have researched and understood what their pain points and needs are, your content can then cover how your product or service solves their issues.

B2B content informs and educates

Your content must contain high quality information which should be in-depth, well-researched and provide valuable, unique insight. The accuracy and trustworthiness of your content are both essential.

Your content should also educate your B2B audience and help them make informed decisions. This might be through how-to guides, industry reports or thought leadership articles. Case studies show the direct benefit of your product or services to customers. Real-world examples build credibility and trust.

Originality is very important when it comes to content. Fresh perspectives, new data and unique insights will all make your content stand out in the crowded B2B marketplace.

Understanding your audience

All materials you produce should always have the audience at its heart. It should speak the language of the industry that’s in focus and use the terminology it uses. This shows your understanding of the issues they are facing.

It’s then vital that your content contains a clear and focused message. This should communicate how your product or service solves the audience’s problem and the benefits to the audience of using it. Keep it concise and easy to understand.

Consistency is vital in B2B content

Your audience will keep coming back for more if you publish high-quality content on a consistent and regular basis. You’ll be seen as a reliable source of engaging information.

Visual appeal

B2B content isn’t just about words. Visuals can broaden its appeal by making complex information more digestible and engaging. Charts, infographics and relevant images will all help.

Problem solving

Take the approach of how your product or service solves someone else’s problem, then base your content around your solution. It should be practical, actionable and offer insights intoyou’re your product helps businesses overcome challenges.

Call to action

The materials you produce should also have a clear call to action (CTA). This might be encouraging the reader to download a whitepaper, subscribe to a newsletter or request a demonstration of your product or service. The aim here is to take them on the next step of their customer journey.

Search engine optimisation

It’s very important for potential prospects to be able to find your content. Search engine optimisation (SEO) performs this function. It comes from research into keywords your potential customers are using when they search for solutions to their issues.

Distributing your content

To make sure as many people as possible see your work, it should be distributed across multiple channels. Using your website, social media feeds, B2B email marketing and industry-specific platforms will maximise your content’s reach and impact.

Measurement

Establishing key performance indicators (KPIs) helps you track and measure the success of your content. This could be in terms of leads generated, web traffic or social media engagement.

It’s then important to be adaptable. As the B2B landscape evolves, so should your content to reflect changes in the industry and trends. You can always update and refresh content as a way of keeping it relevant and informative.

Final thoughts

Content is at the heart of any B2B strategy and this guide has shown you what your business can offer. Incorporating all these elements into your creations will help you engage your business’s target audience, build your authority and drive tangible results.

If you’d like to talk to us about how we can help with your business’s B2B content, we’d love to hear from you!

About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, PR services, Uncategorized

Are you in your measurement era?

Driving strategic storytelling with market trends reports

Browse more blog posts

Posted on
byClaire James
Have you ever been asked to demonstrate the value of your marketing budget to leaders within your business? You’re not alone. According to LinkedIn’s B2B Benchmark report, 76% of B2B marketers feel under pressure to prove return-on-investment in the short term while nearly half cite ROI as the most important metric when reporting to the CEO, CFO and other board...
Posted on
byHonor Williamson
Staying ahead of trends and understanding which stories are resonating with target audiences is integral to great PR. Given the volume of noise in today’s media, making use of tools can help reveal patterns, highlight relevant topics, and guide your content strategy. This is where the market trends report can be a real game-changer. Market trends reports provide insights into...
Posted on
byClaire Lamb
The Guardian announced last week that it will stop posting on X. According to the newspaper, the “benefits of being on X are now outweighed by the negatives.” It went onto say that “this is something we have been considering for a while given the often-disturbing content promoted or found on the platform.”  It’s clear that X has become a...
Posted on
byJack Snell
In today’s fast-paced business environment, every penny counts, especially whilst businesses are under immense pressure to justify every line of their balance sheets. This is where the important of measuring your PR activities comes into play. At Skout, we believe that effective measurement is the key to demonstrating a tangible return on investment in your PR efforts. We recently launched...
Posted on
byRebecca Brown
There are many brands out there that are typically associated with their consumer products, but their heritage actually lies within the B2B market. In most scenarios, the consumer side of the business has grown so big, that it can easily be forgotten that they also sell to a business audience too! GPS specialist and smart watch developer, Garmin, is a...
Posted on
byJack Snell
It’s evident that AI is becoming increasingly beneficial in the daily responsibilities of marketing and PR professionals. Whether it’s streamlining processes or eliminating mundane tasks, there seems to be an AI software tool for everything. But with advancements in AI seemingly happening every day when we log on to work, sometimes it can be hard to keep up, or even...
Posted on
byJack Snell
With summer in full swing, we thought this was the perfect opportunity to have a little fun! Take our quiz and test your knowledge – a perfect excuse to take a well-earned break (we know you marketers are very busy 😉). All answers are at the bottom (no cheating!) And please do let us know your score. PR & marketing...
Posted on
byClaire James
I recently attended a leadership training course where we were asked to define our leadership style and our core values. We were guided through this exercise during the course but it got me thinking about my core values – the things that, when challenged, can prompt a physical reaction and an emotional response. It didn’t take me long to work...
Posted on
byClaire James
The construction sector has long struggled with issues around insolvency. This could, in part, be due to the fact that there are so many sole traders and small firms out there sub-contracting that have struggled financially with the Covid-19 situation and then with the supply chain price increases. But the industry has been sitting at a rate of between 750...
Posted on
byJames Weaver
The fintech industry is renowned for its innovation. In a highly competitive and fiercely contested landscape, connecting with your target audience is crucial, especially when aiming to penetrate a market as dynamic as the UK’s. Therefore, leveraging the power of PR can be a game-changer for your fintech business. Here, we detail how B2B PR can help your fintech brand...

Get in touch

Skout
11 Market Place
Macclesfield
Cheshire
SK10 1EB
Send us a message
Name(Required)

Send us a message