JayZo's Blog
He tells stories from the world of digital content creation and media here. Fair warning: there will be sarcasm.
Here’s a “Keep It Simple Stupid” rule for creating B2B marketing content. But first, some context (which, as you’ll read, is way more important than content):
Dailybreak has started to build some momentum behind our recent funding, new brand, new clients, new hires, and new hair-dos. (What? You don’t change up your look to get a boost of confidence once in awhile? So we did it as a group of 30 together, so what? That doesn’t make us weird…)
Anyways, because of this, we’ve started to churn out many more pieces of business-to-business (B2B) content, from an advertising page to a white paper I was lucky enough to write (tons of fun for me) to blog posts and PR. (I don’t wish to spam you, but since someone MIGHT be curious to see this stuff, here are the links: dailybreak.com/advertising or, for the white paper on user-generated content, dailybreak.com/advertising/resources.)
Now, there’s always a temptation with creating B2B marketing content to just sprint out of the gate and start busting out blog posts and ebooks. But it’s much, MUCH more important (and effective) to start with an understanding of your customer, their needs, their struggles, passions, likes, dislikes, etc. Then and only then can you start to create content that answers the single-most valuable question you can ask yourself when creating marketing content:
Does this help my customer achieve a positive or overcome a negative?
If the answer is yes, proceed. If the answer is no, scrap it! It’ll just be noise that wastes your precious resources and your customer’s precious time, clogging their feed with junk they don’t want to consume.
Bottom line: the world is more full of noise than ever, so relevancy and the ability to resonate with someone is king of all kings. Forget “content is king” — CONTEXT is really king. Emperor, really. Or Grand Poobah. Or Grand Master Wizard. Whatever.
Therefore, if you create content that helps a customer either achieve something positive (How to Gain More User-Generated Content) or avoid something negative (Seven Conversion-Killing Mistakes eCommerce Sites Make), then you’ll GUARANTEE that your content is relevant to the customers you know so well.
So…
- Understand the customer through and through. The more info you have on them, the better!
- When you have enough info to add value to their lives, start creating content.
- Always gut-check that content with the question, “Does this help my customer achieve a positive or avoid a negative?”
Happy creating!
