Are you creating and sharing countless pieces of content today? In fact, approximately 70% of B2B companieshave established them. This is because customers of high-involvement B2B services tend to carefully consider the service and search for various information.
However, even if you invest time in finding keywords and writing content, customers actually read and respond to only a fraction of it. Is it 'inherently' difficult to achieve results with content marketing? If so, what are the characteristics of high-performing B2B content?
Elifunt has gone through countless trials and errors over the past two years to find that answer. As a result, by generating tangible results through content marketing together with our partners, the rules of good content that resonates with B2B customers. We have generously filled this resource booklet, 'Standards for Good B2B Marketing Content,' with the insights we have unearthed over the past two years. If you are curious about the contents, please pay attention to this article.
If you don't have time to read the full content, check out this 3-line summary 👀
1. Good B2B marketing content must contain insights that only your company can offer.
2. There are three types of B2B marketing content: inflow content, conversion content, and core content.
3. In addition to this, you can find more B2B content examples and writing guides used by Elifunt in practice in the resource book!
What are the 'characteristics of good B2B marketing content' discovered by Elifunt?
When Elifunt created over 1,189 pieces of B2B marketing content over the course of a year and examined the results, good content that customers remember and respond to has three main characteristics.
1) It contained insights discovered firsthand rather than obvious information, 2) had an 'attitude' to solve problems, and 3)incorporated specific customer cases and feedback.
In summary, the defining characteristic of good B2B marketing content specific and rich insights that can only be obtained from our company blog,. In today's world, where generative AI is deeply integrated into business operations and anyone can find necessary information through a simple search, content featuring data we have personally verified, perspectives gained from experience, and voices from the field can become a powerful weapon unique to our company.
So, what kind of content is right for our corporate blog right now?
Now that you know the criteria for good content, is it enough to just start writing? Before you begin, you must first identify topics suitable for your corporate blog. This is because the content you need to produce varies depending on the company's situation and the characteristics of its industry.
What kind of content is right for our corporate blog right now? Elifunt defines content into three categories and approaches them strategically according to the company's situation.
First, incoming content that generates blog traffic
If your company's blog traffic is still low, you need incoming content that can create touchpoints between customers and your brand. Rather than directly introducing your services, incoming content focuses on providing the information customers need
For example, if our service targets B2B marketing practitioners, we design content centered around keywords related to problem situations that B2B marketers might encounter. This type of incoming content directly increases blog traffic and allows you to build credibility without explicitly mentioning the service.
💡 Wait, a word of caution when planning incoming content! Just
because a keyword is likely to be of interest to a customer doesn't mean it makes for content. As explained earlier, content providing 'obvious' information leads to customers leaving quickly. a variety of topics, such as practical questions and trending issues,you must incorporate a drop of your own vivid insights. We have detailed the typical types of incoming content in the resource booklet, so be sure to check it out!
Second, convertible content proposing our solution
Once you have built up sufficient blog traffic, it is time to propose our solution to the customer. The customer is aware of the problem and is in a state of comparing and deliberating on 'which solution is appropriate.' In this case, you must persuade them of why our product or service is suitable for solving their problem.
One of the conversion-oriented content types most frequently utilized by Elifunt client interviews. By incorporating the difficulties faced by the customers our service primarily encounters, specific examples of trial and error, and our service's problem-solving methods into interview content, we can increase customer empathy and trust in our service.
Third, core content that showcases the company's expertise
Finally, Core Contentis premium content newly defined by Elifunt. Once customers gain an understanding of our solution, it is important to build trust to lead to actual conversions.
Core content helps build credibility by incorporating corporate philosophy, behind-the-scenes stories, and industry insights based on interviews with current employees—topics that cannot be explained by simple information delivery or website introductions alone
The important thing here is that we must borrow the language of customers and the field, rather than our company's language . To persuade customers who are curious about our services, we must convey our expertise in language they can understand and empathize with.
3 Writing Tips for Easier B2B Marketing Content Creation
Even if you have a sense of what content to write, 'how' to write it is another matter. If you have a good topic prepared for our blog, you need a process of writing it well.
This resource book contains a wealth of writing tips and checklists that Elifunt actually uses when writing B2B marketing content, designed to make creating good content less difficult . Among the various writing tips covered in the book, I will summarize just three.
1. Captivating the reader's heart from the very beginning
Good content must have the power to make readers naturally curious about what comes next. That begins with an introduction that captivates the reader's heart.
starting the introduction by addressing realistic examples or the reader's specific problem situations. Presenting a problem scenario that resonates with the reader can significantly increase engagement right from the start. For instance, rather than providing general background information such as, "Generative AI is rapidly infiltrating the workplace," please directly mention the reader's situation by asking, "Are you also utilizing generative AI when creating marketing content?"
2. Build trust by utilizing abundant evidence
Readers respond more strongly to credible information than to well-written sentences. Especially in a B2B environment, content is likely to feel like an unfounded claim if figures, sources, and real-world examples are missing
In particular, actual customer testimonials are the most powerful persuasive factor for potential customers. If possible, instead of vague expressions like “customer churn rate has decreased,” try introducing examples with specific figures, such as “customer churn rate decreased by 20% within 3 months of implementation.”.
3. Increase Content Production Productivity by Using AI
AI is a powerful tool that significantly accelerates content creation. In particular, entrusting basic and repetitive tasks to AI, such as market research, keyword analysis, and image production, can save a great deal of time. However, while AI excels at rapidly analyzing vast amounts of data and identifying patterns, capturing a brand's values and sensibility remains the domain of humans. You must personally set the core direction and tone and manner of your content.
💡 If you are curious about content writing guides and examples that you can use immediately in your work, check them out in the "Standards for Good Content" resource book !
Good.Con.Gi Resource Collection Preview
We are revealing some of the slides from the "Criteria for Good Content" handbook! You can view the masked information by downloading the handbook. 👀
Create
B2B marketing content that gets read without customer churn, right now!
To create content that reaches customers without dropping off, we must strategically identify the types of content currently needed, discover material that demonstrates our expertise and insights, and refine it so that it is easily readable.
I hope this resource guide will serve as a hint for those who needed know-how on writing B2B content more easily!
