B2B Marketing For 2015: Creating Content That Answers Customer Questions

B2B marketing is sometimes called boring: a business has to sell boring products to another business.

This is wrong.

But your own B2B business is possibly stuck in a rut if you sell industrial products that don't normally generate excitement. However, to another business who needs your products, how you market a product makes a big difference as to whether they choose you over a competitor.

This might place you in a quandary about how to make your marketing entertaining for products that can't generate entertainment value. In truth, you don't have to make your products look exciting. Other businesses simply want pertinent and helpful information that proves your products are better than ones from somewhere else.

Ultimately, B2B marketing comes down to how you best answer questions, and in content marketing, it matters where you answer those questions. The best way to get started with your B2B content marketing strategy is to think about what content is the most relevant to your buyers. With statistics showing that 44 percent of social-media users would unfollow someone if that business posts irrelevant content, you can't afford not to hone in on what your customers truly want.

Answering Questions In A Blog

Blogging is never outdated. When you frequently update it and keep it relevant, you create an ideal location to answer questions frequently on the minds of your customers. What topics would interest your typical buyer? Are there elements to your product that buyers might not realize could benefit them?

Find unique angles on the product you sell and write about things prospective buyers wouldn't expect. Surprise is what makes great content in blogs. It also doesn't hurt to curate content that discusses similar topics. Just be sure your curated content isn't from a competitor. Even if content gets written by someone else, having it on your blog shows you endorse it, all while connecting to your own products.

Answering Questions In Infographics

Infographics continue to be popular in marketing because of their unique ability to present dry information in an entertaining and brief way. This is one of your best content marketing options when you want to convey information about overly technical or scientific products. Rather than giving lengthy and boring textual descriptions of those items, offer an infographic on your website, describing what the technical specs are.

By doing this in a slightly humorous way, you also bring a sense of discovery that enlightens rather than being monotonous. Many infographics have commonly asked questions first, then provide more information as you scroll down. This helps maintain a level of curiosity rather than merely stating dry facts.

Answering Questions In E-Books

Along with blogs, e-books continue to remain relevant and popular sources of detailed information. This includes whitepapers, which are easily sharable online. As with infographics, though, it's best to keep it brief.

Answering Questions In Video

Being visual is probably preferred by most consumers. While you can't possibly answer every question in video format, you could go the extra mile and answer frequently asked questions, and direct questions from buyers about products you offer.

Thanks to limitless potential in video, you could even provide infographics and other relevant information in the video production. Just whittle everything down to the most essential stats you'd want to know yourself when showcasing your products for the first time.

Contact us here at HeavyDuty Branding for help making your B2B content marketing look more appealing. As we move into a new era of marketing that is more human, we're here to help you move away from looking too buttoned down.