Specialized technical content is dense to read. Find a way to make it easier to read, always looking for the style that best suits your company.
Case studies , for example, work very well with their problem-solution approach. Cause-and-effect content can also help convince readers of, for example, why using outdated products or technology can be detrimental to their business or why using a certain system can help you be more efficient. In industrial marketing, step-by-step tutorials are very common to explain how to use a highly technical product or process.
In B2B marketing, by getting into the details, you can introduce all the benefits of your product in context, so potential buyers can get an idea of how to take advantage of them in their own company.
3. Use visual content
Don't limit yourself to long paragraphs full of text that people get bored of reading: add tables, graphs or infographics to show data and support your marketing strategies or use photographs or images to support your technical ideas.
Video is an important medium for educating customers and prospects, and many busy engineers and executives prefer to watch a short video rather than read text. Video can be ideal for showing a technical product in action, animating complex processes or ideas, or displaying customer testimonials.
Some industrial companies create content only for the technical buyer – that is, the engineer whose primary goal is to determine if a product meets the specifications and requirements they are looking for.
However, there are two other types of buyers: the analytical buyer and the economic buyer .
Analytical buyers look beyond whether the product meets the necessary specifications, they want to know that they will actually be able to solve a specific problem for their particular company using your products or technology.
Economic buyers also look for information about the financial impact in terms of return on investment.
Think about what content you can create for each croatia email address type of buyer and make sure you create B2B marketing messages and content that speak to that type of buyer .
Talking about your wonderful product and its fantastic benefits is all well and good, but skeptical potential buyers may be wondering, 'what else?'
This potential buyer reading your content has a problem that is costing them time and money, help them find a solution. It may sound cheesy, but adding testimonials from other customers or practical case studies to your content is very effective .
Likewise, giving your content context, talking about your company, your team and your values can help you convince these more demanding buyers.
In short, these B2B marketing tips can help you create targeted content that appeals to your ideal buyer—the one who needs your help and is most likely to become your customer .
However, while content is a key part of your inbound marketing strategy , it shouldn't be the only one.
