The greater complexity of journeys compared to the B2C macrocosm is noticeable, but this is precisely where the charm of designing effective content for different personas comes from , each with:
customized needs ;
ad hoc skills ;
specific pain ;
domain lexicon that cannot be trivialized, under penalty brazil telegram Users mobile Phone Number listof immediate loss of authority.
Complexity reaches dizzying levels when, in 90% of cases, we hear that " our interlocutor is decision maker A, who however has to go through B and sometimes convince C ".
How to do it? Content must capture the first, but it can provide useful elements to convince the others, who will then be provided with ad hoc content. This is why content design is essential in B2B : for example, those who read the landing page must find in 10 seconds a content that " blocks " them on the page for the following minute, in which we can extend the range towards further solutions to their pain, and possibly provide ideas for other professionals involved in the sales cycle.
All of this works only if, in addition to a valid strategy, its execution, the monitoring of the various channels and data analysis, the content is ideally designed based on who is reading it and the stage of the journey they are in.
Complex? Absolutely. Fascinating? Even more so.
The good news is that, as I mentioned, there are not many B2B companies that can count on a content design worthy of the name. The opportunity to differentiate your experience from that of your competitors becomes interesting and very profitable. However, there is one piece missing, which perhaps has no direct connection with design but is fundamental for the success of the contents: a specific communication style . Very few companies have it, but in this area standardization does not lead to anything good.
