Our B2B clients biggest concern when creating content is that what they produce will not grab their audience’s attention. When content is created for content’s sake or to simply demonstrate activity the audience or the strategic value often isn’t in the equation.
We created a simple checklist for our B2B clients to review before getting started on a project. If one of these boxes isn’t check then we may want to revaluate our approach.
The best B2B content has a target, a purpose and creates value for both the organisation and the audience.
The B2B Content Checklist:
- Is This New or News? – Whatever the organisation is sharing needs to be checked against comment available today. Has the point already been made and are we offering anything to push the conversation forward?
- Direct Communications – Who are we directly targeting with the content? A failing of B2B content is that it can often serve the brand instead of the audience so who are we directly speaking to?
- Content = Action – Is the information or opinion we are sharing actionable? Are there clearly defined next steps for the reader that will lead to creating business value?
- Tone Matching – Does the tone of the content match the audience’s expectations? Are we speaking to the audience on their level? B2B audiences don’t value fluff.
- Voice of Authority – Are we creating content that we have valid knowledge of? Will people respect our opinion?
- Strategic Value – Why are we creating this content and what strategic value does it have for our business? What message are we delivering and how are we shaping brand perception?
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