Business-to-business (B2B) content creation is like creating anything else. It takes a lot of effort and time to create something of quality that will be valuable to people. There is no ideal formula, but there some aspects you should consider when creating your B2B content.
Create the Right Headline
Headlines have always made a big difference for the effectiveness of content. But what exactly makes one headline better than another? It depends on the phrasing you use.
Here are some of the best in terms of generating engagement for B2B content:
- “The Future of”
- “How to Use”
- “Need to” (without “Know”)
- “How to Create”
- “Here’s How”
These phrases can even be used as a foundation for future content ideas. Identify what your audience needs to do, or what the future holds for your industry. Then use these headline phrases to give those B2B articles a boost.
Similarly, you can use these to give older posts a refresh and maybe get some traffic. Maybe you have an article with great information but isn’t performing as you expected. Try refreshing the title with one of these phrases and see if it improves.
Choose the Right Length
The length of your content pieces also plays a factor in your overall B2B content marketing strategy.
Studies show that the majority of brands are publishing short form content (fewer than 1,000 words). This opens a window of opportunity for your brand to fill the gap with longer form content. While short-form content is a great way to introduce your brand, the longer content tends to generate better results in the long run by having a greater impact on SEO and social engagement.
Look for topics where you can prove your expertise with longer form content that provides insights into your industry. Similarly, look back at your previous articles and see if you can improve them.
Create Helpful Guides
Backlinks are a solid part of both your industry reputation and content marketing best practices. Links signal that your website has authority in your industry.
Especially in the B2B or technical industries, out of all the types of content, guides in general get more backlinks than other types of content. But how exactly can you create a guide?
Look for areas that haven’t already been extensively covered — the more unique your guide is, the more likely it will perform well and get you backlinks. After choosing your topic, the hard work begins with providing interesting and relevant information that users want to read.
Keep in mind that guides should not read like technical manuals. They should be in-depth, but they also need to be engaging and conversational.