How to Improve the Performance of Your B2B Content

Posted by Pamela Keniston

Is_YourB2b_Content_Performance DrivingSo you have your B2B content marketing in place. You have your metrics and analytics firmly established. Now what? 

You may feel like a kindred spirit to that 16-year-old girl waiting for that cute boy to call her. Staring at the phone won't make it ring any faster. Neither will refreshing your page over and over again to see how many page views your site has, or how many CTAs have been clicked on. 

Don't get us wrong - it's important to have measurable results to score the effectiveness of your marketing strategy. However, once you've checked the results of your labor (or, sadly,  lack of results) it may be time to focus on how to improve the performance of your B2B content. Don't just assume that once your plan is launched you can cruise on auto-pilot. The flight plan will need some adjustment along the way, and that's okay. In fact, it's perfectly normal.

Score Big with These B2B Content Marketing Tips

According to a report from  the Chief Marketing Officer Council and NetLine, most companies spend about 25% of their marketing budget on content creation. Bravo! Why do we give them props for this? Because of the following findings from the same study:

  • Eighty-eight percent of respondents say online content plays a major to moderate role in vendor selection.
  • Some 28 percent say they share content with more than 100 colleagues while another 31 percent share it with 25 to 100 people.
  • Peer-powered organizations are the most trusted and valued sources of online content; 67 percent of respondents named research and white papers from professional organizations among their most trusted content sources compared to just 9 percent who named vendor white papers.
  • Other trusted and valued types of content include papers from industry organizations (50 percent); customer case studies (48 percent); analyst reports (44 percent); and independent product reviews (41 percent).

Yes, a whopping 88% view online content as a major player in their decision-making process! So how can you improve the performance of your B2B content? Check out these tips to help your numbers and your business soar to success!

Cut Out the Techy Talk

Wading through industry jargon is a chore, especially when you are pressed for time. Keep technical speech to a minimum. As the above statistics show, content marketing has sharing at its core, so you want to keep a lively tone that is informative without being pretentious.

Make it Relevant to Your Audience

A blog post revealing your latest product may be quite relevant for you. After all, the aim of marketing is to increase sales. However, the audience you are attracting is likely coming to you for industry-relevant thoughts, not a sales pitch. 

Keep Focused On Your Strategy

Ready to release a new piece of software, or other product? Use your content marketing to build anticipation and to educate. 

For example, if your new software focuses on data management, consider running a month of blogs on data management - why it's important, effective ways to manage data, case studies. You get the idea. Finish off the month by offering a free trial of your new software.

In this way, your audience has been educated on something useful to them, and they are now able to see the value in your product. 

Be a Fan of Your Customers

In social media, we often focus on getting fans. Almost equally important, though is being a fan of your customers. For instance, mobile credit card processor Square loves to cheer on its customer base by means of its blog.

Recently, Square featured several customers in a post entitled: Square Sellers Who Are Killing it On Pinterest. What business wouldn't be flattered to be highlighted in this way? Would it be more likely to be loyal? You betcha!

A Few Notes About Email Marketing...

Email marketing is still an effective means of publishing B2B content. However, this one can get tricky. Here are a few tips to keep things above board, and not appear like a skeezy spammer:

  • Avoid weirdness. Multiple exclamation marks and ALL CAPS!!!!!$$$ are an immediate turn off.
  • Keep it simple. Multiple images, long text, and poorly broken up paragraphs will ensure that either a spam filter will delete the email or the recipient will.
  • Watch out for subject line SNAFUs. Keep the text to under 40 characters and include action verbs that let the reader know how they can benefit. I.e. free download, webinar, ebook etc.

Clearly, the performance of your content has a direct correlation to the quality of the creation. We hope these tips will help your content rise to success!

(Interested in learning how your content affects your ROI? Click here to learn more.)

Have you found other helpful ways to boost content performance? Tell us about it the comments! We'd love to hear from you!

In the meantime, take advantage of one of our latest ebooks: How to Create Press Releases That Don't Suck! 

Download My Free Guide  to Creating Press Releases  That Don't Suck!



Nov 7, 2014

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx