Q: How does powerful B2B content help your business grow?
It helps you invest wisely.
It puts your best foot forward.
High-quality content earns attention and sends the message that you care about your audience. It’s engaging, looks good, tells them what they want to know, answers their questions before they ask them, and is a pleasure to read from start to finish. It’s more about them than you, and it’s worth saving for later.
It makes your case.
Content that builds your business has a purpose. Every word is there for a reason. It’s proactive, believable, and it explains things clearly as it fulfills the promise in the headline. It has a main point and circles back to it. And while it includes colorful details and a strong close, it doesn’t waste your readers’ time or make them feel like they’re being sold.
It’s interesting.
No one has to read your content. People read it because they want to know something. Writing that builds your business draws your readers in and keeps them there. It respects their intellect and doesn’t assault them with jargon. It uses storytelling techniques, compelling narrative, and visual devices that make it easy to skim — people are busy. It makes people want to click. Ideally, it’s also dynamic so it’s easy to engage with on any device.
It makes you want to share it.
If your content represents you well, you will be eager to send it out into the world. Again and again. You’ll want to offer it on landing pages, forward it to prospects, include it in email signatures, advertise it on LinkedIn, share it on other social media, feature it in your content marketing, drive traffic to it with PPC, and include it in your presentations. Your sales team will thank you.
It has legs.
Great content is versatile as well as strategic. You can repurpose it in different formats and for different audiences. You can chop it up and use highlights in other communications like sales letters, slides, infographics, your annual report, and your website. You can use its subheads as PPC headlines and key sentences as subject lines. You can refresh it with updated information and formatting to keep it relevant and performing at its best. No need to reinvent the wheel. You already own it.
It’s a business asset.
We call valuable content “assets” for a reason. Writing that gets and keeps interest strengthens your authority, engages key audiences, and helps you close more deals — this is business value. When prospects see that you’re good at communicating, they believe you’re good at the services you deliver, too. This kind of content isn’t an expense. It’s an investment.