Q: How does effective B2B content build a business?
It helps you invest wisely.
It puts your best foot forward.
High-quality content sends the message that you care about your readers. 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 all about them and not you.
It makes your case.
Writing 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 compelling narrative between energetic headlines, subheads, callouts, quotes, highlighted text, and other devices that make it easy to skim — people are busy. Ideally, it’s also dynamic, which means it’s easy to engage with on any device. It makes them want to read more.
It makes you want to share it.
If your content represents you well, you will be eager to leverage it. You’ll want to offer it on landing pages, send it to prospects and clients, promote it on LinkedIn, feature it in content marketing, share it on social media, drive to it with PPC, and include it in your presentations. Your sales team will be happy to have it and use it often.
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 pieces on other platforms and in content marketing, sales letters, slides, infographics, and your annual report. You can use its subheads as PPC headlines and key sentences as email subject lines. You can tweak it with updated information to keep it fresh. No need to reinvent the wheel. You already own it.
It’s a business asset.
Writing that generates interest in your company, strengthens your authority, engages key audiences, and helps you close more deals adds enormous business value. When prospects see that you communicate effectively, they will also believe you deliver services effectively. Without this kind of writing to support your business, you could be putting your company at a disadvantage — but it’s easy to solve.