Creating meaningful B2B content around ‘awareness’ days

All through the year, there are awareness days/months – Fairtrade Fortnight, Stress Awareness Month etc which offer an opportunity to publish related content.

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But it’s important to make sure that what you publish is meaningful and genuine. Your audience will see through content that is a tick box exercise or jumping on the bandwagon.

And, you risk opening your business up to extra scrutiny if you don’t put out content that is authentic and has integrity.

Take International Women’s Day which is coming up on 8 March.

The theme is Choose to Challenge, which provides a whole wealth of opportunity for content, but only if you have robust stories to tell.

Tell genuine stories

Those stories can be about what you are doing to improve gender equality in your business, what progress you’ve made, what difference you are trying to make and why.

It doesn’t matter if you are in the early stages of your strategy if you are taking genuine steps towards meeting your goals.

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Why publishing regular B2B content doesn’t have to be difficult

Producing regular B2B content can seem really daunting. If you are aiming to publish weekly, that’s 50 odd posts which can seem like a lot of ideas.

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But it isn’t as onerous a task as it initially appears.

First of all, don’t set out to write 1,500 words a week; website content, which is 400 words and upwards, is fine. Concentrate on writing what each topic is worth rather than hitting a particular word count.

To make coming up with B2B content ideas seem less daunting, start by thinking about the key pain points/areas of interest for your target audience.

Break down your ideas

You talk to your clients so you know what concerns them most, what questions get asked regularly and where they most need help.

Draw up a list of key subject headlines. Then think about how you can break each headline down.

Rather than writing one long piece on one topic, think of writing a series of shorter pieces looking at different aspects.

These can form the basis of your ‘evergreen’ content. Write a bunch of them in advance, so you have them ready or at least have the ideas sketched out to inspire you.

Then think about key events and dates in your business calendar, which will generate ideas or that you will want to comment on.

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Unlocking the benefits of regular B2B content – and my goal for 2021

It’s been two years since I set myself a goal of writing regular blog content here on my business website but like a lot of New Year’s Resolutions, it fell by the wayside.

I knew I needed to blog regularly because it is good for business, helping to build authority and traffic for my website. And I also knew I should practice what I preach.

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But it wasn’t until a lightbulb moment in September last year that I was finally on the road to achieving that goal – and as a result, it’s unlocked a new content marketing opportunity for 2021.

Up until last Autumn, my blog post writing was sporadic at best with some months going past without publishing anything at all.

It meant my web content wasn’t delivering with no discernible rise in traffic or engagement. And few business leads came from my website.

Content ideas weren’t the problem as I was publishing regularly on social media – LinkedIn – and getting good results.

So what changed? The spur – or perhaps kick up the backside – was a conversation with a fellow freelancer who refocused my B2B content strategy.

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Starting points for writing good thought leadership

Thought-leadership or opinion pieces are great content and good for visibility when approached the right way.

They are an opportunity to present your take on market trends or topics that are useful and interesting to your clients.

You can pitch them to B2B publishers and business news outlets or use them for client newsletters or on your own website to help build authority.

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They’ve been part of my working life for many years.

As a freelance, I ghost-write them for clients who don’t have the time or find writing them tricky. When I was features editor on a B2B magazine, I used to commission and edit guest columns.

Common mistake

The most common mistake when ideas for thought leader pieces were being pitched was a lack of opinion or viewpoint.

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How to fashion your content for your audience

We’ve all tried on clothes only to realise they weren’t designed for our particular size and shape. The designer, it seems, was thinking of someone else wearing their clothes and the same thing can happen with B2B content – if you don’t focus on your audience.

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I’m 5ft 2 (on a good day) which means a lot of clothes are too long. I don’t buy clothes that don’t fit well.

But it’s not the clothing designers fault. They can’t make every garment suit every size and shape. They develop their designs for a brand’s particular target customer base – their size and tastes.

As consumers we find the brands – that target us, we get to know which ones generally offer clothing to our dimensions – and style. We buy from these brands because they offer us what we want and need.

And that’s the space your B2B content needs to occupy. Your content marketing strategy needs to target a specific audience and speak directly to them. One size fits all isn’t going to get you the results you want.

Clarity on your audience

Which means you need to be clear on who your target audience is. And it is likely you will have more than one target audience depending on what you want to achieve.

For example, a house builder or developer might want to target potential investors and joint venture partners. But they will also want to target house buyers or occupiers.

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